Search results for: Brand placement

Authors: Kanyapat U. Tapao

Abstract:

The purpose of this study is to analyze the operation strategy strategies and public relations trend for public relations strategies development in public television station in Thailand. This study is a qualitative approach by indent interview from the 6 key informants that are managers of Voice TV and Thairath TV Channel. The results showed that both TV stations have to do research before making a release on the operation strategy policy such as a slogan, segmentation, integrated marketing communication and PR activity and also in term of Public Relations trend are including online media, online content and online training before opening the station and start promoting. By the way, we found the PR strategy for both TV station should be including application on mobile, online content, CRM activity, online banner, special event, and brand ambassador in order to bring a very reliable way.

Keywords: Operation strategy, public relations trend, public relations strategies development, online banner.

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Authors: Raquel Ramos López, Anissa El-Khattabi, Ana Lucila Sandoval Orozco, Luis Javier García Villalba

Abstract:

An increasing number of mobile devices with integrated cameras has meant that most digital video comes from these devices. These digital videos can be made anytime, anywhere and for different purposes. They can also be shared on the Internet in a short period of time and may sometimes contain recordings of illegal acts. The need to reliably trace the origin becomes evident when these videos are used for forensic purposes. This work proposes an algorithm to identify the brand and model of mobile device which generated the video. Its procedure is as follows: after obtaining the relevant video information, a classification algorithm based on sensor noise and Wavelet Transform performs the aforementioned identification process. We also present experimental results that support the validity of the techniques used and show promising results.

Keywords: Digital video, forensics analysis, key frame, mobile device, PRNU, sensor noise, source identification.

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Authors: Alpha Agape Gopalai, S. M. N. Arosha Senanayake

Abstract:

This paper explores the opportunity of using tri-axial wireless accelerometers for supervised monitoring of sports movements. A motion analysis system for the upper extremities of lawn bowlers in particular is developed. Accelerometers are placed on parts of human body such as the chest to represent the shoulder movements, the back to capture the trunk motion, back of the hand, the wrist and one above the elbow, to capture arm movements. These sensors placement are carefully designed in order to avoid restricting bowler-s movements. Data is acquired from these sensors in soft-real time using virtual instrumentation; the acquired data is then conditioned and converted into required parameters for motion regeneration. A user interface was also created to facilitate in the acquisition of data, and broadcasting of commands to the wireless accelerometers. All motion regeneration in this paper deals with the motion of the human body segment in the X and Y direction, looking into the motion of the anterior/ posterior and lateral directions respectively.

Keywords: Motion Regeneration, Virtual Instrumentation, Wireless Accelerometers.

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Authors: Rohaya Abdul Wahab, Raja Mohd Fuad Tengku Aziz, Nazaliza Othman, Sharifah Saleh, Nabihah Razali, Rozaimah Baharim, Md Hanif Md Nasir

Abstract:

This paper will discuss flip chip methodology, in which I/O pads, standard cells, macros and bump cells array are placed in the floorplan, then routed using Astro place and route tool. Final DRC and LVS checking is done using Calibre verification tool. The design vehicle to run this methodology is an OpenRISC design targeted to Silterra 0.18 micrometer technology with 6 metal layers for routing. Astro has extensive support for flip chip placement and routing. Astro tool commands for flip chip are straightforward approach like the conventional standard wire bond packaging. However since we do not have flip chip commands in our Astro tool, no LEF file for bump cell and no LEF file for flip chip I/O pad, we create our own methodology to prepare for future flip chip tapeout. 

Keywords: Astro, bump cell, Calibre, flip chip, LEF, methodology, SCHEME, TCL.

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Authors: Ahmet Diken, Tahsin Karabulut

Abstract:

The factor which developing countries are in need is capital. Such countries make an effort to increase their income in order to meet their expenses for employment, infrastructure, superstructure investments, education, health and defense. The sole income of the countries is taxes collected from businesses. The businesses should drive profit and return in order to be able to toll. In a world where competition exists, different strategies may be followed by business in developing countries and they must specify their target markets. İn order to minimize cost and maximize profit, SMEs have to concentrate on target markets and select cost oriented strategy. In this study, a theoretical model is suggested that SME firms have to act as cluster between each other, and also must be optimal provider for large scale firms. SMEs’ policy must be supported by public. This relationship can benefit large scale firms to have brand over the world, and this organization increases value added for developing countries.

