No description available.

L’adhésine impliquée dans l’adhérence diffuse (AIDA-I) est une adhésine bactérienne présente chez certaines souches d’Escherichia coli qui, associée aux toxines Stx2e ou STb, contribue à l’apparition de la maladie de l’œdème ou de la diarrhée post-sevrage chez les porcelets. AIDA-I est un autotransporteur qui confère des capacités d’autoaggrégation, de formation de biofilms et d’adhésion. L’objectif principal du projet de recherche consistait en la recherche de récepteur(s) potentiel(s) d’AIDA-I. Les bactéries pathogènes adhèrent aux cellules-cibles soit en liant directement des molécules à la surface cellulaire ou en utilisant des molécules intermédiaires qui permettent de diminuer la distance séparant la bactérie de la cellule-cible. Puisque le sérum est un fluide qui contient de nombreuses molécules, celui-ci a été utilisé comme matériel de départ pour l’isolement de récepteur(s) potentiels. Nous avons isolé un récepteur potentiel à partir du sérum porcin : l’apolipoprotéine A-I. L’interaction entre l’apolipoprotéine A-I et AIDA-I a été confirmée par ELISA et microscopie à fluorescence. La capacité à envahir les cellules épithéliales offre aux pathogènes la possibilité d’établir une niche intracellulaire qui les protègent contre les attaques du milieu extérieur. La présente étude a démontré que la présence d’AIDA-I en tant que seul facteur de virulence chez une souche de laboratoire permet de conférer la capacité d’envahir les cellules sans promouvoir la survie intracellulaire. L’étude de la souche sauvage 2787, exprimant AIDA-I en association avec d’autres facteurs de virulence, a démontré une différence significative pour les phénotypes d’invasion et de survie intracellulaire face à la souche de laboratoire exprimant AIDA-I. / The adhesin involved in diffuse adherence (AIDA-I) is a bacterial adhesin associated with some Escherichia coli strains that might, when associated with toxin Stx2e or STb, contribute to the development of edema disease or post-weaning diarrhea in piglets. AIDA-I is an autotransporter that mediates various phenotypes such as adhesion, autoaggregation and biofilm formation. The main aim of our project was to find potential receptor(s) for AIDA-I. Pathogens can either bind cell directly by targeting exposed cell surface molecules or use an intermediate molecule as a bridge to lessen the space separating them from their target cell. Serum is known to contain a wide range of molecules so it has been used as raw material for the isolation of a putative receptor for AIDA-I. We isolated a putative receptor for AIDA-I: the apolipoprotein A-I. The interaction between the apolipoprotein A-I and AIDA-I was confirmed by ELISA and fluorescent microscopy. The capacity to invade epithelial cell enables pathogens to create an intracellular niche that protects them against attacks from the extracellular environment. The present report has shown that the presence of AIDA-I as the sole virulence factor in a laboratory strain, enable bacteria to invade cultured cells but does not promote intracellular survival. Studies conducted on wild-type strain 2787, which express AIDA-I in association with other virulence factors, has shown a significant difference in invasion and intracellular survival phenotypes compared to the laboratory strain expressing AIDA-I.

