Reseña de tesis: Marketing viral: claves creativas de la viralidad publicitaria

Hi ha claus creatives comunes als vídeos publicitaris virals que constitueixin un detonant per a la seva difusió entre els usuaris de les xarxes socials digitals? Per respondre aquesta pregunta medul·lar de la tesi doctoral, es va proposar un constructe analític que triangulés els indicadors següents: drivers creatius, soques virals i ambigüitat dels continguts. L’anàlisi –bivariant i multivariant– de 651 vídeos publicitaris virals va permetre constatar la prevalença de continguts basats en el driver de l’emoció, explicats amb recursos de la soca retòrica o conceptual. L’ambigüitat es va revelar com una condició suficient, però no necessària, per a activar la viralitat.Have viral advertising videos some creative keys in common which constitute a trigger for dissemination among users of online social networks? To answer this central question, the doctoral dissertation proposes an analytical construct that triangulates the following indicators: creative drivers, viral strains and ambiguity of the content. Bivariate and multivariate analysis of 651 viral advertising videos helped to confirm the prevalence of contents based on the emotion driver, explained with the rhetorical of the conceptual strain. The ambiguity was revealed as a sufficient, but not necessary condition for electronic word of mouth (eWoM) activation.¿Existen claves creativas comunes en los vídeos publicitarios virales que constituyan un detonante para su difusión entre los usuarios de las redes sociales digitales? Para responder esta pregunta medular de la tesis doctoral, se propuso un constructo analítico que triangulara los siguientes indicadores: drivers creativos, cepas virales y ambigüedad de los contenidos. El análisis −bivariante y multivariante− de 651 vídeos publicitarios virales permitió constatar la prevalencia de contenidos basados en el driver de la emoción, explicados con recursos de la cepa retórica o conceptual. La ambigüedad se reveló como una condición suficiente, pero no necesaria, para activar la viralidad

Sobre el comportamiento de las marcas en los medios sociales: la lección de Lady Godiva

When advertising greed reaches the internet and damages the brands themselves, we hear in the background the clip clop of Lady Godiva’s horse as she rides nude through the streets of Coventry. This act —a brave and committed one— of this community manager of the Middle Ages serves in the present article as an exercise in prosopopeia to analyze the strategic and creative management of brands in the current panorama of the digital social media. What is more, it permits us to approach the question within the context of the feminization of advertising pointed out by some authors, as well as to mark out a territory in which many companies ride with no clear direction. Sílvia Sivera-Bello es profesora de Publicidad y RRPP y del Grado en Comunicación de la Universitat Oberta de Catalunya, así como del Máster en Dirección Estratégica y Creativa de Comunicación y Publicidad en el Istituto Europeo di Design. KEY WORDS: social media, community manager, online communities, digital advertising. PALABRAS CLAVE: medios sociales, community manager, comunidades online, publicidad digital

When time is running out: e-students under pressure with the UOC Kronos application

The Kronos teaching innovation project enabled the creation and implementation of a web application, integrated into the virtual campus of the Open University of Catalonia (UOC), for carrying out time-limited exercises asynchronously. Developed in the framework of APLICA 2010 and with the support of the Vice-Rectorate of Research and Innovation, Kronos represented a means for overcoming one of the disadvantages of virtual education, as compared with face-to-face education. While a conventional environment easily allows students to be tested for certain skills using time constraints, in an e-learning environment like the UOC's, which guarantees communication between student and lecturer despite connections being made at different times and in different places, it is extremely complex to carry out exercises that require the precise time of execution to be controlled. Kronos fully respects the asynchronous philosophy of the university's educational model so that students can test certain knowledge or skills under time constraints and lecturers can have more tools available to them to monitor learning progress. This paper analyses the results of the tool's implementation in the Creative Thinking and Speaking and Writing courses of the Degree in Communication, during which assignments were given to be solved in twenty minutes and six hours, respectively. These assignments were designed to assess creative flow, on the one hand, and memorising and oratory, on the other. The results reveal that students have a similar pattern of caution despite different time constraints and that academic performance is, on average, the same or higher under time pressure, as compared with other tests set during the course

A model of brain morphological changes related to aging and Alzheimer's disease from cross-sectional assessments

In this study we propose a deformation-based framework to jointly model the influence of aging and Alzheimer's disease (AD) on the brain morphological evolution. Our approach combines a spatio-temporal description of both processes into a generative model. A reference morphology is deformed along specific trajectories to match subject specific morphologies. It is used to define two imaging progression markers: 1) a morphological age and 2) a disease score. These markers can be computed locally in any brain region. The approach is evaluated on brain structural magnetic resonance images (MRI) from the ADNI database. The generative model is first estimated on a control population, then, for each subject, the markers are computed for each acquisition. The longitudinal evolution of these markers is then studied in relation with the clinical diagnosis of the subjects and used to generate possible morphological evolution. In the model, the morphological changes associated with normal aging are mainly found around the ventricles, while the Alzheimer's disease specific changes are more located in the temporal lobe and the hippocampal area. The statistical analysis of these markers highlights differences between clinical conditions even though the inter-subject variability is quiet high. In this context, the model can be used to generate plausible morphological trajectories associated with the disease. Our method gives two interpretable scalar imaging biomarkers assessing the effects of aging and disease on brain morphology at the individual and population level. These markers confirm an acceleration of apparent aging for Alzheimer's subjects and can help discriminate clinical conditions even in prodromal stages. More generally, the joint modeling of normal and pathological evolutions shows promising results to describe age-related brain diseases over long time scales.Comment: NeuroImage, Elsevier, In pres

