In this work, a novel ejector design concept of a swirl-bypass nozzle is proposed to improve off-design performance of COsub.2 two-phase ejectors. The swirl-bypass nozzle allows part of the flow to ...bypass into the ejector mixing chamber to generate swirl. The design of such a device is investigated using a 3D multiphase CFD model. An extensive experimental test campaign is conducted to validate the baseline homogeneous equilibrium CFD model. The model’s prediction motive mass flow rate within 2–12% error and suction mass flow rate was predicted with 3–50% error. Based on the tested ejector geometry, simulations of different ejector swirl-bypass inlets are conducted. The results show that, for the current design, total entrainment of the ejector is reduced by 2–20% with the swirl-bypass inlet. The axial position of the bypass inlet plays a primary role in the bypass inlet flow rate, and, consequently, in suction flow reduction. This is found to be due to the bypass flow blocking off the suction mass flow rate, which has a net negative impact on performance. Finally, several design improvements to improve future designs are proposed.
The discovery of radium by Marie and Pierre Curie in 1898 eventually led to a craze for radium products in the 1920s until their widespread use proved lethal for consumers, patients, and medical ...practitioners alike. Radium infiltrated American culture, Maria Rentetzi reveals, not only because of its potential to treat cancer but because it was transformed from a scientific object into a familiar, desirable commodity. She explores how Standard Chemical Company in Canonsburg, Pennsylvania - the first successful commercial producer of radium in the United States - aggressively promoted the benefits of radium therapy and its curative properties as part of a lucrative business strategy. Over-the-counter products, from fertilizers to paints and cosmetics to tonics and suppositories, inspired the same level of trust in consumers as a revolutionary pharmaceutical. The radium industry in the United States marketed commodities like Liquid Sunshine and Elixir of Youth at a time when using this new chemical element in the laboratory, in the hospital, in private clinics, and in commercial settings remained largely free of regulation. Rentetzi shows us how marketing campaigns targeted individually to men and women affected not only how they consumed these products of science but also how that science was understood and how it contributed to the formation of ideas about gender. Seduced by Radium ultimately reveals how innovative advertising techniques and seductive, state-of-the-art packaging made radium a routine part of American life, shaping scientific knowledge about it and the identities of those who consumed it.
Esta investigación analiza varias campañas publicitarias seleccionadas de Martini, Campari y Cinzano fechadas entre las décadas de 1980 y de 2020. Todas ellas introducen la novedad de emplear una ...narrativa más cercana al cine que al lenguaje publicitario y una producción en la que destacan principalmente los estilos de vida por encima del producto que se publicita. En este artículo proponemos un breve análisis cualitativo desde la perspectiva artística, en donde se estudia el estilo comunicativo: la imagen, la composición, el color o la escenografía, con el propósito de señalar la relevancia de estos aspectos que, combinados con el enfoque narrativo de estas piezas publicitarias, instan al público consumidor a modificar su estilo de vida de manera sutil. Gracias a este sentido estético, se promociona, de manera alternativa, el producto. Nuestra investigación plantea una aproximación desde el contexto cultural, en donde se observa la interrelación de estas piezas publicitarias con la cultura de masas. Porque estas piezas audiovisuales de publicidad suponen una alteración en el paradigma de la publicidad tradicional, generando distorsiones que suponen la base para la experimentación audiovisual promoviendo la expresión creativa en contenidos audiovisuales de comunicación de marca. Configuran el consumo del espectador o espectadora para que adquieran el estilo de vida promocionado por las marcas de vermut italiano y así seducen al espectador o espectadora para disfrutar de la vida. Palabras clave: estilos de vida; experimentación audiovisual;
Metodos Se obtuvieron 192 horas de filmacion del trafico antes (2019) y despues (2021) de la aplicacion de la campana en ocho intersecciones viales de Changsha, en las que se registro el ...comportamiento de los ciclistas (con bicicletas tradicionales y electricas) y de los motociclistas en relacion con el uso del casco, tanto en dias laborables como en fin de semana, y en horas pico y no pico de trafico. Se extrajeron datos sobre las caracteristicas de los ciclistas y el uso del casco. Se aplico una regresion logistica para obtener estimaciones del uso del casco y de su correcto uso, y se calcularon las razones de posibilidades ajustadas a las variables de los conductores. phrase omitted
The purpose of the study was to examine the Mexican brand's advertising campaign and the effect of femvertising and menvertising strategies on modifying traditional stereotypes and constructing new ...masculine and feminine identities. A content analysis methodology is used in the study based on the principles of femvertising and menvertising advertising strategies. Results found that the representation of Mexican men assuming responsibility for household and care activities, as well as a narrative that aligns with the new masculine practices that are socially promoted and the feminine representation that continues to be linked to submission and domestic work, from the limitations, social implications, and main contributions of the work, found that there is a small amount of empirical research that discusses the advertising strategies of femvertising and menvertising and their role in the configuration of feminine and masculine identities. The social role of advertising and its influence on modifying traditional stereotypes are associated with both men and women, and the construction of identities for both strategies can be considered as Pro-feminist.
Knowing What It Makes Winterich, Karen Page; Nenkov, Gergana Y.; Gonzales, Gabriel E.
