bluuebunny/crossref_metadata_2025 huggingface dataset:
Development of 15 polymorphic microsatellite markers for Ficus virens (Moraceae)
Authors: Fu Rong‐Hua , Li Yun‐Xiang , Liu Mei , Quan Qiu‐Mei
Published: January 2017

Premise of the study:

Ficus virens (Moraceae) is distributed widely in South and Southeast Asia, Melanesia, and northern Australia, and it is also cultivated outside its original northern range limit in southwestern China. Therefore, the species is well suited to explore the mechanism of range limits of Ficus species. However, little is known about its genetic background.

Methods and Results:

Fifteen polymorphic microsatellite markers were developed using the biotin‐streptavidin capture method. Polymorphism was tested in 85 F. virens individuals sampled from three populations. The number of alleles ranged from three to 17. The observed and expected heterozygosity of each population varied from 0.0667 to 0.9286 and 0.0650 to 0.8890, respectively. Cross‐species amplification was also carried out in eight other Ficus species.

Conclusions:

These 15 markers will be valuable for studying the genetic variation and population structure of F. virens and related Ficus species.
Structural and tribometric characterization of biomimetically inspired synthetic "insect adhesives"
Authors: Speidel Matthias W , Kleemeier Malte , Hartwig Andreas , Rischka Klaus , Ellermann Angelika , Daniels Rolf , Betz Oliver
Published: January 2017

Background: Based on previous chemical analyses of insect tarsal adhesives, we prepared 12 heterogeneous synthetic emulsions mimicking the polar/non-polar principle, analysed their microscopical structure and tested their adhesive, frictional, and rheological properties.

Results: The prepared emulsions varied in their consistency from solid rubber-like, over soft elastic, to fluid (watery or oily). With droplet sizes >100 nm, all the emulsions belonged to the common type of macroemulsions. The emulsions of the first generation generally showed broader droplet-size ranges compared with the second generation, especially when less defined components such as petrolatum or waxes were present in the lipophilic fraction of the first generation of emulsions. Some of the prepared emulsions showed a yield point and were Bingham fluids. Tribometric adhesion was tested via probe tack tests. Compared with the "second generation" (containing less viscous components), the "first generation" emulsions were much more adhesive (31–93 mN), a finding attributable to their highly viscous components, i.e., wax, petrolatum, gelatin and poly(vinyl alcohol). In the second generation emulsions, we attained much lower adhesivenesses, ranging between 1–18 mN. The adhesive performance was drastically reduced in the emulsions that contained albumin as the protein component or that lacked protein. Tribometric shear tests were performed at moderate normal loads. Our measured friction forces (4–93 mN in the first and 0.1–5.8 mN in the second generation emulsions) were comparatively low. Differences in shear performance were related to the chemical composition and emulsion structure.

Conclusion: By varying their chemical composition, synthetic heterogeneous adhesive emulsions can be adjusted to have diverse consistencies and are able to mimic certain rheological and tribological properties of natural tarsal insect adhesives.
Phosphated cyclodextrins as water-soluble chiral NMR solvating agents for cationic compounds
Authors: Puentes Cira Mollings , Wenzel Thomas J
Published: January 2017

The utility of phosphated α-, β- and γ-cyclodextrins as water-soluble chiral NMR solvating agents for cationic substrates is described. Two sets of phosphated cyclodextrins, one with degrees of substitution in the 2–6 range, the other with degrees of substitution in the 6–10 range, are examined. Results with 33 water-soluble cationic substrates are reported. We also explored the possibility that the addition of paramagnetic lanthanide ions such as praseodymium(III) and ytterbium(III) further enhances the enantiomeric differentiation in the NMR spectra. The chiral differentiation with the phosphated cyclodextrins is compared to prior results obtained with anionic carboxymethylated cyclodextrins. There are a number of examples where a larger differentiation is observed with the phosphated cyclodextrins.
Terrassiers, kiosquiers et bouquinistes à Rabat et à Casablanca
Authors: Cohen Anouk
Published: January 2017

À Rabat et à Casablanca, capitales administratives et économiques du Maroc, une grande partie de la production éditoriale, des journaux et des magazines est écoulée directement dans la rue, sur les trottoirs et dans les kiosques. Le nombre élevé de kiosquiers, terrassiers et bouquinistes (suivant la terminologie employée localement) indique que leurs commerces ne constituent pas un mode de diffusion marginal contrairement à ce que leur aspect précaire pourrait laisser croire. Le but de cet article est de mieux cerner le rôle crucial que ces marchands de rue, souvent analphabètes ou illettrés, jouent dans la circulation de l’écrit dans ces villes marocaines.
Proposition d’une typologie d’acheteurs alimentaires selon leur rapport au temps et à la technologie
Authors: Gourmelen Andréa , Lallement Jeanne
Published: January 2017

À l’ heure où la grande distribution crée des services technologiques permettant au consommateur de « gagner du temps » (drive, self-scanning...), cette recherche propose une typologie des acheteurs alimentaires fondée sur leur temps subjectif (la pression temporelle chronique - PTC) et leur rapport à la technologie. Une enquête portant sur 289 répondants dresse 5 profils de consommateurs : les familles tiraillées, les speed technophobes, les jeunes adeptes du dépannage, les zens traditionnels et les geeks, permettant aux distributeurs un ciblage précis et opérationnel.
Les élites politiques et la démocratie. Perspectives théorico-politiques
Authors: Azzolini Giulio
Published: January 2017

