Selected list of definitions of product placement.
\\n\\n
Released this past November, the list is based on data collected from the Web of Science and highlights some of the world’s most influential scientific minds by naming the researchers whose publications over the previous decade have included a high number of Highly Cited Papers placing them among the top 1% most-cited.
\\n\\nWe wish to congratulate all of the researchers named and especially our authors on this amazing accomplishment! We are happy and proud to share in their success!
Note: Edited in March 2021
\\n"}]',published:!0,mainMedia:{caption:"Highly Cited",originalUrl:"/media/original/117"}},components:[{type:"htmlEditorComponent",content:'IntechOpen is proud to announce that 191 of our authors have made the Clarivate™ Highly Cited Researchers List for 2020, ranking them among the top 1% most-cited.
\n\nThroughout the years, the list has named a total of 261 IntechOpen authors as Highly Cited. Of those researchers, 69 have been featured on the list multiple times.
\n\n\n\nReleased this past November, the list is based on data collected from the Web of Science and highlights some of the world’s most influential scientific minds by naming the researchers whose publications over the previous decade have included a high number of Highly Cited Papers placing them among the top 1% most-cited.
\n\nWe wish to congratulate all of the researchers named and especially our authors on this amazing accomplishment! We are happy and proud to share in their success!
Note: Edited in March 2021
\n'}],latestNews:[{slug:"webinar-introduction-to-open-science-wednesday-18-may-1-pm-cest-20220518",title:"Webinar: Introduction to Open Science | Wednesday 18 May, 1 PM CEST"},{slug:"step-in-the-right-direction-intechopen-launches-a-portfolio-of-open-science-journals-20220414",title:"Step in the Right Direction: IntechOpen Launches a Portfolio of Open Science Journals"},{slug:"let-s-meet-at-london-book-fair-5-7-april-2022-olympia-london-20220321",title:"Let’s meet at London Book Fair, 5-7 April 2022, Olympia London"},{slug:"50-books-published-as-part-of-intechopen-and-knowledge-unlatched-ku-collaboration-20220316",title:"50 Books published as part of IntechOpen and Knowledge Unlatched (KU) Collaboration"},{slug:"intechopen-joins-the-united-nations-sustainable-development-goals-publishers-compact-20221702",title:"IntechOpen joins the United Nations Sustainable Development Goals Publishers Compact"},{slug:"intechopen-signs-exclusive-representation-agreement-with-lsr-libros-servicios-y-representaciones-s-a-de-c-v-20211123",title:"IntechOpen Signs Exclusive Representation Agreement with LSR Libros Servicios y Representaciones S.A. de C.V"},{slug:"intechopen-expands-partnership-with-research4life-20211110",title:"IntechOpen Expands Partnership with Research4Life"},{slug:"introducing-intechopen-book-series-a-new-publishing-format-for-oa-books-20210915",title:"Introducing IntechOpen Book Series - A New Publishing Format for OA Books"}]},book:{item:{type:"book",id:"5785",leadTitle:null,fullTitle:"Teaching and Learning in Nursing",title:"Teaching and Learning in Nursing",subtitle:null,reviewType:"peer-reviewed",abstract:"A significant body of knowledge is the basis for a holistic, caring and scientific evidence-based nursing education in practice for professional development. Quality teaching leads to good learning and both aspects are two of the main issues of quality assurance in nursing education today. To begin with, not all nursing students have the same levels of motivation or learning abilities. It is with cognisance of providing quality care for patients that the role of the nurse educator has to be to enhance nursing students' learning using scientific evidence based teaching. Research around teaching and learning processes is an important part of the delivery of quality education, which in turn impacts on students' learning results and experiences, thereby, ensuring holistic biopsychosocial care to patients. The main aim of teaching and learning in nursing, at all levels, is to enhance the nurses' contribution to assist the individuals, families and communities in promoting and preserving health, well-being and to efficiently respond to illnesses. We hope that this book can be used as a resource to increase the body of knowledge in teaching and learning in nursing, thereby enhancing the role and contribution of health care professionals to clinical practice.",isbn:"978-953-51-3154-0",printIsbn:"978-953-51-3153-3",pdfIsbn:"978-953-51-4839-5",doi:"10.5772/65314",price:119,priceEur:129,priceUsd:155,slug:"teaching-and-learning-in-nursing",numberOfPages:122,isOpenForSubmission:!1,isInWos:1,isInBkci:!1,hash:"9bf55bd1257e7753f3719a64ef05d91e",bookSignature:"Majda Pajnkihar, Dominika Vrbnjak and Gregor Stiglic",publishedDate:"May 17th 2017",coverURL:"https://cdn.intechopen.com/books/images_new/5785.jpg",numberOfDownloads:13946,numberOfWosCitations:8,numberOfCrossrefCitations:10,numberOfCrossrefCitationsByBook:1,numberOfDimensionsCitations:15,numberOfDimensionsCitationsByBook:1,hasAltmetrics:1,numberOfTotalCitations:33,isAvailableForWebshopOrdering:!0,dateEndFirstStepPublish:"September 1st 2016",dateEndSecondStepPublish:"September 15th 2016",dateEndThirdStepPublish:"November 15th 2016",dateEndFourthStepPublish:"January 15th 2017",dateEndFifthStepPublish:"March 1st 2017",currentStepOfPublishingProcess:5,indexedIn:"1,2,3,4,5,6",editedByType:"Edited by",kuFlag:!1,featuredMarkup:null,editors:[{id:"195122",title:"Dr.",name:"Gregor",middleName:null,surname:"Stiglic",slug:"gregor-stiglic",fullName:"Gregor Stiglic",profilePictureURL:"https://mts.intechopen.com/storage/users/195122/images/5556_n.jpg",biography:"Gregor Stiglic is a Vice Dean for Research, Associate Professor and Head of Research Institute at the University of Maribor, Faculty of Health Sciences (UM FHS). He worked as a Visiting Researcher at Data Analysis and Biomedical Analytics (DABI) Center at Temple University and as a Visiting Assistant Professor at Shah Lab, Stanford School of Medicine, Stanford University. His research interests encompass application of data analytics and knowledge discovery techniques in healthcare. His work was published in multiple conference publications, peer reviewed journals and books. Dr Stiglic gave talks on his research work at renowned research institutions such as IBM T.J. Watson Research Center, Stanford University, University of Manchester, University of Edinburgh and University of Tokyo. He served as an organizer at many workshops and conferences in the field of health data science.",institutionString:null,position:null,outsideEditionCount:0,totalCites:0,totalAuthoredChapters:"1",totalChapterViews:"0",totalEditedBooks:"1",institution:null}],equalEditorOne:null,equalEditorTwo:null,equalEditorThree:null,coeditorOne:{id:"195120",title:"Dr.",name:"Majda",middleName:null,surname:"Pajnkihar",slug:"majda-pajnkihar",fullName:"Majda Pajnkihar",profilePictureURL:"https://mts.intechopen.com/storage/users/195120/images/5555_n.jpg",biography:"Majda Pajnkihar is a Dean, Associate Professor and Head of the Institute of Nursing Care at the University of Maribor, Faculty of Health Sciences (UM FHS). She obtained her PhD from University of Manchester in 2003 and became the first nurse with a PhD in Slovenia. She worked on numerous national and international projects in nursing and health care. She is a visiting professor at University of Osijek, Josipa Jurja Strossmayera, Medical Faculty, Department of Nursing, Osijek and was a visiting professor at University of Ulster, Belfast. Professor Pajnkihar is currently a Chair and was one of the founding members of the international UDINE-C group, connecting different nursing schools across Europe, USA and Russia. She is also an Honorary Professor at I.M. Sechenov First Moscow State Medical University and a member of Sigma Theta Tau International, Honor Society of Nursing. She received several prestigious awards for her work at the UM and a Golden badge of Nurses and Midwives Association of Slovenia.",institutionString:null,position:null,outsideEditionCount:0,totalCites:0,totalAuthoredChapters:"2",totalChapterViews:"0",totalEditedBooks:"0",institution:null},coeditorTwo:{id:"195121",title:"Ms.",name:"Dominika",middleName:null,surname:"Vrbnjak",slug:"dominika-vrbnjak",fullName:"Dominika Vrbnjak",profilePictureURL:"https://mts.intechopen.com/storage/users/195121/images/4746_n.jpg",biography:"Dominika Vrbnjak is a teaching assistant at the University of Maribor, Faculty of Health Sciences. She obtained a Master degree in Nursing from University of Maribor, Faculty of Health Sciences. Currently, she is a doctoral student of Biomedical Technology at Faculty of Medicine in Maribor. During her postgraduate study, she was also a visiting PhD student of Waterford Institute of Technology in Ireland. She participates in scientific and research projects and disseminates her work in scientific papers and professional peer reviewed journals. Her research work was published in the International Journal of Nursing Studies, Journal of Nursing Management and Scandinavian Journal of Caring Sciences among others. During her undergraduate study, she received a Rector’s award at the University of Maribor for the best undergraduate student in a generation. She previously worked for four years as a registered nurse at General Hospital Ptuj, where she developed communication and organizational skills while leading and coordinating the nursing care.",institutionString:null,position:null,outsideEditionCount:0,totalCites:0,totalAuthoredChapters:"2",totalChapterViews:"0",totalEditedBooks:"0",institution:{name:"University of Maribor",institutionURL:null,country:{name:"Slovenia"}}},coeditorThree:null,coeditorFour:null,coeditorFive:null,topics:[{id:"1132",title:"Health Care",slug:"medicine-public-health-health-care"}],chapters:[{id:"54279",title:"Attitudes of Nursing Students Towards Learning Communication Skills",doi:"10.5772/67622",slug:"attitudes-of-nursing-students-towards-learning-communication-skills",totalDownloads:2049,totalCrossrefCites:3,totalDimensionsCites:3,hasAltmetrics:0,abstract:"Introduction: Attitudes of nursing students towards learning nurse-patient communication skills have for long been a concern of lecturers, planners and policy-makers. The objectives of our study were to explore the attitudes of nursing students towards learning communication skills.",signatures:"Klavdija Čuček Trifkovič, Mateja Lorber, Margaret Denny, Suzanne\nDenieffe and Vida Gönc",downloadPdfUrl:"/chapter/pdf-download/54279",previewPdfUrl:"/chapter/pdf-preview/54279",authors:[{id:"195203",title:"Dr.",name:"Klavdija",surname:"Čuček Trifkovič",slug:"klavdija-cucek-trifkovic",fullName:"Klavdija Čuček Trifkovič"},{id:"195205",title:"MSc.",name:"Vida",surname:"Gönc",slug:"vida-gonc",fullName:"Vida Gönc"},{id:"195207",title:"Dr.",name:"Lorber",surname:"Mateja",slug:"lorber-mateja",fullName:"Lorber Mateja"},{id:"200253",title:"Dr.",name:"Margaret",surname:"Denny",slug:"margaret-denny",fullName:"Margaret Denny"},{id:"204100",title:"Dr.",name:"Suzanne",surname:"Denieffe",slug:"suzanne-denieffe",fullName:"Suzanne Denieffe"}],corrections:null},{id:"54835",title:"Experience of Problem‐Based Learning for Raising Quality of Nursing Study",doi:"10.5772/67427",slug:"experience-of-problem-based-learning-for-raising-quality-of-nursing-study",totalDownloads:1333,totalCrossrefCites:0,totalDimensionsCites:0,hasAltmetrics:0,abstract:"Introduction: Problem‐based learning is a teaching method that encourages critical thinking, group interaction, and application of the theory into practice. Transition to active forms of learning, with integrating problem‐solving strategies, will help to raise the quality of education. The aim of the study is to determine students’ evaluation of problem‐based learning in the study of nursing.",signatures:"Vida Gönc, Mateja Lorber and Jasmina Nerat",downloadPdfUrl:"/chapter/pdf-download/54835",previewPdfUrl:"/chapter/pdf-preview/54835",authors:[{id:"195205",title:"MSc.",name:"Vida",surname:"Gönc",slug:"vida-gonc",fullName:"Vida Gönc"},{id:"195207",title:"Dr.",name:"Lorber",surname:"Mateja",slug:"lorber-mateja",fullName:"Lorber Mateja"},{id:"195594",title:"BSc.",name:"Jasmina",surname:"Nerat",slug:"jasmina-nerat",fullName:"Jasmina Nerat"}],corrections:null},{id:"54889",title:"Using Content Validity for the Development of Objective Structured Clinical Examination Checklists in a Slovenian Undergraduate Nursing Program",doi:"10.5772/intechopen.68454",slug:"using-content-validity-for-the-development-of-objective-structured-clinical-examination-checklists-i",totalDownloads:1139,totalCrossrefCites:0,totalDimensionsCites:2,hasAltmetrics:0,abstract:"Introduction: The objective structured clinical examination (OSCE) has been adopted by many universities for the assessment of healthcare competencies and as a formative teaching tool in both undergraduate and postgraduate nursing education programs. This pilot study evaluates the validity of OSCE checklists to be used in first‐year undergraduate nurse practice education.",signatures:"Nino Fijačko, Zvonka Fekonja, Margaret Denny, Brian Sharvin,\nMajda Pajnkihar and Gregor Štiglic",downloadPdfUrl:"/chapter/pdf-download/54889",previewPdfUrl:"/chapter/pdf-preview/54889",authors:[{id:"195122",title:"Dr.",name:"Gregor",surname:"Stiglic",slug:"gregor-stiglic",fullName:"Gregor Stiglic"},{id:"195120",title:"Dr.",name:"Majda",surname:"Pajnkihar",slug:"majda-pajnkihar",fullName:"Majda