EXPRESS: The Impact of Advertising Creative Strategy on Advertising Elasticity

This study provides a comprehensive assessment of the impact of Advertising Creative Strategy (ACS) on advertising elasticity, founded on an integrative framework which distinguishes between the Function (content) and the Form (execution) of an advertising creative. Function is evaluated using a three-dimensional representation of content (Experience, Affect, Cognition), whereas the representation of Form accounts for both executional elements and the use of creative templates. The distinction between Function and Form allows for the investigation of potential synergies between content and execution, previously unaccounted for in the literature. The ACS framework also facilitates the calculation of composite metrics that capture holistic aspects of the creative strategy, such as Focus, or the extent of the emphasis on a specific content dimension, and Variation i.e., changes in content and execution over time. The empirical application focuses on a Dynamic Linear Model analysis of 2251 television advertising creatives from 91 brands in 16 consumer packaged goods categories. The findings suggest that in terms of Function, experiential content has the biggest effect on elasticity, followed by cognitive and affective content. Function and Form produce synergies that can be leveraged by advertisers to increase returns. Finally, Focus, Variation and the use of templates increase advertising elasticity.

Technology of three-dimensional laser scanning of real estate objects (3D modeling) in cadastral activities

Laser scanning in cadastral activities is a tool for obtaining information about real estate objects in a 3D format. The purpose of the research is to obtain information that is necessary for state cadastral registration and state registration of rights, land supervision and local government oversight. Deductive, inductive, analytical, comparative-legal and other scientific methods were used for the most complete coverage of the problem. The article considers the procedure of laser scanning, shooting modes when using laser scanning and the process of a real estate object 3D model creation. The methods of scanning were studied, namely: terrestrial, airborne and mobile. The greatest attention is paid to the advantages and features of using laser scanning technologies for real property. The results of the study showed that the laser scanner can be used not only in geodesy for engineering surveys, 3D modeling of quarries, when obtaining data on the volume of rock, during mining, assessing the situation in an emergency, but it can also be used in cadastral and complex cadastral works. The main attribute of laser scanning is a three-dimensional representation of data about the object, which can be immediately used, but the high accuracy and low labor costs are no less important. Therefore, three-dimensional laser scanning technologies can be used both in the creation of models of cities, and the unified cartographic basis of the Unified State Register of Real Estate, as well as in valuation activities during the taxation of buildings and structures.

Estimation of the stability of a fishing vessel during purse seining

One of the reasons for the emergency of a fishing vessel, as well as for the failure of fishing equipment, is the sudden tension of the purse rope, which occurs when the fishing equipment is pulled. As a result of the loss of stability the vessel may enter the encircled seine area and even capsize. There are a number of measures to improve stability during the operation of the vessel. However, when designing fishing equipment, it is necessary to know forces acting on the vessel from the seine side. The article presents a method for assessing the static stability of a vessel with a static application of the tension force of the purse rope. As a result of the study, an expression for determining the static heel angle using a three-dimensional representation of the vessel is given. During simulation the geometrical parameters of the purse rope in the process of purse seine were taken into account. The tension force of the purse rope is also presented as a variable.

Virtual Recollection: Artifact Engagement in Three-Dimensional Environments

<p>Cultural institutions, specifically libraries, museums, and archives, have long been recognised for their collection and preservation of artifacts as a means of conserving cultural memory. With an emergence of digital modes of archiving, an emphasis has been placed on reproducing existing physical artifacts as digital representations and archival of born-digital media. Within the common practice of representing three-dimensional digital artifacts as two-dimensional counterparts, only a facet of the original artifact is represented; omitting valuable spatial and contextual information while precluding opportunities for new forms of artifactual engagement. By adopting the gaming engine Unity3D, software for interfacing with archive collections was developed to explore how digital three-dimensional spatiality within cultural institution practice may enhance interaction between users and artifacts. Using a combination of configuration, probe, and abstract experimentalist devices, this research explored ways users may engage with digital artifacts in their native spatiality, and the opportunities or limitations these interactions may give rise to. By exploiting diegetic space intrinsic within interfaces, environmental narratives may become powerful tools when communicating and understanding artifactual information. This paper delineates aspects of narrative potential within artifacts and their surrounding environment possible through three-dimensional representation.</p>

Virtual Recollection: Artifact Engagement in Three-Dimensional Environments

<p>Cultural institutions, specifically libraries, museums, and archives, have long been recognised for their collection and preservation of artifacts as a means of conserving cultural memory. With an emergence of digital modes of archiving, an emphasis has been placed on reproducing existing physical artifacts as digital representations and archival of born-digital media. Within the common practice of representing three-dimensional digital artifacts as two-dimensional counterparts, only a facet of the original artifact is represented; omitting valuable spatial and contextual information while precluding opportunities for new forms of artifactual engagement. By adopting the gaming engine Unity3D, software for interfacing with archive collections was developed to explore how digital three-dimensional spatiality within cultural institution practice may enhance interaction between users and artifacts. Using a combination of configuration, probe, and abstract experimentalist devices, this research explored ways users may engage with digital artifacts in their native spatiality, and the opportunities or limitations these interactions may give rise to. By exploiting diegetic space intrinsic within interfaces, environmental narratives may become powerful tools when communicating and understanding artifactual information. This paper delineates aspects of narrative potential within artifacts and their surrounding environment possible through three-dimensional representation.</p>

What do we need to trust in models?

