Effective communication models in advertising campaigns. A strategic analysis in the search for effectiveness

In striving for effectiveness these days, sales alone cannot be the single foremost objective. Other factors can contribute to the creation of a virtuous cycle and have an impact on sales. These too should be measured when determining the overall effectiveness of a campaign. In this article we present an analysis of the winning cases in the Effectiveness Awards for commercial communications in Spain from 2010-2018. We will use it to identify the most widely employed communication models and evaluation metrics currently in use when considering the effectiveness of an advertising campaign. To compare and provide professional assessment we have sought out and compiled the opinions of professionals from the advertising sector who have previously sat on the Effectiveness Awards jury. The main objective is to identify and categorise the most effective models of communication currently in use. To this end 280 cases have been analysed from the Effectiveness Awards between 2010 and 2018 and a total of 48 in-depth interviews have been carried out. Among the main results we highlight the superiority of emotional models over rational ones. We found cultural emotion provides the best results though when it comes to gains in efficiency, a correlation of both yields improved averages in business.En la actualidad, las marcas no pueden definir como único objetivo vender si lo que pretenden es ser eficaces. Existen otros indicadores que contribuyen a crear un ciclo virtuoso que acaba teniendo un impacto en ventas y, por tanto, deben ser medidos para determinar la efectividad de una campaña. Por medio de este artículo, presentamos un análisis de los casos ganadores en los Premios a la Eficacia en comunicación comercial en España (Premios Eficacia) en el periodo comprendido entre 2010-2018 para determinar los modelos de comunicación más utilizados y métricas de evaluación que, en la actualidad, se están aplicando para considerar el nivel de eficacia real que tiene una campaña de publicidad. Además, se recopila la opinión de profesionales del sector de la publicidad que han formado parte del jurado de los Premios Eficacia para contrastar y aportar su valoración profesional. El objetivo principal es identificar y categorizar los modelos de comunicación que son más eficaces en la actualidad. Para ello se han analizado 280 casos premiados en los Premios Eficacia en los años comprendidos entre 2010 y 2018 y se han realizado un total de 48 entrevistas en profundidad. Entre los principales resultados destacamos que existe una superioridad de los modelos emocionales sobre los racionales, siendo el emocional cultural el que ofrece mejores resultados, así como una correlación de los mismos respecto a la eficacia obtenida, generando un mayor promedio en los resultados de negocio

Regional and local environmental conditions do not shape the response to warming of a marine habitat-forming species

The differential response of marine populations to climate change remains poorly understood. Here, we combine common garden thermotolerance experiments in aquaria and population genetics to disentangle the factors driving the population response to thermal stress in a temperate habitatforming species: the octocoral Paramuricea clavata. Using eight populations separated from tens of meters to hundreds of kilometers, which were differentially impacted by recent mortality events, we identify 25 degrees C as a critical thermal threshold. After one week of exposure at this temperature, seven of the eight populations were affected by tissue necrosis and after 30 days of exposure at this temperature, the mean % of affected colonies increased gradually from 3 to 97%. We then demonstrate the weak relation between the observed differential phenotypic responses and the local temperature regimes experienced by each population. A significant correlation was observed between these responses and the extent of genetic drift impacting each population. Local adaptation may thus be hindered by genetic drift, which seems to be the main driver of the differential response. Accordingly, conservation measures should promote connectivity and control density erosion in order to limit the impact of genetic drift on marine populations facing climate change

Biological activity of 6,7-Dehydroxyroyleanone and derivatives obtained from Plectranthus aliciae (Codd) A.J.Paton

The Plectranthus genus (Lamiaceae) is known to be rich in abietane diterpenes. The bioactive 6,7-dehydroxyroyleanone (DHR, 1) was previously isolated from Plectranthus madagascariensis var. madagascariensis and var. aliciae. This study aimed to explore the occurrence of DHR, 1, in P. aliciae and the potential bioactivities of new semisynthetic derivatives from DHR, 1. Several extraction methods were evaluated, and the hydrodistillation, using a Clevenger apparatus, afforded the highest yield (77.8 mg/g of 1 in the essential oil). Three new acyl derivatives (2-4) were successfully prepared from 1 (yields of 86-95%). Compounds 1-4 showed antioxidant activity, antibacterial effects, potent cytotoxic activity against several cell lines, and enhanced anti-inflammatory activity that surpassed dexamethasone (positive control). These findings encourage further exploration of derivatives 2-4 for potential mechanisms of antitumoral, antioxidant, and anti-inflammatory capabilities, studying both safety and efficacy.This work was supported by the funding received by Fundação paraaCien̂ciaeTecnologia(FCT,Portugal)(projects DOI 10.54499/UIDP/04567/2020 and DOI 10.54499/UIDB/04567/2020 attributed to CBIOS, CIMO (UIDB/00690/2020 and UIDP/00690/2020), CESAM (UIDP/50017/2020, UIDB/50017/2020, LA/P/0094/2020), and SusTEC (LA/P/0007/2020) and a Ph.D. grant for F.M. (SFRH/BD/ 146614/2019). National funding was provided by FCT, P.I., through the institutional scientific employment program contracts (L.B.). E.M.D.-M. gratefully acknowledges being the recipient of a FPU-UAH 2019 contract and for the grant “Ayudas a la Movilidad del Personal Investigador en Formación 2022” from the University of Alcalá de Henares (UAH). The authors thank the laboratory CIMO-ESTIG for permission to use the balance ABT-100 ESM Kern (Balingen, Germany) and Escola Superior Agrária laboratory for the use of the mill IKA-WERKE M20.info:eu-repo/semantics/publishedVersio