Pajnkihar"},{id:"195588",title:"MSc.",name:"Zvonka",surname:"Fekonja",slug:"zvonka-fekonja",fullName:"Zvonka Fekonja"},{id:"195789",title:"Ph.D. Student",name:"Nino",surname:"Fijačko",slug:"nino-fijacko",fullName:"Nino Fijačko"},{id:"195973",title:"Dr.",name:"Brian",surname:"Sharvin",slug:"brian-sharvin",fullName:"Brian Sharvin"},{id:"195974",title:"Dr.",name:"Marget",surname:"Denny",slug:"marget-denny",fullName:"Marget Denny"}],corrections:null},{id:"55072",title:"Comparing Students’ Self-Assessment with Teachers’ Assessment of Clinical Skills Using an Objective Structured Clinical Examination (OSCE)",doi:"10.5772/67956",slug:"comparing-students-self-assessment-with-teachers-assessment-of-clinical-skills-using-an-objective-st",totalDownloads:1404,totalCrossrefCites:1,totalDimensionsCites:1,hasAltmetrics:0,abstract:"Evaluation of clinical skills is a demanding and complex process and is dependent on many complex factors, such as teaching and learning approaches, simulated learning, and psychometrically validated assessment tools. Therefore, it is imperative that adequate strategies and methods are employed to evaluate the success of a nursing care activity. One such strategy in the field of nursing care is the application of objective structured clinical examination (OSCE) of a nursing activity. The purpose of this article is to highlight the importance of evaluating nursing activities in a simulated clinical environment with OSCE to determine synchronicity of the teacher and student assessment. A cross-sectional study was carried out, in which we compared the evaluation of nursing activity by the teacher and the 51 students. Summative content analysis was used to analyze open-ended questions about possible improvement of performed nursing activity. The data showed a large discrepancy (81.9%) in evaluating nursing activity between the teacher and the student. The synchronicity between the teacher and student assessment modality occurred only in 18%. Students were mostly less successful in their assessment of competence with knowledge about carrying out interventions (36.5%), preparing for interventions (24.3%), and infection control (14.4%). Clinical skills acquisition remains an essential element of a student nurse’s development, as competence in nursing skills is essential to patient safety. Simulation is viewed as an increasingly popular approach to the teaching and assessing of clinical skills. The process of evaluating nursing activity demands the usage of objective instruments that require objectivity, fairness, impartiality, and comprehension. The use of OSCE is one such method of promoting reliable and valid assessments in nursing skills.",signatures:"Zvonka Fekonja, Jasmina Nerat, Vida Gönc, Milena Pišlar, Margaret\nDenny and Klavdija Čuček Trifkovič",downloadPdfUrl:"/chapter/pdf-download/55072",previewPdfUrl:"/chapter/pdf-preview/55072",authors:[{id:"195203",title:"Dr.",name:"Klavdija",surname:"Čuček Trifkovič",slug:"klavdija-cucek-trifkovic",fullName:"Klavdija Čuček Trifkovič"},{id:"195205",title:"MSc.",name:"Vida",surname:"Gönc",slug:"vida-gonc",fullName:"Vida Gönc"},{id:"200253",title:"Dr.",name:"Margaret",surname:"Denny",slug:"margaret-denny",fullName:"Margaret Denny"},{id:"195594",title:"BSc.",name:"Jasmina",surname:"Nerat",slug:"jasmina-nerat",fullName:"Jasmina Nerat"},{id:"195588",title:"MSc.",name:"Zvonka",surname:"Fekonja",slug:"zvonka-fekonja",fullName:"Zvonka Fekonja"},{id:"195595",title:"BSc.",name:"Milena",surname:"Pišlar",slug:"milena-pislar",fullName:"Milena Pišlar"}],corrections:null},{id:"54200",title:"Assessment of Clinical Nursing Competencies: Literature Review",doi:"10.5772/67362",slug:"assessment-of-clinical-nursing-competencies-literature-review",totalDownloads:3627,totalCrossrefCites:3,totalDimensionsCites:5,hasAltmetrics:0,abstract:"Introduction: In Slovene nursing higher education, there is a lack of empirical evidence to support the choice of tolls for assessment of clinical skills and competencies. This literature review aims to critically discuss identified methods of clinical nursing skills assessment and competencies currently used in nursing higher education in other countries.",signatures:"Nataša Mlinar Reljić, Mateja Lorber, Dominika Vrbnjak, Brian\nSharvin and Maja Strauss",downloadPdfUrl:"/chapter/pdf-download/54200",previewPdfUrl:"/chapter/pdf-preview/54200",authors:[{id:"195121",title:"Ms.",name:"Dominika",surname:"Vrbnjak",slug:"dominika-vrbnjak",fullName:"Dominika Vrbnjak"},{id:"195207",title:"Dr.",name:"Lorber",surname:"Mateja",slug:"lorber-mateja",fullName:"Lorber Mateja"},{id:"195973",title:"Dr.",name:"Brian",surname:"Sharvin",slug:"brian-sharvin",fullName:"Brian Sharvin"},{id:"195315",title:"BSc.",name:"Maja",surname:"Strauss",slug:"maja-strauss",fullName:"Maja Strauss"},{id:"195804",title:"Ms.",name:"Nataša",surname:"Mlinar Reljić",slug:"natasa-mlinar-reljic",fullName:"Nataša Mlinar Reljić"}],corrections:null},{id:"54542",title:"Impact of Education, Working Conditions, and Interpersonal Relationships on Caregivers’ Job Satisfaction",doi:"10.5772/67957",slug:"impact-of-education-working-conditions-and-interpersonal-relationships-on-caregivers-job-satisfactio",totalDownloads:1514,totalCrossrefCites:0,totalDimensionsCites:1,hasAltmetrics:0,abstract:"Aim: To explore relationships between caregivers’ education, healthcare working conditions, interpersonal relationships, and caregivers’ general job satisfaction.",signatures:"Majda Pajnkihar, Klavdija Čuček Trifkovič, Barbara Donik, Sabina\nFijan, Vida Gönc, Barbara Kegl, Mateja Lorber, Maja Strauss,\nJadranka Stričević, Sonja Šostar Turk, Gregor Štiglic, Natalya\nNikolaevna Kamynina, Irina V. Ostrovskaya and Dominika Vrbnjak",downloadPdfUrl:"/chapter/pdf-download/54542",previewPdfUrl:"/chapter/pdf-preview/54542",authors:[{id:"195120",title:"Dr.",name:"Majda",surname:"Pajnkihar",slug:"majda-pajnkihar",fullName:"Majda Pajnkihar"},{id:"195121",title:"Ms.",name:"Dominika",surname:"Vrbnjak",slug:"dominika-vrbnjak",fullName:"Dominika Vrbnjak"},{id:"195203",title:"Dr.",name:"Klavdija",surname:"Čuček Trifkovič",slug:"klavdija-cucek-trifkovic",fullName:"Klavdija Čuček Trifkovič"},{id:"195205",title:"MSc.",name:"Vida",surname:"Gönc",slug:"vida-gonc",fullName:"Vida Gönc"},{id:"195207",title:"Dr.",name:"Lorber",surname:"Mateja",slug:"lorber-mateja",fullName:"Lorber Mateja"},{id:"195315",title:"BSc.",name:"Maja",surname:"Strauss",slug:"maja-strauss",fullName:"Maja Strauss"},{id:"179312",title:"Prof.",name:"Sabina",surname:"Fijan",slug:"sabina-fijan",fullName:"Sabina Fijan"},{id:"195204",title:"MSc.",name:"Barbara",surname:"Donik",slug:"barbara-donik",fullName:"Barbara Donik"},{id:"195206",title:"MSc.",name:"Kegl",surname:"Barbara",slug:"kegl-barbara",fullName:"Kegl Barbara"},{id:"195313",title:"Dr.",name:"Natalya",surname:"Kamynina",slug:"natalya-kamynina",fullName:"Natalya Kamynina"},{id:"195314",title:"Dr.",name:"Irina",surname:"Ostrovskaya",slug:"irina-ostrovskaya",fullName:"Irina Ostrovskaya"},{id:"195316",title:"Dr.",name:"Jadranka",surname:"Stričević",slug:"jadranka-stricevic",fullName:"Jadranka Stričević"}],corrections:null},{id:"54536",title:"Transferring Psychological Therapy Education into Practice in the United Kingdom: A Complex Systems Analysis",doi:"10.5772/67958",slug:"transferring-psychological-therapy-education-into-practice-in-the-united-kingdom-a-complex-systems-a",totalDownloads:1362,totalCrossrefCites:0,totalDimensionsCites:0,hasAltmetrics:1,abstract:"This chapter provides an overview of an aspect of a large research study conducted on the subject of learning transfer from an education institution to a mental health service in the English National Health Service (NHS). From a population of 64 trained staff, nurses and other workers, managers and supervisors were interviewed to gain a detailed understanding of how they sought to maintain and develop the new skills and knowledge they had acquired from an education programme delivered from an approved university provider. A total of 45 interviews were conducted using 1:1 or focus group approaches as part of a larger longitudinal study using a mixed methods design. This chapter provides an overview of the qualitative element of the study. Results indicated that whilst aspects of new learning and skill were maintained, many services were subject to pressure to change from the external political, economic and social environment that influenced the delivery of services such as that provided by the one within this study. This complex interaction between the ‘external’ and ‘internal’ healthcare environment is an issue that all educators should acknowledge when developing new and innovative education programmes for nurses and other professionals.",signatures:"Ian McGonagle and Christine Jackson",downloadPdfUrl:"/chapter/pdf-download/54536",previewPdfUrl:"/chapter/pdf-preview/54536",authors:[{id:"198289",title:"Dr.",name:"Ian",surname:"McGonagle",slug:"ian-mcgonagle",fullName:"Ian McGonagle"},{id:"201811",title:"Dr.",name:"Christine",surname:"Jackson",slug:"christine-jackson",fullName:"Christine Jackson"}],corrections:null},{id:"55082",title:"Current Characteristics of the Hungarian Nurses’ Workforce",doi:"10.5772/intechopen.68383",slug:"current-characteristics-of-the-hungarian-nurses-workforce",totalDownloads:1518,totalCrossrefCites:3,totalDimensionsCites:3,hasAltmetrics:0,abstract:"Recently WHO called attention to the growing labour shortage of healthcare staff, which can reach 12.9 million by 2035. Almost all European countries struggle with a shortage of nurses. The educational structure of nurses has also changed significantly. The aim of this overview is to review the relevant scientific literature and analyse records ofrhe Hungarian nursing registry in order to predict the nursing workforce tendencies. Relevant English and Hungarian international and national scientific literature (PubMed, Science Direct, Hungarian Medical Bibliography) were identified and illustrated with reliable data (2009–2015) from the national healthcare human resource registry and from Central Statistical Office. A qualitative appraisal was undertaken to select the proper articles by our research team. For processing data, descriptive statistics was used. Although migration of healthcare personnel in Hungary is present, however the official statistics does not mirror a dramatic exodus. The level of nursing education is based on vocational training and on higher education in Hungary. The number of novice nurses is diminishing year-by-year and those nurses who are not working in the Hungarian healthcare sector are eminent. Providing new roles for nurses, e.g., Advanced Practice Registered Nurse, can be one of the solutions for the shortage.",signatures:"Jozsef Betlehem, Emese Pek, Balint Banfai and Andras Olah",downloadPdfUrl:"/chapter/pdf-download/55082",previewPdfUrl:"/chapter/pdf-preview/55082",authors:[{id:"199171",title:"Dr.",name:"József",surname:"Betlehem",slug:"jozsef-betlehem",fullName:"József Betlehem"}],corrections:null}],productType:{id:"1",title:"Edited Volume",chapterContentType:"chapter",authoredCaption:"Edited by"},subseries:null,tags:null},relatedBooks:[{type:"book",id:"1673",title:"Evidence Based Medicine",subtitle:"Closer to Patients or Scientists?",isOpenForSubmission:!1,hash:"d767dfe22c65317eab3fd9ff465cb877",slug:"evidence-based-medicine-closer-to-patients-or-scientists-",bookSignature:"Nikolaos M. 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The aim of this chapter is to present selected aspects of product and brand placement as an unconventional tool for brand positioning. Unconventional marketing tools should create value for the customers by building strong brands. Brand is defined as a name, term, sign, symbol, or design, which is intended to identify the goods or services one seller or group of sellers do and to differentiate them from those of competitors.1
The special attention will be given to define product and brand placement as well as to present its role in creation of brand value for customers. The examples of successful brand positioning using product placement will be presented with selected results from secondary and primary consumer research.
For the purpose of product placement description, it is important to underline the specific elements of brand definition. The brand is a simple identification idea like name, logo, symbol, or trademark in one hand, and on the other, it is a complex idea that contains many tangible and intangible components. The brand is a hallmark of quality, the promise or assurance for the buyer, the icon, and the image which makes consumers buy products bearing the brand. In such situation, the brand becomes the symbol that connects the company and its products with consumers creating a relationship and represents the personality of the product in a changing market environment [1, 2]. Brand can be also seen as a sum of associations caused by names and symbols or a set of attributes such as personality, values, associations, and quality, affecting the purchasing process of consumers, functioning in the consumer minds, and, although associated with the real world, reflecting the perceptions of consumers [3, 4]. A brand can also be analyzed as a strategic resource of the company, comprehended as an asset, which should be suitably protected. This asset should be analyzed as an intangible and legal, the value of which cannot be exactly determined until it is the subject of purchase transaction [5].
