The thesis explains the term the commercial communication, especially parts of the communication mix. But mainly it analyzes contemporary situation in the commercial communication, which changes are happening and it also describes trends in the adressing the customers. One chapter is dedicated to the Purchasing cycle which is a product of the McCann-Erickson advertising agency.

The thesis deals with the new trends in marketing communication. It shows the importance of new media and new tools of marketing communication mix. It aims to analyze new trends and forms of marketing communication and based on the findings to apply their use in marketing communication of company Direct Parcel Distribution CZ.

Septima Conferencia Iberoamericana de Complejidad, Informatica y Cibernetica, CICIC 2017 - 7th Ibero-American Conference on Complexity, Informatics and Cybernetics, CICIC 2017; Orlando; United States; 21 March 2017 through 24 March 2017; Code 131437 / Data management has undergone several changes over the last few years, leaving behind the days when it was necessary to convince people about the value of data in their organizations. Over the years, the volume and expense of data management have been increasing at a high rate. Today, organizations need to have strategic management that allows them to transform data collected from various sources with clear and accurate information. So, that they can dispose of it when they need it. The motivation of the present study is to generate a model of measurement of the level of organizational maturity that allows them to ensure the success of a Data Governance initiative. In this way ensure that all the information of the organization meets the demands of the business. It is for this reason that an organizational maturity model is proposed for the success of Data Governance initiatives based on 11 categories taking into consideration the analysis of the most widespread and adopted frameworks by industry (Kalido, Dataflux, etc.) in order to know the level of maturity and the steps to be taken at each of these levels. In this way ensure the success of a Data Governance initiative. / Revisión por pares

Este estudo teve como objetivo identificar as tendências de pesquisa em argumentação no ensino de Ciências (AEC) no período de 1988 a 2008 (21 anos). A argumentação é uma prática discursiva central na Ciência e, por isso, defendemos ser também central no ensino de Ciências (EC). Apesar da AEC vir ganhando importância na pesquisa em EC, são raros estudos que avaliam o histórico e as tendências dessa produção científica. Nosso estudo trata-se de uma pesquisa descritiva documental, em que se analisaram 51 artigos científicos, publicados em revistas especializadas. Estes artigos foram classificados segundo (a) o tipo (empírico, de revisão ou de posição), (b) sujeito foco de análise (aluno ou professor), (c) seus perfis e supraperfis (categorias criadas a partir de dados coletados do foco, da pergunta e do objetivo de pesquisa) e (d) o tipo de uso da obra de Toulmin (1958) como referencial teórico. Os resultados mostraram que, na pesquisa em AEC: (a) apesar do predomínio de estudos empíricos, os de revisão tiveram papel de destaque no desenvolvimento da área; (b) a maioria dos estudos enfatiza o estudante como sujeito foco de análise e recentemente tem aumentado o número de artigos com foco no professor; (c) a maior parte das publicações referem-se a estudos com foco na estrutura do argumento e/ou na construção da argumentação, no entanto estudos com foco no ensinoaprendizagem vêm aumentando gradual e crescentemente nos últimos anos; e (d) o padrão de argumento de Toulmin (1958) foi, e ainda dá mostras que será, amplamente utilizado na pesquisa para a análise de argumentos, ressalvando, entretanto, que suas limitações como ferramenta metodológica têm motivado pesquisadores da área a criar novos instrumentos de análise, mais condizentes com os atuais focos de pesquisa. / This study aimed to identify research trends in argumentation in Science teaching (AST) in the period of 1988 to 2008 (21 years). Argumentation is a discursive practice central to Science and therefore we defend it to be central to Science teaching (ST) as well. Even though research in ST is gaining importance, only a few studies have assessed the history and trends of scientific production in the area. Our study is a documental descriptive research, in which 51 scientific papers, published in specialized journals, were analyzed. These papers were classified according to (a) type (empirical research article, review or position paper), (b) subject focused in analysis (student or teacher), (c) its profiles and supraprofiles (categories created from data gathered from research focus, question and objective) and, (d) type of use of Toulmin\'s (1958) work in the theoretical framework. Results showed that, in AST research: (a) despite predominance of empirical studies, review studies had a major role in the development of the area; (b) most studies emphasize the student as the subject focused on analysis and have recently increased the number of articles focusing on teachers, (c) most of the reports refer to studies focusing on argument structure of and/or construction of the argumentation; however, studies focusing on teaching and learning have been increasing gradually in recent years, and; (d) Toulmin\'s Argument Pattern (1958) was and shows signs that will continue to be widely used in argument analysis, stressing, however, that its limitations as a methodological tool have motivated researchers of the area to create new analytical tools, more consistent with the current research focus.