Usefulness of two independent DNA and rna tissue-based multiplex assays for the routine care of advanced NSCLC patients

Personalized medicine is nowadays a paradigm in lung cancer management, offering important benefits to patients. This study aimed to test the feasibility and utility of embedding two multiplexed genomic platforms as the routine workup of advanced non-squamous non-small cell lung cancer (NSCLC) patients. Two parallel multiplexed approaches were performed based on DNA sequencing and direct digital detection of RNA with nCounter® technology to evaluate gene mutations and fusions. The results were used to guide genotype-directed therapies and patient outcomes were collected. A total of 224 advanced non-squamous NSCLC patients were prospectively included in the study. Overall, 85% of samples were successfully characterized at DNA and RNA levels and oncogenic drivers were found in 68% of patients, with KRAS, EGFR, MET∆ex14, BRAF, and ALK being the most frequent (31%, 19%, 5%, 4%, and 4%, respectively). Among all patients with complete genotyping results and follow-up data (n = 156), the median overall survival (OS) was 1.90 years (confidence interval (CI) 95% 1.69-2.10) for individuals harbouring an actionable driver treated with a matched therapy, compared with 0.59 years (CI 95% 0.39-0.79) in those not eligible for any targeted therapy and 0.61 years (CI 95% 0.12-1.10) in patients with no drivers identified (p < 0.001). Integrating DNA and RNA multiplexing technologies into the routine molecular testing of advanced NSCLC patients is feasible and useful and highlights the necessity of widespread integrating comprehensive molecular diagnosis into lung cancer care

Epigenetic prediction of response to anti-PD-1 treatment in non-small-cell lung cancer: a multicenter, retrospective analysis

Background: Anti-programmed death-1 (PD-1) treatment for advanced non-small-cell lung cancer (NSCLC) has improved the survival of patients. However, a substantial percentage of patients do not respond to this treatment. We examined the use of DNA methylation profiles to determine the efficacy of anti-PD-1 treatment in patients recruited with current stage IV NSCLC. Methods: In this multicentre study, we recruited adult patients from 15 hospitals in France, Spain, and Italy who had histologically proven stage IV NSCLC and had been exposed to PD-1 blockade during the course of the disease. The study structure comprised a discovery cohort to assess the correlation between epigenetic features and clinical benefit with PD-1 blockade and two validation cohorts to assess the validity of our assumptions. We first established an epigenomic profile based on a microarray DNA methylation signature (EPIMMUNE) in a discovery set of tumour samples from patients treated with nivolumab or pembrolizumab. The EPIMMUNE signature was validated in an independent set of patients. A derived DNA methylation marker was validated by a single-methylation assay in a validation cohort of patients. The main study outcomes were progression-free survival and overall survival. We used the Kaplan-Meier method to estimate progression-free and overall survival, and calculated the differences between the groups with the log-rank test. We constructed a multivariate Cox model to identify the variables independently associated with progression-free and overall survival. Findings: Between June 23, 2014, and May 18, 2017, we obtained samples from 142 patients: 34 in the discovery cohort, 47 in the EPIMMUNE validation cohort, and 61 in the derived methylation marker cohort (the T-cell differentiation factor forkhead box P1 [FOXP1]). The EPIMMUNE signature in patients with stage IV NSCLC treated with anti-PD-1 agents was associated with improved progression-free survival (hazard ratio [HR] 0·010, 95% CI 3·29 × 10 −4–0·0282; p=0·0067) and overall survival (0·080, 0·017–0·373; p=0·0012). The EPIMMUNE-positive signature was not associated with PD-L1 expression, the presence of CD8+ cells, or mutational load. EPIMMUNE-negative tumours were enriched in tumour-associated macrophages and neutrophils, cancer-associated fibroblasts, and senescent endothelial cells. The EPIMMUNE-positive signature was associated with improved progression-free survival in the EPIMMUNE validation cohort (0·330, 0·149–0·727; p=0·0064). The unmethylated status of FOXP1 was associated with improved progression-free survival (0·415, 0·209–0·802; p=0·0063) and overall survival (0·409, 0·220–0·780; p=0·0094) in the FOXP1 validation cohort. The EPIMMUNE signature and unmethylated FOXP1 were not associated with clinical benefit in lung tumours that did not receive immunotherapy. Interpretation: Our study shows that the epigenetic milieu of NSCLC tumours indicates which patients are most likely to benefit from nivolumab or pembrolizumab treatments. The methylation status of FOXP1 could be associated with validated predictive biomarkers such as PD-L1 staining and mutational load to better select patients who will experience clinical benefit with PD-1 blockade, and its predictive value should be evaluated in prospective studies

