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CAT(k) space
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Properties of CAT(k) spaces
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Let (X,d) be a CAT (k) space. Then the following properties hold: Given any two points x,y∈X (with d(x,y)<Dk if k>0 ), there is a unique geodesic segment that joins x to y ; moreover, this segment varies continuously as a function of its endpoints.
Every local geodesic in X with length at most Dk is a geodesic.
The d -balls in X of radius less than Dk/2 are (geodesically) convex.
The d -balls in X of radius less than Dk are contractible.
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CAT(k) space
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Properties of CAT(k) spaces
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Approximate midpoints are close to midpoints in the following sense: for every λ<Dk and every ϵ>0 there exists a δ=δ(k,λ,ϵ)>0 such that, if m is the midpoint of a geodesic segment from x to y with d(x,y)≤λ and then d(m,m′)<ϵ It follows from these properties that, for k≤0 the universal cover of every CAT (k) space is contractible; in particular, the higher homotopy groups of such a space are trivial. As the example of the n -sphere Sn shows, there is, in general, no hope for a CAT (k) space to be contractible if k>0
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CAT(k) space
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Surfaces of non-positive curvature
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In a region where the curvature of the surface satisfies K ≤ 0, geodesic triangles satisfy the CAT(0) inequalities of comparison geometry, studied by Cartan, Alexandrov and Toponogov, and considered later from a different point of view by Bruhat and Tits; thanks to the vision of Gromov, this characterisation of non-positive curvature in terms of the underlying metric space has had a profound impact on modern geometry and in particular geometric group theory. Many results known for smooth surfaces and their geodesics, such as Birkhoff's method of constructing geodesics by his curve-shortening process or van Mangoldt and Hadamard's theorem that a simply connected surface of non-positive curvature is homeomorphic to the plane, are equally valid in this more general setting.
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CAT(k) space
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Surfaces of non-positive curvature
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Alexandrov's comparison inequality The simplest form of the comparison inequality, first proved for surfaces by Alexandrov around 1940, states that The distance between a vertex of a geodesic triangle and the midpoint of the opposite side is always less than the corresponding distance in the comparison triangle in the plane with the same side-lengths.
The inequality follows from the fact that if c(t) describes a geodesic parametrized by arclength and a is a fixed point, then f(t) = d(a,c(t))2 − t2is a convex function, i.e.
0.
Taking geodesic polar coordinates with origin at a so that ‖c(t)‖ = r(t), convexity is equivalent to 1.
Changing to normal coordinates u, v at c(t), this inequality becomes u2 + H−1Hrv2 ≥ 1,where (u,v) corresponds to the unit vector ċ(t). This follows from the inequality Hr ≥ H, a consequence of the non-negativity of the derivative of the Wronskian of H and r from Sturm–Liouville theory.
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NOV (gene)
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NOV (gene)
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NOV (nephroblastoma overexpressed) also known as CCN3 is a matricellular protein that in humans is encoded by the NOV gene.
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NOV (gene)
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CCN family
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NOV is a member of the CCN family of secreted, extracellular matrix (ECM)-associated signaling proteins (see also CCN intercellular signaling protein). The CCN acronym is derived from the first three members of the family being identified, namely CYR61 (cysteine-rich angiogenic inducer 61, or CCN1), CTGF (connective tissue growth factor, or CCN2), and NOV. These proteins, together with WISP1 (CCN4), WISP2 (CCN5), and WISP3 (CCN6) comprise the six-member CCN family in vertebrates and have been renamed CCN1-6 in the order of their discovery by international consensus.
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NOV (gene)
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Structure
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The human NOV protein contains 357 amino acids with an N-terminal secretory signal peptide followed by four structurally distinct domains with homologies to insulin-like growth factor binding protein (IGFBP), von Willebrand type C repeats (vWC), thrombospondin type 1 repeat (TSR), and a cysteine knot motif within the C-terminal (CT) domain.
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NOV (gene)
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Function
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NOV regulates multiple cellular activities including cell adhesion, migration, proliferation, differentiation, and survival. It functions by direct binding to integrin receptors, as well as other receptors such as NOTCH1 and fibulin 1c (FBLN1).
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NOV (gene)
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Function
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NOV is expressed during wound healing and induces angiogenesis in vivo. It is essential for self-renewal of CD34+ hematopoietic stem cells from umbilical cord blood. Nov is regulated by the hematopoietic transcription factor MZF-1.NOV can bind BMP2 and inhibit its functions in promoting osteogenic differentiation, and stimulate osteoclastogenesis through a process that may involve calcium flux. Overexpression of Nov in transgenic mice in osteoblasts antagonizes both BMP and Wnt-signaling and result in osteopenia.In February 2017, it was reported that the NOV protein was involved in regulatory T cell-mediated oligodendrocyte differentiation in the regeneration of myelin following damage to the myelin sheath. This finding revealed a new function for regulatory T cells that is distinct from their role in immunomodulation. NOV (CCN3) has recently been implicated in mood disorders, notably in the postpartum period; these effects may be mediated by its effects on myelination
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NOV (gene)
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Role in embryo development
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In contrast to the lethality of Cyr61 (CCN1) and Ctgf (CCN2) genetic knockout in mice, Nov-null mice are viable and largely normal, exhibiting only modest and transient sexually dimorphic skeletal abnormalities. However, Nov-null mice show enhanced blood vessel neointimal thickening when challenged with vascular injury, indicating that NOV inhibits neoinitimal hyperplasia.
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NOV (gene)
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Role in cancer
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Although NOV inhibits the proliferation of cancer cells, it appears to promote metastasis. Nov overexpression results in reduced tumor size in glioma cells xenografts, but enhances metastatic potential in xenotransplanted melanoma cells. NOV expression is associated with a higher risk of metastasis and worse prognosis in patients with cancers such as Ewing's sarcoma, melanoma, and breast cancer. In chronic myeloid leukemia (CML), NOV is downregulated as a consequence of the kinase activity of BCR-ABL, a chimeric protein generated through the chromosomal translocation between chromosome 9 and 22. Forced expression of NOV inhibits proliferation and restores growth control in CML cells, suggesting that NOV may be an alternate target for novel therapeutics against CML.
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Insulated shipping container
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Insulated shipping container
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Insulated shipping containers are a type of packaging used to ship temperature sensitive products such as foods, pharmaceuticals, organs, blood, biologic materials, vaccines and chemicals. They are used as part of a cold chain to help maintain product freshness and efficacy. The term can also refer to insulated intermodal containers or insulated swap bodies.
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Insulated shipping container
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Construction
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A variety of constructions have been developed. An insulated shipping container might be constructed of: a vacuum flask, similar to a "thermos" bottle fabricated thermal blankets or liners molded expanded polystyrene foam (EPS, styrofoam), similar to a cooler other molded foams such as polyurethane, polyethylene sheets of foamed plastics Vacuum Insulated Panels (VIPs) reflective materials: (metallised film) bubble wrap or other gas filled panels other packaging materials and structuresSome are designed for single use while others are returnable for reuse. Some insulated containers are decommissioned refrigeration units. Some empty containers are sent to the shipper disassembled or “knocked down”, assembled and used, then knocked down again for easier return shipment.
