The IPA (Advertising) Effectiveness Awards 1980 - 2002: A Reflection of Non-Marketing Advertising

Theoretically, advertising has been regarded as a marketing communication; that is, advertising is subsumed under marketing. However, this thesis deconstructs the existing theories and argues that advertising historically was not a marketing tool due to practical conflicts within the British advertising industry. Field work was conducted by means of interviews in addition to document research of publications by practitioners. After the Second World War, marketing people in Britain adopted the modern marketing concepts from the US where marketing and advertising people used the same principles and practice of advertising. The thesis traces back to fundamental concepts in social sciences such as economics, sociology and psychology that marketing and advertising people applied to their disciplines. Then, relevant historical backgrounds including the history of advertising agencies, market research and account planning are explored. They indicate that advertising was not part of marketing communications but rather located between marketing and communications. The application of various social sciences and the historical backgrounds govern British agency people's practice of advertising research during the 1960s and 1970s. They used research to explain advertising effectiveness in terms of both communication and sales. However, they found some disagreements between their concepts and that of marketing people in their client companies. They felt more frustrated when clients and research companies used scientific principles and practice in measuring advertising effectiveness. The 1960s and 1970s events led to the origin of the IPA (Institute of Practitioners in Advertising) Awards in 1980. The IPA Awards were in fact the consequence of the past as they tried to maintain their stance of developing advertising effectiveness theories as opposed to those of clients and research companies for two decades. However, as the Awards grew and became one of the most recognised award schemes in the industry, they were used by agency people as a tool to increase their agencies' reputation rather than a demonstration of advertising effectiveness

Inventory-Based Analysis of Greenhouse Gas Emission from the Cement Sector in Thailand

The GHG inventory from the cement sector in Thailand is analyzed by using the CSI protocol. The data are provided by five participated cement industries in the country starting from the year 2001 to 2014. The key performance indices corresponding to the GHG reduction technologies are calculated and presented. The results indicate that the annual average of the direct CO2 emission from the cement sector is 33.1 million tonnes of CO2, which contributes nearly 15% of the total national GHG emission. This amount of CO2 emission originates from the calcination and the fuel combustion parts by 21.3 and 11.8 million tonnes of CO2, respectively. The average specific net and gross CO2 emissions are 727 and 733 kg of CO2 per tonne cementitious, respectively. The average specific indirect CO2 emission from external electricity production is 60.5 kg of CO2 per tonne cement. The average specific thermal and electrical consumption is 3.32 GJ per tonne clinker and 117 kWh per tonne cement, respectively. The average alternative and bio fuel thermal ratios are 2.51 and 5.24%, respectively. The average clinker-to-cement ratio is 82.4%. From the analysis, it is indicated that the use of the bio fuels have been an effective mitigation action in the past decade, and the use of the alternative fuels have been employed in the last few years. The implementation of the electrical energy efficiency and the WHR unit causes the specific indirect CO2 emission from external electricity generation decreasing steadily over the past decade. On the other hand, the key technology for the direct CO2 reduction potential is the clinker substitution. The availability of the clinker substitutes in the country is very limited, but opportunity of using these substitutes should be increased in the future.The GHG inventory from the cement sector in Thailand is analyzed by using the CSI protocol. The data are provided by five participated cement industries in the country starting from the year 2001 to 2014. The key performance indices corresponding to the GHG reduction technologies are calculated and presented. The results indicate that the annual average of the direct CO2 emission from the cement sector is 33.1 million tonnes of CO2, which contributes nearly 15% of the total national GHG emission. This amount of CO2 emission originates from the calcination and the fuel combustion parts by 21.3 and 11.8 million tonnes of CO2, respectively. The average specific net and gross CO2 emissions are 727 and 733 kg of CO2 per tonne cementitious, respectively. The average specific indirect CO2 emission from external electricity production is 60.5 kg of CO2 per tonne cement. The average specific thermal and electrical consumption is 3.32 GJ per tonne clinker and 117 kWh per tonne cement, respectively. The average alternative and bio fuel thermal ratios are 2.51 and 5.24%, respectively. The average clinker-to-cement ratio is 82.4%. From the analysis, it is indicated that the use of the bio fuels have been an effective mitigation action in the past decade, and the use of the alternative fuels have been employed in the last few years. The implementation of the electrical energy efficiency and the WHR unit causes the specific indirect CO2 emission from external electricity generation decreasing steadily over the past decade. On the other hand, the key technology for the direct CO2 reduction potential is the clinker substitution. The availability of the clinker substitutes in the country is very limited, but opportunity of using these substitutes should be increased in the future

