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The significations found in content aren't only explicitly present in the surface structures, but they're also built deep inside human mind as the basic semes - the minimum units with a signification. In the diploma thesis "Internet Marketing Influence on Internet Media Content and their Users at Czech Media Environment" we use a qualitative analysis method composed of the semiotic and the narrative analysis to describe and interpret the chosen samples of internet marketing content. The semiotic analysis helps us to interpret both the basic surface and deep significations present in the visual and text code of the interpreted samples. The narrative analysis unravels a narration the act is constructed from followed by interpretation. The application of both the methods allows us to identify myths in the narratives. The aim of application of both methods is to describe specific and repetitive deep significations and narrations individual communicates are built from and thus characterize internet marketing media discourse. The narratives form a basis of the interpersonal communication; they allow us to preserve and communicate significations through them. All the narratives of the interpreted samples of content were constructed with a basic conflict (or contradiction) and presented to the public...

This paper is divided into 3 parts. First part defines the interactive media and describes particular types of internet and mobile media. The second part is focused on interesting projects in the Czech Republic, which offer new possibilities of internet and mobile advertising. The last part describes the project www.golfeurope.cz and its starting campaign with using the interactive media.

The aim of the thesis is to analyze and evaluate the internet marketing activities of the selected company and develop recommendations for their improvement. To better understand the company's business and use of internet marketing, the marketing environment was analyzed. Furthermore, the used internet marketing tools are described in detail by analyzing the internet marketing mix and internet communication mix. Based on the results, suggestions are made to increase the effectiveness of internet marketing.

一向強調使用者自主性的網路媒體，卻也出現插播式廣告(Interstitial)這種強迫閱聽眾接收的形式，這種情形引發了研究者的興趣。相較於傳統媒體，已經賦予閱聽人部分自主權的情形底下，廣告主又想藉由形式的操弄強迫閱聽人接收，這可能引起的負面態度相對傳統媒體來說可能更為嚴重。因此，本研究首先欲探討插播式廣告的使用是否有其他優點，例如強迫接收的形式，會吸引更多注意的緣故而留下較深刻的印象，而讓廣告主在可能導致閱聽人反感的風險下仍願意使用。其二，插播式廣告的使用是否必然引起閱聽人產生被迫收看的感受，以及察覺到廣告主意欲操弄的意圖，進而降低說服效果。換言之，插播式廣告能否藉由提供閱聽人娛樂價值，因而避免負面態度的產生。 結果發現，相對橫幅廣告來說，插播式廣告的確能吸引較多的注意，但並不會留下較深刻的記憶。其次，插播式廣告是否會引起操弄意圖推論、強迫性感受，進而降低說服效果，關鍵在於如果廣告能夠提供娛樂價值，那麼閱聽人並不會做出操弄意圖推論，也不會感覺到自己是被迫收看廣告的，當然不會進一步降低廣告態度。反之，若不提供其他價值，則會導致閱聽人做出操弄意圖推論，以及產生強迫性感受，因而進一步降低廣告態度。 最後，我們以一個交換的觀點來貫穿整篇文章，決定閱聽人是否產生操弄意圖推論或強迫性感受，關鍵在於閱聽人付出以及得到了多少價值，如果能讓閱聽人感受到自己所獲得的價值多過所付出的代價，那麼閱聽眾是會原諒行銷者的操弄。 / Comparing with other forms of media, the internet empowers audience with more freedom to choose what to see. However, it also emerged a new type of advertisement called, interstitial, which is commonly known as pop up. This kind of internet advertising forces audience to see advertisement whether they want or not. This phenomenon interests me to see what kind of effect this it will create for viewers., Since the audience once had the privilege to choose what they wanted to see, one of which is now seemed to be taken away from them, will this create negative feelings of the audience? Firstly I would like to know if there’re any advantages for advertisers to use this kind of internet advertising under the risk of disfavor. I postulates that interstitial may draw more attention and leave more impression than a banner does because of its format. Secondly, interstitial will not necessarily cause intrusiveness and inferences of manipulative intent (IMI), if the advertisement can provide other form values such as information or entertainment. The result supports my hypothesis partially. Firstly, interstitial does draw more attention than a banner. However, except for making people more impressed, no other difference has been found. Secondly, if interstitial contains entertaining value, it will not make audience feel intruded, IMI. ,and hostile attitude toward that advertisement. Whereas it will cause intrusiveness and IMI if the interstitial advertisement forces audience to see it without having any rewards. In this case it will reduce the advertising attitude in the audience. Finally, we can use an ‘exchange of ideas’ to sum up the main idea of this paper. The audience will devote their efforts and time to processing the given message, if the interstitial can reward the audience with more than what they pay for. They will also forgive the advertisers for manipulating them. The key to decide whether the audience feels intruded or knows of IMI depends on how much the audience give and receive.

