O impacto das novas mídias para os anunciantes brasileiros

The rise of digital technology enabled the development of unprecedented means of contact between companies and their customers, the so-called new media. In addition to their capacity to reconfigure sectors such as the phonographic and motion picture industries, these new media have also had a remarkable impact on the advertising industry. The style of cross-input among advertisers, mass media and consumers that was consolidated during the twentieth century is now threatened by the widespread use of devices such as digital video recorders (DVRs), tablets, game consoles and mobile phones, all of which empower consumers to adjust their exposure to advertising. In this new environment, the traditional media and the new media vie for consumer preference and for advertising budgets. Despite advertisers' need to track and ensure the profitability of their advertising campaigns, the study found that investments in traditional media vehicles have been rising, whereas the audience delivered is declining. Thus, in a world of change, this study seeks to identify what factors influence the media buying of Brazilian advertisers, analyzing their perceptions of traditional media and of emerging media, as well as the challenges and opportunities that they represent. To this end, exploratory research based on a qualitative approach was conducted. In June and July of 2009, in-depth interviews were held with the people in charge of the advertising campaigns of 15 large advertisers from several industries. The analysis of the field data in the light of the literature on the subject identified three factors that strongly influence the media mix of the interviewees: the use of metrics that are unsuitable for the new media, advertisers' dependence on their advertising agencies and the mass media vehicles, and advertisers' internal processes.El surgimiento de las tecnologías digitales permitió el desarrollo de medios de contacto inéditos entre empresas y consumidores, los llamados nuevos medios. Capaces de reconfigurar industrias como la fonográfica y la del cine, los nuevos medios tienen también considerable impacto en la industria de la publicidad. El subsidio cruzado entre anunciantes, vehículos de masa y consumidores, consolidado a lo largo del siglo XX, se ve fragilizado con la popularización de aparatos como DVRs, tablets, games y teléfonos celulares, dispositivos que transfieren a los consumidores el poder de regular su exposición a la publicidad. En ese nuevo ambiente, medios tradicionales y nuevos medios compiten por la preferencia de consumidores y por el dinero de los anunciantes. A pesar de la necesidad de los anunciantes de evaluar y rentabilizar sus campañas de publicidad, se verificó que la inversión en vehículos tradicionales ha crecido, mientras que la audiencia receptora se ha reducido. En un contexto de cambios y de inestabilidad, se busca en este estudio identificar los factores que influencian el proceso de compra de medios por parte de los anunciantes, observando su percepción sobre medios emergentes y tradicionales, sus beneficios y retos. Para ello, se realizó una investigación exploratoria con enfoque cualitativo. Entre junio y julio de 2009, se realizaron entrevistas en profundidad con los profesionales responsables de las campañas de publicidad de 15 grandes empresas anunciantes, con actuación en diferentes industrias. Con el análisis de los datos recolectados a partir de la literatura estudiada sobre el tema, se identificaron tres factores que ejercen fuerte influencia en la definición del mix de medios de los entrevistados: el uso de métricas inadecuadas a los medios emergentes; la dependencia de los anunciantes con relación a las agencias de publicidad y a los vehículos de masa; y los mismos procesos internos de los anunciantes.O surgimento das tecnologias digitais permitiu o desenvolvimento de meios de contato inéditos entre empresas e consumidores, as chamadas novas mídias. Capazes de reconfigurar indústrias como a fonográfica e a do cinema, as novas mídias têm também impacto considerável na indústria da publicidade. O subsídio cruzado entre anunciantes, veículos de massa e consumidores, consolidado ao longo do século XX, se vê fragilizado com a popularização de aparelhos como Digital Video Recorders (DVRs), tablets, consoles de videogames e telefones celulares, dispositivos que transferem aos consumidores o poder de regular sua exposição à publicidade. Nesse novo ambiente, mídias tradicionais e novas mídias competem pela preferência de consumidores e pela verba dos anunciantes. Apesar da necessidade dos anunciantes de aferir e rentabilizar campanhas publicitárias, verificou-se que o investimento em veículos tradicionais vem crescendo, enquanto a audiência entregue diminui. Num panorama de mudanças, no presente estudo procura-se identificar que fatores influenciam o processo de compra de mídias por parte dos anunciantes, observando a percepção deles sobre mídias emergentes e tradicionais, seus benefícios e desafios. Para tanto, foi realizada uma pesquisa exploratória, utilizando uma abordagem qualitativa. Entre junho e julho de 2009, foram realizadas entrevistas em profundidade com os profissionais responsáveis pelas campanhas publicitárias de 15 empresas anunciantes de grande porte, atuantes em diversas indústrias. Ao analisar os dados colhidos em campo à luz da literatura estudada sobre o tema, a pesquisa identificou três fatores com forte influência sobre a definição do mix de mídias dos entrevistados: o uso de métricas inadequadas às mídias emergentes, a dependência dos anunciantes com as agências de publicidade e os veículos de massa e os próprios processos internos dos anunciantes

