Métodos de planejamento e medição de publicidade: usos do IMC

Given that one of the central elements in marketing spending is advertising, this study aims at analysing how the advertising planning process is influenced by the types of responses expected from the audience, the measurement methods used to assess advertising effectiveness and the expected results. This study was empirical and exploratory based on the application of a cross-sectional survey to 150 marketing managers of medium and large-sized companies in Colombia. The results show if organisations measure the level of compliance with the goals established in terms of IMC, they will make better decisions and allocate marketing budgets consistent with their objectives, resources and capabilities. As the results of the present study indicate, organisations can experience weaknesses in implementing measurement methods that guarantee the proper calculation of organisational results concerning advertising investment.Dado que uno de los rubros protagonistas en el gasto de mercadeo es la publicidad, este estudio tiene por objetivo analizar cómo los tipos de respuestas esperados por parte de la audiencia, los métodos de medición utilizados para medir la eficacia publicitaria y los resultados esperados, influencian la planeación de la publicidad. Este estudio fue empírico exploratorio a partir de la aplicación de una encuesta de corte transversal a 150 gerentes de mercadeo de empresas medianas y grandes de Colombia. En los resultados se evidencia que los métodos de medición de la eficacia publicitaria no se relacionan de manera significativa con la gestión de la publicidad, lo cual dificulta la obtención de resultados fiables y limita la toma de decisiones organizacional.Dado que um dos principais itens dos gastos de marketing é a publicidade, este estudo tem como objetivo analisar como os tipos de respostas esperadas pelo público, os métodos de medição usados para medir a eficácia da publicidade e os resultados esperados influenciam o planejamento da publicidade. Este estudo foi empírico exploratório a partir da aplicação de uma pesquisa transversal a 150 gerentes de marketing de médias e grandes empresas da Colômbia. Os resultados mostram que os métodos de medir a eficácia da publicidade não estão significativamente relacionados ao gerenciamento da publicidade, o que dificulta a obtenção de resultados confiáveis e limita a tomada de decisão organizacional

Phylogenetic relationships of the genus Sibynophis (Serpentes: Colubroidea)

Os resultados apresentados correspondem à primeira análise molecular feita acerca das afinidades filogenéticas do gênero Sibynophis, um colubróideo de origem asiática. Sibynophis aparece como sendo o grupo-irmão do gênero Neotropical Scaphiodontophis. Embora Liophidium esteja por vezes associado a estes dois gêneros, a sua relação é apenas distante. Os caracteres morfológicos compartilhados entre Liophidium, Sibynophis e Scaphiodontophis correspondem a homoplasias que refletem provavelmente os hábitos alimentares especializados semelhantes, presentes nos três gêneros em questão. A tradicional subfamília Sibynophiinae é elevada ao nível de família, enquanto que Scaphiodontophiinae passa para sua sinonímia.We present the results of the first molecular analysis of the phylogenetic affinities of the Asian colubroid genus Sibynophis. We recovered a sister-group relationship between Sibynophis and the New World Scaphiodontophis. Although Liophidium sometimes is associated with these genera, the relationship is distant. Morphological characters that Liophidium shares with Sibynophis and Scaphiodontophis are resolved as homoplasies that probably reflect the similarities of their specialized feeding habits. The traditional subfamily Sibynophiinae is elevated to the family-level, and Scaphiodontophiinae is placed in its synonymy

La imagen y la narrativa como herramientas para el abordaje Psicosocial en escenarios de violencia en los Departamentos de Sucre y el Magdalena.

