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.

Color analysis of the reconstructed complex nipple-areola after a mastectomy

In this paper a colour analysis of the reconstructed NAC (nipple-areola complex) after a mastectomy is performed. First, a colour segmentation algorithm based on the Live Wire method is proposed to separate the NAC from the rest of skin. And then the colour differences between the healthy and the reconstructed NAC are measured using colour-difference formulas recommended in CIE: CIELAB, CIE94 and CIEDE2000. The application domain is analyzing how the NAC is modified after applying a new reconstructed technique of areola-nipple complex, grafted after its cryopreservation. The analysis has been performed for 20 images, and good segmentation results have been obtained and quantitative colour difference in accordance with perceptual colour difference has been obtained

Correction : Chaparro et al. Incidence, Clinical Characteristics and Management of Inflammatory Bowel Disease in Spain: Large-Scale Epidemiological Study. J. Clin. Med. 2021, 10, 2885

The authors wish to make the following corrections to this paper [...]

Incidence, Clinical Characteristics and Management of Inflammatory Bowel Disease in Spain : Large-Scale Epidemiological Study

(1) Aims: To assess the incidence of inflammatory bowel disease (IBD) in Spain, to describe the main epidemiological and clinical characteristics at diagnosis and the evolution of the disease, and to explore the use of drug treatments. (2) Methods: Prospective, population-based nationwide registry. Adult patients diagnosed with IBD-Crohn's disease (CD), ulcerative colitis (UC) or IBD unclassified (IBD-U)-during 2017 in Spain were included and were followed-up for 1 year. (3) Results: We identified 3611 incident cases of IBD diagnosed during 2017 in 108 hospitals covering over 22 million inhabitants. The overall incidence (cases/100,000 person-years) was 16 for IBD, 7.5 for CD, 8 for UC, and 0.5 for IBD-U; 53% of patients were male and median age was 43 years (interquartile range = 31-56 years). During a median 12-month follow-up, 34% of patients were treated with systemic steroids, 25% with immunomodulators, 15% with biologics and 5.6% underwent surgery. The percentage of patients under these treatments was significantly higher in CD than UC and IBD-U. Use of systemic steroids and biologics was significantly higher in hospitals with high resources. In total, 28% of patients were hospitalized (35% CD and 22% UC patients, p < 0.01). (4) Conclusion: The incidence of IBD in Spain is rather high and similar to that reported in Northern Europe. IBD patients require substantial therapeutic resources, which are greater in CD and in hospitals with high resources, and much higher than previously reported. One third of patients are hospitalized in the first year after diagnosis and a relevant proportion undergo surgery

Treatment with tocilizumab or corticosteroids for COVID-19 patients with hyperinflammatory state: a multicentre cohort study (SAM-COVID-19)

Objectives: The objective of this study was to estimate the association between tocilizumab or corticosteroids and the risk of intubation or death in patients with coronavirus disease 19 (COVID-19) with a hyperinflammatory state according to clinical and laboratory parameters. Methods: A cohort study was performed in 60 Spanish hospitals including 778 patients with COVID-19 and clinical and laboratory data indicative of a hyperinflammatory state. Treatment was mainly with tocilizumab, an intermediate-high dose of corticosteroids (IHDC), a pulse dose of corticosteroids (PDC), combination therapy, or no treatment. Primary outcome was intubation or death; follow-up was 21 days. Propensity score-adjusted estimations using Cox regression (logistic regression if needed) were calculated. Propensity scores were used as confounders, matching variables and for the inverse probability of treatment weights (IPTWs). Results: In all, 88, 117, 78 and 151 patients treated with tocilizumab, IHDC, PDC, and combination therapy, respectively, were compared with 344 untreated patients. The primary endpoint occurred in 10 (11.4%), 27 (23.1%), 12 (15.4%), 40 (25.6%) and 69 (21.1%), respectively. The IPTW-based hazard ratios (odds ratio for combination therapy) for the primary endpoint were 0.32 (95%CI 0.22-0.47; p < 0.001) for tocilizumab, 0.82 (0.71-1.30; p 0.82) for IHDC, 0.61 (0.43-0.86; p 0.006) for PDC, and 1.17 (0.86-1.58; p 0.30) for combination therapy. Other applications of the propensity score provided similar results, but were not significant for PDC. Tocilizumab was also associated with lower hazard of death alone in IPTW analysis (0.07; 0.02-0.17; p < 0.001). Conclusions: Tocilizumab might be useful in COVID-19 patients with a hyperinflammatory state and should be prioritized for randomized trials in this situatio

La sobrecarga de información en el sitio web, efectos de la cantidad y de la organización de la información en el consumidor / María Sicilia Piñero ; dirigida por Salvador Ruiz de Maya.

