Exploring the Effects of Celebrity Endorsement in Electronic Media Advertisements on Purchasing Behaviour of Citizens of Sargodha City

The socio-economic development of Sargodha city of Pakistan has positive effects on the purchase behavior of citizen of the city. The induction of different brands in this city creates an opportunity to test the purchase behavior influenced by electronic media. The study examines the effects of celebrity endorsement in electronic media advertisements on purchase behavior of citizens of Sargodha city. Television is selected from a broad range of electronic media due to its popularity and access to the majority of population. 320 individuals are selected through multi stage sampling techniques in which participants are categorized demographically by gender, age, education, and as per income level with the ratio of 160 each gender category. Survey research method is used to acquire proper response from selected sample. Statistical analysis using SPSS describes the celebrity endorsed advertisements in TV which has significant positive impact on purchase behavior of the consumers of the study. The study reveals that customers pay more attention towards celebrity endorsed rather than noncelebrity advertisement. It is also learnt that female showbiz celebrities are more adored by customers as compared to male showbiz celebrities. In addition, customers recall level about advertisement with celebrities is higher than the advertisements with absence of celebrities. Findings further show that celebrity endorsed advertisements is more influential on purchase behavior of citizen of Sargodha

Cerebellopontine Angle (CPA) Tumors Presenting with Trigeminal Neuralgia (TN): A Study from LRH, Peshawar

Background/Objective:  The cerebellopontine angle (CPA) is the most prevalent site for brain tumors, accounting for 10% of all cases. CPA tumors can have a direct or indirect pathogenic impact on the auditory nerve and brain stem. The study aimed to quantify the prevalence of cerebellopontine angle tumors in patients with trigeminal neuralgia. Material and Methods:  A cross sections study was conducted and 100 patients were included from the Neurosurgery department of LRH, Peshawar. Magnetic resonance images (MRI) were used to look for CPA tumors. The data on CPA tumors were stratified for age and gender. Suboccipital retromastoid craniectomy was performed. Results:  The mean age of the patients was 43 years. 38 patients were male and 62 were female. CPA tumors were seen in three percent of trigeminal neuralgia patients. There existed a significant difference (p < 0.00001) between the presence and absence of CPA tumors. A maximum number of patients (n = 37) were not having CPA tumors from the age group of 51-60 years. An insignificant association was reported for CPA distribution concerning age and gender. Conclusion:  According to our findings, 3% of trigeminal neuralgia patients had cerebellopontine angle tumors. We urge more investigation and screening of trigeminal neuralgia patients for CPA tumors based on the findings of this study

Quantitative and qualitative responses in wheat resulting from physical injuries to the plants

Call number: LD2668 .T4 1952 S6Master of Scienc

Agriculture Value Added and Poverty Reduction in Pakistan: An Econometric Analysis

Agriculture plays an important role to reduce poverty in developing countries. This study was conducted with the core objective to examine the role of agriculture in poverty reduction in Pakistan using time series data for the period 1972-2013. This study also analyses the role of services and industrial sectors to mitigate poverty in Pakistan. The study has applied Augmented Dickey-Fuller test to examine the data for stationary. On the basis of ADF test all the variables are stationary at first difference i.e. I (1). Johansen Co-integration test was also applied to assess the long-run relation between the variables. There are two co-integrating vectors. So the results show that all the sectors---agriculture, services and industrial---have long-run relation with poverty reduction. Results of error correction model confirm the long-run relation of agriculture, services and industrial sectors with poverty reduction. Keywords: Agriculture, Poverty Reduction, co-integration, VECM, Pakistan

Results of Endoscopic Septostomy in Isolated Lateral Ventricular Hydrocephalus

Objective:  To determine the success of endoscopic septostomy in the management of isolated lateral ventricular hydrocephalus. Material and Methods:  A retrospective analysis of data was done and records of all patients who underwent endoscopic septostomy for isolated lateral ventricular hydrocephalus due to any cause for the last 4 years, December 2017 to December 2021 at Punjab Institute of Neurosciences, Lahore. Radiological and clinical outcomes and complications were recorded. A total of 60 cases were reviewed. Results:  Out of 60 patients, 95% were in the age group of 3 – 25 years and 5% were in the age group of 26 – 71 years. There was 54% male whereas 46% were female. Septostomy was successful in relieving hydrocephalus in 75% of cases. Conclusion:  Endoscopic septostomy is an effective procedure for the management of isolated lateral ventricles. Keywords:  Septostomy, Hydrocephalus, Isolated Lateral Ventricles

