scholarly journals Long-duration Storytelling: Study of Factors Influencing Retention Ability of Brands

2019 ◽  
Vol 14 (1) ◽  
pp. 31-53
Author(s):  
Tripti Dhote ◽  
Vishal Kumar
Keyword(s):  
Target Audience ◽  
Personal Relevance ◽  
Brand Communication ◽  
Intended Target ◽  
Creative Strategy ◽  
Factors Influencing ◽  
Recent Advances ◽  
Long Duration ◽  
The Right ◽  
Customer Attitudes

In the current cluttered context, delivering brand communication competently to the intended target audience is a big challenge. Given the multiple options available in terms of brands and channels, creating the right impact is a tough call. One format which has emerged in recent times is long-duration storytelling. As a creative strategy, the format is gaining an immense prominence primarily due to its potential to hold audiences and leave an enduring impact on their minds. The trend also shows that brands embracing storytelling are moving beyond the traditional 30- and 45-s duration, resorting to longer formats of more than 60 s. Though there is some research on the ability of brand elements and other factors like culture and family influencing customer attitudes through storytelling, marketers also try to influence behaviour by adding elements of storytelling that demand realism, conciseness, reversal, humour and personal relevance. Yet, despite recent advances, there is limited research on long-format storytelling beyond 60 s. This study aims at investigating factors that can influence the retention ability of brands in commercials above 60 s. The outcome is significant from a practical perspective as it endeavours to assist brand and media practitioners in leveraging the factors that truly matter for enhancing the efficacy of long-duration storytelling above 60 s.

Recent Advances and Computational Approaches in Peptide Drug Discovery

2019 ◽  
Vol 25 (31) ◽  
pp. 3358-3366 ◽  
Author(s):  
Neha S. Maurya ◽  
Sandeep Kushwaha ◽  
Ashutosh Mani
Keyword(s):  
Docking Studies ◽  
Computational Approaches ◽  
Simulation Tools ◽  
Drug Candidates ◽  
Recent Advances ◽  
Long Duration ◽  
Stability Of Complexes ◽  
Therapeutic Peptides ◽  
Target Binding ◽  
Druggable Targets

Background: Drug design and development is a vast field that requires huge investment along with a long duration for providing approval to suitable drug candidates. With the advancement in the field of genomics, the information about druggable targets is being updated at a fast rate which is helpful in finding a cure for various diseases. Methods: There are certain biochemicals as well as physiological advantages of using peptide-based therapeutics. Additionally, the limitations of peptide-based drugs can be overcome by modulating the properties of peptide molecules through various biomolecular engineering techniques. Recent advances in computational approaches have been helpful in studying the effect of peptide drugs on the biomolecular targets. Receptor – ligand-based molecular docking studies have made it easy to screen compatible inhibitors against a target.Furthermore, there are simulation tools available to evaluate stability of complexes at the molecular level. Machine learning methods have added a new edge by enabling accurate prediction of therapeutic peptides. Results: Peptide-based drugs are expected to take over many popular drugs in the near future due to their biosafety, lower off-target binding chances and multifunctional properties. Conclusion: This article summarises the latest developments in the field of peptide-based therapeutics related to their usage, tools, and databases.

scholarly journals The training schedule affects the stability, not the magnitude, of the interlimb transfer of learned dynamics

2013 ◽  
Vol 110 (4) ◽  
pp. 984-998 ◽  
Author(s):  
Wilsaan M. Joiner ◽  
Jordan B. Brayanov ◽  
Maurice A. Smith
Keyword(s):  
Short Duration ◽  
Dynamic Environment ◽  
Internal Representation ◽  
Motor Adaptation ◽  
Training Period ◽  
Visually Guided ◽  
Brief Training ◽  
Long Duration ◽  
The Stability ◽  
The Right

