Branded, Bombarded and Besieged: Advertising Exposure and the Average Consumer

This study explored the commonly accepted estimate that the average consumer is exposed to about 1500 advertisements a day. Through single-subject, naturalistic observation, the researcher quantified the number of advertisements a subject was consciously exposed to over a seven-day period. In addition, this study recorded the day of the week, time of day, media source and product or service of each advertising exposure. This study found that this subject was consciously aware of being exposed to 690 advertisements during the weeklong study — an average of 98.5 exposures a day. The study also revealed that exposure to advertising could occur nearly anytime or anyplace, but for this subject, exposure was virtually assured whenever media was consumed. Finally, this study showed that, without a large, national, longitudinal study, accurate generalizations concerning advertising exposure are not possible

An Investigation Into the use of Swarm Intelligence for an Evolutionary Algorithm Optimisation; The Optimisation Performance of Differential Evolution Algorithm Coupled with Stochastic Diffusion Search

The integration of Swarm Intelligence (SI) algorithms and Evolutionary algorithms (EAs) might be one of the future approaches in the Evolutionary Computation (EC). This work narrates the early research on using Stochastic Diffusion Search (SDS) -- a swarm intelligence algorithm -- to empower the Differential Evolution (DE) -- an evolutionary algorithm -- over a set of optimisation problems. The results reported herein suggest that the powerful resource allocation mechanism deployed in SDS has the potential to improve the optimisation capability of the classical evolutionary algorithm used in this experiment. Different performance measures and statistical analyses were utilised to monitor the behaviour of the final coupled algorithm

An Investigation into the Merger of Stochastic Diffusion Search and Particle Swarm Optimisation

This study reports early research aimed at applying the powerful resource allocation mechanism deployed in Stochastic Diffusion Search (SDS) to the Particle Swarm Optimiser (PSO) metaheuristic, effectively merging the two swarm intelligence algorithms. The results reported herein suggest that the hybrid algorithm, exploiting information sharing between particles, has the potential to improve the optimisation capability of conventional PSOs

Assessing Allowable Take of Migratory Birds

Legal removal of migratory birds from the wild occurs for several reasons, including subsistence, sport harvest, damage control, and the pet trade. We argue that harvest theory provides the basis for assessing the impact of authorized take, advance a simplified rendering of harvest theory known as potential biological removal as a useful starting point for assessing take, and demonstrate this approach with a case study of depredation control of black vultures (Coragyps atratus) in Virginia, USA. Based on data from the North American Breeding Bird Survey and other sources, we estimated that the black vulture population in Virginia was 91,190 (95% credible interval = 44,520–212,100) in 2006. Using a simple population model and available estimates of life-history parameters, we estimated the intrinsic rate of growth (rmax) to be in the range 7–14%, with 10.6% a plausible point estimate. For a take program to seek an equilibrium population size on the conservative side of the yield curve, the rate of take needs to be less than that which achieves a maximum sustained yield (0.5 x rmax). Based on the point estimate for rmax and using the lower 60% credible interval for population size to account for uncertainty, these conditions would be met if the take of black vultures in Virginia in 2006 was rmax. Further, the ratio of desired harvest rate to 0.5 x rmax may be a useful metric for ascertaining the applicability of specific requirements of the National Environmental Protection Act

The Transit Light Curve Project. XII. Six Transits of the Exoplanet XO-2b

We present photometry of six transits of the exoplanet XO-2b. By combining the light-curve analysis with theoretical isochrones to determine the stellar properties, we find the planetary radius to be 0.996 +0.031/-0.018 rjup and the planetary mass to be 0.565 +/- 0.054 mjup. These results are consistent with those reported previously, and are also consistent with theoretical models for gas giant planets. The mid-transit times are accurate to within 1 min and are consistent with a constant period. However, the period we derive differs by 2.5 sigma from the previously published period. More data are needed to tell whether the period is actually variable (as it would be in the presence of an additional body) or if the timing errors have been underestimated.Comment: Accepted for publication in AJ. 20 pages, 3 tables, 4 figure

Teaching Innovation as Part of an Agribusiness Curriculum

Innovation is critical to the survival of agricultural businesses in the U.S. yet few universities have classes in their curricula that focus on innovation and innovation management. Innovation includes developing new processes and concepts and taking products based on those ideas to market. By its nature, innovation generally involves technical components, market assessment, business analysis, and implementation strategies that include marketing campaigns to a target market. As a result, if innovation is going to be experientially taught to students, the class will likely need to include concepts from multiple disciplines. The objectives of this paper are to present an outline of capstone/senior design classes designed to cause students to learn innovation by participating in interdisciplinary teams working with real companies on the development of new product innovation.Teaching/Communication/Extension/Profession,

Crustal thermal regime at The Geysers/Clear Lake area

ABSTRACT The Geysers/Clear Lake area in northern California is characterized by extensive volcanism and intrusion of bimodal magmatic products within the last 2 Ma and by the presence of one of the largest (steam dominated) geothermal systems in the world. Based on a compilation of data from over 650 heat flow sites in 100 to 600 m wells, the region is also characterized by a large area of elevated regional heat flow (an area greater than 1,600 km 2 ). The heat flow over this large area averages 150 mW/m 2 , about double the already high Coast Range regional heat flow of 75 mW/m 2 . Temperature-depth data from numerous deep wells (average 3 km) demonstrate characteristics of the thermal regime in this magmatic/volcanic system to depths where the temperatures are 250 to 350 °C. One of the characteristics of vapor dominated systems is their low permeability. Thus the large thermal data set and the very low permeability of the upper crust in this region allow a look at the upper and mid-crustal thermal effects of a large scale intrusive center with limited surface expression. Two dimensional forward and a 3-d inverse thermal models of the intrusions (varying both in size and frequency, based on the present day heat flow pattern and the igneous record of the last 2 M.Y.) that underlay this upper crustal system are described. The heat flow and deep temperature data are powerful constraints on the interesting parameters that are otherwise only known from fossil systems, not currently active, large, cryptic, magmatic systems. The rate of intrusion is on the order of 0.005 km 3 /yr which is slow enough to allow for significant cooling so that most of the upper crust is below magmatic temperatures for most of the time. This region of thermal disturbance is characterized by a negative gravity anomaly and by shallowing of the seismogenic layer. Direct seismic evidence of magma has not been identified, but nonetheless this area represents an active plutonic system in a geologic sense

Decreasing Clostridium Difficile Health Care - Associated Infections Through Use of a Launderable Mattress Cover

BACKGROUND: The annual incidence of Clostridium difficile infection (CDI) in the United States is estimated to be 330,000 cases. We evaluated the impact of using a launderable mattress and bed deck cover on the incidence of hospital-onset CDI in two long-term acute care hospitals (LTACH)s. METHODS: Two LTACH hospitals began using a launderable mattress and bed deck cover on beds starting in May of 2013. One facility had 74 beds and the other had 30 beds. Covers were changed after every patient. The covers were laundered using hot water, detergent, and chlorine. Rates for CDIs were compared using Poisson regression between the 16 months before use of the launderable cover and the 14 months after the cover started being used. RESULTS: At Hospital A, the use of bedcovers reduced the rate of infections by 47.8% (95% CI 47.1 – 48.6), controlling for the rate of hand washing compliance and length of stay in days. At Hospital B, the use of bedcovers reduced the rate of infections by 50% (95% CI 47.5 – 52.7), controlling for the rate of hand washing compliance and length of stay in days. CONCLUSIONS: The use of a launderable cover for mattresses and bed decks of hospital beds was associated with a decreased rate of healthcare associated CDIs in two LTACHs