L’article propose de réfléchir sur le potentiel démocratique du concept d’élites politiques. Contre un usage simplement empirique de ce concept (usage majoritaire au xx e siècle) l’article montre, dans la perspective de la théorie politique, qu’il peut être aussi compris comme une notion a-démocratique, pleinement démocratique, voire progressiste – poursuivant ainsi la réflexion de Bernard Manin, Giovanni Sartori et Eva Etzioni-Halevy. Entendues de manière philosophiquement normative (plutôt que descriptive), les élites politiques ne sont pas un mal pour la démocratie, mais un de ses points d’ancrage les plus fermes.
L'entrepreneuriat collectif : un outil du développement territorial ?
Authors: Razafindrazaka Tinasoa , Fourcade Colette
Published: January 2017

Nous proposons un cadre analytique de la relation entrepreneuriat-développement territorial en mettant l'accent sur la contribution d'un entrepreneuriat collectif au développement des territoires. La démonstration s'adosse à deux ensembles référentiels : en premier lieu, l'approche par l'entrepreneuriat collectif, renvoyant à un niveau inter-organisationnel et simultanément la thématique du développement territorial qui exige de préciser le concept de territoire. La dimension pragmatique repose sur une étude de cas réalisée dans une région de Madagascar ; l'observation non participante, avec entretiens semi directifs interprétés par récit phénoménologique constitue l'option méthodologique retenue. Les résultats font apparaître un fait entrepreneurial collectif et territorialisé, soutien du processus de territorialisation défini comme la construction, à partir d'un espace neutre, d'un territoire porteur d'une dynamique d'acteurs située, perçue comme un méta-organisationnel. Le rôle de l'entrepreneuriat, dépassant la création individualisée d'entreprise, s'élargit à la capacité de co-construire une ressource commune, induisant le processus du développement territorial.
Asymptomatic Progression of Ocular Behçet's Disease
Authors: Roizenblatt Marina , Fares Nikoly , Nascimento Heloisa , Novais Eduardo A. , Muccioli Cristina , Belfort Rubens
Published: January 2017

BACKGROUND AND OBJECTIVE:

To emphasize the importance of auxiliary exams to detect progression of ocular Behçet's disease (BD) in asymptomatic patients.

PATIENTS AND METHODS:

This was a retrospective review of the clinical records of a consecutive series of patients with BD and asymptomatic visual deterioration, imaged on fundus photograph (FP), visual field (VF), fluorescein angiography (FA), and optical coherence tomography (OCT).

RESULTS:

Patients presented with no clinical findings or with mild inflammation on ophthalmic examination. However, during follow-up, VF examination indicated a progressive enlargement of previously visualized scotomas. On FA, the authors detected leakage and ischemia. On OCT, there was macular anatomical disruption, and the FP showed areas of atrophic retina.

CONCLUSION:

In patients with ocular BD, the visual acuity deterioration may be asymptomatic and progressive. This should justify the importance of early and sequential ancillary exams in the management of BD patients to detect subclinical ocular involvement.

[
Ophthalmic Surg Lasers Imaging Retina
. 2017;48:18–25.]
Intravitreal Versus Subretinal Tissue Plasminogen Activator Injection for Submacular Hemorrhage
Authors: Bell James E. , Shulman Julia P. , Swan Russell J. , Teske Michael P. , Bernstein Paul S.
Published: January 2017

BACKGROUND AND OBJECTIVE:

The objective of this study was to compare visual acuity outcomes between the following procedures used to treat submacular hemorrhages: pneumatic displacement followed by intravitreal tissue plasminogen activator (tPA) if needed (pneumatic ± tPA) and pars plana vitrectomy (PPV) with subretinal tPA (PPV + tPA).

PATIENTS AND METHODS:

This is a retrospective chart review of submacular hemorrhages treated with either pneumatic ± tPA or PPV + tPA.

RESULTS:

Eighteen patients had pneumatic ± tPA, and 14 patients had PPV + tPA. The percentage of patients achieving three lines or greater of vision improvement 1 year postoperatively was 46% and 18% in these groups, respectively (
P
= .194).

CONCLUSION:

The difference in visual acuity was not statistically significant; however, the lack of a statistical difference is important as pneumatic ± tPA is a less-invasive, less costly procedure that can be done in a clinical setting.

[
Ophthalmic Surg Lasers Imaging Retina
. 2017;48:26–32.]
Intravitreal Aflibercept for Neovascular Polypoidal Choroidal Vasculopathy in a Predominantly Non-Asian Population: RIVAL Results
Authors: Farooq Amina , Frazier Heather , Marcus William B. , Fechter Chelsea , Singh Harinderjit , Marcus Dennis M.
Published: January 2017

BACKGROUND AND OBJECTIVE:

To evaluate safety and efficacy of intravitreal aflibercept (Eylea; Regeneron, Tarrytown, NY) injection (IAI) for the treatment of neovascular polypoidal choroidal vasculopathy (PCV) in a predominantly non-Asian population.