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Insulated shipping container
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Construction
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Shipping containers are available for maintaining cryogenic temperatures, with the use of liquid nitrogen. Some carriers have these as a specialized service
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Insulated shipping container
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Use
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Insulated shipping containers are part of a comprehensive cold chain which controls and documents the temperature of a product through its entire distribution cycle. The containers may be used with a refrigerant or coolant such as: block or cube ice, slurry ice dry ice Gel or ice packs (often formulated for specific temperature ranges) Phase change materials (PCMs) Some products (such as frozen meat) have sufficient thermal mass to contribute to the temperature control and no excess coolant is requiredA digital Temperature data logger or a time temperature indicator is often enclosed to monitor the temperature inside the container for its entire shipment.
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Insulated shipping container
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Use
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Labels and appropriate documentation (internal and external) are usually required.
Personnel throughout the cold chain need to be aware of the special handling and documentation required for some controlled shipments. With some regulated products, complete documentation is required.
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Insulated shipping container
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Design and evaluation
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The use of “off the shelf” insulated shipping containers does not necessarily guarantee proper performance. Several factors need to be considered: the sensitivity of the product to temperatures (high and low) and to time at temperatures the specific distribution system being used: the expected (and worst case) time and temperatures regulatory requirements the specific combination of packaging components and materials being usedIn specifying an insulated shipping container, the two primary characteristics of the material are its thermal conductivity or R-value, and its thickness. These two attributes will help determine the resistance to heat transfer from the ambient environment into the payload space. The coolant material load temperature, quantity, latent heat, and sensible heat will help determine the amount of heat the parcel can absorb while maintaining the desired control temperature. Combining the attributes from the insulator and coolant will allow analysis of expected duration of the insulated shipping container system. Testing of multi-component systems is needed.
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Insulated shipping container
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Design and evaluation
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It is wise (and sometimes mandatory) to have formal verification of the performance of the insulated shipping container. Laboratory package testing might include ASTM D3103-07, Standard Test Method for Thermal Insulation Performance of Packages, ISTA Guide 5B: Focused Simulation Guide for Thermal Performance Testing of Temperature Controlled Transport Packaging, and others. In addition, validation of field performance (performance qualification) is extremely useful.
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Insulated shipping container
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Design and evaluation
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Specialists in design and testing of packaging for temperature sensitive products are often needed. These may be consultants, independent laboratories, universities, or reputable vendors. Many laboratories have certifications and accreditations: ISO 9000s, ISO/IEC 17025, etc.
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Insulated shipping container
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Environmental Impact
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Parcel to pallet sized insulated shipping containers have historically been single-use products due to the low-cost material composition of EPS and water-based gel packs. The insulation material typically finds its way into landfill streams as it is not readily recyclable in the United States.
The development of reusable high-performance shipping containers have been shown to reduce packing waste by 95% while also contributing significant savings to other environmental pollutants.
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Insulated shipping container
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External links and resources
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"Cold Chain Management", 2003, 2006, [1] Brody, A. L., and Marsh, K, S., "Encyclopedia of Packaging Technology", John Wiley & Sons, 1997, ISBN 0-471-06397-5 Lockhart, H., and Paine, F.A., "Packaging of Pharmaceuticals and Healthcare Products", 2006, Blackie, ISBN 0-7514-0167-6
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VAMP4
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VAMP4
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Vesicle-associated membrane protein 4 is a protein that in humans is encoded by the VAMP4 gene.
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VAMP4
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Function
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Synaptobrevins/VAMPs, syntaxins, and the 25-kD synaptosomal-associated protein SNAP25 are the main components of a protein complex involved in the docking and/or fusion of synaptic vesicles with the presynaptic membrane. The protein encoded by this gene is a member of the vesicle-associated membrane protein (VAMP)/synaptobrevin family. This protein may play a role in trans-Golgi network-to-endosome transport.
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VAMP4
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Interactions
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VAMP4 has been shown to interact with AP1M1, STX6 and STX16.
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Psionics (role-playing games)
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Psionics (role-playing games)
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Psionics, in tabletop role-playing games, is a broad category of fantastic abilities originating from the mind, similar to the psychic abilities that some people claim in reality.
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Psionics (role-playing games)
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Common features
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Psionics are primarily distinguished, in most popular gaming systems, by one or more of the following: Magical or super/meta human-like abilities including: Extrasensory perception – learn secrets long forgotten, to glimpse the immediate future and predict the far future, to find hidden objects, and to know what is normally unknowable. Examples: Clairsentience, scrying, precognitives, retrocognitives, transduction, remote viewing, psychometry, omniscience, intuitiveness, aura reading, dowsing.
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Psionics (role-playing games)
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Common features
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Manifest manipulation – Powers that create objects, creatures, or some form of matter. Examples: Metacreativity, automatic writing, transmutation, apportation, multiplication, heighten senses, mediumship, energy healing.
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Psionics (role-playing games)
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Common features
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Intellect manipulation – Exclusive or near-exclusive association with highly advanced Intelligence quotients, disciplined, and/or willful beings well over the "superhuman intuitive genius" level; can choreograph entire wars with ease, comprehend and alter any science instantaneously, decipher any language, analyze and copy any fighting style, construct complex devices and inventions, compute mathematics at a superhuman level and have an eidetic memory. Amplify brain waves of others to enhance their intelligence, and thinking speed; they can also use their power to boost others power by advancing the power portion of their brain. Examples: Metapsionics, intellpsionic, synapsionic, psionic mimicry, psi-absorption, psi-augmentation, psi-bestowal, psi-negation, psi-sensing Physics manipulation – Manipulate energy or tap the power of the mind to produce a desired end; Mind over matter projecting pure force via the mind; Other (non-force) "Energy"-based abilities. Examples: Psychokinesis, hyperkinesis, pyrokinesis, electrokinesis, cryokinesis, hydrokinesis etc., soulites Molecular manipulation – Change the physical properties of some creature, thing, or condition. Examples: Psychometabolism, intangibility, healing/regeneration, environmental resistance, shape-shifting/replication, transvection, imperviousness, invisibility, elasticity Space/Time manipulation – Move an object or another creature through space and time; by manipulation of the flow of time, Psionics have the power to shift three-dimensional energies into virtually any environment they can conceive (such as a world inside a mirror); They can use portals to transport themselves or others. They can also open gates to pocket dimensions, and even alternate and warp realities. They can also go back in time and alter the timeline. Examples: Psychoportation, astral projection, time travel, bilocation, multi-dimensionals walking, etherialization, stasis suspension Thought manipulation – Communicate with others – especially other Psionics, mentally. Powerful psionics can completely alter a person's personality. Not only are they able to pick up on an emotion, if the emotion is strong enough, the psionic himself is able to feel that emotion. A frequent example is pain. Examples: Telepathics, extreme tele-empathy, tele-cybers, pain synthesizers, psionic blast, psychic weapons, mental attacks/defenses, mind control, and projected illusions lack of arcane rituals, gestures, components, and other typical features of magic.
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Psionics (role-playing games)
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Systems
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The following role-playing game systems present psionics, each in their own way. Often a system will present both magic and psionics. In these cases, psionics is usually defined in terms of its differences from and interactions with the magic system rather than on any specific capabilities. The following are some of the more prominent examples; there are also other variations and systems in use among games.