In the literature, the brand is seen as a promise of added value and a unique experience that stakeholders, including consumers, may experience for a long period of time [6, 7]. Furthermore, brands that have been successful are able to quickly establish the relationships (emotional and personal) with the consumer. When it is a long-time relationship, then it will generate a brand loyalty [8].
The brand from the definition is the product that adds the other dimensions that distinguish it in some ways from other products designed to meet the same needs. The brand is the essence above the physical and functional product [9].
In recent years, there has been a shift of perception from the product (product focus) to the brand (brand focus). This approach expresses the brand as an image in consumer minds, a personality, and value [10]. In this aspect, the brand should be seen as a multidimensional design that integrates the physical and intangible attributes of the product and is composed of three elements: the brand image (the way which consumer perceive the brand), brand identity (the way the creator of the brand wants the brand being seen), and the brand positioning (brand positioning in the market) [11].
A comprehensive approach to the brand stems from the fact that consumers perceive products by associating the brand with all the attributes experienced by the purchase and the use of the product. Separating the two attributes (associated with the brand and the product) is difficult due to the occurrence of interaction. Brand as a “multi-faced notion” can be considered in the in the concept of Davidson through the branding iceberg (Figure 1). In this view, strong brand is a result of business strategy implemented with success. This concept implies the existence of elements of visible and invisible to the consumer or user, which should be analyzed as a point of view during the construction of a competitive advantage. In this aspect, important elements are visible reflecting undertaken by the company decisions regarding marketing and related investment processes and allocation of funds. The items below so-called water level are related to the competencies, assets, and capabilities of the company focused on a specific brand.
The brand iceberg.
Adopted by Davidson, iceberg branding concept varies depending on the products or services offered. For example, external appearance means packaging for consumer products and the appearance of the store and trade stands—in the case of retail outlets. This aspect is important depending on the category of food product because of different perceptions of products and packaging and varying degrees of marking. This follows from the nature of services provided in a particular place (usually being seated, owned by the service provider, or rented by him) and time associated with the inability to storage services.
In product and brand placement idea, the Kapferer theory is adopted to point the relationship between product and brand [13]. The product represents the visible attributes, while the brand reflects the guarantee and provides consumers the benefits of its strength. There are different associations related to the brand such as vision; philosophy; the characteristics of typical buyer, like personality; etc. An important issue is the halo effect, which is the main source of value created by the brand (Figure 2). It should be regarded as a synergistic effect resulting from the interaction of the visible and invisible features of the product brand value. In this aspect, well-known brand influences the perception of consumers in terms to product attributes, multiplying the effect of receiving the message.
The product and the brand.
In product and brand placement, the main function of brand is very important. Brand allows the identification of the product, ensuring the attributes that differentiate the brand from the other brands. Brands make the interpretation and information-organizing processes concerning the product easier [14]. The simplification of the decision-making process by the brand can organize a lot of information about a particular product, which simplifies the daily choices [15]. The informational function of the brand is carried out in a direct way (the information is contained in the name and logo of the brand) or indirectly (information based on associations and suggestions relating to benefits) [16]. The other transformational function occurs when the brand awareness significantly enriches or even transforms experiences related to the consumption while consumer imagination about the brand can be significantly affect the perception of the physical side of the product perceived by consumers to the brand [17].
In product and brand placement, the purpose of brand positioning is to explain how the brand will create a sustainable competitive advantage in the minds of customers in order to gain loyal customers and to ensure revenue and profits.
Brand positioning attempts to capture a place in the mind of the customer with its identity. It means that marketers try to put brands into the specific group of customers or into their minds in a very sophisticated way, to show them product with its differentiators and values. The result of positioning is called image. This is why the primary focus is placed on perceptions, and not on products. One of the definitions about brand positioning says that “product position refers to a brand’s objective (functional) attributes in relation to other brands. It is a characteristic of the physical product and its functional features. The perceived image of the brand belongs not to the product but rather is the property of the consumer’s mental perceptions and in some instances could differ widely from a brand’s true physical characteristics” [18].
From the consumer perspective, symbolic function resulting from the social nature of brand consumption is very important [19]. It allows certain groups to emphasize their personality and find its place in society; it becomes a tool for self-determination and communicates their identity in the social environment. Brand as consumption symbols shows the ability to fill the symbolic and valuable function for the individuals [20–22]. The perception of a brand as a symbol determines the symbolic importance of it, the ability to reflect the emotional side of the consumer’s identification with desired reference groups or social status. Construction conditions of symbolic significance of brands are associated with a group of consumers or users of the products offered under the brand, perception of the buying and consumption process of the brand, and the ability to reflect the average buyer of branded products [23].
Brands create some emotional benefits experienced during buying or using the brand [24]. At the same time, the consumption of certain brands is a mean to transfer some values even in the social sense [15]. For the experience entirety of consumer with the brand, it is desirable for coexistence of rational, physical, and emotional benefits [25].
A brand personality is an important element of strong brand, which means that a set of selected human characteristics should be associated with brand [26, 27]. Brand is an important part of the process of communicating the company with the market. It communicates to consumer, shareholders, communities, and the world the values that present a product or company [28]. The growing importance of the brand steams from growing information and product competition [29]. In this aspect, the brand is encoded in the form of sign communication to recipients of marketing activities of the company. A company is a broadcaster deciding on the assignment of the brand and the recipient—a potential or actual buyer [30]. This process should be considered also as a broader market communication, and the brand plays an important role in this bilateral process [31].
For enterprises, brand name and what the brand represents are the most important assets: the basis for a competitive advantage and the current and future profits [32]. This facilitates access to distribution channels, entering into a new product category and market segmentation [33–37]. This is done also due to a loyal consumers group and legal protection of the unique features of the product [37–40]. At the same time, strong brands contribute to create company’s image and facilitate the introduction of a new product [37].
The competitive advantage of companies with high brand equity includes the ability to expand, flexibility in connection with promotional activities of competitors, and the creation of barriers to competitive inputs [41]. Competitiveness in the globalization era should be treated as a categorical imperative in the existence of enterprises [42]. In this aspect, one can speak about the strategies of competition: the cost leader, the diversification of the offer in relation to their competitors, and concentration [43]. Strong brand as a cost leader means reduction of promotion costs, an increase in bargaining power in the distribution channels, and the use of the strategy of strengthening its brand. The purchaser in relation to a strong brand accumulates a considerable amount of information, so that the product stands out and creates a picture of the uniqueness of the brand, which affects consumer confidence, reparability purchases, and building consumer loyalty to the brand. Concentration indicates distinction and better satisfying the needs of target segment [44].
The importance of brand placement must be analyzed due to brand equity. Brand placement is based on perceiving the brand in the context of its equity, backed by appropriate branding strategies.
One of the first definitions of brand equity was proposed by Farquhar, pointing out that brand equity is “an added value that the brand gives the product.” This definition was the basis for subsequent inquiries and definitions [45, 46]. Many researchers have made definitions consistent with Farquhar one [47]. For example, it was mentioned that brand equity is an attitude toward a branded product and added value that reflects that attitude [1, 48, 49].
In the course of reflection, two groups of brand equity definitions were clarified: the financial perspective and the emphasis on business value, and the consumer perspective, which defines brand equity as a value for the consumer [50–52].
Aaker who opened an important group of theoretical considerations defines brand equity as “a set of brand assets and obligations, it’s name and symbol that adds or subtracts a value from a product or service delivered to a business or consumer”, in other words “which determines the value of a product or service marked by brand for the buyer” [53, 54]. The foundation for the definition of Aaker, one of the most famous in the field of marketing, puts Holbrook, pointing out that brand equity is created in the minds of consumer through a diverse set of presumptions and brand views [55].
An important contribution to the development of the brand equity theory was given by Keller that defines brand equity as “branding marketing effects” [9]. The assumptions for this definition concern situation, when certain results were achieved through marketing activities associated with branded product or service and did not occur when the same product or service was not branded. Author also pointed out that brand equity represents a varied effect of brand awareness on the consumer’s response to brand marketing [56]. It reflects the consumer’s response to concrete brand marketing efforts compared to the response about marketing of fiction product or unnamed version of product or service. It introduced the notion of consumer brand equity (consumer-based brand equity) to label that occurs when a consumer knows the brand well and has positive, strong, and unique associations with the brand in his mind. These associations are referred to as primary, which contains brand and attitude views reflecting the perceived benefits to the brand.
In this aspect of consumer brand equity, consideration should be given to branding and product placement.
From the company point of view, the importance of the brand should be analyzed also in relation to the creation of competitive advantage. Urbanek proposed three-element model to create a competitive advantage based on brand differentiation, leadership cost, and concentration (Figure 3) [57]. The first type relates to the competitive advantage of leadership cost, reflecting lower cost in relation to the primary activities, and supporting the value chains. The search for cost advantages among the primary measures concern of the internal and external logistics, individual operations, marketing, sales, and service and within supporting activities: shopping, technology, human resources management, and company infrastructure. The second type of competitive advantage concerns the diversification treated as a way to gain a competitive success in relation to create a product which offers consumer more value. This takes place through innovative processes, ensuring better product characteristics, service, and support to customers and increased frequency of deliveries, or just in time, choosing the right distribution channels and product positioning in the context of brands. The third way of creating a competitive advantage refers to the concentration of activity in a specific market segment. This allows to better service segmentation and adaptation the products to their needs. Also determines consumer’s loyalty toward brands.
Participation of the brand in the creation of competitive advantage.
Brand as a key success factor in the company can be analyzed in terms of revenues, profits, added value, and market shares [58]. A strong brand influences consumer behavior and consumer decision-making process, thus determining the reception of marketing activity [59].
Packaging is a part of the marketing activities in the field of brand building. Placing complete information on the package including logo and the manufacturer name increases the confidence in the producer and may be an important driving factor to make the repurchase. The attractiveness of the packaging also affects the assessment of the perceived quality of the product and brand. Consumers convey the impressions package made to assess the quality of a product [60].
Brand influences companies’ decisions regarding prices. This stems from the perception of the price from the consumers’ point of view through the prism of a quality and value of a product [61]. Consumers differ in terms of price they want to pay a brand relative to competing brands and the reaction to increase or decrease prices. Empirical research confirms that brand leaders gain higher price differences [62–64].
The main task of brand positioning is to find a key to the customer’s mind, which is full of different brand names and slogans, and stay there for a longer period of time. One of the sectors that intensively used positioning is food market. Positioning strategies become more important among all others for manufacturers in the food market. Their goal is the correct positioning of a product designated by the brand in the market space [65]. This applies to determine the reference group, choosing the method of informing consumers about the brand, its strengths, and finally its benefits. There are range of brand positioning strategies in literature which include:
positioning because of the consumer—directing the brand using selection of the appropriate elements of the product for well-defined target group;
position because of the brand attributes—is based on a particular attribute emphasizing the brand;
positioning based on consumer benefits—related to certain benefits which are rational reflection characteristics of the product;
intangible positioning—associated with the reference to quality, leadership, and healthiness;
positioning based on the use of the brand—the identification of new brand applications;
positioning based on the relation price to quality—associated with several price levels;
positioning because of the relation class to a category of the product;
positioning in relation to well-known personalities/celebrities;
positioning because of the country of origin [66].
Frequently used strategies of brand positioning in the food market are positioning because of the consumer, brand attributes, benefits for the consumer, and the price to quality relationship. Positioning that used brand attributes and highlights the benefits for consumers’ innovative, functional, and newly introduced products to the market. This also applies to products and brands with long market exposure. Positioning strategy connected with price-quality relates to products of the premium or super-premium category and the economic ones. The use of the relation price to quality in premium category can be found in the coffee category. The factor that increases the efficiency of transmission in the brand positioning using the image of a celebrity is a person. A celebrity is presented with the name but also with a specific identity and way of being. The transmission of advertising is used for transfer of image, which means that certain values of the name are transferred on the product, service, and brand. This strategy was used on the Polish market of food products from the second half of the 1990s.
An interesting strategy of brand positioning in the food market is positioning due to the use of the product in particular in the context of the search for new ways of its use. Often in such cases, the educational and promotional campaigns are conducted.
What does traditional brand promotion mean nowadays? Why does an ordinary advertising do not work? Consumer today is more conscious and demanding; that is why conventional way of product brand promotion is not enough. Nowadays, marketers try to reach for unconventional marketing tools. To such kind forms of marketing communication include:
Ambient media (advertising, marketing)—alternative and innovative solutions in the public space and generate consumer astonishment by engaging them.
Guerilla marketing—unconventional, most often controversial actions connecting different media based on low cost, prepared specially for a specific client, and are implemented in the short term, often on the edge of the law.
Word-of-mouth marketing—marketing activities aiming to get messages across the consumers via direct “spontaneous” verbal communication; the phenomenon of rumors is being used in this kind of marketing for spreading the information in the specific target group.
Buzz marketing—global madness, euphoria, and hysteria, encompassing informal discussion about the particular product, service, and company as well as giving people a reason to talk about the brand, goods and services, and the possibility of the establishment of this conversation.
Viral marketing—encouraging clients to provide marketing content to others, which causes a geometric increase the number of recipients.
Tryvertising—incorporation of goods or services in the daily lives of consumers in so natural manner that his subsequent purchasing decisions are based not only on advertising messages but also above all on their own experience.
Product placement (blended promotion)—placement in films, theater performances, radio and television programs, and other communication media of a brand, product, or situation that presents a certain pattern of behavior, which is promoted by the sponsor.
Ambush marketing—marketing strategy involving the promotion of private label during major sport events without charging a license fee to the event organizer; for this reason, it is frequently on the edge of the law.