Um aspecto marcante do mercado brasileiro de medicamentos benzodiazepínicos é o largo emprego das associações medicamentosas de venda livre conhecidas genericamente como \"antidistônicos\". Sua composição só difere daquela dos ansiolíticos e hipnóticos de venda controlada pelo acréscimo de pequenas doses anticolinárgico e/ou antiespasmódico; as razões da ausência de controle sobre suas vendas são essencialmente não-médicas. Assim, quando se discute o consumo de benzodiazepínicos no Brasil, deve-se fazer distinçã entre os ansiolíticos e hipnóticos de venda livre ou controlada. No período de 1970 a 1985 a tendência do consumo de benzodiazepinas no mercado brasileiro - medida através do número de doses médias diárias consumidas por 1000 habitantes de 15 ou mais anos de idade apresentou três fases. Entre 1970 e 1976 observou-se um crescimento da ordem de 22 por cento ao ano, devido, em sua maior parte, aos antidistônicos que cresceram a uma taxa média anual de 54 por cento . Entre 1976 e 1980 estas taxas de crescimento continuaram sendo positivas, mas seus valores cairam significativamente (4,4 por cento e 4,7 por cento respectivamente). A partir de 1980, inverte-se a tendência; até 1984 observaram-se taxas negativas (-2 por cento e -3,6 por cento , respectivamente). Popularizados a partir do fim da década de 60, os antidistônicos representam, hoje em dia, 47 por cento do consumo de todas as benzodiazepinas. Entre 1970 e 1985 o consumo de ansiolíticos variou de 4,1 a 7,9 DMD/1000hab/dia; o consumo de hipnóticos variou 1,7 a 2,1 DMD/10000hab/dia e o de antidistônicos de 1,5 a 9,7 DMD/1000hab/dia. Nesse período as preferências têm recaído sobre os derivados benzodiazepínicos que hoje em dia representam 97 por cento do consumo de tranquilizantes menores. Os baixos valores do consumo de hipnóticos devem-se, em grande parte, ao fato de, o fenobarbital, largamente empregado como hipnótico no Brasil, estar classificado no grupo de medicamentos anticonvulsivantes; o consumo dos demais barbitúricos é insignificante. Utilizando como parâmetro da expansão dos serviços de assistência a evolução do consumo de alguns grupos de medicamentos cujo emprego se faz sempre sob supervisão médica, verificamos que o crescimento do consumo de benzodiazepinas, entre 1970 e 1980, foi maior do que aquele que poderia ser esperado se eles acompanhassem as tendências gerais do setor saúde. As maiores restrições impostas, a partir de 1984, à prescrição de tranquilizantes menores resultou numa redução do consumo de benzodiazepinas controladas e um concomitante aumento das vendas de antidistônicos. No período de 1980 a 1983 todo o mercado brasileiro de medicamentos esteve retraído coincidindo com o período de recessão econômica. A retomada do crescimento de vendas começou a ocorrer a partir de 1984 na maioria dos grupos estudados. Não é possível concluir se a persistência da queda do consumo de benzodiazepinas foi primariamente devida às mudanças da legislaçio sanitária ou se ela indica uma tendência à redução mais definitiva do largo emprego dessas drogas. / One of the distinctive features in the brazilian market of benzodiazepines is the large use of hidden-psychotropics sold over-the counter (generally known as \"antidistonics\"). The only difference they have as related to the controlled preparations of benzodiazepines are the small doseS of anticholinergic agents; there are nonmedical reasons to explain why \"antidistonics\" have their use not controlled. Therefore, to discuss the consumption of benzodiazepines in Brazil, one should make a distinction between \"free\" and \"controlled\" minor tranquilizers. Between 1970 and 1985 the trends in the consumption of benzodiazepines in Brazil - as measured through the \"medium daily dosis\" per 1000 persons over 15 years - showed three phases. Between 1970 and 1976 a 22 per cent annual increase, greatly due to the \"antidistonics\" which increased at a 54 per cent annul rate. Between 1976 and 1980 those rates were still positives, but significantly smaller (4.4 per cent and 4.7 per cent ) As from 1980, until 1984 there was downward trend (-2.0 per cent and -3.6 per cent ). Very popular since the end of sixties, \"antidistonics\" nowadays represent 47 per cent of the whole use of benzodiazepines. Between 1970 and 1985 the consumption of controlled antianxiety drugs increased from 4.1 to 7.9 DMD/1000/day; consumption figures for hypnotics increased from 1.7 to 2.1 