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Psionics (role-playing games)
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Systems
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Bureau 13 The Bureau 13 system, produced in the 80's and 90's, involved humans hunting down supernatural creatures. Psychic characters were one of the character options that could be optionally rolled to determine. This is one of the few systems that does not attempt to make psionics just a form of 'mind magic', i.e. that doesn't just use magic rules in a psionic context. Powers for magic and psionics are completely separate.
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Psionics (role-playing games)
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Systems
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Champions/Hero System The Hero System implements a wide variety of mechanical abilities, many of which are compatible with (and often used to build) psionic characters (often referred to as "mentalists" in Champions).
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Psionics (role-playing games)
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Systems
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Dawning Star The Dawning Star science-fiction setting introduces a modern take on the concept called Red Truth. This is a parallel dimension of pure information that overlays our own. The system itself uses the basic d20 Modern format, modified to comport with the concept. For example, information manipulation is much more viable than matter manipulation, and accessing the dimension can ultimately drive practitioners insane. Red Truth was first introduced in Helios Rising.
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Psionics (role-playing games)
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Systems
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Dungeons & Dragons Dungeons & Dragons introduced psionics as an option as far back as the Eldritch Wizardry supplement for the original Dungeons & Dragons in the mid 1970s. Psionics in D&D are designed to be on-par with magic, and so cover nearly every mechanical ability that the magic system does, organized into categories (disciplines) reminiscent of the Wizard's schools. The first edition of Advanced Dungeons & Dragons subdivided these disciplines into lesser powers called "devotions" and greater powers called "sciences". It also had separate classifications for psionic "attack" and "defense" powers/modes that were a sort of telepathic means of combat between psionically endowed beings.
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Psionics (role-playing games)
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Systems
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An early discussion of psionics in AD&D is given in Dragon magazine issue 78, which is devoted to psionics, and the relation with magic within AD&D is discussed in Spells can be psionic, too: How and why magic resembles mental powers. The distinction it draws is that psionics are the exercise of "mental energy" (an internal source), while the power that "drives" magic (from magic users and clerics) are instead magical art or divinity (an external source), though these latter may involve minds and some use of mental power.
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Psionics (role-playing games)
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Systems
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In most campaign settings, psionics are a secondary system, less prominent than magic. This is reversed in the Dark Sun setting, which features psionics prominently and magic secondarily, and treats magic (here called "arcane magic") unconventionally by AD&D standards.
The d20 System, being a de-branded version of the Dungeons & Dragons rules, shares these mechanics for psionics in nearly every detail.
GURPS In GURPS 3rd edition there is a broad range of psionic abilities, vaguely game-balanced with its magic system. In the case of GURPS, categories of ability are “powers”, purchased and refined by the player during character creation.
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Psionics (role-playing games)
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Systems
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In GURPS 4th edition psi abilities are bought as all other Advantages, with a 10% discount for the fact that they can be neutralized by anti-psi powers and technologies. The reason of such a change was the game balance problem: 3rd edition psis (and mages) were highly versatile at low point levels and became rapidly more powerful as point budgets increased.
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Psionics (role-playing games)
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Systems
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In Nomine Satanis/Magna Veritas In the In Nomine Satanis/Magna Veritas French roleplaying game, psionic powers (here called psi) are wielded by a few humans. These psis were first described in the Mindstorm supplement. The first psi were Adam and Eve, who were, in this game, not the first human beings, but instead mere humans infused with powers by God. God used them as the pawns of a small game with Satan, to see if humans untainted by society and the harsh life of Earth would succumb to evil. As told in the Bible, Eve and Adam eventually were tempted by Satan, and were thrown down to Earth. The modern psi are their surviving scions. Despite these powers, the psis are usually considered as weaker and much more fragile than the main protagonists of the game, angels and demons.
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Psionics (role-playing games)
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Systems
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Lusternia, Age of Ascension A Mage archetype is allowed to select Psionics out of their tertiary skillset – Dreamweaving, Runes or Psionics. Mages can specialize from the Psionics skill in either Telepathy or Telekenisis, each granting its own unique abilities. Monks can choose between Psionics and Acrobatics as well, and have the ability to specialize in Psychometabolism, a form of Psionics that affects the physical body.
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Psionics (role-playing games)
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Systems
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Palladium Megaverse Several of the games published by Palladium Books, most notably Beyond the Supernatural, feature psychic characters. The psychic powers in this universe are powered by Inner Strength Points (or ISP). Beyond the Supernatural (both 1st and 2nd editions) focuses almost exclusively on various forms of psychics, each with differing abilities. The games Heroes Unlimited, Palladium Fantasy Role-Playing Game and Rifts also make extensive use of these rules. The basic psionics system does not vary much between each product.
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Psionics (role-playing games)
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Systems
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Paranoia, Gamma World, et al.
In some games (e.g. Paranoia and Gamma World), widespread, radiation-induced genetic mutation is the sole trigger responsible for psionic powers in player characters.
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Psionics (role-playing games)
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Systems
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Space Opera The roleplaying game Space Opera treated psionics as an advanced science with many fields of studies, three levels of functioning (Psionically dead, Psionically open, Psionically Awakened) and vast number of skills. Characters that were open and been Psionically attacked or had contact with a raw PK Crystal could awaken, and characters with very high Psionic scores might be "contacted" and trained.
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Psionics (role-playing games)
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Systems
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Star Trek, Star Wars, et al.
Many role-playing games based on popular science fiction settings have at least telepathic powers available to players. Examples include the Psi Corps and other telepathic characters from Babylon 5, Vulcans from Star Trek, and the Jedi from Star Wars, all of whom have demonstrated various degrees of psionic abilities ranging from telepathy to telekinesis to mental domination.
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Psionics (role-playing games)
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Systems
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Traveller Traveller includes the mastery of psionics as a career option in the character creation stage. The odds of naturally developing psionic powers are unlikely (the player must roll a seven on the Events table, followed by a twelve, followed by a one), if a player achieves this, they have access to a number of powers that they may develop during the character creation phase.
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Psionics (role-playing games)
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Systems
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Torg In the Torg roleplaying game, psionics are only available at character creation to characters from the cosms of Core Earth (modern-day Earth) or the Star Sphere (the space opera cosm). Characters from other cosms 'can' learn psionic skills and powers during play, though when such characters use (or even possess) them it counts as a Contradiction.
White Wolf In White Wolf Publishing's World of Darkness, Mages sometimes work magic through a paradigm of psionic power. In addition, more ordinary humans in the setting sometimes possess psychic abilities, and these powers and others like them are often referred to as Numina.
In the Trinity Universe, the psions of the Æon Trinity are created from ordinary humans to battle against the return of the mutated Aberrants.
PSI World Psi World is a game from the 80's put out by Fantasy Games Unlimited that focused on psionic powers. The player characters were either psi-cops on the hunt for psychics, or they were psychics on the run. Being psychic was illegal in this dystopia. Psionics were the result of a plague that nearly wiped out humans.
Silver Cord Another game that focuses on psionic powers.
The World of Synnabarr A game by Raven c.s. McCracken, The World of Synnibarr.
