title: Getting the Focus Right: New Zealand Baby Boomers and Advertisements for Glasses

authors: FitzPatrick, Mary

subjects: consumer behavior

abstract: Although baby boomers constitute an attractive market segment in terms of spending power and size, they have been largely ignored and/or misunderstood by advertisers. This article presents the results of qualitative research into New Zealand baby boomers' responses to advertisements for glasses as a specific health-related product. Key themes emphasize an advertisement's “relate-ability”; the use of “real” characters; the importance of narrative in engaging the viewer; and the standout design elements of information intensity, humor, and point of difference. Themes are related to advertisements for glasses and illustrated in a mock-up “ideal ad” for glasses. Finally, practical recommendations are made for more effective advertising of glasses to baby boomers.

text: Getting the Focus Right: New Zealand Baby Boomers and Advertisements for Glasses Although baby boomers constitute an attractive market segment in terms of spending power and size, they have been largely ignored and/or misunderstood by advertisers. This article presents the results of qualitative research into New Zealand baby boomers' responses to advertisements for glasses as a specific health-related product. Key themes emphasize an advertisement's “relate-ability”; the use of “real” characters; the importance of narrative in engaging the viewer; and the standout design elements of information intensity, humor, and point of difference. Themes are related to advertisements for glasses and illustrated in a mock-up “ideal ad” for glasses. Finally, practical recommendations are made for more effective advertising of glasses to baby boomers.

year: 2013

title: Mitochondrial DNA indicates different North American east coast origins for New Zealand and German invasions of Skistodiaptomus pallidus (Copepoda: Calanoida)

authors: Branford, Suzanne Nicola

subjects: Science & Technology

abstract: The freshwater calanoid copepod Skistodiaptomus pallidus (Herrick, 1879), native to the Mississippi basin of North America, has recently established non-indigenous populations in New Zealand, Germany and Mexico. We used the mitochondrial cytochrome c oxidase subunit I (COI) gene to more precisely identify the origins of S. pallidus populations within New Zealand and Germany. The S. pallidus COI sequences suggested that both New Zealand and German populations were most similar to those from the most easterly regions of the USA (e.g., New York, Virginia and Georgia). However, several haplotypes were found to be divergent between the New Zealand and German populations, indicating the exact sources of the introductions were likely different for each country. German sequences possessed two of the major haplotypes known from the east coast of USA, while New Zealand had one, indicating a shipping related vector of introduction with greater propagule supplies to Germany is plausible. Although both German and New Zealand populations contained haplotypes identical to common east coast North American sequence records, both non-indigenous populations had haplotypes not yet recorded in the USA. Further sampling of the native range will be required to determine the exact origin of the non-indigenous S. pallidus populations and may also help to identify more precisely the vectors and pathways of the translocations.

text: Mitochondrial DNA indicates different North American east coast origins for New Zealand and German invasions of Skistodiaptomus pallidus (Copepoda: Calanoida) The freshwater calanoid copepod Skistodiaptomus pallidus (Herrick, 1879), native to the Mississippi basin of North America, has recently established non-indigenous populations in New Zealand, Germany and Mexico. We used the mitochondrial cytochrome c oxidase subunit I (COI) gene to more precisely identify the origins of S. pallidus populations within New Zealand and Germany. The S. pallidus COI sequences suggested that both New Zealand and German populations were most similar to those from the most easterly regions of the USA (e.g., New York, Virginia and Georgia). However, several haplotypes were found to be divergent between the New Zealand and German populations, indicating the exact sources of the introductions were likely different for each country. German sequences possessed two of the major haplotypes known from the east coast of USA, while New Zealand had one, indicating a shipping related vector of introduction with greater propagule supplies to Germany is plausible. Although both German and New Zealand populations contained haplotypes identical to common east coast North American sequence records, both non-indigenous populations had haplotypes not yet recorded in the USA. Further sampling of the native range will be required to determine the exact origin of the non-indigenous S. pallidus populations and may also help to identify more precisely the vectors and pathways of the translocations.

year: 2017

title: [Review of Sociocultural realities: exploring new horizons by Angus Macfarlane, Sonja Macfarlane and Melinda Webber]

authors: McNae, Rachel Elizabeth

abstract: This article reviews the book "Sociocultural realities: exploring new horizons", by Angus Macfarlane, Sonja Macfarlane and Melinda Webber, Christchurch, New Zealand, Canterbury University Press, 2015, 220 pp., $45 (softcover), ISBN 9781927145722

text: [Review of Sociocultural realities: exploring new horizons by Angus Macfarlane, Sonja Macfarlane and Melinda Webber] This article reviews the book "Sociocultural realities: exploring new horizons", by Angus Macfarlane, Sonja Macfarlane and Melinda Webber, Christchurch, New Zealand, Canterbury University Press, 2015, 220 pp., $45 (softcover), ISBN 9781927145722

year: 2017