DMD/1000/day and for \"antidistonics\", from 1.5 to 9.7 DMD/100/day. In the last 15 years benzodiazepinas became the most widely used antianxiety and hypnotic agents; presently they represent 97 per cent of the consumption of minor tranquilizers. Low figures for consumption of hypnotics is largely due to the fact that fenobarbital, largely used as an hypnotic in Brazil, is classified among the antiepileptic drugs; the consumption of other barbiturates is not significant. When we take the consumption of drugs used on strict medical supervision as a parameter of the extent of medical care services, we conclude that the growth of the consumption of benzodiazepines between 1970 and 1980 was bigger than one might expect if they followed the general trends of the health sector. Increased restriction on minor tranquilizers\' prescriptions set in 1984, provoked a decrease in the consumption of \"controlled\" benzodiazepines and an increased in \"free\" diazepines sales. Between 1980 and 1983 the whole pharmaceutical market was inhibited by economic recession. Most of the groups included in this study had their sales recovered in 1984. Benzodiazepines sales continued to decline; it is impossible to conclude whether this decrease has due to the new regulations of if they represent a more definite trend.

Introdução - Estudos sobre o câncer de cólon mostram que a sua incidência, no mundo, tem aumentado de maneira significativa no último século. Acredita-se que este resultado esteja relacionado, entre outros aspectos, com a industrialização, a urbanização ocorridas neste período e mudanças no estilo de vida. A morbimortalidade associada ao câncer de cólon observada em países desenvolvidos é maior do que em países em desenvolvimento e o que se tem observado é que, embora a tendência da incidência seja crescente para ambos os sexos, a mortalidade permanece estável. Objetivo - Analisar as tendências da incidência e da mortalidade de pacientes com câncer de cólon, registrados no Registro de Câncer de Base Populacional (RCBP) do Município de São Paulo. Métodos - Foram analisadas as tendências temporais da incidência no período de 1997 a 2005 e da mortalidade no período de 1980 a 2007. As análises foram feitas separadamente por sexo e faixa etária e os efeitos da idade, do período e da coorte foram estimados através do modelo de regressão de Poisson. Resultados - Houve aumento na incidência por câncer de cólon no município de São Paulo, em quase todas as faixas etárias estudadas. O aumento da mortalidade foi menor do que o aumento da incidência e parece coincidir com um efeito de coorte presente durante todo o período do estudo. Tanto na incidência quanto na mortalidade, os aumentos foram mais pronunciados entre os homens. O modelo idade-período apresentou o melhor ajuste para os coeficientes de incidência para ambos os sexos, e o modelo completo (idade-período-coorte) se mostrou com melhor ajuste para os coeficientes de mortalidade para ambos os sexos. Não foi identificada interação estatisticamente significativa do sexo para os coeficientes de incidência e de mortalidade. Conclusão: Os resultados encontrados no presente estudo mostraram um aumento da incidência e da mortalidade, em ambos os sexos, em quase todas as faixas etárias. Observamos uma tendência da estabilização nas coortes de nascimento do câncer de cólon para ambos os sexos, sugerindo que as mudanças de estilo de vida podem contribuir para a redução da mortalidade por câncer de cólon, principalmente nas coortes mais jovens. / Introduction Studies on colon cancer show that its incidence worldwide has been increasing in the last century. There is evidence suggesting that this can be partially related to the industrialisation and urbanisation which occurred in the period and life style changes. Morbi-mortality associated with colon cancer observed in industrialised countries is greater than in developing countries. Colon cancer incidence presents an increasing trend for both sexes, probably due to a wider access to available diagnostic methods, while mortality rates remain stable. Objective: To assess incidence and mortality trends in patients with colon cancer, registered in São Paulo Cancer Registry. Methods: Temporal trends between 1997 and 2005 for incidence and between 1980 and 2007 for mortality were assessed. Analyses were performed separately by sex and age group, and effects of age, period and cohort were estimated by using