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Psionics (role-playing games)
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Systems
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Science-fiction themed RPGs in general Psionics is sometimes used as a setting-compatible replacement for magic in role-playing games with science-fiction settings, particularly in the form of optional additional rules, such as in Star Frontiers. This is also true, to some extent, of settings, such as Star Trek and Star Wars, taken from films, television series or literature, though often (as in the two examples given) psionics are already present in some form in the setting.
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Hardy's inequality
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Hardy's inequality
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Hardy's inequality is an inequality in mathematics, named after G. H. Hardy. It states that if a1,a2,a3,… is a sequence of non-negative real numbers, then for every real number p > 1 one has ∑n=1∞(a1+a2+⋯+ann)p≤(pp−1)p∑n=1∞anp.
If the right-hand side is finite, equality holds if and only if an=0 for all n.
An integral version of Hardy's inequality states the following: if f is a measurable function with non-negative values, then ∫0∞(1x∫0xf(t)dt)pdx≤(pp−1)p∫0∞f(x)pdx.
If the right-hand side is finite, equality holds if and only if f(x) = 0 almost everywhere.
Hardy's inequality was first published and proved (at least the discrete version with a worse constant) in 1920 in a note by Hardy. The original formulation was in an integral form slightly different from the above.
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Hardy's inequality
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General one-dimensional version
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The general weighted one dimensional version reads as follows:: §329 If α+1p<1 , then ∫0∞(yα−1∫0yx−αf(x)dx)pdy≤1(1−α−1p)p∫0∞f(x)pdx If α+1p>1 , then ∫0∞(yα−1∫y∞x−αf(x)dx)pdy≤1(α+1p−1)p∫0∞f(x)pdx.
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Hardy's inequality
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Multidimensional version
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In the multidimensional case, Hardy's inequality can be extended to Lp -spaces, taking the form ‖f|x|‖Lp(Rn)≤pn−p‖∇f‖Lp(Rn),2≤n,1≤p<n, where f∈C0∞(Rn) , and where the constant pn−p is known to be sharp.
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Hardy's inequality
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Fractional Hardy inequality
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If 1≤p<∞ and 0<λ<∞ , λ≠1 , there exists a constant C such that for every f:(0,∞)→R satisfying ∫0∞|f(x)|p/xλdx<∞ , one has: Lemma 2 ∫0∞|f(x)|pxλdx≤C∫0∞∫0∞|f(x)−f(y)|p|x−y|1+λdxdy.
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Hardy's inequality
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Proof of the inequality
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Integral version A change of variables gives (∫0∞(1x∫0xf(t)dt)pdx)1/p=(∫0∞(∫01f(sx)ds)pdx)1/p , which is less or equal than ∫01(∫0∞f(sx)pdx)1/pds by Minkowski's integral inequality. Finally, by another change of variables, the last expression equals ∫01(∫0∞f(x)pdx)1/ps−1/pds=pp−1(∫0∞f(x)pdx)1/p Discrete version: from the continuous version Assuming the right-hand side to be finite, we must have an→0 as n→∞ . Hence, for any positive integer j, there are only finitely many terms bigger than 2−j . This allows us to construct a decreasing sequence b1≥b2≥⋯ containing the same positive terms as the original sequence (but possibly no zero terms). Since a1+a2+⋯+an≤b1+b2+⋯+bn for every n, it suffices to show the inequality for the new sequence. This follows directly from the integral form, defining f(x)=bn if n−1<x<n and f(x)=0 otherwise. Indeed, one has ∫0∞f(x)pdx=∑n=1∞bnp and, for n−1<x<n , there holds 1x∫0xf(t)dt=b1+⋯+bn−1+(x−n+1)bnx≥b1+⋯+bnn (the last inequality is equivalent to (n−x)(b1+⋯+bn−1)≥(n−1)(n−x)bn , which is true as the new sequence is decreasing) and thus ∑n=1∞(b1+⋯+bnn)p≤∫0∞(1x∫0xf(t)dt)pdx Discrete version: Direct proof Let p>1 and let b1,…,bn be positive real numbers. Set Sk=∑i=1kbi First we prove the inequality ∑n=1NSnpnp≤pp−1∑n=1NbnSnp−1np−1(∗) , Let Tn=Snn and let Δn be the difference between the n -th terms in the RHS and LHS of (∗) , that is, := Tnp−pp−1bnTnp−1 . We have: Δn=Tnp−pp−1bnTnp−1=Tnp−pp−1(nTn−(n−1)Tn−1)Tnp−1 or Δn=Tnp(1−npp−1)+p(n−1)p−1Tn−1Tnp.
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Hardy's inequality
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Proof of the inequality
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According to Young's inequality we have: Tn−1Tnp−1≤Tn−1pp+(p−1)Tnpp, from which it follows that: Δn≤n−1p−1Tn−1p−np−1Tnp.
By telescoping we have: ∑n=1NΔn≤0−1p−1T1p+1p−1T1p−2p−1T2p+2p−1T2p−3p−1T3p⋮+N−1p−1TN−1p−Np−1TNp=−Np−1TNp<0, proving (∗) . By applying Hölder's inequality to the RHS of (∗) we have: ∑n=1NSnpnp≤pp−1∑n=1NbnSnp−1np−1≤pp−1(∑n=1Nbnp)1/p(∑n=1NSnpnp)(p−1)/p from which we immediately obtain: ∑n=1NSnpnp≤(pp−1)p∑n=1Nbnp.
Letting N→∞ we obtain Hardy's inequality.
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Carbonate-hosted lead-zinc ore deposits
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Carbonate-hosted lead-zinc ore deposits
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Carbonate-hosted lead-zinc ore deposits are important and highly valuable concentrations of lead and zinc sulfide ores hosted within carbonate (limestone, marl, dolomite) formations and which share a common genetic origin.
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Carbonate-hosted lead-zinc ore deposits
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Carbonate-hosted lead-zinc ore deposits
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These ore bodies range from 0.5 million tonnes of contained ore, to 20 million tonnes or more, and have a grade of between 4% combined lead and zinc to over 14% combined lead and zinc. These ore bodies tend to be compact, fairly uniform plug-like or pipe-like replacements of their host carbonate sequences and as such can be extremely profitable mines.
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Carbonate-hosted lead-zinc ore deposits
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Carbonate-hosted lead-zinc ore deposits
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This classification of ore deposits is also known as Mississippi Valley Type or MVT ore deposits, after a number of such deposits along the Mississippi River in the United States, where such ores were first recognised; these include the famed Southeast Missouri Lead District of southeastern Missouri, and deposits in northeast Iowa, southwest Wisconsin, and northwest Illinois.
Similarly Irish-type carbonate lead-zinc ores, exemplified by Lisheen Mine in County Tipperary, are formed in similar ways.
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Carbonate-hosted lead-zinc ore deposits
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Sources
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The ultimate source of the mineralizing fluid(s) in MVT deposits is unknown. The ore fluids of MVT deposits are typically low temperature (100 °C-150 °C) and have the composition of basinal brines (10-30 wt.% NaCl equivalent) with pH's of 4.5-5 (buffered by host carbonates). This hydrothermal fluid may or may not carry the required sulfur to form sulfide minerals. Mobile hydrocarbons may have played a role in delivering reduced sulfur to certain MVT systems, while methane and other organic matter can potentially reduce sulfate carried by an acidic fluid. The ore fluid is suspected to be derived from clastic red bed sequences (potential metal source) that contain evaporites (potential sulfur source).