PATIENTS AND METHODS:

This was an open-label, prospective, unmasked, nonrandomized clinical trial. Twenty eyes with neovascular PCV received monthly 2.0 mg IAI for 3 months followed by mandatory IAI every 2 months for 12 months.

RESULTS:

The mean change in ETDRS best-corrected visual acuity from baseline to 1 year was +11 letters in the treatment-naïve group, +5 letters in the treatment non-naïve group, and +9 letters overall. There was an overall mean reduction of 70 µm from baseline central subfield thickness (CST) at 1 year. Patients received a mean of 6.2 mandatory and 0.7 additional IAI injections overall during the course of 1 year. No serious ocular adverse events were reported.

CONCLUSION:

At 1 year, neovascular PCV in a predominantly non-Asian population treated with IAI demonstrated favorable visual, anatomic, and safety outcomes.

[
Ophthalmic Surg Lasers Imaging Retina
. 2017;48:34–44.]
Comparing Parafoveal Cone Photoreceptor Mosaic Metrics in Younger and Older Age Groups Using an Adaptive Optics Retinal Camera
Authors: Jacob Julie , Paques Michel , Krivosic Valérie , Dupas Bénédicte , Erginay Ali , Tadayoni Ramin , Gaudric Alain
Published: January 2017

BACKGROUND AND OBJECTIVE:

To analyze cone mosaic metrics on adaptive optics (AO) images as a function of retinal eccentricity in two different age groups using a commercial flood illumination AO device.

PATIENTS AND METHODS:

Fifty-three eyes of 28 healthy subjects divided into two age groups were imaged using an AO flood-illumination camera (rtx1; Imagine Eyes, Orsay, France). A 16° × 4° field was obtained horizontally. Cone-packing metrics were determined in five neighboring 50 µm × 50 µm regions. Both retinal (cones/mm
2
and µm) and visual (cones/degrees
2
and arcmin) units were computed.

RESULTS:

Results for cone mosaic metrics at 2°, 2.5°, 3°, 4°, and 5° eccentricity were compatible with previous AO scanning laser ophthalmoscopy and histology data. No significant difference was observed between the two age groups.

CONCLUSIONS:

The rtx1 camera enabled reproducible measurements of cone-packing metrics across the extrafoveal retina. These findings may contribute to the development of normative data and act as a reference for future research.

[
Ophthalmic Surg Lasers Imaging Retina.
2017;48:45–50.]
Results of Peripheral Vitrectomy Under Air in Rhegmatogenous Retinal Detachment
Authors: Altan Tugrul , Ozbilen Kemal Turgay , Cetin Turgay , Kapran Ziya
Published: January 2017

BACKGROUND AND OBJECTIVE:

To evaluate the safety and efficacy of peripheral vitrectomy under air in rhegmatogenous retinal detachment (RRD).

PATIENTS AND METHODS:

Consecutive patients who underwent 23-gauge pars plana vitrectomy for RRD were included. After removal of core vitreous and drainage of subretinal fluid, peripheral vitreous was removed under air infusion without scleral indentation. Silicone oil or C3F8 gas was used as tamponade.

RESULTS:

Forty-five eyes of 45 patients were evaluated retrospectively. Mean LogMAR, which was 1.65 LogMAR ± 1.44 LogMAR preoperatively, decreased to 0.26 LogMAR ± 0.28 LogMAR (
P
< .001; paired
t
-test). Initial and final reattachment rates were 91% and 98%, respectively. Scleral indentation was not necessary in any case. Iatrogenic retinal breaks occurred in three initial cases. Macular hole developed in one case after reoperation.

CONCLUSIONS:

Peripheral vitrectomy under air is safe and effective in cases with RRD. Air eliminates the need for scleral indentation, stabilizes the retina, and allows sufficient clarity for vitrectomy.

[
Ophthalmic Surg Lasers Imaging Retina. 2017
;48:51–54.]
Retinal Detachment in a Combined Case of Stickler Syndrome and X-Linked Retinoschisis
Authors: Mehta Neesurg S. , Yannuzzi Nicolas A. , Young Ryan , McClellan Andrew J. , Read Sarah P. , Berrocal Audina M.
Published: January 2017

A 12-year-old boy presented with a total rhegmatogenous retinal detachment and a giant retinal tear in the right eye. Clinical examination, optical coherence tomography, and fundus images showed an optically empty vitreous, lattice degeneration, and retinoschisis of the macula. Genetic testing revealed mutations in the
COL2A1
and
RS1
genes, confirming a dual diagnosis of Stickler syndrome and X-linked retinoschisis, respectively. This represents the first published account of a patient with both Stickler syndrome and X-linked retinoschisis.