Poisson´s regression model. Results: For all age groups assessed, there was an increase in colon cancer incidence in the city of São Paulo. The increase in mortality rates was lower than the increase in incidence which seems to coincide with a cohort effect present during the period studied. Increases in both incidence and mortality rates, were more pronounced among men. The age-period model presented the best adjustment to incidence coefficients for both sexes and the complete age-periodcohort model showed the best adjustment to mortality coefficients for both sexes. No significant statistical interaction for sex and incidence coefficient or sex and mortality coefficient was found. Conclusion: Results found in the present study revealed an increase in incidence and mortality rates, for both sexes and all age groups. A stabilisation in birth cohorts of colon cancer for both sexes was observed, suggesting that life style changes may contribute to the reduction in colon cancer mortality, especially in younger cohorts.

Diante da dificuldade de compreender uma sociedade cada vez mais complexa que reflete comportamentos de consumo múltiplos (inclusive dentro de um mesmo indivíduo, que absorvendo as características da pós-modernidade, é paradoxal), novos métodos de pesquisa são utilizados na tentativa de interpretar com mais precisão o comportamento humano, para analisar suas tendências e transformá-las em diretrizes para as estratégias das marcas. De caráter predominantemente qualitativo e multidisciplinar, a pesquisa de comportamentos emergentes carrega intrinsecamente a tensão dos campos científicos, assim como o Campo da Comunicação, que por envolver diferentes áreas do saber, desempenha, de forma transversal, um papel fundamental na formação, difusão e identificação das tendências socioculturais, fato comprovado por essa dissertação. Por meio de revisão bibliográfica, entrevistas em profundidade, e análise documental, foi possível identificar as definições relacionadas às tendências assim como compreender como elas podem ser aplicadas estrategicamente por empresas de diversos segmentos, para que suas expressividades marcárias, incluindo as ações comunicacionais, sejam sempre relevantes no cenário do consumo. Além disso, verificou-se a ênfase que a comunicação tem no processo pelo qual as tendências se formam e propagam nas dinâmicas sociais. Realizou-se também a identificação e análise dos métodos utilizados pelas empresas especializadas na pesquisa de tendências e constatou-se que um dos principais métodos utilizados é a análise de conteúdo de materiais coletados por monitoramento midiático de diversas áreas da cultura contemporânea, o que, mais uma vez, reforça a importância do campo comunicacional que por abranger práticas culturais como a publicidade, por exemplo, acaba por denunciar o espírito do tempo e os valores em trânsito na sociedade. / As a result of the difficulty of understanding a society increasingly complex which reflects multiple consumer behavior (even within the same person, who absorbs the postmodern paradoxes), new research methods are used to interpret the human behavior accurately, to analyze trends and to turn them into guidelines for the brands strategies. Predominantly qualitative and multidisciplinary, the research of trends carries intrinsically the tension of the scientific fields, as well as the Field of Communication, which involves different areas of knowledge and plays a transversal role in formation, dissemination and identification of the sociocultural trends. Through literature review, in-depth interviews and document analysis, it was possible to identify some definitions for trends and to understand how they can be strategically applied by companies in different areas, including communication and marketing actions, to be always relevant in the consumption scenario. In addition, it was possible to confirm the emphasis that communication has in the formation and diffusion process of the trends in the social dynamics. Besides, it was found that one of the main methods used in the identification of new signs of emerging behaviors and values is the content analysis of materials collected by monitoring the media from different areas of contemporary culture, that reinforces the importance of the communication field, which covers cultural practices as advertising, and consequently expresses the spirit of the time and transitional values in society.