Unconventional measures at the sales point, which include scent marketing, audio marketing, visual merchandising, and unconventional indoor advertising.
Unconventional advertising forms on the Internet—screensavers, desktop marketing, and podcasting.
Mobile marketing—marketing activities conducted with the use of mobile devices that consumers are used to and most often takes the form of mobile message or mms but also a permission communication.
Advertorial—a form of press advertising such as editorial, like a sponsored or promotional article.
Infomercials—are the equivalent of sponsored articles on television, like a paid advertisement [67].
Unconventional and new forms of promotion are different from traditional, primarily in an innovative and unusual character, which increases the chances of drawing attention as well as a greater emotional involvement of the viewer. These tools form a new solution to fastly and more effectively to reach the consumer.
One of the customs and rapidly growing forms of promotion is product placement. This is a relatively new form of promotion, especially on the European market. There are lot of definitions of a given phenomenon. Commonly the term “product placement” began to be used in the early 1980s. First, it was used to the practice of placing products in movies and then in the scientific community [68]. Table 1 shows some of them.
Author (year) | Definition |
---|---|
S.K. Balasubramanian (1994) | Paid information about the brand product in a movie or TV show, the aim of which is the impact on the cinema (television) audience in a planned unobtrusive manner |
S.M. Vollmers (1995) | Paid product placement is a planned incorporation of a branded product or service (brand, logo, packaging, mark, or brand advertising) in entertainment mass communication in exchange for money or bilateral promotional exposure. Unpaid product placement is a planned incorporation of a branded product or service in the entertainment mass communication in order to add realism or to provide the information about the character or situation |
J.A. Karrh (1997) | The inclusion on the principles of payment branded products or brand identifiers, by means of audio and visual programs of the mass media |
A. d’Astous, N. Seguin (1999) | The incorporation of the brand or company in to the movie or TV show for promotional purposes and by different means |
E. Nowińska (2001) | Conscious placement in certain transfers for a fee strictly selected props to induce advertising effect |
A. Czarnecki (2003) | The method of promotion by placing on the commercial basis in the movie, play, or television or any other audiovisual or printed mass media a product or situation that presents a certain pattern of behavior |
Directive of European Parliament and Council 2010/13/EU of 10 March 2010 | Any form of audiovisual commercial communication consisting of the inclusion of or reference to a product, a service, or the trademark thereof so that it is featured within a program, |
In literature, one can find product placement under other conceptions like brand placement, tie-in placement, or plug-in placement. There are several forms of product placement depending on which emphasis is placed:
Generic placement attempts to draw attention of the viewer on the product, ignoring informations about brand and manufacturer.
Utility placement in this case, is the demonstration of the possibility of using the product.
Brand placement includes the demonstration of the product and information about the brand and producer.
Corporate placement—the company name (like a neon sign or advertisement on the street) appears during the transmission.
Organization placement—the promotion object is mentioned by the name of organization or institution [76].
Selected types of these forms have different impacts on the effectiveness of the recipient. The product, which is directly exposed, observes approx. 30% viewers; if the product is used by the actor, observation increases to more than 50%, and if the main character is using the product, visibility increases to 80%. If there is a verbal mention of the product, approx. 60% of recipients will notice it [77].
Product placement as a process combines several elements of promotion like sponsorship, advertising, public relations, and publicity (Figure 4). Frequently, it is difficult to set clear boundaries between the product placement and publicity or sponsorship. According to Choliński, a product placement should be considered as brand or product appeared in the programs according to the predetermined script (such as movies, TV serials, video games, plays, paintings, sculptures, etc.). Live stream advertising is just a sponsorship, and brands appearing in live programs should be treated like publicity but not a product placement [79].
Product placement as a mixed form of promotion.
Although, the product placement is an effective tool of marketing communication, it is not without drawbacks. However, numerous advantages which affect the effectiveness of product placement cause that these negative elements become less visible. Summary of positive and negative aspects of product placement presented below.
The most important advantages are:
An alternative to the traditional forms of advertising—product placement in contrast to television communication does not affect the interruption of the broadcast. The advertising blocks cause viewers annoyance.
Credibility of the message—brands presented in film or TV series introduce an atmosphere of authenticity. The recipient, seeing on the screen the products that they know from the real world, is gaining confidence in the presented content.
Ennoblement of the product—brand in the audiovisual transmission occurs in the company of celebrities who are using them. According to the viewer, they are attractive, so they become an object of desire.
Low cost and high efficiency—the cost of placing the product is much lower than the one the advertiser incurs in the case of television advertising. Often companies have the possibility of placing the brand in exchange for providing props for the film, which is a minimal cost to them.
Unlimited range—product placement in film provides a viability of reaching out to a wider audience, because the film can be seen in any place of the world. It is an attractive offer for companies operating globally, because they have a chance to get to an international customer base.
The ability to promote products prohibited in classic advertising—product placement creates a space where producers can present their goods prohibited by law in the advertising. These include such product as an alcohol and tobacco products. Movies are extremely attractive for manufacturers of such kind of products, because in the classic promotion way, they have fewer opportunities than, for example, food.
Unlimited access—each audiovisual work appears in several mass media; in the case of films, the first is movie theater, then the Internet, DVD, and television. The viewer therefore has unlimited access to the image, and thus located product can be seen many times.
Among the drawbacks of this promotion tool may be mentioned:
Unpredictable number of customers—it is difficult for manufacturers to predict whether the film or any other works will succeed or not. Careful selection of the cast and a good idea for a film script do not guarantee a success. It may happen that using of brand placement will incur costs, but the investment will not return.
Bad placement—the receipt of product placement depends on the scriptwriters who bring a brand to the film. If done ineptly, the manufacturers and sponsors of the video project may expose the negative reviews from the audience. In the era of the Internet, bad opinion spreads very quickly. For example, let us take a car as a product for placement. Let us put the car into scenes where in the first one after a large crash, the car will still look like after small collision in the consumer’s mind; this car brand will look like a product of a high quality. Let us take another scene with the same car crashing but where the car after all will look like a pile of metal; the car brand can be received having low quality and not worth of trust.
Keep ahead of the time—the introduction of product placement takes place on the stage of the scenario in the case of feature films which may even be a few years before filming. At this time, product can change the visual identification and some external characteristics (logo, package, etc.) so the image of this product will be out of date.
Limited opportunity for differentiation of communication—the situation applies to brands operating globally. Sometimes a product comes in different countries under a different name or not present at all, which is some kind of limitation that does not allow to fully exploit the potential of this kind of promotion tool. Ignorance of the placement brand leads to uselessness of product placement as a tool for marketing communication.
Low sales effect—product placement carries out the functions of branding. Therefore, this tool requires a support of other forms of promotion that will make the consumer decide to purchase.
Lack of control over the life of product in the film—once located the product is located in the film forever. It may happen that the product will be withdrawn or start to be positioned in a different way, thus making its presence in the film out of date.
One of the main issues concerning product placement is to investigate its effectiveness. Russell and Belch created a model for assessing the impact of product placement (Figure 5). According to this model, assessing the value of product placement should take into account three variables: characteristics of the placement, characteristics of the context, and characteristics of the recipient. In addition, there are two types of placement: single placement and integrated placement. Types of placement can also be mixed with each other [80].
Model assessing the impact of product placement.
The research carried out so far regarding the product and brand placement showed a positive relationship between placement exposing and memory variables such as reminder and recognition. Significant differences between explicit and concealed placement are also found [81]. In concealed placement, only attributes such as appearance of the product without enhanced integration and convergence of high plot or content are used [82].
The main carriers for product placement are mass media and entertainment such as movies, serials, TV shows, video games, books, or theater [83]. The modern consumer of the entertainment mass media in everyday life rarely focuses all its attention on the content transmitted in the mass media [84]. Some studies suggest that more than 50% of consumers while watching TV also perform other tasks [85]. The source of destruction can be cooking, babysitting, phone call, and multitasking with other mass media such as an electronic book or some smart devices [86].
This powerful marketing tool takes beginnings of filmmaking in the 1890s. The forerunners of product placement were such manufacturers as Admiral Cigarettes, Pabst’s Milwaukee Beer, and Nestle in the early 1900s. Of course, product placement in those days differs the current one but still represents the first steps in the mass film production [87]. A good example of brand placement was a movie “She wanted a Ford” created in 1916. A brand placement is not just a commercial of a product. It is a subtle way to integrate brand with the plot. While movies and TV shows are at the forefront of using placement techniques, the practice gains its popularity in the other media such as radio, music, books, or video games. There can be a lot of factors that stimulate the growth of popularity of brand placement—Internet growth, appearance of new media like video games, or demission of traditional media like newspapers [88]. The process of product and brand placement was participated basically by three groups of interest: client, studios, and agencies [80].
Brand placement is gaining its popularity. On one hand, this tool is less expensive than a 30-s TV spot, and sometimes even more effective and on the other hand provides an access to the wide audience [89]. Nielsen Media Research published a study showing that 58% of viewers recognized a brand when viewing a product placement in combination with commercial, while 47% of viewers recognized a brand exposed only to commercial. Of course, this study does not show an overall view of the impact of brand placement that brand awareness increases with product placement [90]. But the fact that a brand appears every 3 min in primetime television shows and media forecasting data suggests a yearly increase above 10% of the 8 US$ billion spent in global scale on movie and television product brand placement (for 2012–2016) [83, 91]. Research showed that brand placement can be a good alternative to a traditional advertising especially when consumers nowadays try to avoid commercials. But the program image played an important role in the changes in brand image [92]. However, there are some objections to the brand placement because not every brand is suited for placement in all contexts. If the brand does not fit to the story or plot, the placement can actually be detrimental.
Research conducted in 2015 shows that consumer preferences can be created partly under the influence of brand placement in the text. Brands, located in fictional stories, were assessed in summary as more reliable, and the consumer was willing to buy them rather than the brand, which was not listed in the text. Moreover, the test results show not only the fact that the brand located in text is seen as more desirable, but also after a certain time (1 week), the effect of brand placement was still noticeable in consumer behavior, which means that consumers still have in mind placement products [93].
Bookstore shelves are filling up with different novels. They encourage customers not only with colorful and fancy cover but also interesting storyline. Each of the stories has its own main plot, but one common element increasingly appears—product placement. Table 2 shows selected examples of product and brand placement in the text.
Title | Author (year) | Quote contain product/brand placement |
---|---|---|
“99 francs” | Frederic Beigbeder (2000) | “…My name is Octave and I’m dressed from top of my head to foot in Tom Ford. I’m an advertising executive…” |
“American psycho” | Bret Easton Ellis (1991) | “…his Versace tie ready to face whoever. Courtney opens the door and she’s wearing a Krizia cream silk blouse, a Krizia rust tweed skirt and silk-satin d’Orsay pumps from Manolo Blahnik. I shiver and hand her my black wool Giorgio Armani overcoat…” |
“50 Shades of Grey” | E.L. James (2011) | “Fortunately Kate’s lent me her sporty Mercedes CLK. I’m not sure Wanda, my old VW Beetle, would make the journey in time. Oh, the Merc is fun drive, and the miles slip away as I floor the pedal to the metal…” |
“The Oreo Cookie Counting Book” | Catherine Lukas (2000) | “Children will love to count down as ten little OREOs are dunked, nibbled, and stacked one by one…until there are none!.” |
“The Nanny Diaries” | Emma McLaughlin (2003) | “Max pulls an Estee Lauder Brazen Berry lip gloss from her bag and tosses it to Bridget. The gold cap says glamor and sophistication.” |
Selected examples of product and brand placement in text.
Product placement nowadays includes not only as fiction for children and adults but also as school textbooks. In France, children can learn the techniques of brushing teeth with the images of the Colgate materials. The school materials sponsored by Revlon can teach children about “good and bad hair days.” Nike sponsored school kits, which show that the shoes of that company are manufactured responsibly in accordance to environmental protection. On the other hand, KFC co-branded with Hasbro produced educational materials about “how the body works.” The aim of this campaign was to promote KFC’s November new, improved meals to take away, as well as increasing brand awareness with the game “Operations” sponsored by Hasbro [94].
At present, consumer seeing shoes, cars, cell phones, and other products of specific brands in TV shows or serials is not surprised and even is convinced that such kind of advertising has been paid by the corporation that wants to promote its own brand. But product placement in the printed press, especially in books, is relatively new and rare way of promotion. Multiple positioning of the brand in the text can be an effective marketing technique that allows consumers to familiar with the brand placed in text and then become a brand preferred by consumers from other brands’ selected product category. Changing preferences may be aware of the phenomenon carried out by the consumer or the consumer may be unaware that his preferences have been changed and subconsciously can choose brand pieced in text [93].
Comics are one of the best kinds of printed media for product placement. There is a possibility of visual characterization of the brand here. This kind of promotion is characterized by the originality and ability to refer to a particular segment of customers.
Progressiveness of mass media expands its scope for marketing activities not only for television or books but also video games. For example, Americans spend more time playing video games than watching television [95]. This trend is especially noticeable among children, which means that 88% American’s children from 8 to 18 years play video games 13.2 h/week, and spent 10.5 h/week on watching television. This fact became a new challenge for companies in the conduct of marketing campaigns [96]. This kind of placement is relatively new; that is why in literature review, one can find just a few academic researches. Nevertheless, it is an area that researchers are interested in, which may indicate that product placement in video games can be an effective marketing tool for corporations, bringing the expected results especially among the youngest. Video games attract marketers its possibility of product or brand placement in animated interactive imagery in the imaginary scenery. Research conducted in 2010 shows that interactive brand placement has a positive effect on mind awareness, brand image, and behavioral intention, which means that brand placement in virtual game can influence the process of information assimilation. That is why interactive brand placement influences especially children and hence improves sales [97]. Figure 6 shows the main factors encouraging the placement of brands in digital games.
