Because of the community difference of Internet user, the new media can spend the most economgic advertising expenses to contact with target customer. But according to the IAB¡]Internet Advertising Bureau¡^report, 72% IA (Internet advertising) revenue was hold by the top ten America web site, the twenty-five and fifty gain 84% and 87% I.A revenue. The inadequate resources may cause the big web site become biger and the small web site die in the Internet, over a long period of time, it will affect the development of new media of Internet. The apperence of the Ad network solve the inadequate resources of I.A. The Ad network intergrated different content and classification web sites make the traffic close to the portal site increase the choices of advertiser/agent media selection. But as a result of unripe I.A market, the Ad networks provided different service, charge standard, the type of advertising deliver, and statistic forms have made advertiser/agent perplexeed. The objective of this research is to explore the criteria for advertiser/agent select the Ad network, and the satisfaction of the Ad network, then provides a consist principle to improve the Ad networks. The research uses media plan, the characteristi of I.A, the characteristi of Ad network four dimension to establish the questionnare, through the interview with Ad networks to modify the questionnare. Send the questionnares to advertiser/agent who ever spent I.A buget in Ad network. The research found that advertising/agent select the Ad network emphasize on the characterstic of Ad network and the personnel of advertising service. Through the factor analysis, the criteria of advertising/agent for Ad network selection can descripe as personnel service factor, the characterstic of Ad network factor, additional service factor, advertising design factor, marketing effect factor general web site attribute factor, advertising price and cost factor, the reputation of Ad network factor. In the aspect of satisfaction of the Ad network, advertising/agent had high satisfaction on providing on-line form monitor, analysis and the attitude and cordial of service personnel. Through the factor analysis, the satisfaction can divide to five index¡Xservice personnel, adstional service, marketing effect, the function of advertising monitor and analysis, and advertising effect. The research also found that the five index had poi tive correlation with the whole satisfaction, the whole satisfaction had positive corrlation with repurchase willingness and recommendation willingness.

My dissertation contains two separate components. One part is a theoretical examination of the effect of ownership structure on format choice in the radio industry. I use a Hotelling type location model to study the effects of mergers in the radio industry. I find that common ownership of two radio stations results in format choices that are more similar than under competitive ownership, and also that the stations will advertise more if they are operated under common ownership. Welfare results are ambiguous, but there is evidence that total welfare might decrease as the result of a merger, with obvious policy implications for the Federal Trade Commission and the Antitrust Division of the Department of Justice who evaluate and regulate mergers in all industries. The second component is an empirical study designed to assess the effectiveness of a mathematical tutorial that I authored in conjunction with colleagues in the Math department here at Virginia Tech. I taught four large sections of Principles of Macroeconomics in the spring and fall of 2001. Each class met on MWF; two sections at 8 AM, one at 10:10 AM, and one at 1:25 PM. I required one of the sections (8 AM Spring) to review the module and take a proficiency quiz to demonstrate their skill level in basic math that is used in the Economics Principles course. Final average in the course is the dependant variable in a regression designed to discover which variables have explanatory power in determining performance in introductory economics. Besides exposure to the math module, I include other independent variables describing class time, semester, demographics and effort. In addition, I collected qualitative information about the students' perceptions of the module's effectiveness and administration. I find that exposure to the Math module does not have a significant effect on performance in the course. However, within the treatment group, there is a positive significant effect of time spent using the module on performance. Also, being registered for an 8 AM section has a significant negative effect. Overall, student comments indicate a dislike for the module. Students report that they prefer learning math skills through lectures by the professor and use of textbooks. / Ph. D.

<p>Due to the technical development the enterprises of today are forced to creative thinking when it comes to marketing of their products. An example of one of these new methods are the development of product placement which has come to an interesting turn namely advertiser funded programming (AFP). Instead of the product just being a small part of the storyline it has become the story itself. The purpose of this study is to analyse how the advertiser funded tv-production Roomservice, a Swedish home styling program, communicates with it’s viewers as well as how they perceive the message. The study is based on qualitative interviews and a quantitative survey. The results showed that Roomservice is communicating without an obvious source but still clearly reaching the viewers with its message. Information about paint and painting are frequently shown in the program. This has affected the viewers in means of higher appreciation of the product. The most thrilling and unexpected result was the fact that a big part of the respondents were valuing the product higher and therefore willing to spend more money on paint after having seen Roomservice. The information also gets the viewers more engaged in the subject of paint and a small but important group was even looking for more information about things they’ve seen in the program. A big majority stated that Roomservice made them feel a stronger desire to paint, due to these results it can only be said that Roomservice has had influence on the viewers. Finally, the study showed that in order to create a successful advertiser funded production the integration of the product must be done correctly, as well as the ability of the production to work as tv-entertainment.</p>