Universiẗat, Diss.--Freiburg. i. Br., 2005. / Literaturverz. S. 274 - 285.

This paper serves to outline the advantages of a tertiary institution, in having a Web site as a form of advertising. It draws on theories of consumer behaviour and services marketing in order to establish the basis for Internet advertising, in relationship with literature obtained on Web based marketing. The paper is based on a case study (M L Sultan Technikon) and it poses the question of whether M L Sultan Technikon students are aware of the Web site. It also tries to determine how the students rate the Technikon's Web site. The research is descriptive in nature and self-administered questionnaires were used as the research instrument The findings of the study show that there was a high level of awareness of the Technikon's Web site amongst students but there was low usage of the site. It was found that students preferred using the Central Applications office more to obtain information regarding their application to a particular programme. It was further established that students relied to a large extent on previous students' word-of-mouth on the programmes on offer. The Internet did not appear as a particularly popular medium for gathering information. Here, it was established that students did not have access to computers, thus resulting in poor usage of the Web site. The overall comments and rating of the Technikon Web site was average. It has thus been concluded that the Technikon needs to update the Web site more often in order to keep users from re-visiting the site and to create an overall exciting impression. The Technikon also has to invest in marketing the Web site more so that there is greater reach. It has also been concluded that the advantages of advertising on the Web is beneficial to a company in general. The Technikon needs to use Internet advertising in conjunction with traditional media to appeal to both the traditional and sophisticated student. / Thesis (MBA)-University of Natal, Durban, 2001.

This research study put together was based on whether marketing media strategies have an effect on consumption.The purpose of this investigation would provide alternate methods of improving product advertising and client service in the consumer market, as well as influencing the advertising and marketing industry.Marketing media strategies provides a series of tactical actions, which are applied during strategy sales of the product and create awareness in the market amongst the consumer. This will provide an organization with an opportunity to concentrate on the scarce amount of resources and energies available,to apply the best approachfor utilizing these resources, to efficiently target the consumer market. The research approach utilised is the quantitative method, which involves a non-probability sampling technique and a descriptive research type. The research tool implemented is a questionnaire, which consists of two sections, a profile of the participant and the survey section. The survey section explores the perceptions of these participants relating to the awareness of the marketing media strategies and how consumers perceive brands and media consumption in the market currently. Questionnaires were selected based on a high response rate when distributed to respondents. It also provides a possibility of anonymity because the respondent’s names are not required on the completed questionnaires. This research tool wasdistributed in Gauteng and Kwa-Zulu Natal to random consumers,media and marketing strategists and people in different professions. The method in which the questionnaire was distributed provides an insight on how people in the market perceive advertising of brands and influences their consumption. A consumer’s insight on advertising would be based on a shopper influence compared to a professional individual who would create a strategic insight. Information in this study was collected from primary and secondary sources, which consist of books, internet sources and past dissertations. From the findings which were collected during this study, it concludes that marketing media strategies play an instrumental role in consumption. These strategies provide a foundation for brands that are advertising and competing in the market, by tactically targeting the consumer market. Consumers’ value advertising in the market, as it provides a guideline before a purchase decision is made. Advertising also serves as a direct method of communicating the emotional and functional benefits of brands and products. Individuals make purchase decisions, which would improve their lifestyle based on emotions; therefore marketing media strategies serve as an awareness mechanism in the market, and drive education to the consumer about the product. The outcome of this study will serve as a guideline for future marketing and media strategists. The key findings gathered during this study states marketing media strategies play a substantial role in brand life and consumption; it allows organizations to focus more on limited resources and energies available and to utilize these resources to their best ability to gain competitive advantage and drive sales in the market which contributes to a higher share of volume and market leadership. The main reasons for executing marketing media strategies in the market is based on developing relationships between the consumer and the brand, which is essentially to expand on repeat purchase from new acquisitions and current consume. / Thesis (M.Com.)-University of KwaZulu-Natal, Pietermaritzburg, 2012.