[
Ophthalmic Surg Lasers Imaging Retina.
2017;48:83–86.]
Unfolding of core nucleosomes by PARP-1 revealed by spFRET microscopy
Authors: Sultanov Daniel , Gerasimova Nadezhda , Kudryashova Kseniya , Maluchenko Natalya , Kotova Elena , Langelier Marie-France , Pascal John , Kirpichnikov Mikhail , Feofanov Alexey , Studitsky Vasily
Published: January 2017

DNA accessibility to various protein complexes is essential for various processes in the cell and is affected by nucleosome structure and dynamics. Protein factor PARP-1 (poly(ADP-ribose) polymerase 1) increases the accessibility of DNA in chromatin to repair proteins and transcriptional machinery, but the mechanism and extent of this chromatin reorganization are unknown. Here we report on the effects of PARP-1 on single nucleosomes revealed by spFRET (single-particle FÖrster Resonance Energy Transfer) microscopy. PARP-1 binding to a double-strand break in the vicinity of a nucleosome results in a significant increase of the distance between the adjacent gyres of nucleosomal DNA. This partial uncoiling of the entire nucleosomal DNA occurs without apparent loss of histones and is reversed after poly(ADP)-ribosylation of PARP-1. Thus PARP-1-nucleosome interactions result in reversible, partial uncoiling of the entire nucleosomal DNA.
Liquid crystalline material exhibiting multiple phase transitions: morphologic properties and optical transmission
Authors: Nesrullajev Arif
Published: January 2017

Morphologic and thermo-optical properties of liquid crystalline material exhibiting multiple phase transitions were investigated in this work. Investigations were carried out for both the direct (by heating) and the reverse (by cooling) phase transitions. Thermo-morphologic properties of the heterophase regions of phase transitions were investigated. Temperature dependences of the optical transmission were studied, the mean optical density of crystalline state, smectic C, smectic A and nematic mesophases was estimated, temperature widths of the heterophase regions ofcrystal↔smectic C,smectic C↔smectic A,smectic A↔nematicandnematic↔isotropic liquidphase transitions were determined with high accuracy.
Electron transport in a coupled GaN/AlN/GaN channel of nitride HFET
Authors: Ardaravičius Linas , Kiprijanovič Oleg , Liberis Juozapas
Published: January 2017

Longitudinal hot-electron transport is investigated for the alloy-free AlGaN/AlN/{GaN/AlN/GaN} heterostructure at electric fields up to 380 kV/cm. The structure featured a coupled channel with a camelback electron density profile. The hot-electron drift velocity in the coupled channel is estimated as ~1.5×107 cm/s and is ~50% higher as compared with the standard AlN-spacer GaN 2DEG channel. The HFET with the pristine 2DEG density of 1.75×1013 cm–2 confined in the coupled channel demonstrates the optimal frequency performance in terms of electron velocity at a relatively low gate bias of VGS = –1.75 V. These results are consistent with the ultra-fast decay of hot phonons.
A MapReduce Framework for DNA Sequencing Data Processing
Authors: Ghoneimy Samy , Abou El-Seoud Samir
Published: January 2017

Genomics and Next Generation Sequencers (NGS) like Illumina Hiseq produce data in the order of ‎‎200 billion base pairs in a single one-week run for a 60x human genome coverage, which ‎requires modern high-throughput experimental technologies that can ‎only be tackled with high performance computing (HPC) and specialized software algorithms called ‎‎“short read aligners”. This paper focuses on the implementation of the DNA sequencing as a set of MapReduce programs that will accept a DNA data set as a FASTQ file and finally generate a VCF (variant call format) file, which has variants for a given DNA data set. In this paper MapReduce/Hadoop along with Burrows-Wheeler Aligner (BWA), Sequence Alignment/Map (SAM) ‎tools, are fully utilized to provide various utilities for manipulating alignments, including sorting, merging, indexing, ‎and generating alignments. The Map-Sort-Reduce process is designed to be suited for a Hadoop framework in ‎which each cluster is a traditional N-node Hadoop cluster to utilize all of the Hadoop features like HDFS, program ‎management and fault tolerance. The Map step performs multiple instances of the short read alignment algorithm ‎‎(BoWTie) that run in parallel in Hadoop. The ordered list of the sequence reads are used as input tuples and the ‎output tuples are the alignments of the short reads. In the Reduce step many parallel instances of the Short ‎Oligonucleotide Analysis Package for SNP (SOAPsnp) algorithm run in the cluster. Input tuples are sorted ‎alignments for a partition and the output tuples are SNP calls. Results are stored via HDFS, and then archived in ‎SOAPsnp format. ‎ The proposed framework enables extremely fast discovering somatic mutations, inferring population genetical ‎parameters, and performing association tests directly based on sequencing data without explicit genotyping or ‎linkage-based imputation. It also demonstrate that this method achieves comparable accuracy to alternative ‎methods for sequencing data processing.‎‎
Utilizing Nested Normal Form to Design Redundancy Free JSON Schemas
Authors: Mok Wai Yin
Published: January 2017