A New Conceptual Model for Business Ecosystem Visualization and Analysis

This study has the objective of plotting the effects of network externalities and superstar software for the visualization and analysis of industry ecosystems. The output is made possible by gathering sales from a tracking website, associating each sale to a single consumer and by using a network visualization software. The result is a graph that shows strategic positioning of publishers and platforms, serving as a strategic tool for both academics and professionals. The approach is scalable to other industries and can be used to support analysis on mergers, acquisitions and alliances

Duplication 9p and their implication to phenotype

Background: Trisomy 9p is one of the most common partial trisomies found in newborns. We report the clinical features and cytogenomic findings in five patients with different chromosome rearrangements resulting in complete 9p duplication, three of them involving 9p centromere alterations.Methods: the rearrangements in the patients were characterized by G-banding, SNP-array and fluorescent in situ hybridization (FISH) with different probes.Results: Two patients presented de novo dicentric chromosomes: der(9; 15)t(9; 15)(p11.2;p13) and der(9; 21)t(9; 21) (p13.1;p13.1). One patient presented two concomitant rearranged chromosomes: a der(12)t(9; 12)(q21.13;p13.33) and an psu i(9)(p10) which showed FISH centromeric signal smaller than in the normal chromosome 9. Besides the duplication 9p24.3p13.1, array revealed a 7.3 Mb deletion in 9q13q21.13 in this patient. the break in the psu i(9) (p10) probably occurred in the centromere resulting in a smaller centromere and with part of the 9q translocated to the distal 12p with the deletion 9q occurring during this rearrangement. Two patients, brother and sister, present 9p duplication concomitant to 18p deletion due to an inherited der(18)t(9; 18)(p11.2; p11.31) mat.Conclusions: the patients with trisomy 9p present a well-recognizable phenotype due to facial appearance, although the genotype-phenotype correlation can be difficult due to concomitant partial monosomy of other chromosomes. the chromosome 9 is rich in segmental duplication, especially in pericentromeric region, with high degree of sequence identity to sequences in 15p, 18p and 21p, chromosomes involved in our rearrangements. Thus, we suggest that chromosome 9 is prone to illegitimate recombination, either intrachromosomal or interchromosomal, which predisposes it to rearrangements, frequently involving pericentromeric regions.Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)Universidade Federal de São Paulo, Dept Morphol & Genet, BR-04023900 São Paulo, BrazilUniv São Paulo, Dept Pathol, Lab Citogen, BR-05403000 São Paulo, BrazilUniversidade Federal de São Paulo, Dept Morphol & Genet, BR-04023900 São Paulo, BrazilFAPESP: 2012/51150-0FAPESP: 2012/15572-7Web of Scienc

Antimicrobial activity of calcium hydroxide and chlorhexidine on intratubular Candida albicans

This study investigated the efficacy of calcium hydroxide and chlorhexidine gel for the elimination of intratubular Candida albicans (C. albicans). Human single-rooted teeth contaminated with C. albicans were treated with calcium hydroxide, 2% chlorhexidine gel, calcium hydroxide plus 2% chlorhexidine gel, or saline (0.9% sodium chloride) as a positive control. The samples obtained at depths of 0–100 and 100–200 µm from the root canal system were analyzed for C. albicans load by counting the number of colony forming units and for the percentage of viable C. albicans using fluorescence microscopy. First, the antimicrobial activity of calcium hydroxide and the 2% chlorhexidine gel was evaluated by counting the number of colony forming units. After 14 days of intracanal medication, there was a significant decrease in the number of C. albicans colony forming units at a depth of 0–100 µm with chlorhexidine treatment either with or without calcium hydroxide compared with the calcium hydroxide only treatment. However, there were no differences in the number of colony forming units at the 100–200 µm depth for any of the medications investigated. C. albicans viability was also evaluated by vital staining techniques and fluorescence microscopy analysis. Antifungal activity against C. albicans significantly increased at both depths in the chlorhexidine groups with and without calcium hydroxide compared with the groups treated with calcium hydroxide only. Treatments with only chlorhexidine or chlorhexidine in combination with calcium hydroxide were effective for elimination of C. albicansFAPESP 2007/00306-1FAPESP 2007/003061CAPESCAPE