Effect of Transient Heat Transfer of a Condenser on a Cascade Heat Pump Performance

Transient heat transfer characteristics of a condenser of a cascade heat pump are investigated by comparing the experimental result and the prediction from a mathematical model. In the experiment part, the cascade heat pump consists of the low-temperature refrigeration cycle using R22 and the high-temperature heat pump cycle using R134a. The transient effect is presented by circulating water to receive the rejection heat from the condensing refrigerant of the cascade heat pump causing the rise of the hot water temperature. On the other hand, a mathematic model of the condensation heat consisting of the heat transfer models in the two-phase mixture region and the superheated vapor region is developed to compare the results. The effect of the hot water flow rate on the hot water temperature and the heat transfer rate is examined. The result indicates that the hot water temperature continuously increases with time. The condensation heat rapidly increases at the beginning and gradually increases with time. The result obtained from the model prediction of the condensation heat is similar to the experimental result except the initial and final period. The discrepancy between these two results is because of the transient behavior at beginning and the existent of the subcooled region

A Numerical Investigation of the Temperature Uniformity of a Billet due to Thermal Radiation in a Reheating Furnace

In Thailand, the iron and steel industry is one of the major industries to provide raw materials to other ones. In order to heat a billet to a proper temperature, it is fed into a reheating furnace, which generates heat by the combustion of fuel from direct-fired burners. After the temperature uniformity of the billet is achieved, it will be sent to the rolling process. The major mechanism of heat transfer in the reheating furnace is the thermal radiation because of the high combustion gas temperature. The temperature distribution of a billet subjected to the thermal radiation of the enclosure surfaces in a reheating furnace is presented in this study. The 2-D steady-state heat conduction equation is numerically solved by the finite volume method together with the Gauss-seidel iterative technique. A qualitative agreement between the numerical result and the data from filed measurement is presented. The variations of the temperature uniformity of the billet with different insulation thicknesses, flame temperatures and furnace floor temperatures are investigated. The result indicates the hot spot at the middle of billet originated from the position of combustion flame. When the wall insulation thickness is decreased, the thermal radiation of combustion flame is decreased, leading to the higher degree of the temperature uniformity of the billet. In case of the lower flame temperature or the higher the floor temperature, the degree of the temperature uniformity of the billet also increases

An Investigation on the Thermal Characteristics of a Single-Effect Absorption Chiller Subjected to the Input Steam Fluctuation

This paper presents an investigation on the thermal characteristics of a single-effect absorption chiller subjected to the input steam fluctuation for an air-conditioning purpose. The absorption chiller driven by waste steam is utilized with the total capacity of 270 tons. The analyzed data are obtained by the field measurement. The results indicate that most measuring parameters appear to be nearly constant with time whereas the chilled water outlet temperature and the cooling water outlet temperature appear to have a similar wave characteristic to the mass flow rate of the input steam. The regression analysis is performed in order to obtain the sine function of these three parameters. The lagging behavior of the cooling load and the rejected heat rate behind the input heat rate from waste steam is observed due to the thermal inertia of the absorption chiller. The energy analysis shows that the average cooling load, rejected heat rate and input heat rate from waste steam is 345.78 kW, 1033.80 kW, 572.88 kW, respectively. The coefficient of performance of the absorption chiller has a high fluctuation from 0.296 to 1.524 with an average value of 0.754, resulted from the fluctuation of the mass flow rate of the input steam. The result indicates that the average value of the residual heat rate is 170.14 kW, which is approximately 10 percent of the total input heat