The way that a motor adaptation is trained, for example, the manner in which it is introduced or the duration of the training period, can influence its internal representation. However, recent studies examining the gradual versus abrupt introduction of a novel environment have produced conflicting results. Here we examined how these effects determine the effector specificity of motor adaptation during visually guided reaching. After adaptation to velocity-dependent dynamics in the right arm, we estimated the amount of adaptation transferred to the left arm, using error-clamp measurement trials to directly measure changes in learned dynamics. We found that a small but significant amount of generalization to the untrained arm occurs under three different training schedules: a short-duration (15 trials) abrupt presentation, a long-duration (160 trials) abrupt presentation, and a long-duration gradual presentation of the novel dynamic environment. Remarkably, we found essentially no difference between the amount of interlimb generalization when comparing these schedules, with 9–12% transfer of the trained adaptation for all three. However, the duration of training had a pronounced effect on the stability of the interlimb transfer: The transfer elicited from short-duration training decayed rapidly, whereas the transfer from both long-duration training schedules was considerably more persistent (<50% vs. >90% retention over the first 20 trials). These results indicate that the amount of interlimb transfer is similar for gradual versus abrupt training and that interlimb transfer of learned dynamics can occur after even a brief training period but longer training is required for an enduring effect.

An Empirical Study of Factors Influencing Consumer Attitudes towards SMS Advertising

2014 ◽  
Vol 4 (3) ◽  
pp. 1-13 ◽  
Author(s):  
Pradeep Dharmadasa ◽  
Thilini Alahakoon
Keyword(s):  
Empirical Study ◽  
Structural Equation ◽  
Business Management ◽  
Consumer Attitudes ◽  
Predictor Variables ◽  
Outcome Variable ◽  
Factors Influencing ◽  
Central Route ◽  
Customer Attitudes ◽  
The University

This article examines factors influencing consumer attitudes towards SMS advertising. The study's research framework was conceptualized using five predictor variables – informativeness, irritation, privacy, credibility, and incentives – and an outcome variable of consumer attitudes towards SMS advertising. The informativeness, irritation, and privacy was labelled as central route constructs and credibility and incentives were labelled as peripheral route constructs. Survey data collected from 251 mobile users selected from a cohort of undergraduates in business management from the University of Colombo, Sri Lanka, were analyzed using the Structural Equation Method (SEM). Results suggest that the informativeness and incentive variables are positively associated with customer attitudes towards SMS advertising, whereas irritation and privacy are found to be negatively associated with consumer attitudes towards SMS advertising. Surprisingly, credibility was found to be an insignificant factor predicting consumer attitudes towards SMS advertising. Several implications for consumer attitudes towards SMS advertising are discussed.

Recent advances in physiological lipoprotein metabolism

2014 ◽  
Vol 52 (12) ◽  
Author(s):  
Indra Ramasamy
Keyword(s):  
High Density Lipoprotein ◽  
Cholesteryl Ester ◽  
Ldl Receptor ◽  
Lipoprotein Metabolism ◽  
Density Lipoprotein ◽  
High Density ◽  
Low Density ◽  
Transfer Protein ◽  
Recent Advances ◽  
The Right

AbstractResearch into lipoprotein metabolism has developed because understanding lipoprotein metabolism has important clinical indications. Lipoproteins are risk factors for cardiovascular disease. Recent advances include the identification of factors in the synthesis and secretion of triglyceride rich lipoproteins, chylomicrons (CM) and very low density lipoproteins (VLDL). These included the identification of microsomal transfer protein, the cotranslational targeting of apoproteinB (apoB) for degradation regulated by the availability of lipids, and the characterization of transport vesicles transporting primordial apoB containing particles to the Golgi. The lipase maturation factor 1, glycosylphosphatidylinositol-anchored high density lipoprotein binding protein 1 and an angiopoietin-like protein play a role in lipoprotein lipase (LPL)-mediated hydrolysis of secreted CMs and VLDL so that the right amount of fatty acid is delivered to the right tissue at the right time. Expression of the low density lipoprotein (LDL) receptor is regulated at both transcriptional and post-transcriptional level. Proprotein convertase subtilisin/kexin type 9 (PCSK9) has a pivotal role in the degradation of LDL receptor. Plasma remnant lipoproteins bind to specific receptors in the liver, the LDL receptor, VLDL receptor and LDL receptor-like proteins prior to removal from the plasma. Reverse cholesterol transport occurs when lipid free apoAI recruits cholesterol and phospholipid to assemble high density lipoprotein (HDL) particles. The discovery of ABC transporters (ABCA1 and ABCG1) and scavenger receptor class B type I (SR-BI) provided further information on the biogenesis of HDL. In humans HDL-cholesterol can be returned to the liver either by direct uptake by SR-BI or through cholesteryl ester transfer protein exchange of cholesteryl ester for triglycerides in apoB lipoproteins, followed by hepatic uptake of apoB containing particles. Cholesterol content in cells is regulated by several transcription factors, including the liver X receptor and sterol regulatory element binding protein. This review summarizes recent advances in knowledge of the molecular mechanisms regulating lipoprotein metabolism.