Factors encouraging the placement of brands in digital games.
The increased competition about quality and price forces the company to take planned actions, ensuring their distinction and originality of the offering services. A tool for achieving a competitive advantage is the brand, reflecting on one hand the essence of the business and focusing on associations around the name and logo and on the other hand representing the axis of activities within marketing communications.
Functioning of the business is associated with making appropriate strategic decisions in terms of brand positioning associated with custom tools, such as product and brand placement. This is a consequence of the differentiation of the product offer as a result of the needs of consumers in terms of quantity, requirements, and preferences of consumers.
Product and brand placement refers to both the visible and invisible parts of the brand, referring to the social nature of the consumption of products with a well-known brand. Brand positioning uses the product and brand placement in movies, entertainment programs, and books and other printed materials and video games. The growing popularity of this tool is the result of its efficiency on the one hand and on the other a consequence of the intensification competitive activities and the desire to ensure the proper brand’s market position.
In summary, the product and brand placement will thrive in the described media while introducing new media guarantee reaching to wider group of consumers. That is why, it is so important to understand how the system of product placement works. In the near future, some research actions will be taken which will help to understand the mechanism of brand placement and how it works from the inside. Knowledge is very important not only for researchers but also for marketers and consumers, because on the one hand marketers can use it for successful selling process, and on the other hand, it will be possible for consumers to control the amount and frequency of advertisements.
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Finally, the idea of internationalisation of the profession of Biokinetics to similar exercise therapy professions such as Clinical Exercise Physiology and Athletic Training will be presented.",book:{id:"6343",slug:"sport-and-exercise-science",title:"Sport and Exercise Science",fullTitle:"Sport and Exercise Science"},signatures:"Terry Jeremy Ellapen, Gert Lukas Strydom, Mariette Swanepoel,\nHenriette Hammill and Yvonne Paul",authors:[{id:"127909",title:"Prof.",name:"Gert Lukas",middleName:null,surname:"Strydom",slug:"gert-lukas-strydom",fullName:"Gert Lukas Strydom"},{id:"226652",title:"Dr.",name:"Terry J.",middleName:null,surname:"Ellapen",slug:"terry-j.-ellapen",fullName:"Terry J. 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The results showed a similar increase between the resting HR and HR after 2 minutes of exercise for TT players and XC skiers competing in 3 km race. Changes in HR in XC skiers competing in 50 m and 1 km races between the rest and exercise were noticeably higher indicating their lower fitness. Future studies focused on the relationship of HR variables, and training quality will provide a more detailed knowledge of the cardiorespiratory fitness and ID relationship.",book:{id:"7949",slug:"cardiorespiratory-fitness",title:"Cardiorespiratory Fitness",fullTitle:"Cardiorespiratory Fitness"},signatures:"Vojtěch Grün, Marta Gimunová and Hana Válková",authors:null}],onlineFirstChaptersFilter:{topicId:"1119",limit:6,offset:0},onlineFirstChaptersCollection:[],onlineFirstChaptersTotal:0},preDownload:{success:null,errors:{}},subscriptionForm:{success:null,errors:{}},aboutIntechopen:{},privacyPolicy:{},peerReviewing:{},howOpenAccessPublishingWithIntechopenWorks:{},sponsorshipBooks:{sponsorshipBooks:[],offset:0,limit:8,total:null},allSeries:{pteSeriesList:[{id:"14",title:"Artificial Intelligence",numberOfPublishedBooks:9,numberOfPublishedChapters:87,numberOfOpenTopics:6,numberOfUpcomingTopics:0,issn:"2633-1403",doi:"10.5772/intechopen.79920",isOpenForSubmission:!0},{id:"7",title:"Biomedical Engineering",numberOfPublishedBooks:12,numberOfPublishedChapters:99,numberOfOpenTopics:3,numberOfUpcomingTopics:0,issn:"2631-5343",doi:"10.5772/intechopen.71985",isOpenForSubmission:!0}],lsSeriesList:[{id:"11",title:"Biochemistry",numberOfPublishedBooks:27,numberOfPublishedChapters:288,numberOfOpenTopics:4,numberOfUpcomingTopics:0,issn:"2632-0983",doi:"10.5772/intechopen.72877",isOpenForSubmission:!0},{id:"25",title:"Environmental Sciences",numberOfPublishedBooks:1,numberOfPublishedChapters:9,numberOfOpenTopics:4,numberOfUpcomingTopics:0,issn:"2754-6713",doi:"10.5772/intechopen.100362",isOpenForSubmission:!0},{id:"10",title:"Physiology",numberOfPublishedBooks:11,numberOfPublishedChapters:139,numberOfOpenTopics:4,numberOfUpcomingTopics:0,issn:"2631-8261",doi:"10.5772/intechopen.72796",isOpenForSubmission:!0}],hsSeriesList:[{id:"3",title:"Dentistry",numberOfPublishedBooks:8,numberOfPublishedChapters:129,numberOfOpenTopics:0,numberOfUpcomingTopics:2,issn:"2631-6218",doi:"10.5772/intechopen.71199",isOpenForSubmission:!1},{id:"6",title:"Infectious Diseases",numberOfPublishedBooks:13,numberOfPublishedChapters:107,numberOfOpenTopics:3,numberOfUpcomingTopics:1,issn:"2631-6188",doi:"10.5772/intechopen.71852",isOpenForSubmission:!0},{id:"13",title:"Veterinary Medicine and Science",numberOfPublishedBooks:11,numberOfPublishedChapters:104,numberOfOpenTopics:3,numberOfUpcomingTopics:0,issn:"2632-0517",doi:"10.5772/intechopen.73681",isOpenForSubmission:!0}],sshSeriesList:[{id:"22",title:"Business, Management and Economics",numberOfPublishedBooks:1,numberOfPublishedChapters:12,numberOfOpenTopics:2,numberOfUpcomingTopics:1,issn:"2753-894X",doi:"10.5772/intechopen.100359",isOpenForSubmission:!0},{id:"23",title:"Education and Human Development",numberOfPublishedBooks:0,numberOfPublishedChapters:0,numberOfOpenTopics:2,numberOfUpcomingTopics:0,issn:null,doi:"10.5772/intechopen.100360",isOpenForSubmission:!1},{id:"24",title:"Sustainable Development",numberOfPublishedBooks:0,numberOfPublishedChapters:11,numberOfOpenTopics:4,numberOfUpcomingTopics:1,issn:null,doi:"10.5772/intechopen.100361",isOpenForSubmission:!0}],testimonialsList:[{id:"6",text:"It is great to work with the IntechOpen to produce a worthwhile collection of research that also becomes a great educational resource and guide for future research endeavors.",author:{id:"259298",name:"Edward",surname:"Narayan",institutionString:null,profilePictureURL:"https://mts.intechopen.com/storage/users/259298/images/system/259298.jpeg",slug:"edward-narayan",institution:{id:"3",name:"University of Queensland",country:{id:null,name:"Australia"}}}},{id:"13",text:"The collaboration with and support of the technical staff of IntechOpen is fantastic. 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He is a full professor of signal processing and pattern recognition and is head of the Signals and Communications Department at ULPGC, teaching from 2001 on subjects on signal processing and learning theory. His research lines are biometrics, biomedical signals and images, data mining, classification system, signal and image processing, machine learning, and environmental intelligence. He has researched in 52 international and Spanish research projects, some of them as head researcher. He is co-author of 4 books, co-editor of 27 proceedings books, guest editor for 8 JCR-ISI international journals, and up to 24 book chapters. He has over 450 papers published in international journals and conferences (81 of them indexed on JCR – ISI - Web of Science). He has published seven patents in the Spanish Patent and Trademark Office. He has been a supervisor on 8 Ph.D. theses (11 more are under supervision), and 130 master theses. He is the founder of The IEEE IWOBI conference series and the president of its Steering Committee, as well as the founder of both the InnoEducaTIC and APPIS conference series. He is an evaluator of project proposals for the European Union (H2020), Medical Research Council (MRC, UK), Spanish Government (ANECA, Spain), Research National Agency (ANR, France), DAAD (Germany), Argentinian Government, and the Colombian Institutions. He has been a reviewer in different indexed international journals (<70) and conferences (<250) since 2001. He has been a member of the IASTED Technical Committee on Image Processing from 2007 and a member of the IASTED Technical Committee on Artificial Intelligence and Expert Systems from 2011. \n\nHe has held the general chair position for the following: ACM-APPIS (2020, 2021), IEEE-IWOBI (2019, 2020 and 2020), A PPIS (2018, 2019), IEEE-IWOBI (2014, 2015, 2017, 2018), InnoEducaTIC (2014, 2017), IEEE-INES (2013), NoLISP (2011), JRBP (2012), and IEEE-ICCST (2005)\n\nHe is an associate editor of the Computational Intelligence and Neuroscience Journal (Hindawi – Q2 JCR-ISI). He was vice dean from 2004 to 2010 in the Higher Technical School of Telecommunication Engineers at ULPGC and the vice dean of Graduate and Postgraduate Studies from March 2013 to November 2017. He won the “Catedra Telefonica” Awards in Modality of Knowledge Transfer, 2017, 2018, and 2019 editions, and awards in Modality of COVID Research in 2020.\n\nPublic References:\nResearcher ID http://www.researcherid.com/rid/N-5967-2014\nORCID https://orcid.org/0000-0002-4621-2768 \nScopus Author ID https://www.scopus.com/authid/detail.uri?authorId=6602376272\nScholar Google https://scholar.google.es/citations?user=G1ks9nIAAAAJ&hl=en \nResearchGate https://www.researchgate.net/profile/Carlos_Travieso",institutionString:null,institution:{name:"University of Las Palmas de Gran Canaria",institutionURL:null,country:{name:"Spain"}}},editorTwo:null,editorThree:null},{id:"23",title:"Computational Neuroscience",coverUrl:"https://cdn.intechopen.com/series_topics/covers/23.jpg",isOpenForSubmission:!0,editor:{id:"14004",title:"Dr.",name:"Magnus",middleName:null,surname:"Johnsson",slug:"magnus-johnsson",fullName:"Magnus Johnsson",profilePictureURL:"https://mts.intechopen.com/storage/users/14004/images/system/14004.png",biography:"Dr Magnus Johnsson is a cross-disciplinary scientist, lecturer, scientific editor and AI/machine learning consultant from Sweden. \n\nHe is currently at Malmö University in Sweden, but also held positions at Lund University in Sweden and at Moscow Engineering Physics Institute. \nHe holds editorial positions at several international scientific journals and has served as a scientific editor for books and special journal issues. \nHis research interests are wide and include, but are not limited to, autonomous systems, computer modeling, artificial neural networks, artificial intelligence, cognitive neuroscience, cognitive robotics, cognitive architectures, cognitive aids and the philosophy of mind. \n\nDr. Johnsson has experience from working in the industry and he has a keen interest in the application of neural networks and artificial intelligence to fields like industry, finance, and medicine. \n\nWeb page: www.magnusjohnsson.se",institutionString:null,institution:{name:"Malmö University",institutionURL:null,country:{name:"Sweden"}}},editorTwo:null,editorThree:null},{id:"24",title:"Computer Vision",coverUrl:"https://cdn.intechopen.com/series_topics/covers/24.jpg",isOpenForSubmission:!0,editor:{id:"294154",title:"Prof.",name:"George",middleName:null,surname:"Papakostas",slug:"george-papakostas",fullName:"George Papakostas",profilePictureURL:"https://s3.us-east-1.amazonaws.com/intech-files/0030O00002hYaGbQAK/Profile_Picture_1624519712088",biography:"George A. Papakostas has received a diploma in Electrical and Computer Engineering in 1999 and the M.Sc. and Ph.D. degrees in Electrical and Computer Engineering in 2002 and 2007, respectively, from the Democritus University of Thrace (DUTH), Greece. Dr. Papakostas serves as a Tenured Full Professor at the Department of Computer Science, International Hellenic University, Greece. Dr. Papakostas has 10 years of experience in large-scale systems design as a senior software engineer and technical manager, and 20 years of research experience in the field of Artificial Intelligence. Currently, he is the Head of the “Visual Computing” division of HUman-MAchines INteraction Laboratory (HUMAIN-Lab) and the Director of the MPhil program “Advanced Technologies in Informatics and Computers” hosted by the Department of Computer Science, International Hellenic University. He has (co)authored more than 150 publications in indexed journals, international conferences and book chapters, 1 book (in Greek), 3 edited books, and 5 journal special issues. His publications have more than 2100 citations with h-index 27 (GoogleScholar). His research interests include computer/machine vision, machine learning, pattern recognition, computational intelligence. \nDr. Papakostas served as a reviewer in numerous journals, as a program\ncommittee member in international conferences and he is a member of the IAENG, MIR Labs, EUCogIII, INSTICC and the Technical Chamber of Greece (TEE).",institutionString:null,institution:{name:"International Hellenic University",institutionURL:null,country:{name:"Greece"}}},editorTwo:null,editorThree:null},{id:"25",title:"Evolutionary Computation",coverUrl:"https://cdn.intechopen.com/series_topics/covers/25.jpg",isOpenForSubmission:!0,editor:{id:"136112",title:"Dr.",name:"Sebastian",middleName:null,surname:"Ventura Soto",slug:"sebastian-ventura-soto",fullName:"Sebastian Ventura Soto",profilePictureURL:"https://mts.intechopen.com/storage/users/136112/images/system/136112.png",biography:"Sebastian Ventura is a Spanish researcher, a full professor with the Department of Computer Science and Numerical Analysis, University of Córdoba. Dr Ventura also holds the positions of Affiliated Professor at Virginia Commonwealth University (Richmond, USA) and Distinguished Adjunct Professor at King Abdulaziz University (Jeddah, Saudi Arabia). Additionally, he is deputy director of the Andalusian Research Institute in Data Science and Computational Intelligence (DaSCI) and heads the Knowledge Discovery and Intelligent Systems Research Laboratory. He has published more than ten books and over 300 articles in journals and scientific