Preparation and quality characterization of soy milk based non-dairy ice cream

Soy milk made from soybean has prospective to be used as a substitute of milk due to its health benefits. It is a rich source of iso-flavones, omega-3-fatty acid, dietary fiber, vitamin C, carotenoids, protein and oligosaccharides. The current study was designed to examine the effects of galacto-manan on ice cream by using commercially available (silk) and locally prepared soy milk. Galacto-mannan (guar gum) was used in different concentration (0.3, 0.4, 0.5 and 0.6%) for the preparation of ice cream. Ice cream was analyzed for physico-chemical and sensory characteristics at 0, 30 and 60 days of storage interval. Overrun, meltdown, viscosity, total solids, pH and acidity were affected significantly by ice cream samples as well as storage. While non-significant effects of stabilizer and storage were found on fat, protein, and ash contents of ice cream. On organoleptic evaluation, the highest scores were awarded to the ice cream sample prepared with 0.5% of guar gum. Ice cream manufactured with locally prepared soy milk and guar gum revealed comparable quality with lower cost

Hemorrhagic Stroke May Be the Sequelae of Brain Tumors

Objective:  Hemorrhagic stroke is a common neurosurgical emergency caused by multiple pathological conditions. Brain tumors can also present with acute neurodeficits secondary to hemorrhagic stroke. This study as case series was conducted to report the clinical presentation, radiological findings, causes and management of brain tumors presenting as hemorrhagic stroke. Materials and Methods:  Clinical assessment and radiological investigations were done, including CT brain and MRI brain with contrast. Surgery was done with evacuation of the hematoma and excision of tumor, and the tissue was sent for histopathology. Post operatively patients were shifted to the intensive care unit for monitoring and ventilator support if needed. Adjuvant treatment was guided according to histopathology report. Results:  Total number of patients who were diagnosed to have a bleed in brain tumor were thirteen (n = 13). There were 6 (46%) males and 7 (54%) females. Mean age was 55 years. Among 13 patients, 4 (31%) patients had metastatic brain tumors and 9 (69%) patients had primary brain tumors. Diagnosis was done on CT brain, MRI brain and confirmed on histopathology of tissue obtained during surgery. Out of 13 patients, 5 (38%) patients were asymptomatic prior to hemorrhage and 8 (62%) patients had neurodeficits before and recent episodes of bleeding, which caused deterioration of neurological state. Conclusion:  Malignant primary and metastatic brain tumors can present as acute focal deficits due to brain hemorrhage. Diagnosis is based on clinical presentation, radiological features and histopathology.&nbsp

Investigating the Post-Sintering Thermal and Mechanical Treatments on the Properties of Alumina Reinforced Aluminum Nanocomposites

Alumina nanoparticles in the loading fraction of 3 wt% were incorporated in pure aluminum matrix to prepare nanocomposites for improved mechanical performance. Powder metallurgy route was adopted wherein nanoparticles were mixed with aluminium powder using dry mixing technique involving milling process, which was followed by the densification of composite mixture by uniaxial cold pressing and pressureless sintering. In order to increase the densification of nanocomposites, a batch of sintered nanocomposites was twice sintered at the same sintering parameters while another batch of specimens was cold pressed after initial sintering. The consolidated nanocomposites together with reference pure aluminum specimens were characterized microstructurally and mechanically by optical and electron microscopy, hardness and compressive strength tests. It was found that the hardness and compressive strength of nanocomposites after sintering increased up to ~ 29% and ~ 144% in comparison to pure aluminium specimens, respectively. Although the densification of nanocomposites increased after twice sintering, the hardness and compressive strength values decreased. However, the rise in consolidification along with improved mechanical performance was noted after cold pressing the specimens as secondary treatment after sintering; hardness increased up to ~ 36% while compressive strength rose to ~ 64%. In comparison to twice sintering, cold pressing after initial sintering significantly increased the hardness and compressive strength of nanocomposites up to ~ 76% and ~ 301% with reference to pure aluminum, respectively. It was found that both the incorporation of alumina nanoparticles and cold pressing after initial sintering improved the mechanical properties of nanocomposites

Topology control for harvesting enabled wireless sensor networks: a design approach

While there has been a lot of research on energy efficient topology control protocols destined for different applications, topology control has never been explored in the presence of harvesting enabled sensors. Largely, researchers in this domain have considered a fixed battery design. We argue that arrival of harvesting enabled sensors necessitates rethink of topology control. The objective of topology control in this context should not be to minimize the spent energy and maintain a reduced topology, but to maximize fault tolerance in the network and increase the sensing coverage region. In this work, we first describe a taxonomy of existing topology control schemes and analyze the impact of reduced topology over fault tolerance and sensing coverage. We then describe the necessity of new design parameters in the presence of harvest-able ambient energy. We also outline guiding principles for designing a harvesting enabled topology control scheme. To cater for whether such a scheme is feasible or not, an insight is also provided onto the solar energy availability from solar radiations for near perpetual operation—as an example of available ambient energy. Based on the insight gained from the solar radiations availability, we explain why new design parameters are required for performance measurement of harvesting enabled sensors. The mathematical and empirical findings reveal that the topology control strategies, which do not take into account harvesting opportunity, are unable to provide better results in terms of fault tolerance and sensing coverage