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During recent years, the PCB industry has become more aware of the use of analytical test techniques to aid in materials testing. Repeatable quality of base materials, together with the monitoring of the production process and the finished product, has caused supplier and fabricator to consider existing methods and to see whether modern instrument techniques can improve such tests. During meetings such as Internepcon and Productronica, the author has presented developments by DuPont which have used Thermal Analysis techniques to evaluate the materials and processes involved in the manufacture of a multilayer printed circuit board. The purpose of this paper will be to give an up to date review of the work. It will discuss the successes to date and will show where modifications to experimental methods have been made to give more practical data. Specific test methods currently used in the industry will be discussed and recommendations will be made showing Thermal Analysis techniques may offer a more objective test as well as giving the user time savings and a reduction in manpower through increased instrument productivity and versatility.

Internet-enabled commerce activities have evidently been strong in the leisure and tourism industry. The use of the Internet reveals an ever-growing market of millions of business and leisure travelers who use the Internet for travel planning purpose. As segment-based approach is an accepted tool in strategic marketing and helps understand the needs of homogeneous travel planner subpopulations, this study suggests a framework as the guideline and procedure to improve the segmentation approach. The main aim is to increase understanding of the growing Internet travel market by accurately classifying the Internet travel planners. Following the procedures methodically shown in the framework, the study conducted multiple complementary statistical techniques to cross validate statistical results found in each step. The typology of Internet travel planners was therefore identified systematically with great accuracy and validity. The typology consists of four groups of Internet travel planners: sensate, deal, defensive, and totemic. Based on the major characteristics of each group, the study also provided discussions and suggestions for the implementation of the typology to develop successful e-commerce. The findings offer academia and practitioners a paradigm for strategic marketing.

This paper is a critical comparison of the currently used methods to test prepregs which do not describe to a sufficient extent the flow behaviour of a prepreg resin during the pressing process. The new test method introduced herein is a characterisation of the viscosity of the resin melt. International standardisation of this test method is recommended.

The CCA is a non‐profit organisation composed of member companies within the state of California, aimed at providing an environment for information exchange between individuals involved in the printed circuit industry. Each branch holds monthly meetings on state‐of‐the‐art technology. Other benefits of CCA membership include: free admission to Nepcon technical sessions; educational and employment information; reduced fees for the annual fall symposium; and a monthly newsletter.

Given the increased interest in the practical significance of the general attitude towards religious advertising, the purpose of this paper is to examine what influences consumers’ general attitude towards religious advertising in Malaysia.

An analytical research design was used to examine the impact of five factors (attitude towards the purpose/goal of the religious advertising [attitude institution], the quality of the message [attitude instrument], the information presented in the religious advertising about the product [product information], the social image associated with the advertised product [social image] and the hedonic pleasure owing to the advertisement of the product or service [hedonic pleasure]) on the general attitude towards religious advertising. Data were collected using an online survey (n = 210) and were analysed using structural equation modelling method.

The research found that the attitude towards the institution of advertising and the hedonic pleasure significantly influence the general attitude towards religious advertising. However, the quality of the advertisement, social image and product information were found to be insignificant predictors. Overall, this is a surprising result, where consumers place their trust in the reputation of the provider of the product or service and act based on the stimulus of good feeling the advertisement converse to them.

This paper fills the gap in the research, as there are very few studies done on religious advertising. This paper has presented ways to improve practices of religious advertising.

This paper examines the effects of advertising type and antecedents of attitude towards advertising in general (AG) on individuals' responses to advertising in a sports broadcast setting. Both AG antecedents and advertising type were assessed using Brackett and Carr's (2001) model. Our results indicate that individual responses to advertising vary according to the type of advertising (television commercials, virtual ads by location).

Parents ‘matter’ to schools for their child’s education and parents ‘matter’ in relation to their child’s wellbeing. Indeed, in his synthesis of over 800 studies, Hattie (2008) equated the benefits of parental engagement with schools as being equivalent to adding two or three further years to their education. The aim of this chapter, therefore, is to look at parents in relation to wellbeing through positive education and, as part of this, the concept of positive psychology parenting too. Drawing on scientific research, the benefits of positive psychology to parents and families, alongside some of the ‘why’ and ‘how’ parents can better engage with schools, will be presented. A Positive Psychology in Practice case study of Bounce Back, a freely available, online introduction to positive psychology designed to give parents and carers an introduction to several different concepts, approaches, and hands-on techniques, based on the principles of positive psychology, will also be provided. This case study will also present Bounce Back as an intervention, giving parents and carers practical advice on how best to use this online resource, as well as information on how to implement some of the wider ideas from positive education at home to help them better understand, and intervene in, their own and their family’s wellbeing.

This chapter analyzes the critical move in feminist scholarship to gender the discourse on risk mediation in dangerous ethnographic fieldwork, particularly in social justice research. Additionally, I draw on a reflexive analysis of my own fieldwork in Oaxaca, Mexico, to examine the intersectional impact of social location (gender, race, class, etc.) on risk management.

I synthesize key literature contributions in social science and feminist scholarship on doing dangerous fieldwork. Ethnographic data includes three months of participant observation and interviews with participants of the 2006 Oaxacan uprising.

I argue that the following themes represent axes of gendered risk mediation in social justice fieldwork: (1) the intersectional impact of social location on varied risks and the mediation of those risks, (2) impression management as an important tool for risk mediation, and (3) ethical dilemmas within risk mediation. The key dangers and risks in fieldwork include physical danger, emotional/psychological impacts, risk to research participants, ethical dangers, separation from family through international work, risk of imprisonment, and academic/professional risk.

Analysis of personal experience in the field is limited to this one researcher’s experience; however, it mirrors key themes present in the literature. Reflexive analysis of social location on risk mediation is part of a continued call by feminist ethnographers to research practical risk mediation techniques and recognize the intersectional impacts of social location on fieldwork.

This chapter provides insights that instructors of ethnographic methods might use to discuss dangerous fieldsites and how to mediate risk.

A failure to recognize risk in ethnographic research may disproportionately impact researchers most susceptible to particular risks.

Although feminist scholarship has long examined social location in fieldwork, analysis of risk management is limited. Additionally, this chapter adds to this scholarship by contributing key themes that unite the available research and a list of most-often discussed risks in fieldwork.

The purpose of this paper is to identify the causes and implications of potential negative consumer response to music in broadcast commercials. It aims to accomplish this by introducing a new consumer response variable, attitude toward the advertising music (A_am) and relating A_am's components to advertising goals. It also aims to propose that A_am is a significant component of attitude toward the ad (A_ad).

The paper takes the form of an integrative review of the relevant literatures in the psychology of music, consumer marketing, and advertising to formulate A_am.

Favorable A_am is a necessary but insufficient condition for favorable A_ad in ads employing music. Furthermore, a negative A_am might cause a negative A_ad. Given the numerous possible negative responses to music in a TV or radio commercial, achieving a favorable A_am among most target audience members is very challenging, especially when music‐message fit is lacking.

The paper offers cautionary advice for advertisers using music and directions for future research.

The paper provides a novel integration of literatures in psychology and marketing/advertising. Whereas most scholars and practitioners assume that music adds value to commercials, the authors demonstrate key ways in which music can cause adverse listener reactions.