Niche Management and Information Technology Infostacs
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Niche Management and Information Technology Infostacs
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12 Hot Mobile Medical Apps

12 Hot Mobile Medical Apps | Niche Management and Information Technology Infostacs |
Mobile medicine is everywhere. There's the iPhone app that lets you cut away images of muscle layers to see what lies beneath, an e-health record system for the iPad, and a smartphone-based blood pressure monitor.
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Neuromarketing concept

Neuromarketing is a new field of marketing research that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging (FMRI) to measure changes in activity in parts of the brain, electroencephalography (EEG) and Steady state topography (SST) to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in one's physiological state, also known as biometrics, including (heart rate and respiratory rate, galvanic skin response) to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.

Companies such as Google, CBS, and Frito-Lay amongst others have used neuromarketing research services to measure consumer thoughts on their advertisements or products

The word "neuromarketing" was coined by Ale Smidts in 2002
The neuromarketing concept
The neuromarketing concept was developed by psychologists at Harvard University in 1990. The technology is based on a model whereby the major thinking part of human activity (over 90%), including emotion, takes place in the subconscious area that is below the levels of controlled awareness. For this reason, the perception technologists of the market are very tempted to learn the techniques of effective manipulation of the subconscious brain activity. The main reason is to inspire the desired reaction in person’s perception as deeply as possible.
The base of neuromarketing is “meme (by Richard Dawkins - a unit of cultural information similar to gene) Meme is a unit of information stored in the brain. These units are effective at influencing a person who is making choices and decisions within 2.6 seconds. If “meme” is chosen properly we remember the good, joke or song and would share it. “Memes stay in memory and they are affected by marketers”.

Examples of memes: Aromas of fresh bread, sweets, grandmother's pie; Characters in fairy tales, melodies that cannot be out of head. Thus neuromarketers examine people (brain scan, revealing subconscious motives) and manipulate them.
Best-known technology of neuromarketing was developed in the late 1990s by Harvard professor Jerry Zaltmen (Gerald Zaltman), once it was patented under the name of Zaltman Metaphor Elicitation Technique (ZMET). The essence of ZMET reduces to exploring the human unconscious with specially selected sets of images that cause a positive emotional response and activate hidden images, metaphors stimulating the purchase.[6] Graphical collages are constructed on the base of detected images, which lays in the basis for commercials. Marketing Technology ZMET quickly gained popularity among hundreds of major companies-customers including Coca-Cola, General Motors, Nestle, Procter & Gamble.
Coke vs. Pepsi
In a study from the group of Read Montague published in 2004 in Neuron, people had their brains scanned while being given the "Pepsi Challenge", a blind taste test of Coca-Cola and Pepsi. Half the subjects chose Pepsi, since Pepsi tended to produce a stronger response than Coke in their brain's ventromedial prefrontal cortex, a region thought to process feelings of reward. But when the subjects were told they were drinking Coke three-quarters said that Coke tasted better. Their brain activity had also changed. The lateral prefrontal cortex, an area of the brain that scientists say governs high-level cognitive powers, and the hippocampus, an area related to memory, were now being used, indicating that the consumers were thinking about Coke and relating it to memories and other impressions. The results demonstrated that Pepsi should have half the market share, but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand.

For years neuromarketing firms have been selling their services to help advertisers optimize TV commercials, product packaging, and other media. While these companies all claim success in helping their clients boost sales, there’s been little in the way of published academic research that demonstrates measuring consumer brain activity can reliably predict subsequent behavior. A new study published in Psychological Science brings us closer to that point: scientists using a UCLA FMRI facility analyzed anti-smoking ads by recording subject brain activity. They also asked subjects about the commercials and whether the ads were likely to change their behavior. The researchers found that activity in one specific area of the brain predicted the effectiveness of the ads in the larger population, while the self-reports didn’t.

FMRI Predicts Ad Campaign Performance

The methodology involved comparing brain activity in subjects who viewed ads from three campaigns to actual performance of the campaigns in increasing call volumes. The researchers focused on a subregion of the medial prefrontal cortex (MPFC) but also compared activity in other brain regions for control purposes. They found that the ad campaign which created the greatest activity in the MPFC region generated significantly more calls to a stop-smoking hotline. 

Neuromarketing That Entertains

This approach to marketing has implemented in the brand materials, logos and slogans; TV and radio ads; product design and packaging; as well as print advertising. However, the advertising world is not the only arena that neuromarketing is infiltrating.

Neuromarketing companies are now using neuroimaging techniques and neuro-feedback in the entertainment industry. The neuromarketing company MindSign label the study of the brain’s response to film stimuli, neurocinema.