Abstract 17710: Phrenic Nerve Injury Despite High-Output Pacing in Patients Undergoing Radiofrequency Catheter Ablation of Atrial Fibrillation

Circulation ◽  
2014 ◽  
Vol 130 (suppl_2) ◽  
Author(s):  
Brett Izzo ◽  
Miki Yokokawa ◽  
Krit Jongnarangsin ◽  
Hamid Ghanbari ◽  
Rakesh Latchamsetty ◽  
...  
Keyword(s):  
Atrial Fibrillation ◽  
Phrenic Nerve ◽  
Maximum Output ◽  
Radiographic Findings ◽  
Long Duration ◽  
Mapping System ◽  
3D Mapping System ◽  
Rf Energy ◽  
The Right ◽  
High Output

Introduction: High-output pacing has been advocated as a strategy to avoid injury to the phrenic nerve (PN) during antral pulmonary vein (PV) isolation. We assessed the hypothesis that pacing does not prevent PN injury in patients undergoing radiofrequency (RF) ablation of atrial fibrillation (AF). Methods: The medical records of 198 consecutive patients (age=63±12 years, 129 men, ejection fraction=57±10%, LA=44±6mm, paroxysmal=49%) undergoing their first ablation procedure for AF were reviewed. All patients underwent antral PV isolation using a 3D mapping system (CARTO XP or CARTO 3) and a 3.5 mm irrigated-tip ablation catheter (maximum power, 25 W). Prior to RF energy delivery, high-output pacing (20 mA @ 10 ms, maximum output) was performed to asses for PN capture. Sites that afforded PN capture were avoided and RF energy was delivered at adjacent sites without PN capture. The 3-D maps were reviewed to identify the prevalence and sites of PN capture. Results: High-output pacing along the anterior right antrum resulted in PN capture in 35 patients (18%). The most common site with a positive response was the crux between the upper and lower PVs (60%), followed by the right superior PV (43%), and the right inferior PV (20%). Of the patients with PN capture, 49% had only one site of capture, 20% with two sites, and 31% had 3 or more sites. All PVs were isolated at the end of the procedure. Two patients (1%) developed PN injury (symptom onset on the day after the procedure), which was confirmed on radiography. In neither case was there evidence of PN capture during the procedure. Symptoms resolved in both patients within 3 months, with normalization of radiographic findings. Conclusions: High-output pacing along the anterior right PV antrum yields PN capture in roughly one-fifth of the patients undergoing PV isolation. Despite a negative response to pacing and alteration of the lesion set, PN injury may occur. The reason for this discordance is unknown, but may include the possibility that the capture threshold of the PN exceeds the maximum output of the stimulator, or that RF energy may injure the pericardiophrenic artery, which accompanies the PN. Avoiding high-power or long-duration lesions and high contact force in this region may minimize the risk of PN injury.

An appropriate biomechanical model of seated human subjects exposed to whole-body vibration

2021 ◽  
pp. 146441932110394
Author(s):  
Raj Desai ◽  
Anirban Guha ◽  
Pasumarthy Seshu
Keyword(s):  
Degrees Of Freedom ◽  
Human Subjects ◽  
Computational Cost ◽  
Biomechanical Model ◽  
Whole Body ◽  
Body Parts ◽  
Lumped Parameter ◽  
Long Duration ◽  
The One ◽  
The Right

Long duration automobile-induced vibration is the cause of many ailments to humans. Predicting and mitigating these vibrations through seat requires a good model of seated human body. A good model is the one that strikes the right balance between modelling difficulty and simulation results accuracy. Increasing the number of body parts which have been separately modelled and increasing the number of ways these parts are connected to each other increase the number of degrees of freedom of the entire model. A number of such models have been reported in the literature. These range from simple lumped parameter models with limited accuracy to advanced models with high computational cost. However, a systematic comparison of these models has not been reported till date. This work creates eight such models ranging from 8 to 26 degrees of freedom and tries to identify the model which strikes the right balance between modelling complexity and results accuracy. A comparison of the models’ prediction with experimental data published in the literature allows the identification of a 12 degree of freedom backrest supported model as optimum for modelling complexity and prediction accuracy.

