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It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s activity. Therefore, it should not be surprising that the average recipient associates marketing with advertising, competitions and leaflets about new promotions delivered to houses or offices. Advertising, especially Internet advertising, is one of the most effective forms of marketing and one of the fastest developing areas of business. New channels of communication are emerging all the time – the Internet, digital television, mobile telephony; accompanied by new forms, such as the so-called ambient media. Advertising benefits from the achievements of many fields of science, that is, psychology, sociology, statistics, medicine and economics. At the same time, it combines science and the arts – it requires both knowledge and intuition. Contemporary advertising has different forms and areas of activity; yet it is always closely linked with the operations of a company – it is a form of marketing communication.

The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.

Since consumers are being provided with ever‐increasing amounts of information, there is an increasing need to study the way in which they handle purchasing information. Investigates the effect of buy‐frequency on one theory of consumer decision making: Perceived Risk Theory. Survey data from 100 consumers revealed that in general perceived risk decreased as buy‐frequency increased, but only for high‐value products and services and not as much as expected. High‐value services showed considerably less risk decrease as buy‐frequency increased than did high‐value products, possibly due to their heterogeneity. Experienced purchasers place more emphasis on pre‐purchase product trial and purchasing well‐known brands for high‐value goods and store image and brand loyalty for low‐value goods, than inexperienced purchasers. Discusses the implications for perceived risk measurement as well as retailing.

Gives introductory remarks about chapter 1 of this group of 31 papers, from ISEF 1999 Proceedings, in the methodologies for field analysis, in the electromagnetic community. Observes that computer package implementation theory contributes to clarification. Discusses the areas covered by some of the papers ‐ such as artificial intelligence using fuzzy logic. Includes applications such as permanent magnets and looks at eddy current problems. States the finite element method is currently the most popular method used for field computation. Closes by pointing out the amalgam of topics.

The existing practice in automatic indexing is reviewed, and it is shown that the standard theories for the specification of term values (or weights) are not adequate. New techniques are introduced for the assignment of weights to index terms, based on the characteristics of individual document collections. The effectiveness of some of the proposed methods is evaluated.

The specific modulation methods are used to control different kind of single-phase, as well as three-phase, inverters to ensure flexibility and high quality of the output waveform. This paper aims to present a combination of two classical methods, namely, pulse width modulation method and direct digital synthesis modulation method.

The total harmonic distortion of output waveforms of single-phase inverter based on elaborated modulation method has been determined by means of fast Fourier transform analysis. Tests have been carried out by using standard low-frequency application and also a wireless resonant energy link system.

Applying appropriate timer parameters of microcontroller enables to obtain a waveform for given output parameters (amplitude, frequency, frequency modulation index, etc.). The only limitation is the computing power of a microcontroller.

The elaborated method can be successfully used in both low- and high-frequency application ensuring high level of output waveform quality. Additional signal generators and the control of amplitude modulation ratio are no longer indispensable, what simplify immensely a control system.

The goal of this work is to create a computational finite element model to perform thermoelastic stress analysis (TSA) with the usage of a non-ideal load frequency, containing the effects of the material thermal properties.

Throughout this document, the methodology of the model is presented first, followed by the procedure and results. The last part is reserved to results, discussion and conclusions.

This work had the main goal to create a model to perform TSA with the usage of non-ideal loading frequencies, considering the materials’ thermal properties. Loading frequencies out of the ideal range were applied and the model showed capable of good results. The created model reproduced acceptably the TSA, with the desired conditions.

This work creates a model to perform TSA with the usage of non-ideal loading frequencies, considering the materials’ thermal properties.

This study aimed to solve the engineering problem of free vibration disturbance and local mesh refinement induced by microcrack damage in circularly curved beams. The accurate identification of the crack damage depth, number and location depends on high-precision frequency and vibration mode solutions; therefore, it is critical to obtain these reliable solutions. The high-precision finite element method for the free vibration of cracked beams needs to be developed to grasp and control error information in the conventional solutions and the non-uniform mesh generation near the cracks. Moreover, the influence of multi-crack damage on the natural frequency and vibration mode of a circularly curved beam needs to be detected.