Keywords: Competitiveness, sustainability, SMEs, developing countries.

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Authors: Ferinar Moaidi, Mahdi Moaidi

Abstract:

Environmental issues and the ever-increasing in demand of electrical energy make it necessary to have distributed generation (DG) resources in the power system. In this research, in order to realize the goals of reducing losses and improving the voltage profile in a microgrid, the allocation and sizing of DGs have been used. The proposed Genetic Algorithm (GA) is described from the array of artificial intelligence methods for solving the problem. The algorithm is implemented on the IEEE 33 buses network. This study is presented in two scenarios, primarily to illustrate the effect of location and determination of DGs has been done to reduce losses and improve the voltage profile. On the other hand, decisions made with the one-level assumptions of load are not universally accepted for all levels of load. Therefore, in this study, load modelling is performed and the results are presented for multi-levels load state.

Keywords: Distributed generation, genetic algorithm, microgrid, load modelling, loss reduction, voltage improvement.

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Authors: Metwally Abdel Aziz Ahmed, Ahmed Shaban Abdel Hay Gabr, Inas Mohamed Saleh

Abstract:

The main objective of structural design is to ensure safety and functional performance requirements of a structural system for its target reliability levels. In this study, the reliability index for the reinforcement concrete slender columns with rectangular cross section is studied. The variable parameters studied include the loads, the concrete compressive strength, the steel yield strength, the dimensions of concrete cross-section, the reinforcement ratio, and the location of steel placement. Risk analysis program was used to perform the analytical study. The effect of load eccentricity on the reliability index of reinforced concrete slender column was studied and presented. The results of this study indicate that the good quality control improve the performance of slender reinforced columns through increasing the reliability index β.

Keywords: Reliability, reinforced concrete, safety, slender column.

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Authors: Alpha Agape Gopalai, Darwin Gouwanda, S.M.N. Arosha Senanayake

Abstract:

This paper explores the opportunity of using tri-axial wireless accelerometers for supervised monitoring of sports movements. A motion analysis system for the upper extremities of lawn bowlers in particular is developed. Accelerometers are placed on parts of human body such as the chest to represent the shoulder movements, the back to capture the trunk motion, back of the hand, the wrist and one above the elbow, to capture arm movements. These sensors placement are carefully designed in order to avoid restricting bowler-s movements. Data is acquired from these sensors in soft-real time using virtual instrumentation; the acquired data is then conditioned and converted into required parameters for motion regeneration. A user interface was also created to facilitate in the acquisition of data, and broadcasting of commands to the wireless accelerometers. All motion regeneration in this paper deals with the motion of the human body segment in the X and Y direction, looking into the motion of the anterior/ posterior and lateral directions respectively.

Keywords: Motion Regeneration, Virtual Instrumentation, Wireless Accelerometers

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Authors: K. Sivasubramanian, K. B. Jayanthi

Abstract:

Floorplanning plays a vital role in the physical design process of Very Large Scale Integrated (VLSI) chips. It is an essential design step to estimate the chip area prior to the optimized placement of digital blocks and their interconnections. Since VLSI floorplanning is an NP-hard problem, many optimization techniques were adopted in the literature. In this work, a music-inspired Harmony Search (HS) algorithm is used for the fixed die outline constrained floorplanning, with the aim of reducing the total chip area. HS draws inspiration from the musical improvisation process of searching for a perfect state of harmony. Initially, B*-tree is used to generate the primary floorplan for the given rectangular hard modules and then HS algorithm is applied to obtain an optimal solution for the efficient floorplan. The experimental results of the HS algorithm are obtained for the MCNC benchmark circuits.