Studying Celebrity Engagement on Social Media

2018 ◽  
pp. 86-106
Author(s):  
Tripti Dhote
Keyword(s):  
Social Media ◽  
Special Reference ◽  
Target Audience ◽  
Intended Target ◽  
Communication Platform ◽  
Brand Credibility ◽  
Social Media Platforms ◽  
Brand Promotion ◽  
Digital Or

Leveraging a celebrity for instant recognition and visibility or building significant brand credibility and driving sales has been a long-established recipe for success over the years. Engaging a reputed face for brand promotion has ever been an exorbitant investment. Digital or social media as a communication platform has not only driven brands to create a desired recall without the burden of unreasonable spends, but has also strengthened and empowered celebrity engagement like never before by throwing a versatile array of options for individual branding and visibility. This chapter aims to explore and analyse the engagement of celebrity on different social media platforms like Facebook and Instagram, Twitter etc. with special reference to Bollywood. It delves into understanding the engagement patterns; aspects of celebrity evoked; brand impact; media celebrity brand fit, and intended target audience whether it leads to action or Influences perceptions.

The Causes and Enlightenment of Chinese Cultural Revolution

2019 ◽  
Vol 7 (1) ◽  
pp. 1
Author(s):  
Yan Sheng Chen
Keyword(s):  
20Th Century ◽  
Rule Of Law ◽  
Cultural Revolution ◽  
Chinese History ◽  
Human Beings ◽  
Historical Events ◽  
The Rule Of Law ◽  
Long Duration ◽  
Chinese Cultural Revolution ◽  
The Right

China’s cultural revolution, which took place in the 20th century, is bound to be one of the major historical events in Chinese history due to its long duration, great destruction and far-reaching influence.The debate on the right and wrong of the Chinese cultural revolution has been going on till today.There is a consensus on the depth of its lessons, but it is difficult to get a consensus on its formation and reflection.This paper analyzes the causes of the Chinese cultural revolution from the perspective of history, culture and system, and analyzes the ways to avoid the recurrence of tragedy, so as to think and study the feasibility of the future construction of the rule of law and the harmonious development of human beings in China.

scholarly journals ‘Doing the right thing’: factors influencing GP prescribing of antidepressants and prescribed doses

2017 ◽  
Vol 18 (1) ◽  
Author(s):  
Chris F. Johnson ◽  
Brian Williams ◽  
Stephen A. MacGillivray ◽  
Nadine J. Dougall ◽  
Margaret Maxwell
Keyword(s):  
Factors Influencing ◽  
The Right

Study on Cutting Forces in High-Speed Milling of LF21 Aluminum Alloy and Regression Model of Cutting Forces

2009 ◽  
Vol 69-70 ◽  
pp. 413-417
Author(s):  
Z.H. Wang ◽  
Jun Tan Yuan ◽  
X.Q. Hu ◽  
X.W. Xiong
Keyword(s):  
Regression Model ◽  
Cutting Force ◽  
Cutting Forces ◽  
High Speed ◽  
Cutting Parameters ◽  
Factors Influencing ◽  
Machining Deformation ◽  
Key Factor ◽  
The Right ◽  
Parameter Influence

Cutting force is a key factor influencing the machining deformation of weak rigidity workpieces. In order to reduce the machining deformation and improve the process precision and the surface quality, it is necessary to study the factors influencing the cutting force and build the regression model of cutting forces. Firstly, the cutting parameters influencing cutting force are analyzed for LF21. Secondly, how certain cutting parameter influence the cutting component forces (Fx, Fy, Fz) are studied by the correlation analysis and the approach to choosing the right cutting parameters for machining the weak rigidity workpieces are presented. Finally, the regression model of cutting forces based on the cutting parameters is investigated in this paper.

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