Marketing is a process where companies are able to promote their product or service and create a demand for it. One of the instruments to perform a good promotion is an exhibition. Exhibitions go back hundreds of years ago, where they were markets of exchange for home made products. In today’s modern society, exhibitions are an effective marketing tool where people gather for a short period of time to present their products and services. Clients, competitors, visitors and all involved in the particular business visit the exhibition to get an update of the market.The research in this essay will concentrate on trade fair exhibitions, while consumer exhibitions are a slightly different topic. While exhibitions are an effective marketing tool they are also very expensive to participate at. Exhibitions organizers charge companies great sums of money to be part of an exhibition, where during the few days of the event more people visit a company’s booth than perhaps during a 6 month period. The amount of exhibitions has also increased due to bigger and new markets. Which exhibitions to participate at are where many companies have a dilemma.As this essay is a research paper, it is also a project for SKF Service Division Europe that I have the privilege to write. SKF is a global company that manufactures and offers bearings, seals, mechatronics, services and lubrication systems. SKF is represented in 140 countries and is divided in three divisions: Industrial, Automotive and Service. The magnitude of this company gives an idea of how challenging it is to decide which exhibition to participate at. An exhibition is an investment after all.Of all the marketing tools exhibitions are the ones that have the personal touch. Meeting with possible future clients in this way establishes a trust through the personal meeting. The fact is though that attendance numbers at exhibitions has decreased in the past few years. The research in this essay is to look at new trends surrounding exhibitions. What is the exhibition media moving towards? Is the marketing tool of trade fairs less popular due to for example other cheaper marketing? Another issue in the essay is concerning the developing market of exhibitions between big international fairs and small local fairs.The results of a trade fair can perhaps be more effective than all the other marketing tools combined. Another purpose to the essay is to find possible ways to do a fair follow-up on a trade fair. The research will hopefully give alternative suggestions that are useful to achieve a fair follow-up on a trade fair, and in that way justify the investment by showing what results it provided.The method used in this essay is of a qualitative type. Through interviews with people who are experts in the subject of exhibition media, the purpose of this essay will be accomplished. Assisting to that task are also SKF employees, especially my tutor Åsa Nordström, who has helped me with information needed to shine light on the essays problem. In addition to interviews, literature has been used to strengthen the empirical research and come to an analysis of the problem presented in the essay.In the discussion I am talking about future trends that could occur and how they can be predicted through situational analysis. A part of the discussion is devoted to the relationship between big and small exhibitions. Perhaps the most interesting part of the discussion, and the one of most importance to companies, is a follow-up and evaluation of a trade fair. I recommend using a model where ROI (Return On Investment) is a key number to examine the success of a trade fair, and in that way justify the investment made by a company. The essay in concluded with suggestions for future research to develop the knowledge on the topic that is trade fairs. / Uppsatsnivå: D