Keywords: Floor planning, harmony search, non-slicing floorplan, very large scale integrated circuits.

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Authors: Kyaw Myo Lin, Pyone Lai Swe, Khine Zin Oo

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In this paper, an approach combining analytical method for the distributed generator (DG) sizing and meta-heuristic search for the optimal location of DG has been presented. The optimal size of DG on each bus is estimated by the loss sensitivity factor method while the optimal sites are determined by Particle Swarm Optimization (PSO) based optimal reactive power dispatch for minimizing active power loss. To confirm the proposed approach, it has been tested on IEEE-30 bus test system. The adjustments of operating constraints and voltage profile improvements have also been observed. The obtained results show that the allocation of DGs results in a significant loss reduction with good voltage profiles and the combined approach is competent in keeping the system voltages within the acceptable limits.

Keywords: Analytical approach, distributed generations, optimal size, optimal location, optimal reactive power dispatch, particle swarm optimization algorithm.

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Authors: Emad Askar, Eldesoky Elsoaly, Mohamed Kamel, Hisham Kamel

Abstract:

The objective of this article is to improve the passive vibration damping of solar array (SA) used in space structures, by the effective application of numerical optimization. A case study of a SA is used for demonstration. A finite element (FE) model was created and verified by experimental testing. Optimization was then conducted by implementing the FE model with the genetic algorithm, to find the optimal placement of aluminum circular patches, to suppress the first two bending mode shapes. The results were verified using experimental testing. Finally, a parametric study was conducted using the FE model where patch locations, material type, and shape were varied one at a time, and the results were compared with the optimal ones. The results clearly show that through the proper application of FE modeling and numerical optimization, passive vibration damping of space structures has been successfully achieved.

Keywords: Damping optimization, genetic algorithm optimization, passive vibration damping, solar array vibration damping.

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Authors: J. B. V. Subrahmanyam, C. Radhakrishna

Abstract:

To minimize power losses, it is important to determine the location and size of local generators to be placed in unbalanced power distribution systems. On account of some inherent features of unbalanced distribution systems, such as radial structure, large number of nodes, a wide range of X/R ratios, the conventional techniques developed for the transmission systems generally fail on the determination of optimum size and location of distributed generators (DGs). This paper presents a simple method for investigating the problem of contemporaneously choosing best location and size of DG in three-phase unbalanced radial distribution system (URDS) for power loss minimization and to improve the voltage profile of the system. Best location of the DG is determined by using voltage index analysis and size of DG is computed by variational technique algorithm according to available standard size of DGs. This paper presents the results of simulations for 25-bus and IEEE 37- bus Unbalanced Radial Distribution system.

Keywords: Distributed generator, unbalanced radial distributionsystem, voltage index analysis, variational algorithm.

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Authors: M. Brahim, I. Bahri, Y. Bernard

Abstract:

Traveling Wave Ultrasonic Motor (TWUM) is a compact, precise, and silent actuator generating high torque at low speed without gears. Moreover, the TWUM has a high holding torque without supply, which makes this motor as an attractive solution for holding position of robotic arms. However, their nonlinear dynamics, and the presence of load-dependent dead zones often limit their use. Those issues can be overcome in closed loop with effective and precise controllers. In this paper, robust H-infinity (H∞) and discrete time RST position controllers are presented. The H∞ controller is designed in continuous time with additional weighting filters to ensure the robustness in the case of uncertain motor model and external disturbances. Robust RST controller based on the pole placement method is also designed and compared to the H∞. Simulink model of TWUM is used to validate the stability and the robustness of the two proposed controllers.

Keywords: Piezoelectric motors, position control, H∞, RST, stability criteria, robustness.

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Authors: Zhe Ginnie Wang

Abstract:

With the unprecedented spread of cultural Chinese fashion design in the global fashion system, the under-identified ‘Guochao’ aesthetic that has emerged in the global market needs to be academically emphasized with a methodological approach looking at the Western-Eastern cultural hybridization present in fashion visualization. Through an in-depth and comprehensive investigation of a representative international-based Chinese designer, Angel Chen’s fashion show ‘Madam Qing’, this paper provides a methodological approach on how a form of traditional culture can be effectively extracted and applied to modern design using the most effective techniques. The central approach examined in this study involves creating aesthetic revolutions by addressing Chinese cultural identity through re-creating and modernizing traditional Chinese culture in design.