JSON (JavaScript Object Notation) is a lightweight data-interchange format for the Internet. JSON is built on two structures: (1) a collection of name/value pairs and (2) an ordered list of values (http://www.json.org/). Because of this simple approach, JSON is easy to use and it has the potential to be the data interchange format of choice for the Internet. Similar to XML, JSON schemas allow nested structures to model hierarchical data. As data interchange over the Internet increases exponentially due to cloud computing or otherwise, redundancy free JSON data are an attractive form of communication because they improve the quality of data communication through eliminating update anomaly. Nested Normal Form, a normal form for hierarchical data, is a precise characterization of redundancy. A nested table, or a hierarchical schema, is in Nested Normal Form if and only if it is free of redundancy caused by multivalued and functional dependencies. Using Nested Normal Form as a guide, this paper introduces a JSON schema design methodology that begins with UML use case diagrams, communication diagrams and class diagrams that model a system under study. Based on the use cases’ execution frequencies and the data passed between involved parties in the communication diagrams, the proposed methodology selects classes from the class diagrams to be the roots of JSON scheme trees and repeatedly adds classes from the class diagram to the scheme trees as long as the schemas satisfy Nested Normal Form. This process continues until all of the classes in the class diagram have been added to some JSON scheme trees.
Optimum Allocation of MR Dampers within Semi-Active Control Strategies of Three-Degree-of-Freedom Systems
Authors: Elmeligy Omar Mahmoud , Hassan M. H. M.
Published: January 2017

Smart structural control is now emerging as an alternative to conventional earthquake resistant design and traditional structural control techniques. Fuzzy logic based control is one of the promising smart control strategies that could be used for this function. Magneto Rheological (MR) dampers are considered one of the promising semi-active control devices that can be used to control the structural response of buildings under earthquake excitation. The properties of MR dampers can be controlled using several smart techniques such as Fuzzy Logic. In this paper, a comparative analysis is conducted to investigate the most optimum location for placing MR dampers, which are controlled by Fuzzy Logic, in a three-degree-of-freedom benchmark problem. The study explores three potential schemes for allocating and operating MR dampers within the system under consideration. Two main structural response parameters are considered in this study, maximum displacement and maximum acceleration. In addition, the study investigates the lowest number of fuzzy-controlled MR dampers that are required in order to produce the required structural behaviour. This is an initial step towards the development of a generic allocation algorithm that is capable of identifying the required number of MR dampers, and their location, for controlling any multi-degree-of-freedom system.
Feeding Ecology of Brook Silverside, Golden Shiner, and Subyearling Pumpkinseed in a Lake Ontario Embayment
Authors: Johnson James H. , Chalupnicki Marc A. , Abbett Ross , Diaz Avriel R. , Nack Christopher C.
Published: January 2017

Fish feeding ecology has been shown to vary over a 24-h period in terms of the prey consumed and feeding intensity. Consequently, in order to best determine the interspecific feeding associations within a fish community, examination of the diet at multiple times over a 24-h period is often necessary. We examined the diel feeding ecology of three fish species that were numerically dominant in a Lake Ontario embayment during summer. The diet of each of the three species, young-of-year Pumpkinseed Lepomis gibbosus, Golden Shiner Notemigonus crysoleucas, and Brook Silverside Labidesthes sicculus, was distinct with no significant overlap in diet composition occurring within any of the 4-h time intervals. The diet composition of each species suggested that Brook Silverside were feeding at the surface (terrestrial invertebrates and aquatic surface dwelling hemipterans), whereas young-of-year Pumpkinseed (amphipods) and Golden Shiner (tipulids) were feeding on different benthic prey. Differences in feeding periodicity were most pronounced for young-of-year Pumpkinseed. Our findings provide valuable insights on interspecific feeding associations among these three fish species during summer in a Lake Ontario embayment.
A Review of Psycho- vs. Socio-Linguistics Theories
Authors: Alcántara-Pilar Juan Miguel , del Barrio-García Salvador , Crespo-Almendros Esmeralda , Porcu Lucia
Published: January 2017

This chapter offers an overview of the key socio-psycholinguistic theories and their application to the marketing sphere. Among the models examined, of particular note are the Markedness Model (Myers-Scotton, 1999), the Revised Hierarchical Model (Kroll & Steward, 1994) and the Conceptual Features Model (De Groot, 1992). Examining these three models in particular, we review the key concepts of Code-switching, Cultural Frame-Switching and Foreign Language Display, which have been widely used in the marketing and consumer behavior disciplines. The chapter also puts forward potential future lines of research in linguistics and its application to marketing.
Rhetoric of Seduction
Authors: Barroso Paulo M.
Published: January 2017

Contemporary Western and industrialized societies have a profusion of messages with seductive and appealing meanings. Signs and images are used in advertising. They surround us to our consumption, satisfaction, pleasure, comfort, happiness, or social success. Their meanings comprise epidictic and apodictic messages of seduction. This chapter is about techniques of persuasion and effective communication through signs and images of advertising. Following a reflexive methodology, based on a theoretical research, the main objective is to understand how these techniques are more and more improved and able to develop new visual and popular forms of life, demonstrating that seduction is all about signs and images, i.e. it is a semiosis process of being able to send messages and read them accordingly.
A Theoretical Approach for Sustainable Communication in City Branding
Authors: Bıçakçı Ayşe Banu , Genel Zeynep
Published: January 2017

The key to success of cities having high brand-value and awareness is the configuration of successful brand structures for the participation of stakeholders into the process. Starting from this point, symmetric and sustainable communication among stakeholders is assumed to play an essential role as a prerequisite for achieving success. The key to ensuring sustainable practice of any discipline is the communication. In this regard, in infrastructure, renovation, finance, tourism, sociology and cultural studies, the symmetry and participation of all of the parties are also considered to be important in terms of communication. Alongside the theoretical framework of city branding, this chapter seeks to contribute to the literature with “Multilateral Symmetrical Communication Model,” which has been created to meet the requirements for city brands. The impact of stakeholders' interaction on the brand image, the impact of ensuring multilateral communication between both parts, and demonstrating applicability of these are the main focuses of this chapter.
Behavioural Targeting in the Mobile Ecosystem
Authors: Gómez-Barroso José Luis , Ruiz Juan Ángel
Published: January 2017