In today’s fashion market there are a great number of actors that offer a huge selection ofproducts. The fashion world today covers the whole world and a result of this, the competitionamong fashion companies are enormous, leading to a tough climate for companies in today’sfashion industry. There is an overproduction of goods on the market and companies mustcompete for customers because of today's homogeneous goods and prices. Caused by theglobal competition, there is an increased need for fashion chains to get to know their marketsand strategically meet the challenge to win the consumers attention.We have chosen in our study to research, describe and analyze what the main differencesbetween the clothing markets affecting a Lindex audience in Sweden and Norway are. Wehave defined ourselves to product group women’s wear. Our intention is to gain an insightinto how Lindex clothing market differs between Sweden and Norway but also to find anydifferences in culture and perception about fashion and trends.The essay has a hermeneutical approach because the aim was to interpret and analyze theempirical material we collected through our case study of Lindex and its markets. We chosean abductive approach because we, in our survey have assumed from our empirical material,i.e. inductive approach, and then linked together with our observations from the surveys andinterviews with the theories, based on the deductive approach. The focus of our essay isdescriptive because we have chosen to explain the differences between the Lindex Swedishand Norwegian market through the company’s perspective, but also from a consumer’s pointof view. We have carried out a qualitative study by gathering the material for our report fromboth interviews and surveys, together with theory to create an overall picture.In our theoretical frame of reference, we have chosen to focus on a number of key areas fromour material. We chose to primarily focus on consumer behavior, as it is central in our studies.The studies involve verbal interviews with marketing manager Nina Haugen from the LindexOslo office and Lena Renman from the Gothenburg office. Surveys on both markets provide asnapshot of the consumer view of Lindex. In the analysis part of the essay we have focusedon the similarities and differences between theory and empiri. By our study of the LindexNorwegian and Swedish market, we have found out that the concepts are similar to oneanother, but that the markets differ in important areas. We have identified the differences inhow the Norwegian and Swedish Lindex consumers view and understand their products.Simultaneously cultural aspects such as traditions and celebrations can also affect consumerbehavior. Furthermore, there are differences on how trends and fashions are perceived andassimilated by consumers. Another problem to take into account are the different demandsand needs within the market. / Program: Textilekonomutbildningen

Um aspecto marcante do mercado brasileiro de medicamentos benzodiazepínicos é o largo emprego das associações medicamentosas de venda livre conhecidas genericamente como \"antidistônicos\". Sua composição só difere daquela dos ansiolíticos e hipnóticos de venda controlada pelo acréscimo de pequenas doses anticolinárgico e/ou antiespasmódico; as razões da ausência de controle sobre suas vendas são essencialmente não-médicas. Assim, quando se discute o consumo de benzodiazepínicos no Brasil, deve-se fazer distinçã entre os ansiolíticos e hipnóticos de venda livre ou controlada. No período de 1970 a 1985 a tendência do consumo de benzodiazepinas no mercado brasileiro - medida através do número de doses médias diárias consumidas por 1000 habitantes de 15 ou mais anos de idade apresentou três fases. Entre 1970 e 1976 observou-se um crescimento da ordem de 22 por cento ao ano, devido, em sua maior parte, aos antidistônicos que cresceram a uma taxa média anual de 54 por cento . Entre 1976 e 1980 estas taxas de crescimento continuaram sendo positivas, mas seus valores cairam significativamente (4,4 por cento e 4,7 por cento respectivamente). A partir de 1980, inverte-se a tendência; até 1984 observaram-se taxas negativas (-2 por cento e -3,6 por cento , respectivamente). Popularizados a partir do fim da década de 60, os antidistônicos representam, hoje em dia, 47 por cento do consumo de todas as benzodiazepinas. Entre 1970 e 1985 o consumo de ansiolíticos variou de 4,1 a 7,9 DMD/1000hab/dia; o consumo de hipnóticos variou 1,7 a 2,1 DMD/10000hab/dia e o de antidistônicos