Assessment of a New ROS1 Immunohistochemistry Clone (SP384) for the Identification of ROS1 Rearrangements in Patients with Non–Small Cell Lung Carcinoma: the ROSING Study

Introduction: The ROS1 gene rearrangement has become an important biomarker in NSCLC. The College of American Pathologists/International Association for the Study of Lung Cancer/Association for Molecular Pathology testing guidelines support the use of ROS1 immunohistochemistry (IHC) as a screening test, followed by confirmation with fluorescence in situ hybridization (FISH) or a molecular test in all positive results. We have evaluated a novel anti-ROS1 IHC antibody (SP384) in a large multicenter series to obtain real-world data. Methods: A total of 43 ROS1 FISH-positive and 193 ROS1 FISH-negative NSCLC samples were studied. All specimens were screened by using two antibodies (clone D4D6 from Cell Signaling Technology and clone SP384 from Ventana Medical Systems), and the different interpretation criteria were compared with break-apart FISH (Vysis). FISH-positive samples were also analyzed with next-generation sequencing (Oncomine Dx Target Test Panel, Thermo Fisher Scientific). Results: An H-score of 150 or higher or the presence of at least 70% of tumor cells with an intensity of staining of 2+ or higher by the SP384 clone was the optimal cutoff value (both with 93% sensitivity and 100% specificity). The D4D6 clone showed similar results, with an H-score of at least 100 (91% sensitivity and 100% specificity). ROS1 expression in normal lung was more frequent with use of the SP384 clone (p < 0.0001). The ezrin gene (EZR)-ROS1 variant was associated with membranous staining and an isolated green signal FISH pattern (p = 0.001 and p = 0.017, respectively). Conclusions: The new SP384 ROS1 IHC clone showed excellent sensitivity without compromising specificity, so it is another excellent analytical option for the proposed testing algorithm

Proceedings of the 13th annual conference of INEBRIA

CITATION: Watson, R., et al. 2016. Proceedings of the 13th annual conference of INEBRIA. Addiction Science & Clinical Practice, 11:13, doi:10.1186/s13722-016-0062-9.The original publication is available at https://ascpjournal.biomedcentral.comENGLISH SUMMARY : Meeting abstracts.https://ascpjournal.biomedcentral.com/articles/10.1186/s13722-016-0062-9Publisher's versio

Effective communication models in advertising campaigns. A strategic analysis in the search for effectiveness

In striving for effectiveness these days, sales alone cannot be the single foremost objective. Other factors can contribute to the creation of a virtuous cycle and have an impact on sales. These too should be measured when determining the overall effectiveness of a campaign. In this article we present an analysis of the winning cases in the Effectiveness Awards for commercial communications in Spain from 2010-2018. We will use it to identify the most widely employed communication models and evaluation metrics currently in use when considering the effectiveness of an advertising campaign. To compare and provide professional assessment we have sought out and compiled the opinions of professionals from the advertising sector who have previously sat on the Effectiveness Awards jury. The main objective is to identify and categorise the most effective models of communication currently in use. To this end 280 cases have been analysed from the Effectiveness Awards between 2010 and 2018 and a total of 48 in-depth interviews have been carried out. Among the main results we highlight the superiority of emotional models over rational ones. We found cultural emotion provides the best results though when it comes to gains in efficiency, a correlation of both yields improved averages in business.En la actualidad, las marcas no pueden definir como único objetivo vender si lo que pretenden es ser eficaces. Existen otros indicadores que contribuyen a crear un ciclo virtuoso que acaba teniendo un impacto en ventas y, por tanto, deben ser medidos para determinar la efectividad de una campaña. Por medio de este artículo, presentamos un análisis de los casos ganadores en los Premios a la Eficacia en comunicación comercial en España (Premios Eficacia) en el periodo comprendido entre 2010-2018 para determinar los modelos de comunicación más utilizados y métricas de evaluación que, en la actualidad, se están aplicando para considerar el nivel de eficacia real que tiene una campaña de publicidad. Además, se recopila la opinión de profesionales del sector de la publicidad que han formado parte del jurado de los Premios Eficacia para contrastar y aportar su valoración profesional. El objetivo principal es identificar y categorizar los modelos de comunicación que son más eficaces en la actualidad. Para ello se han analizado 280 casos premiados en los Premios Eficacia en los años comprendidos entre 2010 y 2018 y se han realizado un total de 48 entrevistas en profundidad. Entre los principales resultados destacamos que existe una superioridad de los modelos emocionales sobre los racionales, siendo el emocional cultural el que ofrece mejores resultados, así como una correlación de los mismos respecto a la eficacia obtenida, generando un mayor promedio en los resultados de negocio

