Integrisanje odnosa s javnošću u sistem marketing komuniciranja

Public relations can be seen as a management function, whose task is to establish and foster relationships of mutual understanding and goodwill between the organization and various groups of publics who can impact on its success or failure, but also as one of the most important marketing communications tools. Since public relations could potentially have great power and influence on the formation of public opinion, on the creation of the image and reputation of the organization, as well as on the establishment and maintenance of high quality and long-term relationships with various business and market structures, for the needs of the doctoral dissertation a research was carried out in the higher education institutions in Serbia, in order to determine the degree of development and forms of application of public relations in the context of the overall promotional activities of these institutions. The main objectives of this paper are related to: a comprehensive theoretical consideration of marketing communications tools; a theoretical consideration of public relations as a management function, and then determining the place, role and importance of public relations in the marketing communications system; a review of the application of the most important areas of public relations, as well as the importance and role of the public relations as the marketing communications instrument in the higher education institutions in Serbia. Based on the defined objectives and goals, hypotheses were formulated. In order to test the hypotheses, the domestic and foreign literature and Internet sources were used, as well as the results obtained through primary and secondary empirical research. For the purposes of primary research, the structured questionnaire was designed. Elemental analysis of statistical data obtained through primary research, was conducted by calculating frequencies, percentages and cumulative percentages for all dependent variables. The paper is structured in three parts: the first part is entitled "Marketing Communications Development"; the second part, titled "Place and Role of Public Relations in the Marketing Communications System", deals with the most important characteristics and areas of public relations, and then on the mutual relations between marketing and public relations. The third part is called "Empirical Research". First, the position of the public relations profession in Serbia is presented, based on the researches conducted by the Serbian Association of Public Relations (DSOJ) in 2008 and 2012; afterwards, the results of the research conducted in March 2015 in the higher education institutions in Serbia for the purposes of this dissertation are presented. In the final part of the dissertation the hypotheses were tested and the final assessment of the results obtained are presented