Esta dissertação aborda as práticas de produção da publicidade articuladas ao mundo social. O objetivo geral de pesquisa é compreender os tensionamentos da articulação da publicidade com a sociedade contemporânea no que tange aos estereótipos mobilizados na criação, segundo a perspectiva de publicitários atuantes em agências e produtoras audiovisuais em Porto Alegre/RS. Estamos considerando a publicidade como processo sociocultural e, por isso, nosso aporte teórico aborda a intersecção presente entre comunicação e cultura através de autores como Williams e Hall; para tratar a publicidade acionamos autores como Rocha, Piedras e Wottrich; as práticas de produção da publicidade por meio de autores como Hansen, Silva e Toaldo, Petermann e Rocha; e o estereótipo a partir de autores como Gastaldo, Johnson e Hall. No âmbito empírico, de vertente qualitativa, a unidade de pesquisa é constituída por quatro publicitários (profissionais de agências de publicidade e produtoras audiovisuais) com quem realizamos entrevistas semipadronizadas sucessivas. Além disso, consultamos dados secundários provenientes de fontes especializadas no mercado publicitário, do CONAR e da mídia em geral. Como resultados, emergiram aspectos que posicionam a publicidade contemporânea brasileira diante da questão do estereótipo, entre os interesses econômicos e as demandas sociais: a regulação como via pela qual o estereótipo historicamente entra em pauta na publicidade brasileira, o movimento sutil da publicidade global e local rumo ao enfrentamento da reprodução do estereótipo, os limites para mudança impostos pelos condicionamentos da produção institucionalizada e as demandas pela continuidade do debate a partir das questões que emergem do público e da sociedade civil. / This dissertation addresses the advertising production practices articulated to the social world. The general objective of the research is to understand the tensions between the articulation of advertising and contemporary society regarding the stereotypes mobilized in creation, according to the perspective of advertisers working in agencies and audiovisual producers in Porto Alegre / RS. We are considering advertising as a sociocultural process and, therefore, our theoretical contribution addresses the present intersection between communication and culture through authors such as Williams and Hall; to deal with advertising we trigger authors like Rocha, Piedras and Wottrich; the practices of production of advertising by authors such as Hansen, Silva and Toaldo, Petermann and Rocha; and the stereotype from authors like Gastaldo, Johnson and Hall. In the qualitative field, the research unit is made up of four publicity agents (professionals of advertising agencies and audiovisual producers) with whom we conduct successive semipadronized interviews. In addition, we consult secondary data from specialized sources in the advertising market, CONAR and the media in general. As results, emerged aspects that position the Brazilian contemporary advertising before the stereotype question, between the economic interests and the social demands: the regulation as the route through which the stereotype historically enters in the agenda in Brazilian publicity, the subtle movement of the global and local publicity the limits to change imposed by the constraints of institutionalized production, and the demands for the continuity of the debate from the issues that emerge from the public and from civil society.

Due to the technical development the enterprises of today are forced to creative thinking when it comes to marketing of their products. An example of one of these new methods are the development of product placement which has come to an interesting turn namely advertiser funded programming (AFP). Instead of the product just being a small part of the storyline it has become the story itself. The purpose of this study is to analyse how the advertiser funded tv-production Roomservice, a Swedish home styling program, communicates with it’s viewers as well as how they perceive the message. The study is based on qualitative interviews and a quantitative survey. The results showed that Roomservice is communicating without an obvious source but still clearly reaching the viewers with its message. Information about paint and painting are frequently shown in the program. This has affected the viewers in means of higher appreciation of the product. The most thrilling and unexpected result was the fact that a big part of the respondents were valuing the product higher and therefore willing to spend more money on paint after having seen Roomservice. The information also gets the viewers more engaged in the subject of paint and a small but important group was even looking for more information about things they’ve seen in the program. A big majority stated that Roomservice made them feel a stronger desire to paint, due to these results it can only be said that Roomservice has had influence on the viewers. Finally, the study showed that in order to create a successful advertiser funded production the integration of the product must be done correctly, as well as the ability of the production to work as tv-entertainment.