The geometry of the map η : Q BU(1) → BU

We study several geometric constructions associated to the map n : Q BU(1) -► BU. Using techniques of infinite loop spaces, we define a set of universal characteristic classes ck , proving that they agree with the Chern classes. We get geometric interpretations of them in terms of the k-tuple points of immersions. Also, we show some cases where this description is useful

The Effect of Profitability, Firm Size and Growth Opportunity On The Value of Manufacturing Companies Listed On The Indonesia Stock Exchange In 2017-2020

This study discusses the effect of profitability, firm size and growth opportunity on firm value in Food and Beverage Sub-Sector Manufacturing Companies Listed on the Indonesia Stock Exchange in 2017-2020. Data processing in this research is using multiple regression model. The source of data in this study is secondary data obtained indirectly from data obtained from the company's annual financial report published on the Indonesia Stock Exchange website. The sample taken in this study used a purposive sampling technique. The results of the analysis of this study indicate that the profitability (ROA) variable partially has a significant effect on firm value (PBV) with a significance (0.016 <0.05). Firm size variable partially has no effect on firm value (PBV) with a significance (0.164 > 0.05, growth opportunity variable partially has a significant effect on firm value (PBV) with a significance (0.000 < 0.05). Simultaneous f test results profitability, firm size and growth opportunity simultaneously affect firm value (significantly 0.000 < 0.05)

Pengaruh Laverage, Likuiditas, Ukuran Perusahaan Terhadap Keputusan Revaluasi Aset Tetap (Studi Kasus pada PT. DBM Kargo Logistik di Wilayah Sumatera)

Penelitian ini bertujuan untuk mengetahui pengaruh leverage, likuiditas dan ukuran perusahaan terhadap keputusan PT. DBM Kargo Logstik Cabang Sumatera melakukan revaluasi aset tetap periode 2016-2020. Metode yang digunakan dalam pengambilan sampel dalam penelitian ini adalah teknik sampling jenuh, terdapat 6 cabang perusahaan logistic yang memenuhi kriteria sampel observasi periode 2016-2020. Metode analisis yang digunakan dalam penelitian ini adalah analisis data menggunakan statistik deskriptif dan regresi logistik. Hasil penelitian ini menunjukkan bahwa Leverage berpengaruh  terhadap  positif terhadap keputusan PT. DBM  kargo  logistik  dalam melakukan revaluasi, Likuiditas tidak berpengaruh (berpengaruh negative) terhadap positif terhadap keputusan PT. DBM kargo logistik melakukan revaluasi, Ukuran perusahaan berpengaruh terhadap positif terhadap keputusan PT. DBM kargo logistik melakukan revaluasi

Energy Audit of Chosen Building

Cílem bakalářské práce je teoretické objasnění problematiky energetického auditu, výpočet tepelných ztrát a zpracování energetického auditu. Bakalářská práce na téma energetický audit se skládá z několika částí. V první části je čtenář seznámen s problematikou energetického auditu. Práce popisuje, k čemu energetický audit slouží, z čeho se energetický audit skládá. Dále je zde psáno, kdo je energetický auditor, a jaké musí splnit podmínky, aby mohl energetický audit vypracovat. Nakonec zde jsou popsány energetické úsporné budovy a energetický štítek budovy. Druhá část práce se zabývá tepelnou obálkou budovy. Je zde popsáno složení zdí obálky budovy a následně spočítané celkové tepelné ztráty budovy. Ve třetí části jsou popsány typy instalovaných elektrických zařízení, která se v budově nachází. Je zde popsán typ elektroměru a hlavního jističe Poslední část práce je závěrečné zhodnocení. Zde jsou shrnuty všechny možné úpravy v budově. Nakonec jsou v práci popsána úsporná řešení, kterých může do budoucna investor využít.The aim of this thesis is the theoretical clarification of the issue of energy audit, thermal losses and energy audit. Bachelors thesis on the subjekt of energy audit is composed of several parts. In the first part the reader is familiar with the issue of energy audit. The thesis is describe what energy audit used, what does an energy audit consists. There is writte on, who is an energy auditor and what terms and conditions must be met to be able to devise an energy audit. Finally, there are described energy efficient buildings and energy label the building. The second part thesis deals with thermal envelope of the building. Thehe is described the composition of the walls envelope of the building and then overall heat loss the building calculate. The third part the thesis is describe the type sof installed electrical devices in the building. There is describe a type of elektricity meter and the main circuit broker. The last part the thesis is final evaluation. There are summary all possible adjustments in the building. Finally there are describe efficient solutions, where the investor use to the future.