Aportación de los planificadores estratégicos españoles a la eficacia publicitaria

El presente artículo tiene como propósito examinar las funciones que tiene el planificador estratégico en la actualidad y en concreto definir el papel que ejerce en la consecución de la eficacia de la comunicación de los anunciantes. La Planificación Estratégica nació en Londres en 1968 en dos agencias de publicidad en el contexto mediático y de marketing de aquella época. En el entorno actual, caracterizado por el protagonismo del consumidor y la necesidad de una comunicación integrada, su papel adquiere mayor protagonismo como defensor del consumidor para que la comunicación comercial esté basada en una investigación profunda sobre él. Así, su trabajo aporta valor a los anunciantes porque se ocupa de realizar un posicionamiento de la marca correcto y una estrategia de comunicación eficaz porque está enfocada en un conocimiento seguro del consumidor. Esta reflexión teórica adquiere más realce al adaptarla al análisis de la realidad de los profesionales españoles hoy en día a través de un estudio empírico basado en una encuesta a los planificadores que trabajan en España. La Planificación Estratégica es una disciplina reciente en dicho país ya que es a principios de los años 90 cuando algunas agencias empezaron a contar con profesionales dedicados en exclusiva a esta función. Sin embargo, en menos de veinte años se ha convertido en un departamento clave en el entorno de comunicación comercial

Génesis de la Planificación de cuentas: cómo gestionar el conocimiento del consumidor en las agencias de publicidad

La Planificación de cuentas es la disciplina que defiende la integración del conocimiento profundo del consumidor en todo el desarrollo publicitario. En este artículo se hace un recorrido histórico para descubrir cuáles fueron las causas que motivaron su nacimiento en las agencias de publicidad en 1968, quiénes fueron los protagonistas y cómo se gestó este cambio, que ha sido revolucionario en el ámbito publicitario. Conocer a los consumidores es el eje para conseguir la eficacia publicitaria. Hoy en día, cuando el consumidor cada vez adquiere más protagonismo es necesario remontarse en la historia para ver qué importancia se le ha dado y comprender cómo estas posturas, que fueron tan relevantes, han trascendido en los años

Mineralogical Characterization and Ceramic Aplication of Muds From Washing of Natural Detritic Deposits

Depto. de Mineralogía y PetrologíaFac. de Ciencias GeológicasFALSEpu

In situ gamma-ray spectrometry (GRS) use for non-destructive archaeological exploration

Pre-print versionLandscape, Heritage and Paleoenvironment Laboratory, University of Santiago, Spain Geophysical prospection methods are used in archaeology to locate features of archaeological sites before excavation. Among geophysical methods, those mostly used in archaeology are seismic methods, electromagnetical surveys, and georadar. All of them allow assessing properties of soil, sediment and/or rock, providing cross section of soil properties that can be related to buried archaeological structures and objects. Gamma-ray spectrometry (GRS) is a technique used for different geological purposes including mineral exploration and mapping. However, it has not been applied in archaeology: the only study case known by the authors was successful (Moussa, 2001) but no later reports or more extensive studies have been found. In situ GRS is a non-destructive method that allows direct assessment of potassium-40 (40K), uranium-238 (238U) and thorium-232 (232Th) and daughter radionuclides of their decay chains on rock outcrops and soils. Such radionuclides are ubiquitous in most rocks and soils and the main causes of natural gamma radiation. The technique allows assessing their concentration in topsoil, being of potential use for archaeological exploration but two assumptions must be made: the archaeological buried objects must contain a different concentration of radionuclides than the surrounding sediment or soil, and they must be buried in the topsoil (25-30 cm depth). Thus, it is potentially applicable for exploration of shallow structures or objects. However, it does not provide cross -sections of the ground, but maps of the structures and objects buried. In this work, we have tested in situ GRS in an archaeological site that was partially excavated. In the site, remains of walls made of stone have been excavated, being buried in other parts of the site, but near the ground surface, being the top of the structures at 10-30 cm depth. We have tested in situ GRS in small parcel of 10 x 7 m, located beside nearby excavated areas which wall remains are partially buried in the studied parcel. The purpose of the study is to assess if the technique is reliable for the exploration of structures. Rocks used as building materials in the walls are mostly metamorphic rocks of very low radionuclide content with negligible 40K. However, the sediment that uries the structures contains significant amounts of K, U and Th radioisotopes. Results showed reliable results for surface exploration where shallow structures exist, despite the low radioactive content of the archaeological materials in the site.Este trabalho insere-se nas atividades do Projeto Lab2PT- Laboratório de Paisagens, Património e Território - AUR/04509 que tem o apoio financeiro da FCT/MCTES através de fundos nacionais (PIDDAC) e o cofinanciamento do Fundo Europeu de Desenvolvimento Regional (FEDER), refª POCI-01-0145-FEDER-007528, no âmbito do novo acordo de parceria PT2020 através do COMPETE 2020 – Programa Operacional Competitividade e Internacionalização (POCI).info:eu-repo/semantics/publishedVersio

Relación de los planificadores estratégicos y los creativos. Aplicación al caso español.