Scientists working with numerical models may notice that their presentations of numerical results to non-specialists sometimes unfold substantial persuasive power. It seems obvious that someone has worked intensively on a topic, bundled information and solved complicated equations on a high-performance computer. The final result is a number, a curve or a three-dimensional representation. The computer has made no mistake, so the result can certainly be trusted. But can it? Those who do the modelling often know the weak points of their models and invest time in increasing the reliability of the model calculation. Trust in model calculations is usually based on rigorous quality assurance of data, programs, simulation calculations and result analyses. It requires appropriate handling of uncertainties. In view of the simplifications and idealizations of models it is also necessary to assess which model results are actually meaningful. Additionally, in most cases simplified or idealised models have been used and it is necessary to assess which model results are actually meaningful. We want to discuss what it takes to generate simulation results that can be considered reliable and how scientists can appropriately convey their confidence in their own models in discussions with the public. The framework of the discussion is provided by an introduction from Martin Navarro und Ingo Kock (BASE) and we are happy to have brief input from Thomas Nagel (TUBAF), Klaus-Jürgen Röhlig (TUC) and Wolfram Rühaak (BGE).

Understanding of Symmetry: Measuring the Contribution of Virtual and Concrete Models for Students with Different Spatial Abilities

Virtual and concrete models have been of interest in chemistry teaching to improve students’ understanding of a three-dimensional representation of chemical concepts such as symmetry. This study aims to determine the effectiveness of using concrete and virtual models on students’ understanding of symmetry. Students’ understanding was also explored in light of their spatial ability. The study was conducted using a quasi-experimental design with 62 students as participants. Two different instruments, spatial ability and understanding of symmetry tests, were employed for data collection. Data analysis was performed using the Pearson product-moment correlation and two-way variance analysis test. The results showed the virtual model’s contribution to improving students’ understanding of symmetry is higher than that of the concrete model for both students with high spatial ability (HSA) and low spatial ability (LSA). Also, the better students’ spatial ability, the better their understanding of molecular symmetry.

Structured-light 3D scanning of exhibited historical clothing—a first-ever methodical trial and its results

Historical costumes are part of cultural heritage. Unlike architectural monuments, they are very fragile, which exacerbates the problems of their protection and popularisation. A big help in this can be the digitisation of their appearance, preferably using modern techniques of three-dimensional representation (3D). The article presents the results of the search for examples and methodologies of implementing 3D scanning of exhibited historical clothes as well as the attendant problems. From a review of scientific literature it turns out that so far practically no one in the world has made any methodical attempts at scanning historical clothes using structured-light 3D scanners (SLS) and developing an appropriate methodology. The vast majority of methods for creating 3D models of clothes used photogrammetry and 3D modelling software. Therefore, an innovative approach was proposed to the problem of creating 3D models of exhibited historical clothes through their digitalisation by means of a 3D scanner using structural light technology. A proposal for the methodology of this process and concrete examples of its implementation and results are presented. The problems related to the scanning of 3D historical clothes are also described, as well as a proposal how to solve them or minimise their impact. The implementation of the methodology is presented on the example of scanning elements of the Emir of Bukhara's costume (Uzbekistan) from the end of the nineteenth century, consisting of the gown, turban and shoes. Moreover, the way of using 3D models and information technologies to popularise cultural heritage in the space of digital resources is also discussed.

Pedestrian Simulation In SUMO Through Externally Modelled Agents

Pedestrian simulation is often forgotten or implemented poorly in most high profile traffic simulators. This is the case of SUMO, where the pedestrian models are very simple and not based in real human behaviour, making it impossible to study pedestrian safety with it. With this in mind, the ability to externally control pedestrians in SUMO was explored. Using Unity3D to create an external three dimensional representation of a running SUMO simulation, we were able to create and control pedestrians through the TraCI API. This also opened the possibility to use virtual reality immersed subjects to participate in the simulation, opening the door to study real pedestrian behaviour to create more elaborate models. It also allowed us to completely offload the pedestrian simulation from SUMO to Unity3D, which was tested with the external implementation of the social forces model, without losing SUMO's interactions between pedestrians and motorized vehicles.

A Probabilistic-Based Portfolio Resampling Under the Mean-Variance Criterion

An abundant amount of literature has documented the limitations of traditional unconstrained mean-variance optimization and Efficient Frontier (EF) considered as an estimation-error maximization that magnifies errors in parameter estimates. Originally introduced by Michaud (1998), empirical superiority of portfolio resampling supposedly lies in the addressing of parameter uncertainty by averaging forecasts that are based on a large number of bootstrap replications. Nevertheless, averaging over resampled portfolio weights in order to obtain the unique Resampled Efficient Frontier (REF, U.S. patent number 6,003,018) has been documented as a debated statistical procedure. Alternatively, we propose a probabilistic extension of the Michaud resampling that we introduce as the Probabilistic Resampled Efficient Frontier (PREF). The originality of this work lies in addressing the information loss in the REF by proposing a geometrical three-dimensional representation of the PREF in the mean-variance-probability space. Interestingly, this geometrical representation illustrates a confidence region around the naive EF associated to higher probabilities; in particular for simulated Global-Mean-Variance portfolios. Furthermore, the confidence region becomes wider with portfolio return, as is illustrated by the dispersion of simulated Maximum-Mean portfolios.