Metabolic subtypes of patients with NAFLD exhibit distinctive cardiovascular risk profiles

Background and Aims We previously identified subsets of patients with NAFLD with different metabolic phenotypes. Here we align metabolomic signatures with cardiovascular disease (CVD) and genetic risk factors. Approach and Results We analyzed serum metabolome from 1154 individuals with biopsy-proven NAFLD, and from four mouse models of NAFLD with impaired VLDL-triglyceride (TG) secretion, and one with normal VLDL-TG secretion. We identified three metabolic subtypes: A (47%), B (27%), and C (26%). Subtype A phenocopied the metabolome of mice with impaired VLDL-TG secretion; subtype C phenocopied the metabolome of mice with normal VLDL-TG; and subtype B showed an intermediate signature. The percent of patients with NASH and fibrosis was comparable among subtypes, although subtypes B and C exhibited higher liver enzymes. Serum VLDL-TG levels and secretion rate were lower among subtype A compared with subtypes B and C. Subtype A VLDL-TG and VLDL-apolipoprotein B concentrations were independent of steatosis, whereas subtypes B and C showed an association with these parameters. Serum TG, cholesterol, VLDL, small dense LDL5,6, and remnant lipoprotein cholesterol were lower among subtype A compared with subtypes B and C. The 10-year high risk of CVD, measured with the Framingham risk score, and the frequency of patatin-like phospholipase domain-containing protein 3 NAFLD risk allele were lower in subtype A. Conclusions Metabolomic signatures identify three NAFLD subgroups, independent of histological disease severity. These signatures align with known CVD and genetic risk factors, with subtype A exhibiting a lower CVD risk profile. This may account for the variation in hepatic versus cardiovascular outcomes, offering clinically relevant risk stratification.National Institutes of Health (R01DK123763, R01DK119437, HL151328, P30DK52574, P30DK56341, and UL1TR002345); Ministerio de Economía y Competitividad de España (SAF2017-88041-R); Ministerio de Economía y Competitividad de España for the Severo Ochoa Excellence Accreditation (SEV-2016-0644); CIBERehd (Biomedical Research Center in Hepatic and Digestive Diseases) and Netherlands Organization for Applied Scientific Research Program (PMC13 and PMC15); Spanish Carlos III Health Institute (PI15/01132 and PI18/01075); Miguel Servet Program (CON14/00129 and CPII19/00008); Fondo Europeo de Desarrollo Regional, CIBERehd, Department of Industry of the Basque Country (Elkartek: KK-2020/00008); La Caixa Scientific Foundation (HR17-00601); Liver Investigation: Testing Marker Utility in Steatohepatitis consortium funded by the Innovative Medicines Initiative Program of the European Union (777377), which receives support from the European Union’s Horizon 2020 research and innovation programme and EFPIA; Newcastle NIHR Biomedical Research Center; Czech Ministry of Health (RVO-VFN64165/2020); Fondo Nacional De Ciencia y Tecnología de Chile (1191145); and the Comisión Nacional de Investigación, Ciencia y Tecnología (AFB170005, CARE Chile UC); Agencia Nacional de Investigación y Desarrollo (ANID ACE 210009); European Union's Horizon 2020 Research and Innovation Program (825510)

Antimicrobial resistance among migrants in Europe: a systematic review and meta-analysis