de 1,5 a 9,7 DMD/1000hab/dia. Nesse período as preferências têm recaído sobre os derivados benzodiazepínicos que hoje em dia representam 97 por cento do consumo de tranquilizantes menores. Os baixos valores do consumo de hipnóticos devem-se, em grande parte, ao fato de, o fenobarbital, largamente empregado como hipnótico no Brasil, estar classificado no grupo de medicamentos anticonvulsivantes; o consumo dos demais barbitúricos é insignificante. Utilizando como parâmetro da expansão dos serviços de assistência a evolução do consumo de alguns grupos de medicamentos cujo emprego se faz sempre sob supervisão médica, verificamos que o crescimento do consumo de benzodiazepinas, entre 1970 e 1980, foi maior do que aquele que poderia ser esperado se eles acompanhassem as tendências gerais do setor saúde. As maiores restrições impostas, a partir de 1984, à prescrição de tranquilizantes menores resultou numa redução do consumo de benzodiazepinas controladas e um concomitante aumento das vendas de antidistônicos. No período de 1980 a 1983 todo o mercado brasileiro de medicamentos esteve retraído coincidindo com o período de recessão econômica. A retomada do crescimento de vendas começou a ocorrer a partir de 1984 na maioria dos grupos estudados. Não é possível concluir se a persistência da queda do consumo de benzodiazepinas foi primariamente devida às mudanças da legislaçio sanitária ou se ela indica uma tendência à redução mais definitiva do largo emprego dessas drogas. / One of the distinctive features in the brazilian market of benzodiazepines is the large use of hidden-psychotropics sold over-the counter (generally known as \"antidistonics\"). The only difference they have as related to the controlled preparations of benzodiazepines are the small doseS of anticholinergic agents; there are nonmedical reasons to explain why \"antidistonics\" have their use not controlled. Therefore, to discuss the consumption of benzodiazepines in Brazil, one should make a distinction between \"free\" and \"controlled\" minor tranquilizers. Between 1970 and 1985 the trends in the consumption of benzodiazepines in Brazil - as measured through the \"medium daily dosis\" per 1000 persons over 15 years - showed three phases. Between 1970 and 1976 a 22 per cent annual increase, greatly due to the \"antidistonics\" which increased at a 54 per cent annul rate. Between 1976 and 1980 those rates were still positives, but significantly smaller (4.4 per cent and 4.7 per cent ) As from 1980, until 1984 there was downward trend (-2.0 per cent and -3.6 per cent ). Very popular since the end of sixties, \"antidistonics\" nowadays represent 47 per cent of the whole use of benzodiazepines. Between 1970 and 1985 the consumption of controlled antianxiety drugs increased from 4.1 to 7.9 DMD/1000/day; consumption figures for hypnotics increased from 1.7 to 2.1 DMD/1000/day and for \"antidistonics\", from 1.5 to 9.7 DMD/100/day. In the last 15 years benzodiazepinas became the most widely used antianxiety and hypnotic agents; presently they represent 97 per cent of the consumption of minor tranquilizers. Low figures for consumption of hypnotics is largely due to the fact that fenobarbital, largely used as an hypnotic in Brazil, is classified among the antiepileptic drugs; the consumption of other barbiturates is not significant. When we take the consumption of drugs used on strict medical supervision as a parameter of the extent of medical care services, we conclude that the growth of the consumption of benzodiazepines between 1970 and 1980 was bigger than one might expect if they followed the general trends of the health sector. Increased restriction on minor tranquilizers\' prescriptions set in 1984, provoked a decrease in the consumption of \"controlled\" benzodiazepines and an increased in \"free\" diazepines sales. Between 1980 and 1983 the whole pharmaceutical market was inhibited by economic recession. Most of the groups included in this study had their sales recovered in 1984. Benzodiazepines sales continued to decline; it is impossible to conclude whether this decrease has due to the new regulations of if they represent a more definite trend.