Mass mortality in Northwestern Mediterranean rocky benthic communities: effects of the 2003 heat wave

14 pages, 3 figures, 4 tablesLate in summer 2003, extensive mass mortality of at least 25 rocky benthic macro-invertebrate species (mainly gorgonians and sponges) was observed in the entire Northwestern (NW) Mediterranean region, affecting several thousand kilometers of coastline. We were able to characterize the mortality event by studying six areas covering the main regions of the NW Mediterranean basin. The degree of impact on each study area was quantified at 49 sites by estimating the proportion of colonies affected in populations of several gorgonian species compared with reference data obtained in years without mortality signs. According to these data, the western areas (Catalan coast and Balearic Islands) were the least affected, while the central areas (Provence coast and Corsica-Sardinia) showed a moderate impact. The northernmost and eastern areas (Gulf of Genoa and Gulf of Naples) displayed the highest impact, with almost 80% of gorgonian colonies affected. The heat wave of 2003 in Europe caused an anomalous warming of seawater, which reached the highest temperatures ever recorded in the studied regions, between 1 and 3 °C above the climatic values (mean and maximum). Because this exceptional warming was observed in the depth ranges most affected by the mortality, it seems likely that the 2003 anomalous temperature played a key role in the observed mortality event. A correlation analysis between temperature conditions and degree of impact seems to support this hypothesis. Under the present climate warming trend, new mass mortality events may occur in the near future, possibly driving a major biodiversity crisis in the Mediterranean SeaThis research was partly supported by the IFB Foundation (Institut Français de la Biodiversité), the environmental department of TOTAL-Fina-Elfgroup, an 'Action Concertée Iniciative' (ACI) program 'Jeunes chercheus 2003' (number JC5360) from French Research Ministry, research grants CTM2006-01463 and CGL2007-66757Peer reviewe

Aberrant TIMP-1 overexpression in tumor-associated fibroblasts drives tumor progression through CD63 in lung adenocarcinoma

Tissue inhibitor of metalloproteinase-1 (TIMP-1) is an important regulator of extracellular matrix turnover that has been traditionally regarded as a potential tumor suppressor owing to its inhibitory effects of matrix metalloproteinases. Intriguingly, this interpretation has been challenged by the consistent observation that increased expression of TIMP-1 is associated with poor prognosis in virtually all cancer types including lung cancer, supporting a tumor-promoting function. However, how TIMP-1 is dysregulated within the tumor microenvironment and how it drives tumor progression in lung cancer is poorly understood. We analyzed the expression of TIMP-1 and its cell surface receptor CD63 in two major lung cancer subtypes: lung adenocarcinoma (ADC) and squamous cell carcinoma (SCC), and defined the tumor-promoting effects of their interaction. We found that TIMP-1 is aberrantly overexpressed in tumor-associated fibroblasts (TAFs) in ADC compared to SCC. Mechanistically, TIMP-1 overexpression was mediated by the selective hyperactivity of the pro-fibrotic TGF-β1/SMAD3 pathway in ADC-TAFs. Likewise, CD63 was upregulated in ADC compared to SCC cells. Genetic analyses revealed that TIMP-1 secreted by TGF-β1-activated ADC-TAFs is both necessary and sufficient to enhance growth and invasion of ADC cancer cells in culture, and that tumor cell expression of CD63 was required for these effects. Consistently, in vivo analyses revealed that ADC cells co-injected with fibroblasts with reduced SMAD3 or TIMP-1 expression into immunocompromised mice attenuated tumor aggressiveness compared to tumors bearing parental fibroblasts. We also found that high TIMP1 and CD63 mRNA levels combined define a stronger prognostic biomarker than TIMP1 alone. Our results identify an excessive stromal TIMP-1 within the tumor microenvironment selectively in lung ADC, and implicate it in a novel tumor-promoting TAF-carcinoma crosstalk, thereby pointing to TIMP-1/CD63 interaction as a novel therapeutic target in lung cancer