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Carbonate-hosted lead-zinc ore deposits
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Transport
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Two potential transportation mechanisms for the metal-bearing ore fluid have been proposed. The first involves compaction of sediments in basins with rapid sedimentation. Mineralizing fluids within the basin become trapped within discrete, over-pressured aquifers and escape episodically and rapidly. The second fluid transportation mechanism is topographically-driven gravitational fluid flow. This occurs during uplift that is commonly associated with an orogenic event. One edge of a basin is uplifted during the formation of a foreland fold and thrust belt, and basinal fluids migrate laterally away from the deformation front as the basin is uplifted. Migration of the fluids through deep portions of the basin may result in the acquisition of metals and sulfur contained within the basin.
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Carbonate-hosted lead-zinc ore deposits
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Trap
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The trap for carbonate-hosted lead-zinc sulfides is a chemical reaction which occurs as a consequence of concentration of sulfur, often hydrocarbons, and zinc and lead which are absorbed by the hydrocarbons. The hydrocarbons can either leak out of the fault zone or fold hinge, leaving a stockwork of weakly mineralized carbonate-sulfide veins, or can degrade via pyrolysis in place to form bitumens.
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Carbonate-hosted lead-zinc ore deposits
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Trap
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Once hydrocarbons are converted to bitumen, their ability to chelate metal ions and sulfur is reduced and results in these elements being expelled into the fluid, which becomes saturated in zinc, lead, iron and sulfur. Sulfide minerals such as galena, sphalerite, marcasite and pyrite thus form.
Commonly MVT deposits form by the combination of hydrocarbon pyrolysis liberating zinc-lead ions and sulfur to form an acidic solution which dissolves the host carbonate formation and replaces it with massive sulfide accumulations. This may also take the morphology of fault-hosted stockworks, massive tabular replacements and so forth.
Porous limestones may form disseminated ores, however most MVT deposits are massive sulfides with knife-like margins between carbonate and sulfide mineralogies.
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Carbonate-hosted lead-zinc ore deposits
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Mineralogy and alteration
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Ore minerals in carbonate replacement deposits are typically lead sulfide, galena, and zinc sulfide sphalerite. Weathered equivalents form anglesite, cerussite, smithsonite, hydrozincite and secondary galena and sphalerite within the supergene zone.
MVT and Irish type deposits are commonly associated with a 'dolomite front' alteration, which manifests as a yellow-cream wash of dolomite (calcium-magnesium carbonate) within calcite-aragonite assemblages of unaltered carbonate formations.
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Carbonate-hosted lead-zinc ore deposits
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Mineralogy and alteration
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Most ore bodies are quite sulfidic, and most are very low-iron, with pyrite-marcasite contents typically below 30% of the mass of sulfides. This makes MVT lead-zinc deposits particularly easy to treat from a metallurgical view. Some MVT deposits can, however, be very iron-rich and some sulfide replacement and alteration zones are associated with no lead-zinc at all, resulting in massive accumulations of pyrite-marcasite, which are essentially worthless.
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Carbonate-hosted lead-zinc ore deposits
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Mineralogy and alteration
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There is sometimes an association with quartz veining and colloform silica, however silicate gangue minerals are often rare.
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Carbonate-hosted lead-zinc ore deposits
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Oil synergies
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The importance and synergies between hydrocarbon source-transport-trap 'fairways' and MVT and Irish Type lead-zinc deposits has been known for several decades. Often the prospectivity of particular carbonate formations for lead-zinc deposits of this nature is first identified by core drilling by oil explorers.
This concept of a cogeneration of hydrocarbons and precursor brines by the same process allows many lead-zinc explorers to use hydrocarbon basin models to predict if a carbonate sequence is likely to host MVT or Irish Type mineralization.
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Carbonate-hosted lead-zinc ore deposits
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Exploration
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Exploration for MVT deposits is relatively complex in theory and straightforward in practise. During the area selection phase, attention must be paid to the nature of the carbonate sequences, especially if there is a 'dolomite front' alteration identified within oil exploration wells, which is commonly associated with lead-zinc mineralisation.
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Carbonate-hosted lead-zinc ore deposits
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Exploration
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Thereafter, attention must be paid to picking floral facies of any reef carbonates formed from coral reef accumulations. The facies of the carbonate sequence is critical, as this is controlled mostly by faults which are the ultimate target of exploration. A fore-reef/back-reef transition is the 'sweet spot', and thus depending on the age of the carbonate sequence, familiarity with coral palaeontology is considered essential.
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Carbonate-hosted lead-zinc ore deposits
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Exploration
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Finally, once a basin model of the carbonate sequence is formulated, and the primary basin-margin faults are roughly identified, a gravity survey is often carried out, which is the only geophysical technique which can directly detect MVT deposits. Gravity surveys aim to detect significant accumulations of lead and zinc due to their greater density relative to their surrounding host rocks.
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Carbonate-hosted lead-zinc ore deposits
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Exploration
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Finally, the 'pointy end' of an exploration programme is to drill each and every one of the gravity targets in sequence, with no favour or prejudice given to the strength or amplitude of any anomaly. It is well known that unsubtle and unsophisticated methods of pattern drilling have found MVT deposits missed by more selective explorers, for instance the Lennard Shelf Deposits in Western Australia were found on the second last hole of an extensive drilling programme.
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Carbonate-hosted lead-zinc ore deposits
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Similar deposit styles
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Similar deposit styles may be encountered in sheared and deformed carbonate belts where zinc-lead sulfides are hosted at the sheared contact of carbonates with siliciclastic sequences. Examples include the Dharwar Basin zinc-lead deposits, India where sulfides are hosted in shears within dolomite sequences.
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Carbonate-hosted lead-zinc ore deposits
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Examples
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Admiral Bay, Zn-Pb-Ag deposit, Northwest Shelf, Western Australia, theorised to be an MVT replacement type (undeveloped) Pine Point Mine, Zn-Pb, deposit, Northwest Territories, Canada. (producer, 1964-1988) Manbarrum-Sorby Hills zinc and lead deposits, Bonaparte Basin, Western Australia and Northern Territory (undeveloped) Lennard Shelf Lead-Zinc deposits, Lennard Shelf, Kimberleys, Western Australia.
Tara Mine, Ireland Topla and Mežica mines on Petzen, Austrian-Slovenian border.
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Advertising
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Advertising
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Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement.
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Advertising
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Advertising
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Commercial advertisements often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees or shareholders that a company is viable or successful.