conferences. Currently, his work has received over 18,000 citations according to Google Scholar, including more than 2200 citations in 2020. In the last five years, he has published more than 60 papers in international journals indexed in the JCR (around 70% of them belonging to first quartile journals) and he has edited some Springer books “Supervised Descriptive Pattern Mining” (2018), “Multiple Instance Learning - Foundations and Algorithms” (2016), and “Pattern Mining with Evolutionary Algorithms” (2016). He has also been involved in more than 20 research projects supported by the Spanish and Andalusian governments and the European Union. He currently belongs to the editorial board of PeerJ Computer Science, Information Fusion and Engineering Applications of Artificial Intelligence journals, being also associate editor of Applied Computational Intelligence and Soft Computing and IEEE Transactions on Cybernetics. Finally, he is editor-in-chief of Progress in Artificial Intelligence. He is a Senior Member of the IEEE Computer, the IEEE Computational Intelligence, and the IEEE Systems, Man, and Cybernetics Societies, and the Association of Computing Machinery (ACM). Finally, his main research interests include data science, computational intelligence, and their applications.",institutionString:null,institution:{name:"University of Córdoba",institutionURL:null,country:{name:"Spain"}}},editorTwo:null,editorThree:null},{id:"26",title:"Machine Learning and Data Mining",coverUrl:"https://cdn.intechopen.com/series_topics/covers/26.jpg",isOpenForSubmission:!0,editor:{id:"24555",title:"Dr.",name:"Marco Antonio",middleName:null,surname:"Aceves Fernandez",slug:"marco-antonio-aceves-fernandez",fullName:"Marco Antonio Aceves Fernandez",profilePictureURL:"https://mts.intechopen.com/storage/users/24555/images/system/24555.jpg",biography:"Dr. Marco Antonio Aceves Fernandez obtained his B.Sc. (Eng.) in Telematics from the Universidad de Colima, Mexico. He obtained both his M.Sc. and Ph.D. from the University of Liverpool, England, in the field of Intelligent Systems. He is a full professor at the Universidad Autonoma de Queretaro, Mexico, and a member of the National System of Researchers (SNI) since 2009. Dr. Aceves Fernandez has published more than 80 research papers as well as a number of book chapters and congress papers. He has contributed in more than 20 funded research projects, both academic and industrial, in the area of artificial intelligence, ranging from environmental, biomedical, automotive, aviation, consumer, and robotics to other applications. He is also a honorary president at the National Association of Embedded Systems (AMESE), a senior member of the IEEE, and a board member of many institutions. 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Dr. Aydin is currently a Fellow of Higher Education Academy, UK, a member of EPSRC College, a senior member of IEEE and a senior member of ACM. In addition to being a member of advisory committees of many international conferences, he is an Editorial Board Member of various peer-reviewed international journals. 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He is currently a principal researcher in data analytics and optimisation at TECNALIA (Spain), a visiting fellow at the Basque Center for Applied Mathematics (BCAM) and a part-time lecturer at the University of the Basque Country (UPV/EHU). His research interests gravitate on the use of descriptive, prescriptive and predictive algorithms for data mining and optimization in a diverse range of application fields such as Energy, Transport, Telecommunications, Health and Industry, among others. In these fields he has published more than 240 articles, co-supervised 8 Ph.D. theses, edited 6 books, coauthored 7 patents and participated/led more than 40 research projects. 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He is currently a full professor in\nthe Department of Automation and Applied Informatics at the\nsame university. Dr. Voloşencu is the author of ten books, seven\nbook chapters, and more than 160 papers published in journals\nand conference proceedings. He has also edited twelve books and\nhas twenty-seven patents to his name. He is a manager of research grants, editor in\nchief and member of international journal editorial boards, a former plenary speaker, a member of scientific committees, and chair at international conferences. His\nresearch is in the fields of control systems, control of electric drives, fuzzy control\nsystems, neural network applications, fault detection and diagnosis, sensor network\napplications, monitoring of distributed parameter systems, and power ultrasound\napplications. He has developed automation equipment for machine tools, spooling\nmachines, high-power ultrasound processes, and more.",institutionString:"Polytechnic University of Timişoara",institution:{name:"Polytechnic University of Timişoara",institutionURL:null,country:{name:"Romania"}}}]},{type:"book",id:"9963",title:"Advances and Applications in Deep Learning",subtitle:null,coverURL:"https://cdn.intechopen.com/books/images_new/9963.jpg",slug:"advances-and-applications-in-deep-learning",publishedDate:"December 9th 2020",editedByType:"Edited by",bookSignature:"Marco Antonio Aceves-Fernandez",hash:"0d51ba46f22e55cb89140f60d86a071e",volumeInSeries:4,fullTitle:"Advances and Applications in Deep Learning",editors:[{id:"24555",title:"Dr.",name:"Marco Antonio",middleName:null,surname:"Aceves Fernandez",slug:"marco-antonio-aceves-fernandez",fullName:"Marco Antonio Aceves Fernandez",profilePictureURL:"https://mts.intechopen.com/storage/users/24555/images/system/24555.jpg",biography:"Dr. Marco Antonio Aceves Fernandez obtained his B.Sc. 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His research interest focuses on computational chemistry and molecular modeling of diverse systems of pharmacological, food, and alternative energy interests by resorting to DFT and Conceptual DFT. He has authored a coauthored more than 255 peer-reviewed papers, 32 book chapters, and 2 edited books. He has delivered speeches at many international and domestic conferences. He serves as a reviewer for more than eighty international journals, books, and research proposals as well as an editor for special issues of renowned scientific journals.",institutionString:"Centro de Investigación en Materiales Avanzados",institution:{name:"Centro de Investigación en Materiales Avanzados",country:{name:"Mexico"}}},{id:"76477",title:"Prof.",name:"Mirza",middleName:null,surname:"Hasanuzzaman",slug:"mirza-hasanuzzaman",fullName:"Mirza Hasanuzzaman",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/76477/images/system/76477.png",biography:"Dr. Mirza Hasanuzzaman is a Professor of Agronomy at Sher-e-Bangla Agricultural University, Bangladesh. He received his Ph.D. in Plant Stress Physiology and Antioxidant Metabolism from Ehime University, Japan, with a scholarship from the Japanese Government (MEXT). Later, he completed his postdoctoral research at the Center of Molecular Biosciences, University of the Ryukyus, Japan, as a recipient of the Japan Society for the Promotion of Science (JSPS) postdoctoral fellowship. He was also the recipient of the Australian Government Endeavour Research Fellowship for postdoctoral research as an adjunct senior researcher at the University of Tasmania, Australia. Dr. Hasanuzzaman’s current work is focused on the physiological and molecular mechanisms of environmental stress tolerance. Dr. Hasanuzzaman has published more than 150 articles in peer-reviewed journals. He has edited ten books and written more than forty book chapters on important aspects of plant physiology, plant stress tolerance, and crop production. According to Scopus, Dr. Hasanuzzaman’s publications have received more than 10,500 citations with an h-index of 53. He has been named a Highly Cited Researcher by Clarivate. He is an editor and reviewer for more than fifty peer-reviewed international journals and was a recipient of the “Publons Peer Review Award” in 2017, 2018, and 2019. He has been honored by different authorities for his outstanding performance in various fields like research and education, and he has received the World Academy of Science Young Scientist Award (2014) and the University Grants Commission (UGC) Award 2018. He is a fellow of the Bangladesh Academy of Sciences (BAS) and the Royal Society of Biology.",institutionString:"Sher-e-Bangla Agricultural University",institution:{name:"Sher-e-Bangla Agricultural University",country:{name:"Bangladesh"}}},{id:"187859",title:"Prof.",name:"Kusal",middleName:"K.",surname:"Das",slug:"kusal-das",fullName:"Kusal Das",position:null,profilePictureURL:"https://s3.us-east-1.amazonaws.com/intech-files/0030O00002bSBDeQAO/Profile_Picture_1623411145568",biography:"Kusal K. Das is a Distinguished Chair Professor of Physiology, Shri B. M. Patil Medical College and Director, Centre for Advanced Medical Research (CAMR), BLDE (Deemed to be University), Vijayapur, Karnataka, India. Dr. Das did his M.S. and Ph.D. in Human Physiology from the University of Calcutta, Kolkata. His area of research is focused on understanding of molecular mechanisms of heavy metal activated low oxygen sensing pathways in vascular pathophysiology. He has invented a new method of estimation of serum vitamin E. His expertise in critical experimental protocols on vascular functions in experimental animals was well documented by his quality of publications. He was a Visiting Professor of Medicine at University of Leeds, United Kingdom (2014-2016) and Tulane University, New Orleans, USA (2017). For his immense contribution in medical research Ministry of Science and Technology, Government of India conferred him 'G.P. Chatterjee Memorial Research Prize-2019” and he is also the recipient of 'Dr.Raja Ramanna State Scientist Award 2015” by Government of Karnataka. He is a Fellow of the Royal Society of Biology (FRSB), London and Honorary Fellow of Karnataka Science and Technology Academy, Department of Science and Technology, Government of Karnataka.",institutionString:"BLDE (Deemed to be University), India",institution:null},{id:"243660",title:"Dr.",name:"Mallanagouda Shivanagouda",middleName:null,surname:"Biradar",slug:"mallanagouda-shivanagouda-biradar",fullName:"Mallanagouda Shivanagouda Biradar",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/243660/images/system/243660.jpeg",biography:"M. S. Biradar is Vice Chancellor and Professor of Medicine of\nBLDE (Deemed to be University), Vijayapura, Karnataka, India.\nHe obtained his MD with a gold medal in General Medicine and\nhas devoted himself to medical teaching, research, and administrations. He has also immensely contributed to medical research\non vascular medicine, which is reflected by his numerous publications including books and book chapters. Professor Biradar was\nalso Visiting Professor at Tulane University School of Medicine, New Orleans, USA.",institutionString:"BLDE (Deemed to be University)",institution:{name:"BLDE University",country:{name:"India"}}},{id:"289796",title:"Dr.",name:"Swastika",middleName:null,surname:"Das",slug:"swastika-das",fullName:"Swastika Das",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/289796/images/system/289796.jpeg",biography:"Swastika N. Das is Professor of Chemistry at the V. P. Dr. P. G.\nHalakatti College of Engineering and Technology, BLDE (Deemed\nto be University), Vijayapura, Karnataka, India. She obtained an\nMSc, MPhil, and PhD in Chemistry from Sambalpur University,\nOdisha, India. Her areas of research interest are medicinal chemistry, chemical kinetics, and free radical chemistry. She is a member\nof the investigators who invented a new modified method of estimation of serum vitamin E. She has authored numerous publications including book\nchapters and is a mentor of doctoral curriculum at her university.",institutionString:"BLDEA’s V.P.Dr.P.G.Halakatti College of Engineering & Technology",institution:{name:"BLDE University",country:{name:"India"}}},{id:"248459",title:"Dr.",name:"Akikazu",middleName:null,surname:"Takada",slug:"akikazu-takada",fullName:"Akikazu Takada",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/248459/images/system/248459.png",biography:"Akikazu Takada was born in Japan, 1935. After graduation from\nKeio University School of Medicine and finishing his post-graduate studies, he worked at Roswell Park Memorial Institute NY,\nUSA. He then took a professorship at Hamamatsu University\nSchool of Medicine. In thrombosis studies, he found the SK\npotentiator that enhances plasminogen activation by streptokinase. He is very much interested in simultaneous measurements\nof fatty acids, amino acids, and tryptophan degradation products. By using fatty\nacid analyses, he indicated that plasma levels of trans-fatty acids of old men were\nfar higher in the US than Japanese men. . He also showed that eicosapentaenoic acid\n(EPA) and docosahexaenoic acid (DHA) levels are higher, and arachidonic acid\nlevels are lower in Japanese than US people. By using simultaneous LC/MS analyses\nof plasma levels of tryptophan metabolites, he recently found that plasma levels of\nserotonin, kynurenine, or 5-HIAA were higher in patients of mono- and bipolar\ndepression, which are significantly different from observations reported before. In\nview of recent reports that plasma tryptophan metabolites are mainly produced by\nmicrobiota. He is now working on the relationships between microbiota and depression or autism.",institutionString:"Hamamatsu University School of Medicine",institution:{name:"Hamamatsu University School of Medicine",country:{name:"Japan"}}},{id:"137240",title:"Prof.",name:"Mohammed",middleName:null,surname:"Khalid",slug:"mohammed-khalid",fullName:"Mohammed Khalid",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/137240/images/system/137240.png",biography:"Mohammed Khalid received his B.S. degree in chemistry in 2000 and Ph.D. degree in physical chemistry in 2007 from the University of Khartoum, Sudan. He moved to School of Chemistry, Faculty of Science, University of Sydney, Australia in 2009 and joined Dr. Ron Clarke as a postdoctoral fellow where he worked on the interaction of ATP with the phosphoenzyme of the Na+/K+-ATPase and dual