Esta dissertação aborda as práticas de produção da publicidade articuladas ao mundo social. O objetivo geral de pesquisa é compreender os tensionamentos da articulação da publicidade com a sociedade contemporânea no que tange aos estereótipos mobilizados na criação, segundo a perspectiva de publicitários atuantes em agências e produtoras audiovisuais em Porto Alegre/RS. Estamos considerando a publicidade como processo sociocultural e, por isso, nosso aporte teórico aborda a intersecção presente entre comunicação e cultura através de autores como Williams e Hall; para tratar a publicidade acionamos autores como Rocha, Piedras e Wottrich; as práticas de produção da publicidade por meio de autores como Hansen, Silva e Toaldo, Petermann e Rocha; e o estereótipo a partir de autores como Gastaldo, Johnson e Hall. No âmbito empírico, de vertente qualitativa, a unidade de pesquisa é constituída por quatro publicitários (profissionais de agências de publicidade e produtoras audiovisuais) com quem realizamos entrevistas semipadronizadas sucessivas. Além disso, consultamos dados secundários provenientes de fontes especializadas no mercado publicitário, do CONAR e da mídia em geral. Como resultados, emergiram aspectos que posicionam a publicidade contemporânea brasileira diante da questão do estereótipo, entre os interesses econômicos e as demandas sociais: a regulação como via pela qual o estereótipo historicamente entra em pauta na publicidade brasileira, o movimento sutil da publicidade global e local rumo ao enfrentamento da reprodução do estereótipo, os limites para mudança impostos pelos condicionamentos da produção institucionalizada e as demandas pela continuidade do debate a partir das questões que emergem do público e da sociedade civil. / This dissertation addresses the advertising production practices articulated to the social world. The general objective of the research is to understand the tensions between the articulation of advertising and contemporary society regarding the stereotypes mobilized in creation, according to the perspective of advertisers working in agencies and audiovisual producers in Porto Alegre / RS. We are considering advertising as a sociocultural process and, therefore, our theoretical contribution addresses the present intersection between communication and culture through authors such as Williams and Hall; to deal with advertising we trigger authors like Rocha, Piedras and Wottrich; the practices of production of advertising by authors such as Hansen, Silva and Toaldo, Petermann and Rocha; and the stereotype from authors like Gastaldo, Johnson and Hall. In the qualitative field, the research unit is made up of four publicity agents (professionals of advertising agencies and audiovisual producers) with whom we conduct successive semipadronized interviews. In addition, we consult secondary data from specialized sources in the advertising market, CONAR and the media in general. As results, emerged aspects that position the Brazilian contemporary advertising before the stereotype question, between the economic interests and the social demands: the regulation as the route through which the stereotype historically enters in the agenda in Brazilian publicity, the subtle movement of the global and local publicity the limits to change imposed by the constraints of institutionalized production, and the demands for the continuity of the debate from the issues that emerge from the public and from civil society.

Esta dissertação aborda as práticas de produção da publicidade articuladas ao mundo social. O objetivo geral de pesquisa é compreender os tensionamentos da articulação da publicidade com a sociedade contemporânea no que tange aos estereótipos mobilizados na criação, segundo a perspectiva de publicitários atuantes em agências e produtoras audiovisuais em Porto Alegre/RS. Estamos considerando a publicidade como processo sociocultural e, por isso, nosso aporte teórico aborda a intersecção presente entre comunicação e cultura através de autores como Williams e Hall; para tratar a publicidade acionamos autores como Rocha, Piedras e Wottrich; as práticas de produção da publicidade por meio de autores como Hansen, Silva e Toaldo, Petermann e Rocha; e o estereótipo a partir de autores como Gastaldo, Johnson e Hall. No âmbito empírico, de vertente qualitativa, a unidade de pesquisa é constituída por quatro publicitários (profissionais de agências de publicidade e produtoras audiovisuais) com quem realizamos entrevistas semipadronizadas sucessivas. Além disso, consultamos dados secundários provenientes de fontes especializadas no mercado publicitário, do CONAR e da mídia em geral. Como resultados, emergiram aspectos que posicionam a publicidade contemporânea brasileira diante da questão do estereótipo, entre os interesses econômicos e as demandas sociais: a regulação como via pela qual o estereótipo historicamente entra em pauta na publicidade brasileira, o movimento sutil da publicidade global e local rumo ao enfrentamento da reprodução do estereótipo, os limites para mudança impostos pelos condicionamentos da produção institucionalizada e as demandas pela continuidade do debate a partir das questões que emergem do público e da sociedade civil. / This dissertation addresses the advertising production practices articulated to the social world. The general objective of the research is to understand the tensions between the articulation of advertising and contemporary society regarding the stereotypes mobilized in creation, according to the perspective of advertisers working in agencies and audiovisual producers in Porto Alegre / RS. We are considering advertising as a sociocultural process and, therefore, our theoretical contribution addresses the present intersection between communication and culture through authors such as Williams and Hall; to deal with advertising we trigger authors like Rocha, Piedras and Wottrich; the practices of production of advertising by authors such as Hansen, Silva and Toaldo, Petermann and Rocha; and the stereotype from authors like Gastaldo, Johnson and Hall. In the qualitative field, the research unit is made up of four publicity agents (professionals of advertising agencies and audiovisual producers) with whom we conduct successive semipadronized interviews. In addition, we consult secondary data from specialized sources in the advertising market, CONAR and the media in general. As results, emerged aspects that position the Brazilian contemporary advertising before the stereotype question, between the economic interests and the social demands: the regulation as the route through which the stereotype historically enters in the agenda in Brazilian publicity, the subtle movement of the global and local publicity the limits to change imposed by the constraints of institutionalized production, and the demands for the continuity of the debate from the issues that emerge from the public and from civil society.

