EFECTOS DE LA COMUNICACIÓN INTEGRADA DE MARKETING A TRAVÉS DE LA CONSISTENCIA ESTRATÉGICA: UNA PROPUESTA TEÓRICA Y METODOLÓGICA

RESUMENMucho se ha hablado hasta ahora acerca de la gestión integrada de las herramientas que conforman el mix de comunicación (Comunicación Integradade Marketing). Sin embargo, la mayoría de los estudios desarrollados al respecto se han dedicado a analizar los efectos económico-financieros que esta forma de gestión puede tener para las empresas, de manera que muy poco se ha constatado acerca de la eficacia que posee una campaña integrada de comunicación desde el punto de vista del consumidor. Partiendode la consistencia estratégica como vía de integración, en el presentetrabajo se plantean los efectos que puede ejercer una campaña integradasobre el procesamiento de la informacióny sobre las evaluaciones que el consumidor hace de la campaña.Comunicación Integrada de Marketing(CIM), consistencia estratégica, consumidor.

Privacy concerns in quick response code mobile promotion: The role of social anxiety and situational involvement

Drawing upon utility maximization theory, this study examines the conse-quences of quick response (QR) code mobile promotion in terms of information privacy concerns, defensive responses (intention to protect, fabricate, or withhold), and loyalty. Two contextual variables, social anxiety and situational involvement, are hypothesized as moderators. The main survey employs the scenario method with 667 general consumers in Japan. The results indicate that most of the main effects are supported for both modera-tors. There are strong interaction effects of social anxiety and situational involvement in intention to protect and intention to fabricate personal information. Our study suggests that QR code promotion is a practical and useful tool for loyalty, and its use may significantly depend on its context, whether physical or psychological.This research was funded by a grant from the Spanish Ministry of Science and Inno-vation (National Plan for Research, Development and Innovation ECO2011-30105)

Efeitos da consistência estratégica da mensagem ao consumidor

Much has been said about the comprehensive management of tools which form the communications mix (integrated marketing communications); however, most of the studies developed in this area have concentrated on an analysis of the economic and financial effects which this form of action may have in businesses, and little has been established regarding the efficacy of an integrated communications campaign from the consumer's point of view. Therefore, starting from the strategic consistency of two communications tools (advertising and sponsorship), as a means of integration, this work proposes a set of hypotheses on the effects of an integrated campaign on the processing of information and in the evaluations which the consumer makes of that campaign. Through the design of an experiment for a fictitious brand of energising drinks, in which 140 individuals took part, we were able to establish that the campaign produces more favourable effects on the cognitive and affective reactions of the consumer.Mucho se ha hablado sobre la gestión integrada de las herramientas que conforman el mix de la comunicación (comunicación integrada de marketing); sin embargo, la mayoría de los estudios desarrollados al respecto se han dedicado a analizar los efectos económico-financieros que esta forma de gestión puede tener en las empresas, y muy poco se ha constatado la eficacia de una campaña integrada de comunicación desde el punto de vista del consumidor. Por lo tanto, partiendo de la consistencia estratégica entre dos herramientas comunicacionales (publicidad y patrocinio) como vía de integración, en este trabajo se plantea un conjunto de hipótesis sobre los efectos de una campaña integrada en el procesamiento de la información y en las evaluaciones que el consumidor hace de la campaña. Mediante el diseño de un experimento para una marca ficticia de refrescos en el que participaron 140 individuos, se pudo constatar que la campaña produce efectos más favorables en las reacciones cognitivo-afectivas del consumidor.Muito tem se falado sobre a gestão integrada das ferramentas que compõem o mex da comunicação (comunicação integrada do mercado); porém, a maioria dos estudos desenvolvidos em relação, tem se dedicado a analisar os efeitos econômico-financeiros que esta forma de gestão pode ter nas empresas, e muito pouco se tem constatado a eficácia de uma campanha integrada de comunicação desde o ponto de vista do consumidor. Portanto, partindo da consistência estratégica entre duas ferramentas de comunicação (publicidade e patrocínio) como via de integração, neste trabalho propõe-se um conjunto de hipótese sobre os efeitos de uma campanha integrada no processamento da informação e nas avaliações que o consumidor faz da campanha. Através do desenho de uma experiência para uma marca fictícia de refrescos no qual participaram 40 indivíduos, pode-se constatar que a campanha produz efeitos mais favoráveis nas reações cognitivo-afetivas do consumidor

Contemporary use of cefazolin for MSSA infective endocarditis: analysis of a national prospective cohort

Objectives: This study aimed to assess the real use of cefazolin for methicillin-susceptible Staphylococcus aureus (MSSA) infective endocarditis (IE) in the Spanish National Endocarditis Database (GAMES) and to compare it with antistaphylococcal penicillin (ASP). Methods: Prospective cohort study with retrospective analysis of a cohort of MSSA IE treated with cloxacillin and/or cefazolin. Outcomes assessed were relapse; intra-hospital, overall, and endocarditis-related mortality; and adverse events. Risk of renal toxicity with each treatment was evaluated separately. Results: We included 631 IE episodes caused by MSSA treated with cloxacillin and/or cefazolin. Antibiotic treatment was cloxacillin, cefazolin, or both in 537 (85%), 57 (9%), and 37 (6%) episodes, respectively. Patients treated with cefazolin had significantly higher rates of comorbidities (median Charlson Index 7, P <0.01) and previous renal failure (57.9%, P <0.01). Patients treated with cloxacillin presented higher rates of septic shock (25%, P = 0.033) and new-onset or worsening renal failure (47.3%, P = 0.024) with significantly higher rates of in-hospital mortality (38.5%, P = 0.017). One-year IE-related mortality and rate of relapses were similar between treatment groups. None of the treatments were identified as risk or protective factors. Conclusion: Our results suggest that cefazolin is a valuable option for the treatment of MSSA IE, without differences in 1-year mortality or relapses compared with cloxacillin, and might be considered equally effective