Journal of marketing,
07/2019, Letnik:
83, Številka:
4
Journal Article
Recenzirano
Recycling campaigns abound, but do consumers think about what becomes of those recyclables? This research proposes that product transformation salience (thinking about recyclables turning into new ...products) increases recycling. The authors theorize that consumers are inspired by the transformation of recyclables into new products and that this inspiration motivates them to recycle. The authors demonstrate the effect of product transformation messages on recycling behavior using a recycling campaign (Study 1) and advertisements for products made from recycled plastic (Study 2). Study 3 demonstrates the mediating role of inspiration. Then, three field studies provide robust support for the transformation salience effect through click-through rates for recycling advertisements (Study 4), recycling rates during pre–football game tailgating (Study 5), and a reduction in the amount of recyclable materials incorrectly placed in the landfill bin by students in a university residence hall (Study 6). The authors discuss implications for the design of recycling campaigns and positioning of recycled products in the marketplace as well as theoretical contributions regarding the roles of transformation salience and inspiration in encouraging recycling and other sustainable behaviors.
Online Focus Groups Stewart, David W.; Shamdasani, Prem
Journal of advertising,
01/2017, Letnik:
46, Številka:
1
Journal Article
Recenzirano
The rise of Web 2.0, the advent of greater bandwidth, and new technology platforms have made it possible to extend the range of focus-group research to the online environment. This provides ...advertising researchers, advertising agencies, and advertisers with opportunities to reach consumers who were heretofore difficult to reach, to create groups with new and different compositions, and to use online collaborative tools not readily available in face-to-face groups. This article reviews online focus-group research, identifies several types of online groups, and contrasts the uses and results of online focus groups with the uses and results of face-to-face focus groups. The article concludes that online and face-to-face venues for focus-group research are complementary, with online focus-group research opening new opportunities for gathering data to inform advertising research, theory, and decision making. The article also suggests that differences between online focus-group research and face-to-face focus-group research, with respect to group interaction and the ability to obtain information, are being eroded as technology provides greater opportunities to create social presence in an online environment.
Objetivo do estudo: o presente estudo buscou analisar o engajamento, o sentimento de pertencimento ao grupo, a cocriação de valor e a renda na campanha “O Manto da Massa”, que gerou a venda de ...100.000 camisas em 8 dias pelo Clube Atlético Mineiro, campanha de comercialização histórica no cenário da gestão do esporte brasileiro.Metodologia/abordagem: 555 questionários respondidos e validados foram tratados em uma metodologia quantitativa multivariada (Modelagem de Equações Estruturais e ANOVA).Originalidade/Relevância: este artigo contribui para o avanço da literatura sobre o ecossistema de serviços, no marketing esportivo, baseado nas experiências do consumidor na cocriação de valor. Para tanto, analisou a importância do pertencimento ao grupo e a cocriação de valor no engajamento de torcedores dos clubes de futebol nos resultados comerciais das campanhas de lançamento de uniformes, estudando a mais bem-sucedida campanha de comercialização de uniformes de um clube de futebol brasileiro.Principais resultados: dentre os achados, destaca-se que quanto maior a sensação de pertencimento do indivíduo, maior o engajamento e o desejo de participar dos processos de cocriação do uniforme com o fornecedor. E que o engajamento via cocriação é maior do que o engajamento apenas pelo pertencimento. Também é possível sustentar que quando há engajamento na divulgação feita pelo comprador para que outros também consumam, maior o seu próprio volume de compra, além de observar que o apreço à promoção diminui conforme aumenta a renda do comprador.Contribuições teóricas/metodológicas: o presente manuscrito avança no entendimento sobre a importância do pertencimento e da cocriação de valor no comportamento do consumidor e as campanhas de clubes de futebol, e propõe que o engajamento em mídias sociais seja uma variável mediadora entre o pertencimento, a cocriação e o volume de compra feito pelo consumidor. Registra-se também importante contribuição nos estudos sobre o apreço à promoção.Contribuições sociais / para a gestão: este artigo avança na análise de comportamentos que impactaram na campanha histórica de comercialização de uniformes cocriados por torcedores de um clube de futebol, iluminando estratégias de gestão para clubes que almejarem resultados semelhantes aos obtidos pelo Clube Atlético Mineiro na campanha “O Manto da Massa”.
Mobile advertising allows retailers, service providers, and manufacturers to provide consumers with increasingly relevant offers. The success of such campaigns depends on an ever better understanding ...of environmental, consumer, and technological context variables; a strong focus on advertising goals; accounting for market factors related to the nature of stakeholders and market environment; and the use of appropriate mobile ad elements to improve relevant outcome metrics. This article provides an overarching framework to synthesize current findings in mobile advertising, as well as a research agenda to stimulate additional work in this nascent field.
Artificially created characters - virtual influencers - amass millions of followers on social media and affect digital natives' engagement and decisionmaking in remarkable ways. Guided by the Uses ...and Gratification (U&G) approach and the Uncanny Valley Theory, this study seeks to understand this phenomenon. By looking into followers' engagement with virtual influencers, this study identifies and conceptualizes six primary motivations - namely, novelty, information, entertainment, surveillance, esthetics, and integration and social interaction. Furthermore, we found that most followers perceive virtual influencers as uncanny and authentically fake. However, followers also express acceptance of their staged fabrication where curated flaws and self-justification have been found to mitigate the effect of the uncanny valley. Virtual influencers are considered effective in building brand image and boosting brand awareness, but lack the persuasive ability to incite purchase intention due to a lack of authenticity, a low similarity to followers, and their weak parasocial relations with followers. These findings advance the extant literature on U&G, influencer advertising, and virtual influencers in the era of artificial intelligence; provide insights into the mitigating factors of the uncanny valley; and yield theoretical and practical implications for the efficacy of virtual influencers in advertising campaigns.
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