Keywords: Style modernization, design identity, fashion show, Guochao, Chinese culture, Angel Chen.

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Authors: M. Ravindra, R. Srinivasa Rao

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This paper presents a Generalized Binary Integer Linear Programming (GBILP) method for optimal allocation of Phasor Measurement Units (PMUs) and to generate Dynamic State Estimation (DSE) solution with complete observability. The GBILP method is formulated with Zero Injection Bus (ZIB) constraints to reduce the number of locations for placement of PMUs in the case of normal and single line contingency. The integration of PMU and conventional measurements is modeled in DSE process to estimate accurate states of the system. To estimate the dynamic behavior of the power system with proposed method, load change up to 40% considered at a bus in the power system network. The proposed DSE method is compared with traditional Weighted Least Squares (WLS) state estimation method in presence of load changes to show the impact of PMU measurements. MATLAB simulations are carried out on IEEE 14, 30, 57, and 118 bus systems to prove the validity of the proposed approach.

Keywords: Observability, phasor measurement units, PMU, state estimation, dynamic state estimation, SCADA measurements, zero injection bus.

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Authors: Bashar Albaalbaki, Roger E. Khayat

Abstract:

This work is a comparative study on the effect of Delaunay triangulation algorithms on discretization error for conduction-convection conservation problems. A structured triangulation and many unstructured Delaunay triangulations using three popular algorithms for node placement strategies are used. The numerical method employed is the vertex-centered finite volume method. It is found that when the computational domain can be meshed using a structured triangulation, the discretization error is lower for structured triangulations compared to unstructured ones for only low Peclet number values, i.e. when conduction is dominant. However, as the Peclet number is increased and convection becomes more significant, the unstructured triangulations reduce the discretization error. Also, no statistical correlation between triangulation angle extremums and the discretization error is found using 200 samples of randomly generated Delaunay and non-Delaunay triangulations. Thus, the angle extremums cannot be an indicator of the discretization error on their own and need to be combined with other triangulation quality measures, which is the subject of further studies.

Keywords: Conduction-convection problems, Delaunay triangulation, discretization error, finite volume method.

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Authors: Ali Sarhadi, Mohammad Reza Meybodi, Ali Yousefi

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Resource discovery is one of the chief services of a grid. A new approach to discover the provenances in grid through learning automata has been propounded in this article. The objective of the aforementioned resource-discovery service is to select the resource based upon the user-s applications and the mercantile yardsticks that is to say opting for an originator which can accomplish the user-s tasks in the most economic manner. This novel service is submitted in two phases. We proffered an applicationbased categorization by means of an intelligent nerve-prone plexus. The user in question sets his or her application as the input vector of the nerve-prone nexus. The output vector of the aforesaid network limns the appropriateness of any one of the resource for the presented executive procedure. The most scrimping option out of those put forward in the previous stage which can be coped with to fulfill the task in question is picked out. Te resource choice is carried out by means of the presented algorithm based upon the learning automata.

Keywords: Resource discovery, learning automata, neural network, economic policy

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Authors: A. Karasek

Abstract:

Rapid growth of Information Technologies (IT) has had huge influence on enterprises, and it has contributed to its promotion and increasingly extensive use in enterprises. Information Technologies have to a large extent determined the processes taking place in an enterprise; what is more, IT development has brought the need to adopt a brand new approach to human resources management in an enterprise. The use of IT in human resource management (HRM) is of high importance due to the growing role of information and information technologies. The aim of this paper is to evaluate the use of information technologies in human resources management in enterprises. These practices will be presented in the following areas: recruitment and selection, development and training, employee assessment, motivation, talent management, personnel service. Results of conducted survey show diversity of solutions applied in particular areas of human resource management. In the future, further development in this area should be expected, as well as integration of individual HRM areas, growing mobile-enabled HR processes and their transfer into the cloud. Presented IT solutions applied in HRM are highly innovative, which is of great significance due to their possible implementation in other enterprises.