A scheme for cross-sectional damage defects in a circularly curved beam was established to simulate the depth, location and the number of multiple cracks by implementing cross-section reduction induced by microcrack damage. In addition, the h-version finite element mesh adaptive analysis method of the Timoshenko beam was developed. The superconvergent solution of the vibration mode of the cracked curved beam was obtained using the superconvergent patch recovery displacement method to determine the finite element solution. The superconvergent solution of the frequency was obtained by computing the Rayleigh quotient. The superconvergent solution of the eigenfunction was used to estimate the error of the finite element solution in the energy norm. The mesh was then subdivided to generate an improved mesh based on the error. Accordingly, the final optimised meshes and high-precision solution of natural frequency and mode shape satisfying the preset error tolerance can be obtained. Lastly, the disturbance behaviour of multi-crack damage on the vibration mode of a circularly curved beam was also studied.

Numerical results of the free vibration and damage disturbance of cracked curved beams with cracks were obtained. The influences of crack damage depth, crack damage number and crack damage distribution on the natural frequency and mode of vibration of a circularly curved beam were quantitatively analysed. Numerical examples indicate that the vibration mode and frequency of the beam would be disturbed in the region close to the crack damage, and a greater crack depth translates to a larger frequency change. For multi-crack beams, the number and distribution of cracks also affect the vibration mode and natural frequency. The adaptive method can use a relatively dense mesh near the crack to adapt to the change in the vibration mode near the crack, thus verifying the efficacy, accuracy and reliability of the method.

The proposed combination of methodologies provides an extremely robust approach for free vibration of beams with cracks. The non-uniform mesh refinement in the adaptive method can adapt to changes in the vibration mode caused by crack damage. Moreover, the proposed method can adaptively divide a relatively fine mesh at the crack, which is applied to investigating free vibration under various curved beam angles and crack damage distribution conditions. The proposed method can be extended to crack damage detection of 2D plate and shell structures and three-dimensional structures with cracks.

Considering the randomness of physical parameters of structural material, dynamic characteristic topology optimization mathematical model based on reliability of planar continuum structures is built in this paper. In which topology information variables of the structure are taken as design variables, minimizing the mean value of total structural weight as objective function and satisfying the reliability requirement of structural dynamic characteristic as constraints. In the process of optimization, the ESO method based on probability is adopted as solution strategy. At the same time, distribution function method is utilized to convert the reliability constraints into conventional constraints formally. A square thin plate with four sides fixed is used as an example to demonstrate the rationality and validity of the presented model.

The purpose of this paper is to address a multiobjective FAP (frequency assignment problem) formulation. More precisely, two conflicting objectives – the interference cost and the separation cost – are considered to characterize FAP as an MO (multiobjective optimization) problem.

The contribution to this specific telecommunication problem in a real scenario follows a recent approach, for which the authors have already accomplished some preliminary results. In this paper, a much more complete analysis is performed, including two well‐known algorithms (such as the NSGA‐II and SPEA2), with new results, new comparisons and statistical studies. More concretely, in this paper five different algorithms are presented and compared. The popular multiobjective algorithms, NSGA‐II and SPEA2, are compared against the Differential Evolution with Pareto Tournaments (DEPT) algorithm, the Greedy Multiobjective Variable Neighborhood Search (GMO‐VNS) algorithm and its variant Greedy Multiobjective Skewed Variable Neighborhood Search (GMO‐SVNS). Furthermore, the authors also contribute with a new design of multiobjective metaheuristic named Multiobjective Artificial Bee Colony (MO‐ABC) that is included in the comparison; it represents a new metaheuristic that the authors have developed to address FAP. The results were analyzed using two complementary indicators: the hypervolume indicator and the coverage relation. Two large‐scale real‐world mobile networks were used to validate the performance comparison made among several multiobjective metaheuristics.

The final results show that the multiobjective proposal is very competitive, clearly surpassing the results obtained by the well‐known multiobjective algorithms (NSGA‐II and SPEA2).

The paper provides a comparison among several multiobjective metaheuristics to solve FAP as a real‐life telecommunication engineering problem. A new multiobjective metaheuristic is also presented. Preliminary results were enhanced with two well‐known multiobjective algorithms. To the authors' knowledge, they have never been investigated for FAP.

The use of frequency output for measurement transmission remains common in the design of smart transmitters. Conventional methods of frequency generation, based on counting clock cycles, have a precision which is inversely proportional to the frequency to be generated. Consequently, frequency output precision could be much lower than the measurement precision. This paper describes a simple frequency generation technique which, when implemented in low‐cost hardware, provides a precision of 10⁻⁶ per cent for all frequencies. The method represents an intermediate non‐available frequency by dithering between two exact frequencies. Averaging over some reasonably short timescale provides the desired frequency to high precision.