Personal information is a key intangible asset for companies. In particular, for those companies that collect personal data to attract advertisers through being a channel to reach their target markets, i.e., through offering targeted advertising. A universe of always located and always connected potential consumers enhance the potential of behavioural targeting, which is seen as the business model on which the success of new mobile content, applications and services relies. This chapter aims to explain the implications of the use of behavioural targeting within the mobile environment. It provides an overview of the exploitation of personal data, a comprehensive description of the behavioural targeting ecosystem, and a view of the promises and pitfalls associated to the rise of mobility.
E-Literary Text and New Media Paratexts
Authors: Strehovec Janez
Published: January 2017

This chapter aims to explore the role of the hybrid reader-viewer-listener as the user of electronic literary projects that demand more complex interactions, including sophisticated ways to navigate. Rather than taking into account just the reader's role in decoding meaning and linguistic comprehension, the new-media-shaped literary text stimulates even more sophisticated reader response, addressing both software recognition and bodily activity. For such an approach, the use of new-media-shaped paratexts as the devices and practices that enable and facilitate one's orientation and navigation within new media contents is also essential. Interfaces, instructions, menus, statements, reviews, blog posts, and documentation belong to the new generation of paratexts, which broaden Genette's original concept relating to print-based literature.
Branding Ideas for the Tokyo Olympics 2020
Authors: Liu Erica
Published: January 2017

Tokyo successfully won the bid for the 2020 Olympic Games. When planning for mega event tourism such as the Olympics, cities reorder public spaces and arenas often with a long term vision, a legacy. This vision expresses the role of the event in achieving the desired future and goals of the hosting city. The planning process involves not only animating the city for staged spectacles; but also rebranding the city and managing how tourism is consumed - the planned and unplanned experience of consumption. Leisure motivated event tourists are seeking unique, personal and socially rewarding experiences (Getz, 2010). These experiences may be managed through the context in which people act. By altering the context, people's experience of the event changes; hence the perception of the host city and the Olympics' brand may also change. The author is therefore proposing branding directions to enhance these experiences.
Customer-Centric Marketing in the European Union from a Legal Perspective
Authors: Tzoulia Eleni
Published: January 2017

Consumer-Centric Marketing is one of the latest methods employed by traders to influence and shape consumer behaviour in order to secure and increase demand for their products. This chapter analyses two forms of Consumer-Centric Marketing, the so-called Cause-Related Marketing and Relationship Marketing. It examines their logic and methods of application, before asking which legal issues might arise from the use of such practices. Then, European legislation on the protection of personal data and the current developments in Unfair Competition law in Europe are discussed, as well as the tactics that should be avoided by companies when implementing the above marketing methods to prevent a possible ban on their advertising.
Analytics Overuse in Advertising and Promotion Budget Forecasting
Authors: Güçlü Burçin , Canela Miguel-Ángel
Published: January 2017

Several studies have recently raised a common concern in the field of management, which is the overspending in marketing activities. In this paper, we propose and empirically test that overspending in marketing investments is an unfortunate outcome of information overload, in a sense that managers who confront too many risk informants in their decision environment tend to overinvest in marketing activities due to the overemphasis on the environmental risk. In a longitudinal experiment, where we manipulated the amount of information through marketing analytics, we demonstrate that firms employing simple marketing analytics are less prone to increase their marketing expenditures due to the fear of losing customers, and have a lower expectancy that their competitors will increase their brand-level advertising and promotional expenditures, compared to firms using a combination of simple and complex marketing analytics. Moreover, we demonstrate that firms employing simple marketing analytics keep their overall marketing spending at a lower level, and spend less in brand-level marketing, especially in promotional activities, compared to when using a combination of simple and complex marketing analytics.
The Integration of Entertainment and Advertising
Authors: Ozturk R. Gulay
Published: January 2017

The evolution of the advertising industry's promotional practices remains in a state of constant transition as technological advances steadily continue to shape, transform, and cultivate the digitally integrated landscape of today's modern world. The fusion of advertising and entertainment, known in the industry as advertainment, is becoming an increasingly popular method that marketers use to connect with consumers (Millili, 2012). Today, the sense of entertainment of target audiences has been changed by new communication technologies. This study discusses the “entertainment concept” in terms of advertainment typology and technology in the world. Therefore, this chapter presents the changing of entertainment from the point of advertising and technology.
Branding Prince Edward County as a Gastronomic Niche Tourism Destination
Authors: Brisson Geneviève , Luppicini Rocci
Published: January 2017