L’adhésine impliquée dans l’adhérence diffuse (AIDA-I) est une adhésine bactérienne présente chez certaines souches d’Escherichia coli qui, associée aux toxines Stx2e ou STb, contribue à l’apparition de la maladie de l’œdème ou de la diarrhée post-sevrage chez les porcelets. AIDA-I est un autotransporteur qui confère des capacités d’autoaggrégation, de formation de biofilms et d’adhésion. L’objectif principal du projet de recherche consistait en la recherche de récepteur(s) potentiel(s) d’AIDA-I. Les bactéries pathogènes adhèrent aux cellules-cibles soit en liant directement des molécules à la surface cellulaire ou en utilisant des molécules intermédiaires qui permettent de diminuer la distance séparant la bactérie de la cellule-cible. Puisque le sérum est un fluide qui contient de nombreuses molécules, celui-ci a été utilisé comme matériel de départ pour l’isolement de récepteur(s) potentiels. Nous avons isolé un récepteur potentiel à partir du sérum porcin : l’apolipoprotéine A-I. L’interaction entre l’apolipoprotéine A-I et AIDA-I a été confirmée par ELISA et microscopie à fluorescence. La capacité à envahir les cellules épithéliales offre aux pathogènes la possibilité d’établir une niche intracellulaire qui les protègent contre les attaques du milieu extérieur. La présente étude a démontré que la présence d’AIDA-I en tant que seul facteur de virulence chez une souche de laboratoire permet de conférer la capacité d’envahir les cellules sans promouvoir la survie intracellulaire. L’étude de la souche sauvage 2787, exprimant AIDA-I en association avec d’autres facteurs de virulence, a démontré une différence significative pour les phénotypes d’invasion et de survie intracellulaire face à la souche de laboratoire exprimant AIDA-I. / The adhesin involved in diffuse adherence (AIDA-I) is a bacterial adhesin associated with some Escherichia coli strains that might, when associated with toxin Stx2e or STb, contribute to the development of edema disease or post-weaning diarrhea in piglets. AIDA-I is an autotransporter that mediates various phenotypes such as adhesion, autoaggregation and biofilm formation. The main aim of our project was to find potential receptor(s) for AIDA-I. Pathogens can either bind cell directly by targeting exposed cell surface molecules or use an intermediate molecule as a bridge to lessen the space separating them from their target cell. Serum is known to contain a wide range of molecules so it has been used as raw material for the isolation of a putative receptor for AIDA-I. We isolated a putative receptor for AIDA-I: the apolipoprotein A-I. The interaction between the apolipoprotein A-I and AIDA-I was confirmed by ELISA and fluorescent microscopy. The capacity to invade epithelial cell enables pathogens to create an intracellular niche that protects them against attacks from the extracellular environment. The present report has shown that the presence of AIDA-I as the sole virulence factor in a laboratory strain, enable bacteria to invade cultured cells but does not promote intracellular survival. Studies conducted on wild-type strain 2787, which express AIDA-I in association with other virulence factors, has shown a significant difference in invasion and intracellular survival phenotypes compared to the laboratory strain expressing AIDA-I.

<p>The aim of this thesis is to study how television spot and product placement compare in terms of gaining the target audience’s attention, having control over the marketing message and creating credibility for a product or a brand. The context of the study is Finnish television from advertisers’ point of view. Three major theories used are: AIDA, Generic Communications Process and Two-Step Communications. Twelve hypotheses are built based on the theories, the main hypothesis being: “Although a marketing message sent through product placement gains the target audience’s attention better and creates higher credibility for a product or a brand than a television spot, advertisers are keener on sending the marketing message through a television spot than through product placement because they have more control over the message in a television spot and because it historically has a more stable legal position.” Five experts on the field were interviewed to test the hypotheses. In general, the hypotheses were supported.</p>

Mémoire numérisé par la Direction des bibliothèques de l'Université de Montréal.

<p><strong>Aim:</strong> The purpose of this paper is to investigate how Södertörn University may build a stronger brand through marketing communications. The paper discussed each stage of the buying process. With models like these it is possible to measure the number of consumers who occupy the different stages.</p><p><strong>Method:</strong> The data was collected in a non-random convenience selection at the Stockholm fair for higher education with 21 000 visitors. I used a survey questionnaire. The number of respondents was 409 respondents. My method of investigation is quantitative. It is measurable so that communication goals can be set. In order to build a stronger brand I analyzed prospective students and their awareness of Södertörn University. The study has a positivistic view and a deductive approach.</p><p><strong>Result & Conclusions: </strong>My study shows that Södertörn University should use marketing communication strategically by using the models. At the cognitive level the most important is to raise brand awareness. Total knowledge is 52% in Stockholm County which is too low. An increase is fatal to raise the number of applicants. At the affective level they have to increase brand attitude. At the Behavioural level they need to increase brand purchase intention and facilitate purchase.</p><p><strong>Suggestions for future research:</strong> It would be interesting to use other models of consumer responses too. Next step could be to make interviews with students to be to study how they first got to know the name, and what has affected them in order to choose or not to choose the university.</p><p><strong>Contribution of the thesis: </strong>The thesis has actually contributed a lot to Södertörn University. I have used the collected data to make a marketing plan. We now have worked a lot with awareness and seen a great increase in applications.</p>