Keywords: E-HR, human resources management, HRM practices, HRMS, information technologies.

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Authors: Durga Gautam, Mithulananthan Nadarajah

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This paper presents the influence of distributed generation (DG) on congestion and locational marginal price (LMP) in an optimal power flow (OPF) based wholesale electricity market. The problem of optimal placement to manage congestion and reduce LMP is formulated for the objective of social welfare maximization. From competitive electricity market standpoint, DGs have great value when they reduce load in particular locations and at particular times when feeders are heavily loaded. The paper lies on the groundwork that solution to optimal mix of generation and transmission resources can be achieved by addressing congestion and corresponding LMP. Obtained as lagrangian multiplier associated with active power flow equation for each node, LMP gives the short run marginal cost (SRMC) of electricity. Specific grid locations are examined to study the influence of DG penetration on congestion and corresponding shadow prices. The influence of DG on congestion and locational marginal prices has been demonstrated in a modified IEEE 14 bus test system.

Keywords: Congestion management, distributed generation, electricity market, locational marginal price, optimal power flow, social welfare.

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Authors: Vivekanandan C., Prabhakar .R., Prema D.

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This paper presents the application of discrete-time variable structure control with sliding mode based on the 'reaching law' method for robust control of a 'simple inverted pendulum on moving cart' - a standard nonlinear benchmark system. The controllers designed using the above techniques are completely insensitive to parametric uncertainty and external disturbance. The controller design is carried out using pole placement technique to find state feedback gain matrix , which decides the dynamic behavior of the system during sliding mode. This is followed by feedback gain realization using the control law which is synthesized from 'Gao-s reaching law'. The model of a single inverted pendulum and the discrete variable structure control controller are developed, simulated in MATLAB-SIMULINK and results are presented. The response of this simulation is compared with that of the discrete linear quadratic regulator (DLQR) and the advantages of sliding mode controller over DLQR are also presented

Keywords: Inverted pendulum, Variable Structure, Sliding mode control, Discrete-time systems, Nonlinear systems.

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Authors: Anneke Harmse, Roelien Goede

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Information and communication technology (ICT) is essential to the operation of business, and create many employment opportunities. High volumes of students graduate in ICT however students struggle to find job placement. A discrepancy exists between graduate skills and industry skill requirements. To address the need for ICT skills required, universities must create programs to meet the demands of a changing ICT industry. This requires a partnership between industry, universities and other stakeholders. This situation may be viewed as a critical systems thinking problem situation as there are various role players each with their own needs and requirements. Jackson states a typical critical systems methods has a pluralistic nature. This paper explores the applicability and suitability of Maslow and Dooyeweerd to guide understanding and make recommendations for change in ICT WIL, to foster an all-inclusive understanding of the situation by stakeholders. The above methods provide tools for understanding softer issues beyond the skills required. The study findings suggest that besides skills requirements, a deeper understanding and empowering students from being a student to a professional need to be understood and addressed.

Keywords: Dooyeweerd, Maslow, Work Integrated Learning.

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Authors: Chinmay Soman, Hrishikesh Pathak, Vishal Shah, Aniket Padhye, Amey Inamdar

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Phishing, or stealing of sensitive information on the web, has dealt a major blow to Internet Security in recent times. Most of the existing anti-phishing solutions fail to handle the fuzziness involved in phish detection, thus leading to a large number of false positives. This fuzziness is attributed to the use of highly flexible and at the same time, highly ambiguous HTML language. We introduce a new perspective against phishing, that tries to systematically prove, whether a given page is phished or not, using the corresponding original page as the basis of the comparison. It analyzes the layout of the pages under consideration to determine the percentage distortion between them, indicative of any form of malicious alteration. The system design represents an intelligent system, employing dynamic assessment which accurately identifies brand new phishing attacks and will prove effective in reducing the number of false positives. This framework could potentially be used as a knowledge base, in educating the internet users against phishing.