Increasingly, gastronomy is playing a role in people's motivation for travel, and destinations are making food and beverages their main attraction. This study explored the growing field of gastronomic tourism, a type of niche tourism, through the theoretical framework of destination branding theory. Using a qualitative case study research design, this research examined the branding of the emergent region of Prince Edward County, Ontario, Canada as a gastronomic niche tourism destination from the perspective of tourism industry players. Findings indicated that the region turned to gastronomic tourism due to its agricultural history and need for economic development. It was also found that tourism industry players utilized the processes of brand identity, product development, collaboration, support and communication to brand the region. This study contributes scholarly and practical knowledge to the areas of tourism and branding, by providing insight into the development, management and promotion of destination brands.
Six Factors That Determine the Conceptualization of Persuasive Strategies for Advergames
Authors: Conde-Pumpido Teresa de la Hera
Published: January 2017

In this chapter, I define six factors that determine the conceptualization of persuasive strategies for advergames. Advergames are understood here as “digital games specifically designed for a brand with the aim of conveying an advertising message” (De la Hera Conde-Pumpido, In Press). These six factors have been used for the analysis of the advergame Tem de Tank (DDB Amsterdam & Flavour, 2010), which was launched in 2010 by Volkswagen to introduce the Volkswagen Polo BlueMotion. The reason for selecting this game as a case study for this chapter is that, although the advergame's goals were properly defined, the game contains, in my opinion, a series of problems in terms of persuasion. Therefore, this game is a perfect case study to exemplify how the factors presented here can be useful to identify problems in the persuasive strategy of an advergame.
On-Line Media Planning and On-Line Media Common Measurement Currencies
Authors: Basal Bilgen
Published: January 2017

This chapter examines on-line media planning techniques and the common on-line measurement metrics, which are used in evaluating the effectiveness of an advertising campaign. It uses highly accessible and scalable Web-based and mobile communication techniques, which turn communication into interactive dialogue as opposed to traditional media. On-line media planning is analyzed in four different dimensions, such as on-line display advertising, performance marketing, social media marketing, and mobile advertising. In addition to this, the meanings and the implications of some concepts such as on-page and off-page search engine optimization and search engine marketing, impression, cost per thousand impressions, also click through rate, pay per click, cost per lead. Please note that conversion and engagement rates are also investigated in this chapter. Social media tools in building the social media strategy such as Facebook social graph, custom audiences, lookalike audiences, interest analysis, and Google analytics also receive special attention.
Promoting America
Authors: Fall Lisa T. , Lubbers Charles A.
Published: January 2017

The purpose of this study is to illustrate how college student perspectives with regard to promoting the United States as an international tourism destination can be fruitful for destination communication managers. This chapter presents the results of a survey of 691 foreign and domestic college students and identifies categories of terms to describe America that these students reported. The term categories are also examined to see if the respondents' year in school, gender or foreign/domestic student status impacts their identification of terms. The findings offer suggestions for campaign themes that support or run contrary to images currently held by the respondents.
Sport Marketing
Authors: Dos Santos Manuel Alonso
Published: January 2017

This chapter introduces and informs the reader about the new technologies used in the world of sports through their actors: players, athletes, teams, and events. The new media's opportunities are processed, highlighting the way sports organizations make use of the potential of these new communication channels in their marketing strategy to interact and control both the message and content offered to their customers. This chapter also has a section specifically devoted to the use of social networks and virtual communities in the sports sector. Likewise, this chapter draws attention to the problems linked to the indiscriminate use of this technology such as distribution problems, information control, intrusiveness, and the latest studies and advances in sport marketing online strategies.
Advertising in Games
Authors: Celtek Evrim
Published: January 2017

Traditional marketing communication techniques are of diminishing effectiveness and marketers have developed creative applications to attract consumers. Advergames can be seen as an attractive and new marketing tool that increases product, brand and company awareness. Advergames are a form of branded entertainment that features advertising messages, brand logos, brand products and trade character in a game format. The purpose of this chapter is to provide an understanding of the qualities and potentials of the advergames as an advertising and marketing communication tool for the tourism industry. First, an overview of the various definitions of advergaming is provided, as well as a review of existing literature regarding its effectiveness. The study next examines the advergaming applications in the tourism industry using SWOT analysis. The study concludes with a discussion of the needs, challenges and opportunities faced in marketing tourism products by advergaming.
Self-Expressiveness as Consumers' Motivation to Share Online Video Advertisements in Jakarta
Authors: Anggraeni Adilla , Diandra Sarah
Published: January 2017

This study is a replication study of Self-Enhancement as a Motivation for Sharing Online Advertising by David G. Taylor, David Strutton, and Kenneth Thompson (2012). This study involves two different types of advertisement; one for low involvement product (mineral water) and one of high involvement product (mobile phone service provider). The result of this study shows that product category involvement increases consumer self-expressiveness. The regression output provides indication that there is a direct positive linear relationship between product category involvement and self-expressiveness. The findings of this study would be beneficial for managers in advertising industry especially in online advertising industry. It provides the marketing manager with helpful information to formulate online advertisement that aims to go viral by maximizing the use of digital media. It helps the marketer to better understand the consumer motives behind their decision to share advertisement. This could be useful in designing the appropriate promotion strategy.
Advertising and Mobile
Authors: Harvey Kenneth E. , Auter Philip J.
Published: January 2017