Aim: The purpose of this paper is to investigate how Södertörn University may build a stronger brand through marketing communications. The paper discussed each stage of the buying process. With models like these it is possible to measure the number of consumers who occupy the different stages. Method: The data was collected in a non-random convenience selection at the Stockholm fair for higher education with 21 000 visitors. I used a survey questionnaire. The number of respondents was 409 respondents. My method of investigation is quantitative. It is measurable so that communication goals can be set. In order to build a stronger brand I analyzed prospective students and their awareness of Södertörn University. The study has a positivistic view and a deductive approach. Result &amp; Conclusions: My study shows that Södertörn University should use marketing communication strategically by using the models. At the cognitive level the most important is to raise brand awareness. Total knowledge is 52% in Stockholm County which is too low. An increase is fatal to raise the number of applicants. At the affective level they have to increase brand attitude. At the Behavioural level they need to increase brand purchase intention and facilitate purchase. Suggestions for future research: It would be interesting to use other models of consumer responses too. Next step could be to make interviews with students to be to study how they first got to know the name, and what has affected them in order to choose or not to choose the university. Contribution of the thesis: The thesis has actually contributed a lot to Södertörn University. I have used the collected data to make a marketing plan. We now have worked a lot with awareness and seen a great increase in applications.

The aim of this thesis is to study how television spot and product placement compare in terms of gaining the target audience’s attention, having control over the marketing message and creating credibility for a product or a brand. The context of the study is Finnish television from advertisers’ point of view. Three major theories used are: AIDA, Generic Communications Process and Two-Step Communications. Twelve hypotheses are built based on the theories, the main hypothesis being: “Although a marketing message sent through product placement gains the target audience’s attention better and creates higher credibility for a product or a brand than a television spot, advertisers are keener on sending the marketing message through a television spot than through product placement because they have more control over the message in a television spot and because it historically has a more stable legal position.” Five experts on the field were interviewed to test the hypotheses. In general, the hypotheses were supported.

This paper closely examines Internet advertising techniques and tools which can be used to promote new product at the market. Goal of the thesis is to measure marketing campaign effectiveness and optimize advertising campaigns. Relevant KPIs were chosen to create evaluation matrices, identify successful advertising channels and create efficient internet marketing mix. Advertising activities described in the thesis helped Czech company to increase sales on the Internet. Practical part of the thesis describes process of introducing new product on the Czech market. In the initial stage several analyses were done to identify market conditions, competition and ideal consumer. Based on the results ¡V market entry strategy and web development plan were created. Internet e-shop and other supportive web pages were developed with aim to sell products through Internet channel. Websites follows best practice for web presentation design, search engine optimization and web audience measurement. During the project history several marketing campaigns were launched and the results were monitored using Google Analytics software. Selected marketing activities were closely examined. Concepts of Search engine optimization, POEM media, and Pay Per Click (PPC) advertising were used as field experiments. Partial results of each field experiment as well as overall results of all marketing activities are summarized in the conclusion. The thesis presents a comprehensive overview of the marketing tools and channels at the Czech market. Paper also summarizes best practices for website development and content optimization for visitors and search engines. Comparison of advertising activities in different channels within three PPC advertising networks helps to define PPC advertising strategy for Czech market. Based on the findings - optimized Internet marketing mix was created with aim to increase marketing campaigns effectiveness. Suggestions for optimization of website¡¦s content and recommendation for next marketing activities were summarized with aim to help company for future project development.

This study aims to shed light on the relationship between the commercial advertising model AIDA (Awareness/Attention, Interest, Desire, Action) and political television advertising, with a historical perspective being of extra interest. In order to do so, the study made use of theories concerning the AIDA-model, representation, rhetoric (with focus on ethos, pathos, and logos), and the professionalisation of political communication. The methodology involved qualitative analyses of 18 official political campaign advertisements from nine United States presidential elections between the years 1952-2016. One issue-ad from each candidate (Republicans and Democrats only) from every other election was strategically chosen for examination. Each advertisement was then analysed both as it relates to its rhetorical content as well as its structure with the defined four stages of the AIDA-model in mind, with any potential patterns between the rhetoric and the structure being taken into account. The results of the study suggest that while the AIDA-model can be recognised in political television advertisements in the United States since the inception in the 1950s, the advertisements from the post-modern phase of the professionalisation of political communication (1985-) seem to place more emphasis, compared to the modern phase (1950s-1985), on the desire stage of the AIDA-model. Furthermore, no distinct differences could be found between the parties from a pure rhetorical and structural standpoint, and both appear to be on practically identical evolutionary paths. An explanation to this could be the escalating reliance on hiring independent experts and specialist to manage the various areas involved with running a political campaign, which is a characteristic of the ever-increasingly professional environment of political communication.