Keywords: World Wide Web, Phishing, Internet security, data mining.

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Authors: Feng-Tsung Cheng, Shu-Li Wang, Mei-Fang Wu, Hui-Yu Chuang

Abstract:

The rapid development technology and widespread Internet make business environment changing a lot. In order to stand in the global market and to keep subsistence, “changing” is unspoken rule for the company’s survival. The purpose of this paper is building up change model by using SWOT, strategy map, KPI and change management theory. The research findings indicate that the company needs to deal with employee’s resistance emotion firstly before building up change model. The ways of providing performance appraisal reward, consulting and counseling mechanisms that will great help to achieve reducing staff negative emotions and motivate staff’s efficiencies also. To revise strategy map, modify corporate culture, and improve internal operational processes which is based on change model. Through the change model, the increasing growth rate of net income helps company to achieve the goals and be a leading brand of precision machinery industry.

Keywords: Organizational change, SWOT analysis, strategy maps, performance indicators.

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Authors: Yu-Xiang Zhao, Chien-Hsing Chou, Mu-Chun Su, Yi-Zeng Hsieh

Abstract:

The purpose of this study is to design a portable virtual piano. By utilizing optical fiber gloves and the virtual piano software designed by this study, the user can play the piano anywhere at any time. This virtual piano consists of three major parts: finger tapping identification, hand movement and positioning identification, and MIDI software sound effect simulation. To play the virtual piano, the user wears optical fiber gloves and simulates piano key tapping motions. The finger bending information detected by the optical fiber gloves can tell when piano key tapping motions are made. Images captured by a video camera are analyzed, hand locations and moving directions are positioned, and the corresponding scales are found. The system integrates finger tapping identification with information about hand placement in relation to corresponding piano key positions, and generates MIDI piano sound effects based on this data. This experiment shows that the proposed method achieves an accuracy rate of 95% for determining when a piano key is tapped.

Keywords: virtual piano, portable, identification, optical fibergloves.

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Authors: Shigeaki Sakurai, Makino Kyoko, Shigeru Matsumoto

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This paper proposes a method that predicts attractive evaluation objects. In the learning phase, the method inductively acquires trend rules from complex sequential data. The data is composed of two types of data. One is numerical sequential data. Each evaluation object has respective numerical sequential data. The other is text sequential data. Each evaluation object is described in texts. The trend rules represent changes of numerical values related to evaluation objects. In the prediction phase, the method applies new text sequential data to the trend rules and evaluates which evaluation objects are attractive. This paper verifies the effect of the proposed method by using stock price sequences and news headline sequences. In these sequences, each stock brand corresponds to an evaluation object. This paper discusses validity of predicted attractive evaluation objects, the process time of each phase, and the possibility of application tasks.

Keywords: Trend rule, frequent pattern, numerical sequential data, text sequential data, evaluation object.

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Authors: Samee Ullah Khan, C. Ardil

Abstract:

Fine-grained data replication over the Internet allows duplication of frequently accessed data objects, as opposed to entire sites, to certain locations so as to improve the performance of largescale content distribution systems. In a distributed system, agents representing their sites try to maximize their own benefit since they are driven by different goals such as to minimize their communication costs, latency, etc. In this paper, we will use game theoretical techniques and in particular auctions to identify a bidding mechanism that encapsulates the selfishness of the agents, while having a controlling hand over them. In essence, the proposed game theory based mechanism is the study of what happens when independent agents act selfishly and how to control them to maximize the overall performance. A bidding mechanism asks how one can design systems so that agents- selfish behavior results in the desired system-wide goals. Experimental results reveal that this mechanism provides excellent solution quality, while maintaining fast execution time. The comparisons are recorded against some well known techniques such as greedy, branch and bound, game theoretical auctions and genetic algorithms.

Keywords: Data replication, auctions, static allocation, pricing.