mechanisms of allosteric acceleration of the Na+/K+-ATPase by ATP; then he went back to Department of Chemistry, University of Khartoum as an assistant professor, and in 2014 he was promoted as an associate professor. In 2011, he joined the staff of Department of Chemistry at Taif University, Saudi Arabia, where he is currently an assistant professor. His research interests include the following: P-Type ATPase enzyme kinetics and mechanisms, kinetics and mechanisms of redox reactions, autocatalytic reactions, computational enzyme kinetics, allosteric acceleration of P-type ATPases by ATP, exploring of allosteric sites of ATPases, and interaction of ATP with ATPases located in cell membranes.",institutionString:"Taif University",institution:{name:"Taif University",country:{name:"Saudi Arabia"}}},{id:"63810",title:"Prof.",name:"Jorge",middleName:null,surname:"Morales-Montor",slug:"jorge-morales-montor",fullName:"Jorge Morales-Montor",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/63810/images/system/63810.png",biography:"Dr. Jorge Morales-Montor was recognized with the Lola and Igo Flisser PUIS Award for best graduate thesis at the national level in the field of parasitology. He received a fellowship from the Fogarty Foundation to perform postdoctoral research stay at the University of Georgia. He has 153 journal articles to his credit. He has also edited several books and published more than fifty-five book chapters. He is a member of the Mexican Academy of Sciences, Latin American Academy of Sciences, and the National Academy of Medicine. He has received more than thirty-five awards and has supervised numerous bachelor’s, master’s, and Ph.D. students. Dr. Morales-Montor is the past president of the Mexican Society of Parasitology.",institutionString:"National Autonomous University of Mexico",institution:{name:"National Autonomous University of Mexico",country:{name:"Mexico"}}},{id:"217215",title:"Dr.",name:"Palash",middleName:null,surname:"Mandal",slug:"palash-mandal",fullName:"Palash Mandal",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/217215/images/system/217215.jpeg",biography:null,institutionString:"Charusat University",institution:null},{id:"49739",title:"Dr.",name:"Leszek",middleName:null,surname:"Szablewski",slug:"leszek-szablewski",fullName:"Leszek Szablewski",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/49739/images/system/49739.jpg",biography:"Leszek Szablewski is a professor of medical sciences. He received his M.S. in the Faculty of Biology from the University of Warsaw and his PhD degree from the Institute of Experimental Biology Polish Academy of Sciences. He habilitated in the Medical University of Warsaw, and he obtained his degree of Professor from the President of Poland. Professor Szablewski is the Head of Chair and Department of General Biology and Parasitology, Medical University of Warsaw. Professor Szablewski has published over 80 peer-reviewed papers in journals such as Journal of Alzheimer’s Disease, Biochim. Biophys. Acta Reviews of Cancer, Biol. Chem., J. Biomed. Sci., and Diabetes/Metabol. Res. Rev, Endocrine. He is the author of two books and four book chapters. He has edited four books, written 15 scripts for students, is the ad hoc reviewer of over 30 peer-reviewed journals, and editorial member of peer-reviewed journals. Prof. Szablewski’s research focuses on cell physiology, genetics, and pathophysiology. He works on the damage caused by lack of glucose homeostasis and changes in the expression and/or function of glucose transporters due to various diseases. He has given lectures, seminars, and exercises for students at the Medical University.",institutionString:"Medical University of Warsaw",institution:{name:"Medical University of Warsaw",country:{name:"Poland"}}},{id:"173123",title:"Dr.",name:"Maitham",middleName:null,surname:"Khajah",slug:"maitham-khajah",fullName:"Maitham Khajah",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/173123/images/system/173123.jpeg",biography:"Dr. Maitham A. Khajah received his degree in Pharmacy from Faculty of Pharmacy, Kuwait University, in 2003 and obtained his PhD degree in December 2009 from the University of Calgary, Canada (Gastrointestinal Science and Immunology). Since January 2010 he has been assistant professor in Kuwait University, Faculty of Pharmacy, Department of Pharmacology and Therapeutics. His research interest are molecular targets for the treatment of inflammatory bowel disease (IBD) and the mechanisms responsible for immune cell chemotaxis. He cosupervised many students for the MSc Molecular Biology Program, College of Graduate Studies, Kuwait University. Ever since joining Kuwait University in 2010, he got various grants as PI and Co-I. He was awarded the Best Young Researcher Award by Kuwait University, Research Sector, for the Year 2013–2014. He was a member in the organizing committee for three conferences organized by Kuwait University, Faculty of Pharmacy, as cochair and a member in the scientific committee (the 3rd, 4th, and 5th Kuwait International Pharmacy Conference).",institutionString:"Kuwait University",institution:{name:"Kuwait University",country:{name:"Kuwait"}}},{id:"195136",title:"Dr.",name:"Aya",middleName:null,surname:"Adel",slug:"aya-adel",fullName:"Aya Adel",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/195136/images/system/195136.jpg",biography:"Dr. Adel works as an Assistant Lecturer in the unit of Phoniatrics, Department of Otolaryngology, Ain Shams University in Cairo, Egypt. Dr. Adel is especially interested in joint attention and its impairment in autism spectrum disorder",institutionString:"Ain Shams University",institution:{name:"Ain Shams University",country:{name:"Egypt"}}},{id:"94911",title:"Dr.",name:"Boulenouar",middleName:null,surname:"Mesraoua",slug:"boulenouar-mesraoua",fullName:"Boulenouar Mesraoua",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/94911/images/system/94911.png",biography:"Dr Boulenouar Mesraoua is the Associate Professor of Clinical Neurology at Weill Cornell Medical College-Qatar and a Consultant Neurologist at Hamad Medical Corporation at the Neuroscience Department; He graduated as a Medical Doctor from the University of Oran, Algeria; he then moved to Belgium, the City of Liege, for a Residency in Internal Medicine and Neurology at Liege University; after getting the Belgian Board of Neurology (with high marks), he went to the National Hospital for Nervous Diseases, Queen Square, London, United Kingdom for a fellowship in Clinical Neurophysiology, under Pr Willison ; Dr Mesraoua had also further training in Epilepsy and Continuous EEG Monitoring for two years (from 2001-2003) in the Neurophysiology department of Zurich University, Switzerland, under late Pr Hans Gregor Wieser ,an internationally known epileptologist expert. \n\nDr B. Mesraoua is the Director of the Neurology Fellowship Program at the Neurology Section and an active member of the newly created Comprehensive Epilepsy Program at Hamad General Hospital, Doha, Qatar; he is also Assistant Director of the Residency Program at the Qatar Medical School. \nDr B. Mesraoua's main interests are Epilepsy, Multiple Sclerosis, and Clinical Neurology; He is the Chairman and the Organizer of the well known Qatar Epilepsy Symposium, he is running yearly for the past 14 years and which is considered a landmark in the Gulf region; He has also started last year , together with other epileptologists from Qatar, the region and elsewhere, a yearly International Epilepsy School Course, which was attended by many neurologists from the Area.\n\nInternationally, Dr Mesraoua is an active and elected member of the Commission on Eastern Mediterranean Region (EMR ) , a regional branch of the International League Against Epilepsy (ILAE), where he represents the Middle East and North Africa(MENA ) and where he holds the position of chief of the Epilepsy Epidemiology Section; Dr Mesraoua is a member of the American Academy of Neurology, the Europeen Academy of Neurology and the American Epilepsy Society.\n\nDr Mesraoua's main objectives are to encourage frequent gathering of the epileptologists/neurologists from the MENA region and the rest of the world, promote Epilepsy Teaching in the MENA Region, and encourage multicenter studies involving neurologists and epileptologists in the MENA region, particularly epilepsy epidemiological studies. \n\nDr. Mesraoua is the recipient of two research Grants, as the Lead Principal Investigator (750.000 USD and 250.000 USD) from the Qatar National Research Fund (QNRF) and the Hamad Hospital Internal Research Grant (IRGC), on the following topics : “Continuous EEG Monitoring in the ICU “ and on “Alpha-lactoalbumin , proof of concept in the treatment of epilepsy” .Dr Mesraoua is a reviewer for the journal \"seizures\" (Europeen Epilepsy Journal ) as well as dove journals ; Dr Mesraoua is the author and co-author of many peer reviewed publications and four book chapters in the field of Epilepsy and Clinical Neurology",institutionString:"Weill Cornell Medical College in Qatar",institution:{name:"Weill Cornell Medical College in Qatar",country:{name:"Qatar"}}},{id:"282429",title:"Prof.",name:"Covanis",middleName:null,surname:"Athanasios",slug:"covanis-athanasios",fullName:"Covanis Athanasios",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/282429/images/system/282429.jpg",biography:null,institutionString:"Neurology-Neurophysiology Department of the Children Hospital Agia Sophia",institution:null},{id:"190980",title:"Prof.",name:"Marwa",middleName:null,surname:"Mahmoud Saleh",slug:"marwa-mahmoud-saleh",fullName:"Marwa Mahmoud Saleh",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/190980/images/system/190980.jpg",biography:"Professor Marwa Mahmoud Saleh is a doctor of medicine and currently works in the unit of Phoniatrics, Department of Otolaryngology, Ain Shams University in Cairo, Egypt. She got her doctoral degree in 1991 and her doctoral thesis was accomplished in the University of Iowa, United States. Her publications covered a multitude of topics as videokymography, cochlear implants, stuttering, and dysphagia. She has lectured Egyptian phonology for many years. Her recent research interest is joint attention in autism.",institutionString:"Ain Shams University",institution:{name:"Ain Shams University",country:{name:"Egypt"}}},{id:"259190",title:"Dr.",name:"Syed Ali Raza",middleName:null,surname:"Naqvi",slug:"syed-ali-raza-naqvi",fullName:"Syed Ali Raza Naqvi",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/259190/images/system/259190.png",biography:"Dr. Naqvi is a radioanalytical chemist and is working as an associate professor of analytical chemistry in the Department of Chemistry, Government College University, Faisalabad, Pakistan. Advance separation techniques, nuclear analytical techniques and radiopharmaceutical analysis are the main courses that he is teaching to graduate and post-graduate students. In the research area, he is focusing on the development of organic- and biomolecule-based radiopharmaceuticals for diagnosis and therapy of infectious and cancerous diseases. Under the supervision of Dr. Naqvi, three students have completed their Ph.D. degrees and 41 students have completed their MS degrees. He has completed three research projects and is currently working on 2 projects entitled “Radiolabeling of fluoroquinolone derivatives for the diagnosis of deep-seated bacterial infections” and “Radiolabeled minigastrin peptides for diagnosis and therapy of NETs”. He has published about 100 research articles in international reputed journals and 7 book chapters. Pakistan Institute of Nuclear Science & Technology (PINSTECH) Islamabad, Punjab Institute of Nuclear Medicine (PINM), Faisalabad and Institute of Nuclear Medicine and Radiology (INOR) Abbottabad are the main collaborating institutes.",institutionString:"Government College University",institution:{name:"Government College University, Faisalabad",country:{name:"Pakistan"}}},{id:"58390",title:"Dr.",name:"Gyula",middleName:null,surname:"Mozsik",slug:"gyula-mozsik",fullName:"Gyula Mozsik",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/58390/images/system/58390.png",biography:"Gyula Mózsik MD, Ph.D., ScD (med), is an emeritus professor of Medicine at the First Department of Medicine, Univesity of Pécs, Hungary. He was head of this department from 1993 to 2003. His specializations are medicine, gastroenterology, clinical pharmacology, clinical nutrition, and dietetics. His research fields are biochemical pharmacological examinations in the human gastrointestinal (GI) mucosa, mechanisms of retinoids, drugs, capsaicin-sensitive afferent nerves, and innovative pharmacological, pharmaceutical, and nutritional (dietary) research in humans. He has published about 360 peer-reviewed papers, 197 book chapters, 692 abstracts, 19 monographs, and has edited 37 books. He has given about 1120 regular and review lectures. He has organized thirty-eight national and international congresses and symposia. He is the founder of the International Conference on Ulcer Research (ICUR); International Union of Pharmacology, Gastrointestinal Section (IUPHAR-GI); Brain-Gut Society symposiums, and gastrointestinal cytoprotective symposiums. He received the Andre Robert Award from IUPHAR-GI in 2014. Fifteen of his students have been appointed as full professors in Egypt, Cuba, and Hungary.",institutionString:"University of Pécs",institution:{name:"University of Pecs",country:{name:"Hungary"}}},{id:"277367",title:"M.Sc.",name:"Daniel",middleName:"Martin",surname:"Márquez López",slug:"daniel-marquez-lopez",fullName:"Daniel Márquez López",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/277367/images/7909_n.jpg",biography:"Msc Daniel Martin Márquez López has a bachelor degree in Industrial Chemical Engineering, a Master of science degree in the same área and he is a PhD candidate for the Instituto Politécnico Nacional. His Works are realted to the Green chemistry field, biolubricants, biodiesel, transesterification reactions for biodiesel production and the manipulation of oils for therapeutic purposes.",institutionString:null,institution:{name:"Instituto Politécnico Nacional",country:{name:"Mexico"}}},{id:"196544",title:"Prof.",name:"Angel",middleName:null,surname:"Catala",slug:"angel-catala",fullName:"Angel