Neurocinema help moviemakers examine and improve film elements such as:

Theatrical trailers and spotsTV programmingWeb videoFeature length filmsProduction dailiesStoryboards and animaticsPosters and DVD packaging andProduction design

In most cases each film element needing to be measured for effectiveness will go through a process where they will be tested to see where activation and deactivation takes place. For example, when testing a trailer, if neuroimaging tests display greater activation at certain points, this will result in greater engagement at those times. They will also make use comparative testing. This will entail comparing film elements from your company to that of competitors to see which is more activating and at which parts. MindSign also uses a video graph which can be applied different film elements such as trailers, web videos, or feature length films and shorts. Video graphs allow you to watch these film elements and see the brain reaction mapped over it in real-time. This will reveal either activation or deactivation at different parts of the trailer, web video etc.

Big budget movies, such as the epic hit Avatar, use neuroimaging techniques such as fMRI brain scans, EEG and biometric techniques to measure and record the subject’s brain reactions to different scenes in the trailer. Neurocinema was also used to test the trailer for the animated film Rango.

By way of introduction to the field, here are a few articles that provide an interesting perspective on the use of neuroscience in marketing.

 In Lindstrom's ground-breaking $7 million study he explores the truth and lies about why we buy. Lindstrom's New York Times and Wall Street Journal international best-selling book (now out in paperback and featuring a new chapter on the Buyology of the recession) reveals how our shopping behavior has completely changed. It peers deep inside the brain (literally) using fMRI technology, to discover the precise areas being 'lit up' in response to brand and advertising messages – the significance of these specific areas – and the impact it has on our shopping behavioral patterns. USAToday named Buyology "Pick of the Year".

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e Waste Management practices

Electronic waste (e-waste) such as TVs, computers, printers, keyboards, and cell phones is a steadily growing component of the municipal solid waste stream in the United States. Because it contains heavy metals and organic pollutants, if not properly managed, e-waste can pose a long-term threat to the environment and public health. Therefore, cities and countries  should divert e-waste from the solid waste stream.

Many public govt organizations already have programs for the proper disposal/recycling of other hazardous materials (e.g., household cleaners and paint). However,   the proper disposal/recycling of e-waste represents unique challenges because of its weight, volume, storage needs, and costs.  

Sustainability Officers  need  a roadmap for the step-by-step development and implementation of an e-waste program.  

The broad operations includes identifying
Considerations in designing an e-waste program (e.g., e-waste handling hierarchy)
Pros and cons of various collection models
How to select an e-waste contractor
Planning a one-day e-waste collection event
Data collection and e-waste program evaluation
Public education and outreach
E-waste program operations
In addition, they need to  identify issues and conditions important for policymaking (e.g., financing, end markets, illegal dumping, and regulatory issues).

But disposal of  PCs, when they reach the end of their useful lives, is becoming a hot political issue. PCs and monitors contain lead, mercury, cadmium and other metals deemed hazardous under federal rules that regulate their disposal. In an effort to ensure that the electronics gear doesn't end up in landfills, legislators have introduced IT recycling bills in 24 states.

Most of these bills set up committees to study the issue, according to the Electronic Industries Alliance, an Arlington, VA.-based trade group that represents high-tech equipment makers. The California state legislature passed a bill levying a $10 fee on the sale of PCs and monitors to pay for recycling centers, but the governor recently vetoed the bill following opposition by high-tech vendors. And U.S. Rep. Mike Thompson (D-Calif.) has introduced a similar $10 fee bill to get the debate started at the federal level .

This 3.3-lb. gold bar was recycled from more than 20,000 computers in Taiwan, where 85% of computer waste is recycled by the government for free.
Whether the fee-funded recycling centers would help large businesses that already bear the cost of disposal is uncertain. Today, companies pay $25 to $40 per PC for disposal.

If this fee somehow relieved   of the economic burden of disposal, then it would be very welcome, On the other hand, the fee could easily become an added expense that's not offset by lower disposal costs.

 No company wants its data recovered from a junked PC. Recent federal laws - including the financial privacy sections of the Gramm-Leach-Bliley Act and the health privacy rules of the Health Insurance Portability and Accountability Act - require firms to ensure cradle-to-grave confidentiality of customer data.

But IT managers will get different advice from vendors and experts about the best approach to complying with environmental and privacy laws.

There are many recycling firms that will scrub the hard drive, resell the computer and certify their work. But Bob Knowles, founder and CEO of Technology Recycling LLC in Denver, says the only way to ensure total data security is to destroy the hard drive and the components. His company, which recycles in some 200 cities, won't offer PCs for resale or donation, but it does recycle the raw materials. "It's impossible to clean a hard drive, memory or CPU" to eliminate all traces of information, he says.

Another issue is whether companies have a lingering liability under environmental laws if they resell or donate their computers. For instance, if a charity improperly disposes of a donated PC, the original owner could be held liable, says Cindy Grogan, vice president of desktop and asset management consulting at T-Systems Inc. in Lisle, Ill.

But not all agree that there's an ongoing liability. Jim Drohan, president of CDI Computer Dealers Inc., a Toronto-based firm with extensive U.S. operations, says, "If I sell something to you in good faith, my legal liability ends there."