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Advertising
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Advertising
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In the 19th century, soap businesses were among the first to employ large-scale advertising campaigns. Thomas J. Barratt was hired by Pears to be its brand manager—the first of its kind—and in addition to creating slogans and images he recruited West End stage actress and socialite Lillie Langtry to become the poster-girl for Pears, making her the first celebrity to endorse a commercial product. Modern advertising originated with the techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, considered the founder of modern, "Madison Avenue" advertising.Worldwide spending on advertising in 2015 amounted to an estimated US$529.43 billion. Advertising's projected distribution for 2017 was 40.4% on TV, 33.3% on digital, 9% on newspapers, 6.9% on magazines, 5.8% on outdoor and 4.3% on radio. Internationally, the largest ("Big Five") advertising agency groups are Omnicom, WPP, Publicis, Interpublic, and Dentsu.In Latin, advertere means "to turn towards".
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Advertising
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History
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Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in ancient Greece and ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC.In ancient China, the earliest advertising known was oral, as recorded in the Classic of Poetry (11th to 7th centuries BC) of bamboo flutes played to sell confectionery. Advertisement usually takes in the form of calligraphic signboards and inked papers. A copper printing plate dated back to the Song dynasty used to print posters in the form of a square sheet of paper with a rabbit logo with "Jinan Liu's Fine Needle Shop" and "We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time" written above and below is considered the world's earliest identified printed advertising medium.In Europe, as the towns and cities of the Middle Ages began to grow, and the general population was unable to read, instead of signs that read "cobbler", "miller", "tailor", or "blacksmith", images associated with their trade would be used such as a boot, a suit, a hat, a clock, a diamond, a horseshoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts. The first compilation of such advertisements was gathered in "Les Crieries de Paris", a thirteenth-century poem by Guillaume de la Villeneuve.
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Advertising
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History
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18th-19th century: Newspaper Advertising In the 18th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after. However, false advertising and so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content.
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Advertising
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History
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In the United States, newspapers grew quickly in the first few decades of the 19th century, in part due to advertising. By 1822, the United States had more newspaper readers than any other country. About half of the content of these newspapers consisted of advertising, usually local advertising, with half of the daily newspapers in the 1810s using the word "advertiser" in their name.In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established the roots of the modern day advertising agency in Philadelphia. In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. The actual ad – the copy, layout, and artwork – was still prepared by the company wishing to advertise; in effect, Palmer was a space broker. The situation changed when the first full-service advertising agency of N.W. Ayer & Son was founded in 1869 in Philadelphia. Ayer & Son offered to plan, create, and execute complete advertising campaigns for its customers. By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession.
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Advertising
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History
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Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers.
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Advertising
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History
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Late 19th century: Modern Advertising Thomas J. Barratt of London has been called "the father of modern advertising". Working for the Pears soap company, Barratt created an effective advertising campaign for the company products, which involved the use of targeted slogans, images and phrases. One of his slogans, "Good morning. Have you used Pears' soap?" was famous in its day and into the 20th century. In 1882, Barratt recruited English actress and socialite Lillie Langtry to become the poster-girl for Pears, making her the first celebrity to endorse a commercial product.
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Advertising
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History
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Becoming the company's brand manager in 1865, listed as the first of its kind by the Guinness Book of Records, Barratt introduced many of the crucial ideas that lie behind successful advertising and these were widely circulated in his day. He constantly stressed the importance of a strong and exclusive brand image for Pears and of emphasizing the product's availability through saturation campaigns. He also understood the importance of constantly reevaluating the market for changing tastes and mores, stating in 1907 that "tastes change, fashions change, and the advertiser has to change with them. An idea that was effective a generation ago would fall flat, stale, and unprofitable if presented to the public today. Not that the idea of today is always better than the older idea, but it is different – it hits the present taste." Enhanced advertising revenues was one effect of the Industrial Revolution in Britain. Thanks to the revolution and the consumers it created, by the mid-19th century biscuits and chocolate became products for the masses, and British biscuit manufacturers were among the first to introduce branding to distinguish grocery products. One the world's first global brands, Huntley & Palmers biscuits were sold in 172 countries in 1900, and their global reach was reflected in their advertisements.
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Advertising
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History
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20th century As a result of massive industrialization, advertising increased dramatically in the United States. In 1919 it was 2.5 percent of gross domestic product (GDP) in the US, and it averaged 2.2 percent of GDP between then and at least 2007, though it may have declined dramatically since the Great Recession.
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Advertising
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History
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Industry could not benefit from its increased productivity without a substantial increase in consumer spending. This contributed to the development of mass marketing designed to influence the population's economic behavior on a larger scale. In the 1910s and 1920s, advertisers in the U.S. adopted the doctrine that human instincts could be targeted and harnessed – "sublimated" into the desire to purchase commodities. Edward Bernays, a nephew of Sigmund Freud, became associated with the method and is sometimes called the founder of modern advertising and public relations. Bernays claimed that:"[The] general principle, that men are very largely actuated by motives which they conceal from themselves, is as true of mass as of individual psychology. It is evident that the successful propagandist must understand the true motives and not be content to accept the reasons which men give for what they do."In other words, selling products by appealing to the rational minds of customers (the main method used prior to Bernays) was much less effective than selling products based on the unconscious desires that Bernays felt were the true motivators of human action. "Sex sells" became a controversial issue, with techniques for titillating and enlarging the audience posing a challenge to conventional morality.In the 1920s, under Secretary of Commerce Herbert Hoover, the American government promoted advertising. Hoover himself delivered an address to the Associated Advertising Clubs of the World in 1925 called 'Advertising Is a Vital Force in Our National Life." In October 1929, the head of the U.S. Bureau of Foreign and Domestic Commerce, Julius Klein, stated "Advertising is the key to world prosperity." This was part of the "unparalleled" collaboration between business and government in the 1920s, according to a 1933 European economic journal.The tobacco companies became major advertisers in order to sell packaged cigarettes. The tobacco companies pioneered the new advertising techniques when they hired Bernays to create positive associations with tobacco smoking.Advertising was also used as a vehicle for cultural assimilation, encouraging workers to exchange their traditional habits and community structure in favor of a shared "modern" lifestyle. An important tool for influencing immigrant workers was the American Association of Foreign Language Newspapers (AAFLN). The AAFLN was primarily an advertising agency but also gained heavily centralized control over much of the immigrant press.
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Advertising
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History
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At the turn of the 20th century, advertising was one of the few career choices for women. Since women were responsible for most household purchasing done, advertisers and agencies recognized the value of women's insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman – for a soap product. Although tame by today's standards, the advertisement featured a couple with the message "A skin you love to touch".In the 1920s, psychologists Walter D. Scott and John B. Watson contributed applied psychological theory to the field of advertising. Scott said, "Man has been called the reasoning animal but he could with greater truthfulness be called the creature of suggestion. He is reasonable, but he is to a greater extent suggestible". He demonstrated this through his advertising technique of a direct command to the consumer.
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Advertising
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History
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Radio from the 1920s In the early 1920s, the first radio stations were established by radio equipment manufacturers, followed by non-profit organizations such as schools, clubs and civic groups who also set up their own stations. Retailer and consumer goods manufacturers quickly recognized radio's potential to reach consumers in their home and soon adopted advertising techniques that would allow their messages to stand out; slogans, mascots, and jingles began to appear on radio in the 1920s and early television in the 1930s.The rise of mass media communications allowed manufacturers of branded goods to bypass retailers by advertising directly to consumers. This was a major paradigm shift which forced manufacturers to focus on the brand and stimulated the need for superior insights into consumer purchasing, consumption and usage behaviour; their needs, wants and aspirations. The earliest radio drama series were sponsored by soap manufacturers and the genre became known as a soap opera. Before long, radio station owners realized they could increase advertising revenue by selling 'air-time' in small time allocations which could be sold to multiple businesses. By the 1930s, these advertising spots, as the packets of time became known, were being sold by the station's geographical sales representatives, ushering in an era of national radio advertising.By the 1940s, manufacturers began to recognize the way in which consumers were developing personal relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon/Esso, using insights drawn research methods from psychology and cultural anthropology, led to some of the most enduring campaigns of the 20th century.