An Energy Analysis of a Slab Preheating Chamber for a Reheating Furnace

The iron and steel industry is one of the major industries for developing countries, and it is ranked as one of the industrial sectors that has the highest energy consumption. It is also served as a primary industry that provides materials to secondary industries as well. This present study focuses on a slab, a product from a steelmaking process, which will be sent to a hot-rolling mill to form a final product. Before the rolling process, slab is heated to a proper temperature by charging into a reheating furnace. Heat is generated by a combustion process from direct-fired burners. In general, heat loss from the reheating furnace occurs by several mechanisms including the flue gas loss. Although a recuperator is used to reduce heat loss by recovering some of that to preheat the combustion air, the exit flue gas temperature is still as high as 350 - 450oC. This research paper aims for the investigation of the energy efficiency resulted from the implementation of a slab preheating chamber before charging into a reheating furnace. Four different sizes of the preheating chamber are selected as the case studies for the energy analysis. Another consideration includes the acid dew point of the flue gas as the lowest criteria for the flue gas temperature. The result indicates that the flue gas temperatures are above the acid dew point for all four cases under consideration. The slab temperatures increase from the ambient temperature of 30oC to 59.52oC, 75.98oC, 84.98oC and 89.46oC, respectively, before begin charged into the reheating furnace. As a result, the fuel energy consumption after the implementation of the reheating chamber is reduced by 0.94%, 1.46%, 1.75% and 1.89%, respectively comparing to the furnace without the reheating chamber. The reheating furnace efficiency also increases from 69.88% to 70.54%, 70.92%, 71.13% and 71.22%, respectively

A Parametric Study of the Insulation Thickness and the Emissivity of the Reflector during the Billet Transport

An investigation of the effect of the insulation thickness and the emissivity of the stainless steel reflector of the covering material during the billet transport on the amount of saving energy is presented.  A mathematical model of the heat transfer from the billet through the covering material to the environment is developed.  The fully implicit scheme of finite difference equations is employed.  The numerical solution is obtained by using the linearization technique.  The results are presented in terms of a parametric study of the average temperature of the billet and the amount of saving energy.  The data from field measurement is used to verify the numerical result in case of the billet transport without the covering material.  A good agreement is observed between those two.  As the insulation thickness increases, the temperature drop of the billet during the transport decreases due to the lower heat loss to the environment.  This result leads to increasing of the amount of saving energy increases from 219.7 to 272.5 MJ as the insulation thickness increases from 12.5 to 50 mm.  As the emissivity of the stainless steel reflector increases, the temperature drop of the billet during the transport increases, corresponding to the decreasing amount of saving energy.  In case of the 12.5-mm insulation thickness, the effect of the emissivity on both temperature drop and the amount of saving energy is observed when the emissivity is lower than 0.3.  The effect of the emissivity on those two is less significant when the insulation thickness reaches 50 mm.  The amount of energy saving is approximately 273 MJ regardless of the emissivity of the stainless steel reflector

A Parametric Investigation of the Steam Injection Gas Turbine System on a Cogeneration Plant

The aim of this study is to conduct a parametric investigation of the steam injection gas turbine system by focusing on the effect of the steam mass flow rate on the energy transfer behaviors of a cogeneration plant.  A thermodynamic model of two gas turbine cycles and one steam turbine cycle and a heat transfer model of the heat recovery steam generator are developed.  A successive iteration is employed to solve a set of equations and obtain a converged solution.  The result shows that by increasing the mass flow rate for the steam injection gas turbine system from 0 to 2 kg/s, the input energy rate from the fuel and the total electrical output power from the cogeneration plant are increased, resulting in an increase of the cogeneration electrical efficiency from 49.9% to 50.4%.  On the other hand, the output heat rate from the steam from the cogeneration plant is decreased, resulting in a decrease of the cogeneration heat efficiency from 8.5% to 5.4%.  Consequently, the primary energy saving of the cogeneration plant decreases from 16.6% to 14.9%.&nbsp