BACKGROUND: Rates of antimicrobial resistance (AMR) are rising globally and there is concern that increased migration is contributing to the burden of antibiotic resistance in Europe. However, the effect of migration on the burden of AMR in Europe has not yet been comprehensively examined. Therefore, we did a systematic review and meta-analysis to identify and synthesise data for AMR carriage or infection in migrants to Europe to examine differences in patterns of AMR across migrant groups and in different settings. METHODS: For this systematic review and meta-analysis, we searched MEDLINE, Embase, PubMed, and Scopus with no language restrictions from Jan 1, 2000, to Jan 18, 2017, for primary data from observational studies reporting antibacterial resistance in common bacterial pathogens among migrants to 21 European Union-15 and European Economic Area countries. To be eligible for inclusion, studies had to report data on carriage or infection with laboratory-confirmed antibiotic-resistant organisms in migrant populations. We extracted data from eligible studies and assessed quality using piloted, standardised forms. We did not examine drug resistance in tuberculosis and excluded articles solely reporting on this parameter. We also excluded articles in which migrant status was determined by ethnicity, country of birth of participants' parents, or was not defined, and articles in which data were not disaggregated by migrant status. Outcomes were carriage of or infection with antibiotic-resistant organisms. We used random-effects models to calculate the pooled prevalence of each outcome. The study protocol is registered with PROSPERO, number CRD42016043681. FINDINGS: We identified 2274 articles, of which 23 observational studies reporting on antibiotic resistance in 2319 migrants were included. The pooled prevalence of any AMR carriage or AMR infection in migrants was 25·4% (95% CI 19·1-31·8; I2 =98%), including meticillin-resistant Staphylococcus aureus (7·8%, 4·8-10·7; I2 =92%) and antibiotic-resistant Gram-negative bacteria (27·2%, 17·6-36·8; I2 =94%). The pooled prevalence of any AMR carriage or infection was higher in refugees and asylum seekers (33·0%, 18·3-47·6; I2 =98%) than in other migrant groups (6·6%, 1·8-11·3; I2 =92%). The pooled prevalence of antibiotic-resistant organisms was slightly higher in high-migrant community settings (33·1%, 11·1-55·1; I2 =96%) than in migrants in hospitals (24·3%, 16·1-32·6; I2 =98%). We did not find evidence of high rates of transmission of AMR from migrant to host populations. INTERPRETATION: Migrants are exposed to conditions favouring the emergence of drug resistance during transit and in host countries in Europe. Increased antibiotic resistance among refugees and asylum seekers and in high-migrant community settings (such as refugee camps and detention facilities) highlights the need for improved living conditions, access to health care, and initiatives to facilitate detection of and appropriate high-quality treatment for antibiotic-resistant infections during transit and in host countries. Protocols for the prevention and control of infection and for antibiotic surveillance need to be integrated in all aspects of health care, which should be accessible for all migrant groups, and should target determinants of AMR before, during, and after migration. FUNDING: UK National Institute for Health Research Imperial Biomedical Research Centre, Imperial College Healthcare Charity, the Wellcome Trust, and UK National Institute for Health Research Health Protection Research Unit in Healthcare-associated Infections and Antimictobial Resistance at Imperial College London

Pervasive gaps in Amazonian ecological research

Biodiversity loss is one of the main challenges of our time,1,2 and attempts to address it require a clear un derstanding of how ecological communities respond to environmental change across time and space.3,4 While the increasing availability of global databases on ecological communities has advanced our knowledge of biodiversity sensitivity to environmental changes,5–7 vast areas of the tropics remain understudied.8–11 In the American tropics, Amazonia stands out as the world’s most diverse rainforest and the primary source of Neotropical biodiversity,12 but it remains among the least known forests in America and is often underrepre sented in biodiversity databases.13–15 To worsen this situation, human-induced modifications16,17 may elim inate pieces of the Amazon’s biodiversity puzzle before we can use them to understand how ecological com munities are responding. To increase generalization and applicability of biodiversity knowledge,18,19 it is thus crucial to reduce biases in ecological research, particularly in regions projected to face the most pronounced environmental changes. We integrate ecological community metadata of 7,694 sampling sites for multiple or ganism groups in a machine learning model framework to map the research probability across the Brazilian Amazonia, while identifying the region’s vulnerability to environmental change. 15%–18% of the most ne glected areas in ecological research are expected to experience severe climate or land use changes by 2050. This means that unless we take immediate action, we will not be able to establish their current status, much less monitor how it is changing and what is being lostinfo:eu-repo/semantics/publishedVersio