Este trabajo refiere acerca de la imagen y la narrativa como herramienta para el psicólogo en el acompañamiento psicosocial a personas víctimas del conflicto armado. Por lo que el lector en las siguientes páginas encontrará el análisis de relatos que expone situaciones de violencia sociopolítica y sus afectaciones y resiliencias de las víctimas, así como las posibles actuaciones de los profesionales para que estas personas puedan hacer frente a las adversidades de la guerra. Por tanto, se expondrá el caso de Carlos Arturo Bravo y el caso de Peñas Coloradas posibilitando el desarrollo de técnica de análisis, así como el planteamiento de preguntas reflexivas, circulares y estrategias, facilitando una aproximación a la experiencia inmediata de las víctimas. Así mismo se expone la sinterización de la experiencia de la técnica foto voz, donde se reconoce a través de la imagen y la narrativa vivencia del conflicto armado del departamento de Sucre y el Magdalena y las forma de afrontar la violencia de estas poblaciones. Finalmente se muestran las conclusiones y link de la página wix del paso 3, donde se expone las formas de visualizar y leer la realidad de las comunidades víctimas de violencia sociopolítico dando cuenta del valor de la imagen y la narrativa como herramienta que aportan al proceso de construcción de memoria histórica y su impacto en el acompañamiento psicosocial; profundizando en el valor emancipador de los lenguajes propios de un contexto y sus posibilidades expresivas desde el arte y la acción psicosocial y comunitaria. Si tienen comillas es porque tiene un autor y no está citado, revisar.This work refers about the image and the narrative as a tool for the psychologist in the psychosocial accompaniment of people who are victims of the armed conflict. Therefore, the reader in the following pages will find the analysis of stories that exposes situations of socio-political violence and its effects and resilience of the victims, as well as the possible actions of professionals so that these people can face the adversities of war. Therefore, the case of Carlos Arturo Bravo and the case of Peñas Colorada will be presented, enabling the development of an analysis technique, as well as the posing of reflective, circular questions and strategies, facilitating an approach to the immediate experience of the victims. Likewise, the sintering of the experience of the photo-voice technique is exposed, where it is recognized through the image and the narrative experience of the armed conflict in the department of Sucre and Magdalena and the way to confront the violence of these populations. Finally, the conclusions and link of the wix page of step 3 are shown, where the ways of visualizing and reading the reality of the communities victims of socio-political violence are exposed, realizing the value of the image and the narrative as a tool that they contribute to the process. of construction of historical memory and its impact on psychosocial support; deepening the emancipatory value of the languages of a context and its expressive possibilities from art and psychosocial and community action

Management of post-surgical infection of onychocryptosis with topical application of hyaluronic acid versus antibacterial ointments

Introduction The prevention and cure of postoperative infections has been a source of study over the years and is currently being studied. In this bibliographic review, a comparison between the different products used for the prevention and treatment of postsurgical infections has been procured, likewise, being able to determine which would be the best option for the treatment of post-surgical infections. In this bibliographic review we focus on Onychocryptosis because it is an emerging problem today. Many surgeries are performed to fix this condition, which increases the risk of infections. Material databases, including PubMed and Cochrane Library, as well as websites of international organizations, were searched up to January 2021. The search included studies and trials in humans on the use of hyaluronic acid and antibacterial ointments in various conditions or diseases. Results 18 articles were analyzed individually, which included randomized studies of Hyaluronic Acid, various antibiotics and honey, and variables used topically. 3 articles were also selected to explain onychocryptosis and postoperative infections. Conclusion Despite being able to determine which antibiotic would be the best, and whether hyaluronic acid can be used for the prevention and/or cure of post-surgical infections, this review emphasizes that there is still a need for more specific studies on its use of these variables, both in post-surgical infections in general and in post-surgical onychocryptosis infections

Serological response and breakthrough infection after COVID-19 vaccination in patients with cirrhosis and post-liver transplant