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Authors: Salah Gariani, Islam Shyha, Osama Elgadi, Khaled Jegandi

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In this work, a cooling coherent round nozzle was developed and the impact of nozzle placement (i.e. nozzle angle and stand-off/impinging distance) on the machinability of Ti-6Al-4V was evaluated. Key process measures were cutting force, workpiece temperature, tool wear, burr formation and average surface roughness (Ra). Experimental results showed that nozzle position at a 15° angle in the feed direction and 45°/60° against feed direction assisted in minimising workpiece temperature. A stand-off distance of 55 and 75 mm is also necessary to control burr formation, workpiece temperature and Ra, but coherent nozzle orientation has no statistically significant impact on the mean values of cutting force and tool wear. It can be concluded that stand-off distance is more substantially significant than nozzle angles when step shoulder milling Ti-6Al- 4V using vegetable oil-based cutting fluid.

Keywords: Coherent round nozzle, step shoulder milling, Ti-6Al-4V, vegetable oil-based cutting fluid.

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Authors: Zullina H. Shaari, Amzairi Amar, Abdul Mutalib Embong, Hezlina Hashim

Abstract:

University websites are considered as one of the brand primary touch points for multiple stakeholders, but most of them did not have great designs to create favorable impressions. Some of the elements that web designers should carefully consider are the appearance, the content, the functionality, usability and search engine optimization. However, priority should be placed on website simplicity and negative space. In terms of content, previous research suggests that universities should include reputation, learning environment, graduate career prospects, image destination, cultural integration, and virtual tour on their websites. The study examines how top 200 world ranking science and technology-based universities present their brands online and whether the websites capture the content dimensions. Content analysis of the websites revealed that the top ranking universities captured these dimensions at varying degree. Besides, the UK-based university had better priority on website simplicity and negative space compared to the Malaysian-based university.

Keywords: Science and technology programs, top-ranked universities, online brands, university websites.

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Authors: Sinee Sankrusme

Abstract:

The study was a case study analysis about Thai Asia Pacific Brewery Company. The purpose was to analyze the company’s marketing objective, marketing strategy at company level, and marketing mix before liquor liberalization in 2000. Methods used in this study were qualitative and descriptive research approach which demonstrated the following results of the study demonstrated as follows: (1) Marketing objective was to increase market share of Heineken and Amtel, (2) the company’s marketing strategies were brand building strategy and distribution strategy. Additionally, the company also conducted marketing mix strategy as follows. Product strategy: The company added more beer brands namely Amstel and Tiger to provide additional choice to consumers, product and marketing research, and product development. Price strategy: the company had taken the following into consideration: cost, competitor, market, economic situation and tax. Promotion strategy: the company conducted sales promotion and advertising. Distribution strategy: the company extended channels its channels of distribution into food shops, pubs and various entertainment places. This strategy benefited interested persons and people who were engaged in the beer business.

Keywords: Marketing Strategy, Beer, Thai Asia Pacific Brewery Company.

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Authors: Dana Lee, Young Chan Kim

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The purpose of this paper is to examine the relationship between the fashion corporate social responsibility (CSR) ad framing and consumer purchase behaviours with the focus on consumer’s concern and involvement towards fashion brands. A self-completion questionnaire was administered to 200 respondents. Factor analysis and other statistical analyses were applied to test hypotheses. The results suggested that the quality of the product was the most important factor when consumers purchase fashion brand products with high level of responsibility towards unethical practices but surprisingly favourability for fast fashion. Unexpectedly, it was shown that consumers took the plenty of blame, but not much responsibility on buying fast fashion evading their responsibility to CSR ad, and their purchase intentions remained unchanged. The result, on the other hand, showed that fashion CSR ads can significantly moderate individuals’ emotions even though this had no significant correlation with the purchase intentions. Despite the limited sample size and geographical region, this research has important implications for contemporary fashion brands that use ad framing to understand how consumers’ involvement and concernedness toward the CSR actions in ad, influence their favourability (purchase intention) for fashion brands.

Keywords: Framing effect, CSR advertisements, consumer behaviour, purchase intention.

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