Development of SARS-CoV-2 N-protein specific capture ELISA

Ta na dijagnoza ljudi sa sumnjom na infekciju SARS-CoV-2 je od suštinskog zna aja zasuzbijanje globalnog širenja COVID-19. Prisustvo SARS-CoV-2 može se otkriti RT-PCRom (otkriva RNK virusa) ili detekcijom prisustva virusnih antigena u biološkim te nostimaELISA-om ili sli nom tehnikom koje koriste antitela razvijena u životinjama. Cilj studijeje bio uspostavljanje kvantitativnog testa koji se zasniva na koriš enju poliklonskih serumaza rutinsko odre ivanje koncentracije SARS-CoV-2 nukleokapsidnog proteina merenjamapsorbancije u standardnoj mikrotitarskoj plo ici sa 96 bunara. Za potrebe razvoja testaproizveden je rekombinantni N-protein i koriš en za proizvodnju antiseruma u miševima ize evima. Proizvedeni antiserumi su pre iš eni i odre en im je titar. Poliklonskiantiserumivisokog afiniteta specifi ni za N-protein koriš eni su za razvoj ELISA testa specifi nog zaovaj protein. Test se zasniva na koriš enju poliklonskih seruma miševa koji su adheriranina dno bunara mikrotitarske plo ice za hvatanje N-proteina iz uzorka. Razli itekoncentracije rekombinantnog N-proteina su koriš ene za standardnu krivu zakvantifikaciju proteina. N-protein vezan za antitela miševa je detektovan ze jimpoliklonskim serumom i anti-ze jim antitelom povezanim sa enzimom koji obezbe ujespektrofotometrijsko merenje. Uspešno smo razvili prototip ELISA testa za kvantifikacijuN-proteina sa granicom detekcije u opsegu od ng/mL. Prose na vrednost LOD za prototipELISA testa za detekciju N-proteina je 9,2 ng/mL, dok je prose na vrednost LOQ10,2 ng/mL. Pokazali smo da su proizvedeni poliklonski antiserumi pogodni za detekcijuN-proteina sa sli nim ili boljim afinitetom i specifi noš u od komercijalnih antitela.Štaviše, prototip ELISA testa se može koristiti sa zadovoljavaju om pouzdanoš u zakvantifikaciju N-proteina u uzorcima bogatim proteinima, poput ljudskih seruma.The accurate diagnosis of people with suspected infection with the SARS-CoV-2 isessential to curb the global spread of COVID-19. The presence of SARS-CoV-2 can bedetected by RT-PCR (it detects RNA of the virus) or by the presence of viral antigens inbiological fluids in ELISA or similar techniques using antibodies developed in animals.The aim of the study was the establishment of a quantitative polyclonal sera-based test forroutine measurement of the concentration of SARS CoV-2 nucleocapsid protein usingabsorbance measurement in a standard 96-well microtiter plate. For the purposes of the testdevelopment, recombinant N protein was produced and used for the production of miceand rabbit antisera. Produced antisera were purified and titer was determined. High-affinitypolyclonal N-protein specific antisera were used for N-protein specific ELISA testdevelopment. The test is based on mice polyclonal sera adhered to microtiter plate bottomfor the capture of the N protein from the specimen. Various concentrations of therecombinant N-protein were used to generate a standard curve for protein quantification.The N-protein bound to the mice antibodies was detected with rabbit polyclonal sera andanti-rabbit antibody coupled to an enzyme that provides spectrophotometric measurement.We have successfully developed the prototype ELISA for the quantification of N-proteinwith the detection limit being in the range of ng/mL. The average LOD value for theprototype ELISA was determined to be 9.2 ng/mL, while the average LOQ value was10.2 ng/mL. We have demonstrated that produced polyclonal antisera are suitable for thedetection of N-protein with affinity and specificity similar to, or better than commercialantibodies. Furthermore, the prototype ELISA can be used with satisfactory confidence forquantification of the N-protein in protein-rich samples, similar to human sera.Abstract: [https://cherry.chem.bg.ac.rs/handle/123456789/5361