BACKGROUND: Vaccine hesitancy and lack of access remain major issues in disseminating COVID-19 vaccination to liver patients globally. Factors predicting poor response to vaccination and risk of breakthrough infection are important data to target booster vaccine programs. The primary aim of the current study was to measure humoral responses to 2 doses of COVID-19 vaccine. Secondary aims included the determination of factors predicting breakthrough infection. METHODS: COVID-19 vaccination and Biomarkers in cirrhosis And post-Liver Transplantation is a prospective, multicenter, observational case-control study. Participants were recruited at 4-10 weeks following first and second vaccine doses in cirrhosis [n = 325; 94% messenger RNA (mRNA) and 6% viral vaccine], autoimmune liver disease (AILD) (n = 120; 77% mRNA and 23% viral vaccine), post-liver transplant (LT) (n = 146; 96% mRNA and 3% viral vaccine), and healthy controls (n = 51; 72% mRNA, 24% viral and 4% heterologous combination). Serological end points were measured, and data regarding breakthrough SARS-CoV-2 infection were collected. RESULTS: After adjusting by age, sex, and time of sample collection, anti-Spike IgG levels were the lowest in post-LT patients compared to cirrhosis (p < 0.0001), AILD (p < 0.0001), and control (p = 0.002). Factors predicting reduced responses included older age, Child-Turcotte-Pugh B/C, and elevated IL-6 in cirrhosis; non-mRNA vaccine in AILD; and coronary artery disease, use of mycophenolate and dysregulated B-call activating factor, and lymphotoxin-α levels in LT. Incident infection occurred in 6.6%, 10.6%, 7.4%, and 15.6% of cirrhosis, AILD, post-LT, and control, respectively. The only independent factor predicting infection in cirrhosis was low albumin level. CONCLUSIONS: LT patients present the lowest response to the SARS-CoV-2 vaccine. In cirrhosis, the reduced response is associated with older age, stage of liver disease and systemic inflammation, and breakthrough infection with low albumin level

SELNET clinical practice guidelines for bone sarcoma

Bone sarcoma are infrequent diseases, representing < 0.2% of all adult neoplasms. A multidisciplinary management within reference centers for sarcoma, with discussion of the diagnostic and therapeutic strategies within an expert multidisciplinary tumour board, is essential for these patients, given its heterogeneity and low frequency. This approach leads to an improvement in patient's outcome, as demonstrated in several studies. The Sarcoma European Latin-American Network (SELNET), aims to improve clinical outcome in sarcoma care, with a special focus in Latin-American countries. These Clinical Practice Guidelines (CPG) have been developed and agreed by a multidisciplinary expert group (including medical and radiation oncologist, surgical oncologist, orthopaedic surgeons, radiologist, pathologist, molecular biologist and representatives of patients advocacy groups) of the SELNET consortium, and are conceived to provide the standard approach to diagnosis, treatment and follow-up of bone sarcoma patients in the Latin-American context

Dietary animal and plant protein intakes and their associations with obesity and cardio-metabolic indicators in European adolescents: The HELENA cross-sectional study

Background: Previous studies suggest that dietary protein might play a beneficial role in combating obesity and its related chronic diseases. Total, animal and plant protein intakes and their associations with anthropometry and serum biomarkers in European adolescents using one standardised methodology across European countries are not well documented. Objectives: To evaluate total, animal and plant protein intakes in European adolescents stratified by gender and age, and to investigate their associations with cardio-metabolic indicators (anthropometry and biomarkers). Methods: The current analysis included 1804 randomly selected adolescents participating in the HELENA study (conducted in 2006-2007) aged 12.5-17.5 y (47% males) who completed two non-consecutive computerised 24-h dietary recalls. Associations between animal and plant protein intakes, and anthropometry and serum biomarkers were examined with General linear Model multivariate analysis. Results: Average total protein intake exceeded the recommendations of World Health Organization and European Food Safety Authority. Mean total protein intake was 96 g/d (59% derived from animal protein). Total, animal and plant protein intakes (g/d) were significantly lower in females than in males and total and plant protein intakes were lower in younger participants (12.5-14.9 y). Protein intake was significantly lower in underweight subjects and higher in obese ones; the direction of the relationship was reversed after adjustments for body weight (g/(kg.d)). The inverse association of plant protein intakes was stronger with BMI z-score and body fat percentage (BF%) compared to animal protein intakes. Additionally, BMI and BF% were positively associated with energy percentage of animal protein. Conclusions: This sample of European adolescents appeared to have adequate total protein intake. Our findings suggest that plant protein intakes may play a role in preventing obesity among European adolescents. Further longitudinal studies are needed to investigate the potential beneficial effects observed in this study in the prevention of obesity and related chronic diseases