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Advertising
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History
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Commercial television in the 1950s In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the show – up to and including having one's advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame.
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Advertising
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History
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Cable television from the 1980s The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada.
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Advertising
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History
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Internet from the 1990s With the advent of the ad server, online advertising grew, contributing to the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, some websites, including the search engine Google, changed online advertising by personalizing ads based on web browsing behavior. This has led to other similar efforts and an increase in interactive advertising.The share of advertising spending relative to GDP has changed little across large changes in media since 1925. In 1925, the main advertising media in America were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9 percent. By 1998, television and radio had become major advertising media; by 2017, the balance between broadcast and online advertising had shifted, with online spending exceeding broadcast. Nonetheless, advertising spending as a share of GDP was slightly lower – about 2.4 percent.Guerrilla marketing involves unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message. This type of advertising is unpredictable, which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement, having consumers vote through text messages, and various campaigns utilizing social network services such as Facebook or Twitter.The advertising business model has also been adapted in recent years. In media for equity, advertising is not sold, but provided to start-up companies in return for equity. If the company grows and is sold, the media companies receive cash for their shares.
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Advertising
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History
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Domain name registrants (usually those who register and renew domains as an investment) sometimes "park" their domains and allow advertising companies to place ads on their sites in return for per-click payments. These ads are typically driven by pay per click search engines like Google or Yahoo, but ads can sometimes be placed directly on targeted domain names through a domain lease or by making contact with the registrant of a domain name that describes a product. Domain name registrants are generally easy to identify through WHOIS records that are publicly available at registrar websites.
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Advertising
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Classification
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Advertising may be categorized in a variety of ways, including by style, target audience, geographic scope, medium, or purpose.: 9–15 For example, in print advertising, classification by style can include display advertising (ads with design elements sold by size) vs. classified advertising (ads without design elements sold by the word or line). Advertising may be local, national or global. An ad campaign may be directed toward consumers or to businesses. The purpose of an ad may be to raise awareness (brand advertising), or to elicit an immediate sale (direct response advertising). The term above the line (ATL) is used for advertising involving mass media; more targeted forms of advertising and promotion are referred to as below the line (BTL). The two terms date back to 1954 when Procter & Gamble began paying their advertising agencies differently from other promotional agencies. In the 2010s, as advertising technology developed, a new term, through the line (TTL) began to come into use, referring to integrated advertising campaigns.
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Advertising
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Classification
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Traditional media Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any situation in which an "identified" sponsor pays to deliver their message through a medium is advertising.
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Advertising
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Classification
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Television Television advertising is one of the most expensive types of advertising; networks charge large amounts for commercial airtime during popular events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television – with an audience of over 108 million and studies showing that 50% of those only tuned in to see the advertisements. During the 2014 edition of this game, the average thirty-second ad cost US$4 million, and $8 million was charged for a 60-second spot. Virtual advertisements may be inserted into regular programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience. Virtual billboards may be inserted into the background where none exist in real-life. This technique is especially used in televised sporting events. Virtual product placement is also possible. An infomercial is a long-format television commercial, typically five minutes or longer. The name blends the words "information" and "commercial". The main objective in an infomercial is to create an impulse purchase, so that the target sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe and often demonstrate products, and commonly have testimonials from customers and industry professionals.Radio Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found on air, and also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population.Online Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in pay per click text ads, rich media ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. A newer form of online advertising is Native Ads; they go in a website's news feed and are supposed to improve user experience by being less intrusive. However, some people argue this practice is deceptive.Domain names Domain name advertising is most commonly done through pay per click web search engines, however, advertisers often lease space directly on domain names that generically describe their products. When an Internet user visits a website by typing a domain name directly into their web browser, this is known as "direct navigation", or "type in" web traffic. Although many Internet users search for ideas and products using search engines and mobile phones, a large number of users around the world still use the address bar. They will type a keyword into the address bar such as "geraniums" and add ".com" to the end of it. Sometimes they will do the same with ".org" or a country-code Top Level Domain (TLD such as ".co.uk" for the United Kingdom or ".ca" for Canada). When Internet users type in a generic keyword and add .com or another top-level domain (TLD) ending, it produces a targeted sales lead. Domain name advertising was originally developed by Oingo (later known as Applied Semantics), one of Google's early acquisitions.Product placements Covert advertising is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics", because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard.Print Print advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. One form of print advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad paid by the word or line. Another form of print advertising is the display ad, which is generally a larger ad with design elements that typically run in an article section of a newspaper.: 14 Outdoor Billboards, also known as hoardings in some parts of the world, are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large numbers of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums. The form known as street advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air dancers and 3D pavement advertising, for getting brand messages out into public spaces. Sheltered outdoor advertising combines outdoor with indoor advertisement by placing large mobile, structures (tents) in public places on temporary bases. The large outer advertising space aims to exert a strong pull on the observer, the product is promoted indoors, where the creative decor can intensify the impression. Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: target advertising, one-day and long-term campaigns, conventions, sporting events, store openings and similar promotional events, and big advertisements from smaller companies.Point-of-sale In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (a.k.a. POP – point of purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays.Novelties Advertising printed on small tangible items such as coffee mugs, T-shirts, pens, bags, and such is known as novelty advertising. Some printers specialize in printing novelty items, which can then be distributed directly by the advertiser, or items may be distributed as part of a cross-promotion, such as ads on fast food containers.Celebrity endorsements Advertising in which a celebrity endorses a product or brand leverages celebrity power, fame, money, popularity to gain recognition for their products or to promote specific stores' or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however; one mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana. Celebrities such as Britney Spears have advertised for multiple products including Pepsi, Candies from Kohl's, Twister, NASCAR, and Toyota.Aerial Using aircraft, balloons or airships to create or display advertising media. Skywriting is a notable example.