There is no field that has experienced a more positive financial impact from mobile technology than advertising. This is evident by billions of dollars in traditional media fleeing to online media, and increasingly to mobile. Yet, it is difficult to distinguish mobile totally from other online advertising approaches. Mobile is certainly not diverging from the other platforms, but rather driving some of the strongest advertising trends. Because the trends of all online channels overlap with mobile, it will be difficult to address mobile without addressing all – then clarifying and exploring how mobile is driving and will continue to drive those trends.
Customer Retention Strategies and Customer Loyalty
Authors: Nasır Süphan
Published: January 2017

Since loyal customers are the most important assets of a company, companies have been giving attention to developing customer retention and loyalty programs. The fundamental purpose of customer retention efforts is to ensure maintaining relationships with value-adding customers by reducing their defection rate. Creating customer loyalty is essential for the survival of the company in highly competitive markets. Thus, this chapter starts with indicating the significance of customer retention marketing strategies for the company by revealing the economics of retention marketing programs. Requirements for developing effective customer retention strategies are explained. Finally, after discussing types of commitment, this chapter ends by explaining loyalty programs and win-back strategies.
Bidirectional Role of Accuracy and Recognition in Internet-Based Targeted Advertising
Authors: Zhao Jiang , Mei Shu-e , Zhong Wei-jun
Published: January 2017

The effective media strategy in advertising is gradually becoming the premise of company that lives in the competition of marketing. Due to the rapid growth of new advertising media and technologies, it is possible for a firm to precisely target advertising to the potential consumer segment within a market. This research explores the extent to which an advertiser should regulate the quality of its targeting and effect on consumers' surplus and social welfare. The authors present a theoretic model measuring the targeting quality of internet-based targeted advertising with two measures termed accuracy and recognition. Accuracy measures the possibility of correct prediction in the target segment, while recognition is defined as the probability that any member of the targeted segment is identified. The authors demonstrate, within a monopolistic framework, the online targeted advertising might lower or increase both consumers' surplus and social welfare compared with mass advertising, which depends on different range of accuracy and recognition in the social media. The recognition of internet-based targeted advertising plays a positive role on equilibrium price, whereas the accuracy plays a negative role in the regulation of advertising intensity and equilibrium price. Therefore, it is believed that the accuracy and recognition of the online targeted advertising can be used as a lever for the strategic segmentation of a market.
The Role of New Media in Contemporary Entertainment Culture
Authors: Akgun Ozgur
Published: January 2017

New media technologies have become an important part of our everyday lives and are predominantly shaping our perceptions. Increased usage of Internet has changed every aspect of our everyday lives. Other new media technologies make the impact of this change even more intense. This chapter provides a review of the academic and popular literature on the relationship between new media and contemporary entertainment practices. It investigates the new tools and ways (such as social networking sites, online retail environments, and online video streaming options) utilized to communicate and entertain. These environments are dynamic, intercultural, and allow for instant information sharing. This chapter focuses on how these environments are alternative to traditional communication contexts and how the new media shapes the entertainment culture.
Digital Advertising Practices and its Impacts on Students
Authors: Kircova Ibrahim , Cinar Dilaysu
Published: January 2017

The subject of this chapter is the universities listed on the website of the Council of Higher Education in Turkey. This study aims to reveal the importance of digital advertising in these universities. In this study, firstly, the websites of these universities were examined. Secondly, the social networking and mobile applications listed in these websites were examined. The results of the current study states those Turkish universities' efforts are inadequate. This is clearly seen in mobile application and video sharing tendencies. Although most of them use social networking websites, the contents of their profiles are not attractive enough to draw the attention of young people. Therefore, special interest has to be given to content management on social networking profiles.
The Effect of E-Marketing and Outdoor Media Advertising on Exploratory Consumer Buying Behavior
Authors: Waheed Abdul , Yang Jianhua
Published: January 2017

Selection of an advertising medium is exceptionally important for an organization. Outdoor media advertising is known as the traditional type of advertising while e-marketing is challenging and growing trend in order to capture the intention of consumer. The core objective of this paper is to examine the effect of “e-marketing” and “outdoor advertising” on exploratory consumer buying behavior within the electronic industry. Data were collected from the questionnaire distribution among 1500 students in Pakistan from March 2015 to January 2016, where 1310 questionnaires were found valid for further analysis, shows 87.3% accuracy in response rate. Analysis methodologies are based on descriptive statistics, structural equation modeling (SEM) and AHP (Analytical Hierarchy Process). Results revealed a positive relationship of both advertising tools, but e-marketing established a greater effect than outdoor media advertising. However, our study proposes certain managerial implications and future research.
Effective, Privacy-First Display Advertising
Authors: Orlandic Ratko
Published: January 2017

This chapter addresses the problem of architecting display ad networks for online social media. The basic question behind this work is: Can display advertising in social media be effective while providing rigorous privacy guarantees? The chapter exposes the problems that display advertising faces in social media, introduces a display ad-network architecture organized around the goals of effectiveness and privacy enforcement, and describes a type of social media for which the architecture is ideally suited. To deliver high effectiveness in a social media environment, the ad network must function as an embedded component of the environment with ambient intelligence. Moreover, the architecture must constrain data and mechanisms in order to deliver rigorous privacy guarantees as a baseline and an additional set of choices to enforce even stricter views on privacy. Ambient social media sites, described later in the chapter, are the most appropriate form of social media for the proposed architecture.