Some customers want to resell their used computers and recover as much of their migration costs as possible, but others don't want to worry about whether their computer was improperly disposed of in the U.S. or some other country. Some customers "don't think the little bit of money you can get for this equipment is worth the potential liability down the road," says Renee St. Denis, end-of-life process manager at Hewlett-Packard Co., which recycles and resells computers.

Experts say most large businesses are disposing of PCs properly. The larger concern may be the millions of PCs owned by consumers and small businesses.

One thing is certain: The tech waste pile is getting bigger.

"This is a large and growing problem," Matthews says


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How To : Facial Grooming

Face Masques

Face masques are more intense facial cleansers that can clean the pores more deeply, replenish the facial skin with moisture and reduce the appearance of fine lines, depending on the type of face masque.  Regularly using a face masque plays an important role in maintaining a healthy skin care regimen.

Because face masques are more powerful solutions, you generally have to leave them on for up to five or 10 minutes at a time. Similarly, dermatologists and other skin experts usually recommend that you use a face masque no more than once or twice a week to avoid irritating or stressing out your skin. Because various manufacturers produce a number of different types of face masques, you can be overwhelmed when trying to choose between them to find the right masque for you. Here are some tips for finding an effective face masque to include in your skin care routine:

Identify your skin type as either dry, sensitive, oily or combination.Choose a brand with which you are familiar and that you trust.Think about what you want the face masque to do for your skin: Do you want it moisturize your skin or reduce breakouts? Or, do you want the masque to improve fine lines?Opt for gentler face masques, rather than stronger ones, as you first start using them. Jumping right into using a harsh face masque will over-dry your skin, possibly causing you to break out and develop other skin problems.


Moisturizing your face on a daily basis will help promote hydration, skin cell regeneration, healing, and prevent damaging effects from external forces and weather conditions that lead to premature wrinkles, fine lines, and in extreme cases, skin cancer.
Lip Balms

During the winter months there is a noticeable difference in way our skin is feeling, especially our lips. Dry air, winter wind and cold temperatures all conspire to reduce the moisture in our lips.   Men shall take care of these dry, cracked winter burnt lips, by keeping them moist and hydrated with lip balms

Astringents and Toners

Powerful but gentle solution clears your face of oily residues, buildup and dead skin cells, which can give you a dull appearance and clog your pores. Regular use will provide a clean, bright and smooth complexion. Astringents are very helpful in skin care, as they tone the skin and remove the extra oil from the skin. An astringent makes the skin tight and also heals stretch marks and other blemishes from your skin. Astringents are also used to stop blood flow in case of minor accidents, as it helps in it makes the blood vessel tissues to contract and thus prevents the blood flow. In many makeup products like shaving lotions, cleansing creams and cologne astringents are the main parts. Insects bites, minor cuts, allergies and fungus infections all can be cured with the application of astringents. But make sure that the astringent that you are using has less alcohol content or else it will make your skin dry and dull.

While preparing astringents ingredients like zinc oxide, Burow's solution, zinc sulfate, silver nitrate, metal salts, tannic, gallic acids and benzoin tinctures are used. It can also be beneficial in certain kinds of digestive problems. There are two opinions regarding the use of astringents. But overall it is widely used all over the world to remove the traces of makeup. It is also essential in opening the skin pores and hence it is used before applying moisturizer on the face.

As astringents are effective in removing the oil form skin, you have less chances of getting pimples. If you will use it daily then your skin will remain clean and clear. Skin irritation and infections are also cured using astringents. Calamine lotion is a kind of astringent that is made for dealing with various skin problems. You can prevent blackheads, pimples, blemishes and other skin irritation problems using astringent. By tightening the skin, it also helps in reducing the age signs like wrinkles. Astringents are very effective over all such cosmetics and also available at low prices. To get acne free and clear skin you can start using astringent on a daily basis.

Astringents have to be applied before applying the moisturizer, as it makes the skin dry and you can get the moisture back for your skin by applying moisturizer. This way your skin will not appear dry. You can also make use of oatmeal, alum, hazel, talc and cold water as natural astringent instead of always using synthetic products. No matter what products you apply be sure that they are not high in concentration and are suitable for your skin.

Face Scrubs

Face scrubs might be one of the most basic pieces of grooming kit.The purpose of scrubs is to remove the dead skin cells that litter the surface of the skin causing it to look dull and blocking pores – a process known as exfoliation. They’re also great at lifting stubble in preparation for shaving and are an effective way of preventing painful ingrown hairs too. On a very basic level they get rid of all the crude on your skin, exposing the fresh, healthy-looking cells beneath so that it looks instantly brighter.

Unfortunately, a lot of men approach exfoliation in the same way they approach sanding down a door before giving it a new lick of paint. Your skin, however, is a delicate thing and scrubs need to be used with caution. For the best results apply a small blob (about the size of a 5p piece) into the palm of your hand, mix with a little warm water and apply to the face using gentle circular motions. Avoid the delicate eye area but don’t neglect the area under the chin that can be prone to ingrown hairs. Make sure you tackle your forehead too. Then rinse with plenty of cool water until all traces of the product are removed. You need to repeat this process about twice a week.


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