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Advertising
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Classification
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New media approaches A new advertising approach is known as advanced advertising, which is data-driven advertising, using large quantities of data, precise measuring tools and precise targeting. Advanced advertising also makes it easier for companies which sell ad-space to attribute customer purchases to the ads they display or broadcast.Increasingly, other media are overtaking many of the "traditional" media such as television, radio and newspaper because of a shift toward the usage of the Internet for news and music as well as devices like digital video recorders (DVRs) such as TiVo.Online advertising began with unsolicited bulk e-mail advertising known as "e-mail spam". Spam has been a problem for e-mail users since 1978. As new online communication channels became available, advertising followed. The first banner ad appeared on the World Wide Web in 1994. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives.In online display advertising, display ads generate awareness quickly. Unlike search, which requires someone to be aware of a need, display advertising can drive awareness of something new and without previous knowledge. Display works well for direct response. Display is not only used for generating awareness, it is used for direct response campaigns that link to a landing page with a clear 'call to action'.As the mobile phone became a new mass medium in 1998 when the first paid downloadable content appeared on mobile phones in Finland, mobile advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile advertising had reached $2 billion and providers such as Admob delivered billions of mobile ads.More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station.Unpaid advertising (also called "publicity advertising"), can include personal recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, and "Band-Aid" = adhesive bandage). However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a generic trademark – turning it into a generic term which means that its legal protection as a trademark is lost.Early in its life, The CW aired short programming breaks called "Content Wraps", to advertise one company's product during an entire commercial break. The CW pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and Toyota.A new promotion concept has appeared, "ARvertising", advertising on augmented reality technology.Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (propaganda).
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Advertising
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Rise in new media With the Internet came many new advertising opportunities. Pop-up, Flash, banner, pop-under, advergaming, and email advertisements (all of which are often unwanted or spam in the case of email) are now commonplace. Particularly since the rise of "entertaining" advertising, some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. In the last three quarters of 2009, mobile and Internet advertising grew by 18% and 9% respectively, while older media advertising saw declines: −10.1% (TV), −11.7% (radio), −14.8% (magazines) and −18.7% (newspapers). Between 2008 and 2014, U.S. newspapers lost more than half their print advertising revenue.
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Advertising
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Niche marketing Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads. Also brought about by the Internet and the theory of the long tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies' marketing products. Among others, Comcast Spotlight is one such advertiser employing this method in their video on demand menus. These advertisements are targeted to a specific group and can be viewed by anyone wishing to find out more about a particular business or practice, from their home. This causes the viewer to become proactive and actually choose what advertisements they want to view.
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Niche marketing could also be helped by bringing the issue of colour into advertisements. Different colours play major roles when it comes to marketing strategies, for example, seeing the blue can promote a sense of calmness and gives a sense of security which is why many social networks such as Facebook use blue in their logos.
Google AdSense is an example of niche marketing. Google calculates the primary purpose of a website and adjusts ads accordingly; it uses keywords on the page (or even in emails) to find the general ideas of topics disused and places ads that will most likely be clicked on by viewers of the email account or website visitors.
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Crowdsourcing The concept of crowdsourcing has given way to the trend of user-generated advertisements. User-generated ads are created by people, as opposed to an advertising agency or the company themselves, often resulting from brand sponsored advertising competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held the "Crash the Super Bowl" contest, allowing people to create their own Doritos commercials. Chevrolet held a similar competition for their Tahoe line of SUVs. Due to the success of the Doritos user-generated ads in the 2007 Super Bowl, Frito-Lays relaunched the competition for the 2009 and 2010 Super Bowl. The resulting ads were among the most-watched and most-liked Super Bowl ads. In fact, the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl were found by Nielsen's BuzzMetrics to be the "most buzzed-about". Another example of companies using crowdsourcing successfully is the beverage company Jones Soda that encourages consumers to participate in the label design themselves.This trend has given rise to several online platforms that host user-generated advertising competitions on behalf of a company. Founded in 2007, Zooppa has launched ad competitions for brands such as Google, Nike, Hershey's, General Mills, Microsoft, NBC Universal, Zinio, and Mini Cooper. Crowdsourcing remains controversial, as the long-term impact on the advertising industry is still unclear.
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Globalization Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global. For global advertisers, there are four, potentially competing, business objectives that must be balanced when developing worldwide advertising: building a brand while speaking with one voice, developing economies of scale in the creative process, maximising local effectiveness of ads, and increasing the company's speed of implementation. Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions: exporting executions, producing local executions, and importing ideas that travel.Advertising research is key to determining the success of an ad in any country or region. The ability to identify which elements and/or moments of an ad contribute to its success is how economies of scale are maximized. Once one knows what works in an ad, that idea or ideas can be imported by any other market. Market research measures, such as Flow of Attention, Flow of Emotion and branding moments provide insight into what is working in an ad in any country or region because the measures are based on the visual, not verbal, elements of the ad.
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Foreign public messaging Foreign governments, particularly those that own marketable commercial products or services, often promote their interests and positions through the advertising of those goods because the target audience is not only largely unaware of the forum as a vehicle for foreign messaging but also willing to receive the message while in a mental state of absorbing information from advertisements during television commercial breaks, while reading a periodical, or while passing by billboards in public spaces. A prime example of this messaging technique is advertising campaigns to promote international travel. While advertising foreign destinations and services may stem from the typical goal of increasing revenue by drawing more tourism, some travel campaigns carry the additional or alternative intended purpose of promoting good sentiments or improving existing ones among the target audience towards a given nation or region. It is common for advertising promoting foreign countries to be produced and distributed by the tourism ministries of those countries, so these ads often carry political statements and/or depictions of the foreign government's desired international public perception. Additionally, a wide range of foreign airlines and travel-related services which advertise separately from the destinations, themselves, are owned by their respective governments; examples include, though are not limited to, the Emirates airline (Dubai), Singapore Airlines (Singapore), Qatar Airways (Qatar), China Airlines (Taiwan/Republic of China), and Air China (People's Republic of China). By depicting their destinations, airlines, and other services in a favorable and pleasant light, countries market themselves to populations abroad in a manner that could mitigate prior public impressions.
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Diversification In the realm of advertising agencies, continued industry diversification has seen observers note that "big global clients don't need big global agencies any more". This is reflected by the growth of non-traditional agencies in various global markets, such as Canadian business TAXI and SMART in Australia and has been referred to as "a revolution in the ad world".
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New technology The ability to record shows on digital video recorders (such as TiVo) allow watchers to record the programs for later viewing, enabling them to fast forward through commercials. Additionally, as more seasons of pre-recorded box sets are offered for sale of television programs; fewer people watch the shows on TV. However, the fact that these sets are sold, means the company will receive additional profits from these sets.
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To counter this effect, a variety of strategies have been employed. Many advertisers have opted for product placement on TV shows like Survivor. Other strategies include integrating advertising with internet-connected program guidess (EPGs), advertising on companion devices (like smartphones and tablets) during the show, and creating mobile apps for TV programs. Additionally, some like brands have opted for social television sponsorship.The emerging technology of drone displays has recently been used for advertising purposes.
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Education In recent years there have been several media literacy initiatives, and more specifically concerning advertising, that seek to empower citizens in the face of media advertising campaigns.Advertising education has become popular with bachelor, master and doctorate degrees becoming available in the emphasis. A surge in advertising interest is typically attributed to the strong relationship advertising plays in cultural and technological changes, such as the advance of online social networking. A unique model for teaching advertising is the student-run advertising agency, where advertising students create campaigns for real companies. Organizations such as the American Advertising Federation establish companies with students to create these campaigns.
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Advertising
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Purposes
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Advertising is at the front of delivering the proper message to customers and prospective customers. The purpose of advertising is to inform the consumers about their product and convince customers that a company's services or products are the best, enhance the image of the company, point out and create a need for products or services, demonstrate new uses for established products, announce new products and programs, reinforce the salespeople's individual messages, draw customers to the business, and to hold existing customers.
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