The aim of this paper is to analyze the relationship between the Department of Creativity and the Account Planning Department in Spain. The planners are responsible to develop a deep research of the consumer with the objective that this knowledge can serve the creative department to guide communication and effectively reach the consumer. There are reviews on the specific sets and relationships between the Account Department and Creativity, but we do not find any analysis which provides information on the positive or negative interaction of the planners and creative. Thus, to address this reality we have developed a double investigation. On the one hand, we have chosen a quantitative research through a questionnaire to account planners who work in Spain from which were obtained 62 responses and a qualitative study from four in-depth interviews with recognized creative

Situación de la Planificación Estratégica en España. Estudio empírico 2008

Este libro recoge los resultados de una encuesta realizada en 2008 a los planificadores estratégicos que trabajan en agencias de publicidad españolas. Estos profesionales son los encargados de investigar en profundidad al consumidor y hacer que ese conocimiento esté presente en el trabajo de toda la agencia de publicidad y para que, en consecuencia la publicidad sea más eficaz. Se explican los resultados obtenidos de 62 respuestas de acuerdo a: el perfil de los participantes, su trabajo cotidiano y su relación con otros actores del proceso de comunicación comercial

Methanol and ammonia as emerging green fuels: Evaluation of a new power generation paradigm

[EN]In the current context of the energy transition, the use of liquid fuels is attracting attention to be used as energy storage, due to the inherent fluctuations of the main renewable energy sources. In addition, these liquid fuels have also been proposed as energy carriers, to introduce renewables in hard-to-electrify applications. Methanol and ammonia emerge as the two most promising green liquid fuels for energy purposes. In this work, a systematic assessment of the transformation of methanol/ammonia into power is performed. Two different routes have been studied: thermochemical (through fuel combustion) and electrochemical (using fuel cells). From a technical analysis, the methanol process reaches the highest efficiency, around 38%. In general, thermochemical processes show better performance in terms of energy efficiency. From an economic perspective, the current costs of the thermochemical route are around 0.3 €/kWh and 0.6-1 €/kWh for the electrochemical. Electricity cost is expected to be reduced as process efficiency increases down to values of around 0.1 €/kWh. A progressive introduction of these green liquid fuels will be necessary to achieve a 100% renewable energy system in all areas, guaranteeing the long-term sustainability of the planet

The Role of IL-33 in Host Response to Candida albicans

Background. Interleukin (IL) 33 is a recently identified pleiotropic cytokine that influences the activity of multiple cell types and orchestrates complex innate and adaptive immune responses. Methods. We performed an extensive review of the literature published between 2005 and 2013 on IL-33 and related cytokines, their functions, and their regulation of the immune system following Candida albicans colonization. Our literature review included cross-references from retrieved articles and specific data from our own studies. Results. IL-33 (IL-1F11) is a recently identified member of the IL-1 family of cytokines. Accumulating evidence suggests a pivotal role of the IL-33/ST2 axis in host immune defense against fungal pathogens, including C. albicans. IL-33 induces a Th2-type inflammatory response and activates both innate and adaptive immunity. Studies in animal models have shown that Th2 inflammatory responses have a beneficial role in immunity against gastrointestinal and systemic infections by Candida spp. Conclusions. This review summarizes the most important clinical studies and case reports describing the beneficial role of IL-33 in immunity and host defense mechanisms against pathogenic fungi. The finding that the IL-33/ST2 axis is involved in therapeutic target has implications for the prevention and treatment of inflammatory diseases, including acute or chronic candidiasis

Social Networks, Media and Audiences: A Literature Review

Social networks like Facebook, YouTube and Twitter are capturing media and scholarly attention. Their spectacular growth and the public attention they command are attracting a significant amount of research and media scrutiny in English speaking countries. This literature review tries to underline some of the most salient topics in the emerging academic conversation about social media. Its goal is to identify interesting research areas in the fiel

Targeted expression of the human uncoupling protein 2 (hUCP2) to adult neurons extends life span in the fly

SummaryThe oxidative stress hypothesis of aging predicts that a reduction in the generation of mitochondrial reactive oxygen species (ROS) will decrease oxidative damage and extend life span. Increasing mitochondrial proton leak-dependent state 4 respiration by increasing mitochondrial uncoupling is an intervention postulated to decrease mitochondrial ROS production. When human UCP2 (hUCP2) is targeted to the mitochondria of adult fly neurons, we find an increase in state 4 respiration, a decrease in ROS production, a decrease in oxidative damage, heightened resistance to the free radical generator paraquat, and an extension in life span without compromising fertility or physical activity. Our results demonstrate that neuronal-specific expression of hUCP2 in adult flies decreases cellular oxidative damage and is sufficient to extend life span