Catala",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/196544/images/system/196544.jpg",biography:"Angel Catalá studied chemistry at Universidad Nacional de La Plata, Argentina, where he received a Ph.D. in Chemistry (Biological Branch) in 1965. From 1964 to 1974, he worked as an Assistant in Biochemistry at the School of Medicine at the same university. From 1974 to 1976, he was a fellow of the National Institutes of Health (NIH) at the University of Connecticut, Health Center, USA. From 1985 to 2004, he served as a Full Professor of Biochemistry at the Universidad Nacional de La Plata. He is a member of the National Research Council (CONICET), Argentina, and the Argentine Society for Biochemistry and Molecular Biology (SAIB). His laboratory has been interested for many years in the lipid peroxidation of biological membranes from various tissues and different species. Dr. Catalá has directed twelve doctoral theses, published more than 100 papers in peer-reviewed journals, several chapters in books, and edited twelve books. He received awards at the 40th International Conference Biochemistry of Lipids 1999 in Dijon, France. He is the winner of the Bimbo Pan-American Nutrition, Food Science and Technology Award 2006 and 2012, South America, Human Nutrition, Professional Category. In 2006, he won the Bernardo Houssay award in pharmacology, in recognition of his meritorious works of research. Dr. Catalá belongs to the editorial board of several journals including Journal of Lipids; International Review of Biophysical Chemistry; Frontiers in Membrane Physiology and Biophysics; World Journal of Experimental Medicine and Biochemistry Research International; World Journal of Biological Chemistry, Diabetes, and the Pancreas; International Journal of Chronic Diseases & Therapy; and International Journal of Nutrition. He is the co-editor of The Open Biology Journal and associate editor for Oxidative Medicine and Cellular Longevity.",institutionString:"Universidad Nacional de La Plata",institution:{name:"National University of La Plata",country:{name:"Argentina"}}},{id:"186585",title:"Dr.",name:"Francisco Javier",middleName:null,surname:"Martin-Romero",slug:"francisco-javier-martin-romero",fullName:"Francisco Javier Martin-Romero",position:null,profilePictureURL:"https://s3.us-east-1.amazonaws.com/intech-files/0030O00002bSB3HQAW/Profile_Picture_1631258137641",biography:"Francisco Javier Martín-Romero (Javier) is a Professor of Biochemistry and Molecular Biology at the University of Extremadura, Spain. He is also a group leader at the Biomarkers Institute of Molecular Pathology. Javier received his Ph.D. in 1998 in Biochemistry and Biophysics. At the National Cancer Institute (National Institute of Health, Bethesda, MD) he worked as a research associate on the molecular biology of selenium and its role in health and disease. After postdoctoral collaborations with Carlos Gutierrez-Merino (University of Extremadura, Spain) and Dario Alessi (University of Dundee, UK), he established his own laboratory in 2008. The interest of Javier's lab is the study of cell signaling with a special focus on Ca2+ signaling, and how Ca2+ transport modulates the cytoskeleton, migration, differentiation, cell death, etc. He is especially interested in the study of Ca2+ channels, and the role of STIM1 in the initiation of pathological events.",institutionString:null,institution:{name:"University of Extremadura",country:{name:"Spain"}}},{id:"217323",title:"Prof.",name:"Guang-Jer",middleName:null,surname:"Wu",slug:"guang-jer-wu",fullName:"Guang-Jer Wu",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/217323/images/8027_n.jpg",biography:null,institutionString:null,institution:null},{id:"148546",title:"Dr.",name:"Norma Francenia",middleName:null,surname:"Santos-Sánchez",slug:"norma-francenia-santos-sanchez",fullName:"Norma Francenia Santos-Sánchez",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/148546/images/4640_n.jpg",biography:null,institutionString:null,institution:null},{id:"272889",title:"Dr.",name:"Narendra",middleName:null,surname:"Maddu",slug:"narendra-maddu",fullName:"Narendra Maddu",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/272889/images/10758_n.jpg",biography:null,institutionString:null,institution:null},{id:"242491",title:"Prof.",name:"Angelica",middleName:null,surname:"Rueda",slug:"angelica-rueda",fullName:"Angelica Rueda",position:"Investigador Cinvestav 3B",profilePictureURL:"https://mts.intechopen.com/storage/users/242491/images/6765_n.jpg",biography:null,institutionString:null,institution:null},{id:"88631",title:"Dr.",name:"Ivan",middleName:null,surname:"Petyaev",slug:"ivan-petyaev",fullName:"Ivan Petyaev",position:null,profilePictureURL:"//cdnintech.com/web/frontend/www/assets/author.svg",biography:null,institutionString:null,institution:{name:"Lycotec (United Kingdom)",country:{name:"United Kingdom"}}},{id:"423869",title:"Ms.",name:"Smita",middleName:null,surname:"Rai",slug:"smita-rai",fullName:"Smita Rai",position:null,profilePictureURL:"//cdnintech.com/web/frontend/www/assets/author.svg",biography:null,institutionString:null,institution:{name:"Integral University",country:{name:"India"}}},{id:"424024",title:"Prof.",name:"Swati",middleName:null,surname:"Sharma",slug:"swati-sharma",fullName:"Swati Sharma",position:null,profilePictureURL:"//cdnintech.com/web/frontend/www/assets/author.svg",biography:null,institutionString:null,institution:{name:"Integral University",country:{name:"India"}}},{id:"439112",title:"MSc.",name:"Touseef",middleName:null,surname:"Fatima",slug:"touseef-fatima",fullName:"Touseef Fatima",position:null,profilePictureURL:"//cdnintech.com/web/frontend/www/assets/author.svg",biography:null,institutionString:null,institution:{name:"Integral University",country:{name:"India"}}},{id:"424836",title:"Dr.",name:"Orsolya",middleName:null,surname:"Borsai",slug:"orsolya-borsai",fullName:"Orsolya Borsai",position:null,profilePictureURL:"//cdnintech.com/web/frontend/www/assets/author.svg",biography:null,institutionString:null,institution:{name:"University of Agricultural Sciences and Veterinary Medicine of Cluj-Napoca",country:{name:"Romania"}}},{id:"422262",title:"Ph.D.",name:"Paola Andrea",middleName:null,surname:"Palmeros-Suárez",slug:"paola-andrea-palmeros-suarez",fullName:"Paola Andrea Palmeros-Suárez",position:null,profilePictureURL:"//cdnintech.com/web/frontend/www/assets/author.svg",biography:null,institutionString:null,institution:{name:"University of Guadalajara",country:{name:"Mexico"}}}]}},subseries:{item:{id:"5",type:"subseries",title:"Parasitic Infectious Diseases",keywords:"Blood Borne Parasites, Intestinal Parasites, Protozoa, Helminths, Arthropods, Water Born Parasites, Epidemiology, Molecular Biology, Systematics, Genomics, Proteomics, Ecology",scope:"Parasitic diseases have evolved alongside their human hosts. In many cases, these diseases have adapted so well that they have developed efficient resilience methods in the human host and can live in the host for years. Others, particularly some blood parasites, can cause very acute diseases and are responsible for millions of deaths yearly. Many parasitic diseases are classified as neglected tropical diseases because they have received minimal funding over recent years and, in many cases, are under-reported despite the critical role they play in morbidity and mortality among human and animal hosts. The current topic, Parasitic Infectious Diseases, in the Infectious Diseases Series aims to publish studies on the systematics, epidemiology, molecular biology, genomics, pathogenesis, genetics, and clinical significance of parasitic diseases from blood borne to intestinal parasites as well as zoonotic parasites. We hope to cover all aspects of parasitic diseases to provide current and relevant research data on these very important diseases. In the current atmosphere of the Coronavirus pandemic, communities around the world, particularly those in different underdeveloped areas, are faced with the growing challenges of the high burden of parasitic diseases. At the same time, they are faced with the Covid-19 pandemic leading to what some authors have called potential syndemics that might worsen the outcome of such infections. Therefore, it is important to conduct studies that examine parasitic infections in the context of the coronavirus pandemic for the benefit of all communities to help foster more informed decisions for the betterment of human and animal health.",coverUrl:"https://cdn.intechopen.com/series_topics/covers/5.jpg",hasOnlineFirst:!0,hasPublishedBooks:!0,annualVolume:11401,editor:{id:"67907",title:"Dr.",name:"Amidou",middleName:null,surname:"Samie",slug:"amidou-samie",fullName:"Amidou Samie",profilePictureURL:"https://mts.intechopen.com/storage/users/67907/images/system/67907.jpg",biography:"Dr. Amidou Samie is an Associate Professor of Microbiology at the University of Venda, in South Africa, where he graduated for his PhD in May 2008. He joined the Department of Microbiology the same year and has been giving lectures on topics covering parasitology, immunology, molecular biology and industrial microbiology. He is currently a rated researcher by the National Research Foundation of South Africa at category C2. He has published widely in the field of infectious diseases and has overseen several MSc’s and PhDs. His research activities mostly cover topics on infectious diseases from epidemiology to control. His particular interest lies in the study of intestinal protozoan parasites and opportunistic infections among HIV patients as well as the potential impact of childhood diarrhoea on growth and child development. He also conducts research on water-borne diseases and water quality and is involved in the evaluation of point-of-use water treatment technologies using silver and copper nanoparticles in collaboration with the University of Virginia, USA. He also studies the use of medicinal plants for the control of infectious diseases as well as antimicrobial drug resistance.",institutionString:null,institution:{name:"University of Venda",institutionURL:null,country:{name:"South Africa"}}},editorTwo:null,editorThree:null,series:{id:"6",title:"Infectious Diseases",doi:"10.5772/intechopen.71852",issn:"2631-6188"},editorialBoard:[{id:"188881",title:"Dr.",name:"Fernando José",middleName:null,surname:"Andrade-Narváez",slug:"fernando-jose-andrade-narvaez",fullName:"Fernando José Andrade-Narváez",profilePictureURL:"https://s3.us-east-1.amazonaws.com/intech-files/0030O00002bRIV7QAO/Profile_Picture_1628834308121",institutionString:null,institution:{name:"Autonomous University of Yucatán",institutionURL:null,country:{name:"Mexico"}}},{id:"269120",title:"Dr.",name:"Rajeev",middleName:"K.",surname:"Tyagi",slug:"rajeev-tyagi",fullName:"Rajeev Tyagi",profilePictureURL:"https://s3.us-east-1.amazonaws.com/intech-files/0030O00002bRaBqQAK/Profile_Picture_1644331884726",institutionString:"CSIR - Institute of Microbial Technology, India",institution:null},{id:"336849",title:"Prof.",name:"Ricardo",middleName:null,surname:"Izurieta",slug:"ricardo-izurieta",fullName:"Ricardo Izurieta",profilePictureURL:"https://mts.intechopen.com/storage/users/293169/images/system/293169.png",institutionString:null,institution:{name:"University of South Florida",institutionURL:null,country:{name:"United States of America"}}}]},onlineFirstChapters:{paginationCount:1,paginationItems:[{id:"81644",title:"Perspective Chapter: Ethics of Using Placebo Controlled Trials for Covid-19 Vaccine Development in Vulnerable Populations",doi:"10.5772/intechopen.104776",signatures:"Lesley Burgess, Jurie Jordaan and Matthew Wilson",slug:"perspective-chapter-ethics-of-using-placebo-controlled-trials-for-covid-19-vaccine-development-in-vu",totalDownloads:9,totalCrossrefCites:0,totalDimensionsCites:0,authors:null,book:{title:"SARS-CoV-2 Variants - Two Years After",coverURL:"https://cdn.intechopen.com/books/images_new/11573.jpg",subseries:{id:"6",title:"Viral Infectious Diseases"}}}]},publishedBooks:{},testimonialsList:[{id:"18",text:"It was great publishing with IntechOpen, the process was straightforward and I had support all along.",author:{id:"71579",name:"Berend",surname:"Olivier",institutionString:"Utrecht University",profilePictureURL:"https://mts.intechopen.com/storage/users/71579/images/system/71579.png",slug:"berend-olivier",institution:{id:"253",name:"Utrecht University",country:{id:null,name:"Netherlands"}}}},{id:"8",text:"I work with IntechOpen for a number of reasons: their professionalism, their mission in support of Open Access publishing, and the quality of their peer-reviewed publications, but also because they believe in equality.",author:{id:"202192",name:"Catrin",surname:"Rutland",institutionString:null,profilePictureURL:"https://mts.intechopen.com/storage/users/202192/images/system/202192.png",slug:"catrin-rutland",institution:{id:"134",name:"University of Nottingham",country:{id:null,name:"United Kingdom"}}}},{id:"27",text:"The opportunity to work with a prestigious publisher allows for the possibility to collaborate with more research groups interested in animal nutrition, leading to the development of new feeding strategies and food valuation while being more sustainable with the environment, allowing more readers to learn about the subject.",author:{id:"175967",name:"Manuel",surname:"Gonzalez Ronquillo",institutionString:null,profilePictureURL:"https://mts.intechopen.com/storage/users/175967/images/system/175967.png",slug:"manuel-gonzalez-ronquillo",institution:{id:"6221",name:"Universidad Autónoma del Estado de México",country:{id:null,name:"Mexico"}}}}]},submityourwork:{pteSeriesList:[],lsSeriesList:[],hsSeriesList:[],sshSeriesList:[],subseriesList:[],annualVolumeBook:{},thematicCollection:[],selectedSeries:null,selectedSubseries:null},seriesLanding:{item:null},libraryRecommendation:{success:null,errors:{},institutions:[]},route:{name:"profile.detail",path:"/profiles/114733",hash:"",query:{},params:{id:"114733"},fullPath:"/profiles/114733",meta:{},from:{name:null,path:"/",hash:"",query:{},params:{},fullPath:"/",meta:{}}}},function(){var e;(e=document.currentScript||document.scripts[document.scripts.length-1]).parentNode.removeChild(e)}()