Tesis-Universidad de Murcia.Consulte la tesis en: BCA. GENERAL. ARCHIVO UNIVERSITARIO. T.M. 2611

Integración de la estrategia de comunicación en canales propios: El caso de El Corte Inglés

Purpose: Drawing on the concept of integrated marketing communications, this papers analyzes the communication strategy of El Corte Ingles through both online and offline own channels. The main objective of the paper is the evaluation and understanding of the El Corte Inglés brand’s corporate communication and its level of integration. Design/methodology: This paper uses a content analysis methodology. Social networks are first analyzed (Facebook, Twitter, Instagram, YouTube) and then compared with the website of the Company and with its physical stores Findings: Results indicate that El Corte Ingles is a very active company in social networks, obtaining a high level of engagement on Instagram. However, results also highlight a low level of integration between the digital environment and the physical stores. Research limitations/implications: Results obtained may have some implications for the company. Some proposals are presented, with the aim of improving the level of integration between the different communication channels of this company. Among the limitations of the study, we may highlight that this study was conducted at a specific period of time, and results may depend on this specific period. Nevertheless, we think that they are useful to have a general picture of the strategy of communication of this company. Originality/value: This work is original because it includes at the same time an analysis of the communication on social networks, on the website and in physical storesObjetivo: Basándonos en el concepto teórico de comunicación integrada de marketing, en este trabajo se analiza la estrategia de comunicación de El Corte Inglés a través de sus canales propios online y offline. El estudio de este caso pretende averiguar si empresas como El Corte Inglés, con tantos años de recorrido, están siendo capaces de adaptarse al nuevo paradigma de la comunicación digital y si están sabiendo integrar los canales de comunicación online con sus tiendas físicas. Diseño/metodología: A través de un análisis de contenido se analiza en primer lugar la estrategia de El Corte Inglés en sus perfiles en redes sociales (Facebook, Twitter, Instagram, YouTube). A partir de esta primera fase, se analiza la integración de estos nuevos canales entre sí, y después el grado de integración con la web de El Corte Inglés y con sus propias tiendas físicas. Resultados: Los resultados ponen de manifiesto que El Corte Inglés es una empresa muy activa en redes sociales, con resultados especialmente destacables en Instagram. Sin embargo, respecto a la integración entre los distintos canales propios, los resultados revelan que todavía hay un bajo grado de integración entre el entono digital y las tiendas físicas. Limitaciones/implicaciones: Los resultados obtenidos tienen importantes implicaciones empresariales. Se proponen una serie de ideas para mejorar el grado de integración entre los distintos canales propios de la empresa. La principal limitación del estudio es que los datos se han recogido en un periodo de tiempo específico, por lo que los resultados pueden depender de este periodo. Originalidad/contribución:La originalidad del estudio se basa en analizar a la vez la comunicación de una empresa en sus redes sociales, en su web y en sus tiendas físicas

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

El papel de las redes sociales como generadoras de "amor a la marca"

Brand pages in social network sites are becoming a new form of virtual brand communities, in which consumers follow their favorite brands and exchange information and comments with them. Strong emotional relationships are appearing during these interactions. In this context brand love is being more and more used as a new managerial concept. This paper assesses to what extent brand pages are able to enhance brand love in social network sites. An empirical study was developed for comparing reactions of consumers who belong to a brand page with other consumers who do not follow that brand page in a social network site.Las páginas de marca en redes sociales se han convertido en una nueva forma de comunidad virtual de marca donde los consumidores siguen a sus marcas favoritas y se comunican con ellas. Durante esas interacciones se pueden desarrollar relaciones emocionales entre la marca y el consumidor. En este contexto, el concepto de amor a la marca está adquiriendo un gran protagonismo desde el punto de vista empresarial. El objetivo de este trabajo es evaluar en qué medida las comunidades de marca que se están desarrollando en las redes sociales sirven para que se ame más a las marcas. Para ello se ha llevado a cabo un estudio empírico en el que se ha analizado a los clientes de una marca en función de si siguen o no a la marca en una red socia