Made available in DSpace on 2015-04-11T13:57:14Z (GMT). No. of bitstreams: 1 RAUL_S_N_FILHO.pdf: 1267792 bytes, checksum: bf6c7ffdcbf584cc181b8922608e11a7 (MD5) Previous issue date: 2011-08-04 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / From the use of language employed in the preparation of the media of advertising, this research project aims to analyze the process of creating advertising copy in the academic environment. To achieve the goal of research is an analysis of academic text in advertising and propaganda. Science is considered as a differential emphasis of the use of advertisements in the construction and development projects announced in formats work of completion. The categories of analysis, Information, Persuasion and Seduction, used in the interpretation of the creation of the outdoor text are highlighted by Charaudeau. The itinerary of the research is done in three phases. The first phase is done by observing the creation of advertising copy in the academic environment. The second phase aims to produce scientific texts theorize in the first phase. The third phase has the goal of conclude the survey to be made final adjustments. At the end of the study, analysis of advertising text which shows academic inferences that contribute most to the construction and elaboration of an effective academic advertising text expressed in the language of the media through the categories of information, persuasion and seduction, within a perspective of the semiolinguistic theory of Charaudeau. / A partir do uso da Língua da Mídia empregada na elaboração de peças publicitárias, este projeto de pesquisa visa analisar o processo de criação de textos publicitários no ambiente acadêmico. Para atingir o objetivo da pesquisa, é feita uma análise do texto acadêmico na área da publicidade e propaganda. Como diferencial científico é considerado a ênfase do uso das peças publicitárias na construção e elaboração de projetos de comunicação em formatos de trabalhos de conclusão de curso. As categorias de análise, Informação, Persuasão e Sedução, utilizadas na interpretação do processo de criação do texto outdoor são as apontadas por Charaudeau. O itinerário da pesquisa é feito em três fases. A primeira fase é feita através da observação de criação dos textos publicitários no ambiente acadêmico. A segunda fase tem como meta a produção de textos científicos que teorizam a primeira fase. A terceira fase tem a meta de finalizar a pesquisa para que seja feito os ajustes finais. Ao final da pesquisa, a análise do texto publicitário acadêmico mostra quais as inferências que mais contribuem para a construção e elaboração de um texto acadêmico publicitário eficaz expresso na língua da mídia através das categorias de informação, persuasão e sedução, dentro de uma perspectiva da teoria semiolinguistica de Charaudeau.

[From Introduction]. The name of John Fairbairn is remembered with honour in South Africa for the part he played in the achievement of a freer press in the Cape Colony, in the campaign to prevent Britain from establishing a convict station on Cape soil, and in the movement which resulted in the establishment of a form of representative government in the Cape in 1853. More controversial is his share, as the editor of the first modern newspaper in the Colony, in a campaign to secure just treatment for the natives both inside and outside of the Colony. It is with his treatment of the conflicts, both small and great, between the Colony and the AmaXhosa tribes on its Eastern Frontier that this study is concerned.

Hazel Brannon Smith, a prominent white newspaper owner in Mississippi before, during, and after the civil rights era was an avowed supporter of Jim Crow segregation for the first half of her career, until pressure from the white establishment and the changing political and social milieu of the 1950s and 1960s pushed her to become an ally of the black struggle for social justice. Smith's biography reveals how many historians have miscast white liberals of this period. Smith was considered a liberal by her peers, but her actions reveal the firm limits of white liberalism in the rural South during the Civil Rights era. While this dissertation undergirds scholarly research over the last twenty years which viewed the fight for civil rights from a grounds root level, it shows how Smith was unique. She never fully escaped her white paternalistic sentiments, yet she spoke out consistently against racial extremism in Mississippi in the 1960s. Based upon newspaper accounts, personal collections, oral histories and recent scholarly treatments, this work argues that the white response to the civil rights movement in Mississippi was far from uniform.