Development of SARS-CoV-2 N-protein specific capture ELISA

Ta na dijagnoza ljudi sa sumnjom na infekciju SARS-CoV-2 je od suštinskog zna aja za suzbijanje globalnog širenja COVID-19. Prisustvo SARS-CoV-2 može se otkriti RT-PCRom (otkriva RNK virusa) ili detekcijom prisustva virusnih antigena u biološkim te nostima ELISA-om ili sli nom tehnikom koje koriste antitela razvijena u životinjama. Cilj studije je bio uspostavljanje kvantitativnog testa koji se zasniva na koriš enju poliklonskih seruma za rutinsko odre ivanje koncentracije SARS-CoV-2 nukleokapsidnog proteina merenjam apsorbancije u standardnoj mikrotitarskoj plo ici sa 96 bunara. Za potrebe razvoja testa proizveden je rekombinantni N-protein i koriš en za proizvodnju antiseruma u miševima i ze evima. Proizvedeni antiserumi su pre iš eni i odre en im je titar. Poliklonskiantiserumi visokog afiniteta specifi ni za N-protein koriš eni su za razvoj ELISA testa specifi nog za ovaj protein. Test se zasniva na koriš enju poliklonskih seruma miševa koji su adherirani na dno bunara mikrotitarske plo ice za hvatanje N-proteina iz uzorka. Razli ite koncentracije rekombinantnog N-proteina su koriš ene za standardnu krivu za kvantifikaciju proteina. N-protein vezan za antitela miševa je detektovan ze jim poliklonskim serumom i anti-ze jim antitelom povezanim sa enzimom koji obezbe uje spektrofotometrijsko merenje. Uspešno smo razvili prototip ELISA testa za kvantifikaciju N-proteina sa granicom detekcije u opsegu od ng/mL. Prose na vrednost LOD za prototip ELISA testa za detekciju N-proteina je 9,2 ng/mL, dok je prose na vrednost LOQ 10,2 ng/mL. Pokazali smo da su proizvedeni poliklonski antiserumi pogodni za detekciju N-proteina sa sli nim ili boljim afinitetom i specifi noš u od komercijalnih antitela. Štaviše, prototip ELISA testa se može koristiti sa zadovoljavaju om pouzdanoš u za kvantifikaciju N-proteina u uzorcima bogatim proteinima, poput ljudskih seruma.The accurate diagnosis of people with suspected infection with the SARS-CoV-2 is essential to curb the global spread of COVID-19. The presence of SARS-CoV-2 can be detected by RT-PCR (it detects RNA of the virus) or by the presence of viral antigens in biological fluids in ELISA or similar techniques using antibodies developed in animals. The aim of the study was the establishment of a quantitative polyclonal sera-based test for routine measurement of the concentration of SARS CoV-2 nucleocapsid protein using absorbance measurement in a standard 96-well microtiter plate. For the purposes of the test development, recombinant N protein was produced and used for the production of mice and rabbit antisera. Produced antisera were purified and titer was determined. High-affinity polyclonal N-protein specific antisera were used for N-protein specific ELISA test development. The test is based on mice polyclonal sera adhered to microtiter plate bottom for the capture of the N protein from the specimen. Various concentrations of the recombinant N-protein were used to generate a standard curve for protein quantification. The N-protein bound to the mice antibodies was detected with rabbit polyclonal sera and anti-rabbit antibody coupled to an enzyme that provides spectrophotometric measurement. We have successfully developed the prototype ELISA for the quantification of N-protein with the detection limit being in the range of ng/mL. The average LOD value for the prototype ELISA was determined to be 9.2 ng/mL, while the average LOQ value was 10.2 ng/mL. We have demonstrated that produced polyclonal antisera are suitable for the detection of N-protein with affinity and specificity similar to, or better than commercial antibodies. Furthermore, the prototype ELISA can be used with satisfactory confidence for quantification of the N-protein in protein-rich samples, similar to human sera.Poster: [https://cherry.chem.bg.ac.rs/handle/123456789/5362

Integrisanje odnosa s javnošću u sistem marketing komuniciranja

Public relations can be seen as a management function, whose task is to establish and foster relationships of mutual understanding and goodwill between the organization and various groups of publics who can impact on its success or failure, but also as one of the most important marketing communications tools. Since public relations could potentially have great power and influence on the formation of public opinion, on the creation of the image and reputation of the organization, as well as on the establishment and maintenance of high quality and long-term relationships with various business and market structures, for the needs of the doctoral dissertation a research was carried out in the higher education institutions in Serbia, in order to determine the degree of development and forms of application of public relations in the context of the overall promotional activities of these institutions. The main objectives of this paper are related to: a comprehensive theoretical consideration of marketing communications tools; a theoretical consideration of public relations as a management function, and then determining the place, role and importance of public relations in the marketing communications system; a review of the application of the most important areas of public relations, as well as the importance and role of the public relations as the marketing communications instrument in the higher education institutions in Serbia. Based on the defined objectives and goals, hypotheses were formulated. In order to test the hypotheses, the domestic and foreign literature and Internet sources were used, as well as the results obtained through primary and secondary empirical research. For the purposes of primary research, the structured questionnaire was designed. Elemental analysis of statistical data obtained through primary research, was conducted by calculating frequencies, percentages and cumulative percentages for all dependent variables. The paper is structured in three parts: the first part is entitled "Marketing Communications Development"; the second part, titled "Place and Role of Public Relations in the Marketing Communications System", deals with the most important characteristics and areas of public relations, and then on the mutual relations between marketing and public relations. The third part is called "Empirical Research". First, the position of the public relations profession in Serbia is presented, based on the researches conducted by the Serbian Association of Public Relations (DSOJ) in 2008 and 2012; afterwards, the results of the research conducted in March 2015 in the higher education institutions in Serbia for the purposes of this dissertation are presented. In the final part of the dissertation the hypotheses were tested and the final assessment of the results obtained are presented