Thesis (doctoral)--Albert-Ludwigs-Universität Freiburg im Breisgau, 2007. / Includes bibliographical references (p. 271-284).

Thesis (MPhil)--University of Stellenbosch, 2004. / ENGLISH ABSTRACT: The World Wide Web should become more important as technology advances. Because people use the Web differently to traditional media, media companies should investigate the new medium to fully reap its benefits and to understand its future impact on their revenue streams. British media companies have co-operated and invested heavily in the Internet for years and continue to do so through content portals, typically web sites for their newspaper titles. They initially did so to protect themselves from entrepreneurs who potentially threatened their classified advertising revenues with Web-only classified advertising directories. Classified advertising works better on the Web. A newspaper's website seems to have no adverse effect on its circulation. Via their websites, newspapers can reach and market to people who would otherwise not buy them. British advertisers are spending more on advertising online and on advertising in the regional press. Rapidly expanding Newsquest is the second-largest British regional publisher. Its management structure is hierarchial and it aggressively controls costs. Although the digital media department of Newsquest (London) has some flaws (notably when it comes to communication with other departments), its strategy is generally sound. Newsquest's newsrooms are multi-media and all journalists contribute to and maintain newspaper websites. Most of Newsquest's Internet revenue comes from charging classified advertisers more for uploading their adverts to the websites. The adverts are listed in Fish-t, a classified advertising database maintained by most UK regional publishers. Whereas Newsquest's regional policies are generally sound, national plans and software programmes are often not suitable for such a devolved corporation. Newquest's strategy of aggressive cost control by underpaying staff (and hence often not being able to retain top performers) jeopardises its classified advertising revenues, as the competition it faces on the Web is larger than in traditional circulation areas. Greater automation is necessary to bypass shortomings and errors made by low-performing staff. The Watford Observer's website is operated similarly to a free newspaper. Newsroom staff are encouraged to take ownership of it and emphasis lies on convincing online readers to buy The Watford Observer in print. The website plays an important role in marketing the newspaper and mainly generates profit by providing added value to advertisers. The newspaper's circulation has been falling for some time and some senior managers ascribe this to the Internet. By means of a home delivery system that allows people to subscribe to the printed newspaper online, circulation could be boosted through the website. The current subscriptions model is ineffective. With the exception of CaxtonlCTP, some major South African media companies with regional titles follow a pro-active newspaper website strategy. Although there is a critical mass of wealthy consumers and technological development is sufficient, government telecommunications policy and the telephone operator's monopoly seriously undermine Internet use and media companies' profits from it. As technology advances (portable, fold-up displays are not far off), newspaper content may in future be displayed exclusively online. This is problematic, as display advertising is ineffective on the Web. Newspaper publishers could acquire mobile telephone operators and Internet service providers to control these developments. Newspaper companies must (and many do) accept they need to be multimedia publishers in the future. South African media companies are forced to maintain low-key Internet operations until government telecommunications policy changes. Newsquest's online business model is an example what could potentially be achieved. / AFRIKAANSE OPSOMMING: Die web behoort belangriker te word soos tegnologie vooruitgaan. Omdat 'n mens dit anders gebruik as tradisionele media, behoort mediamaatskappye die nuwe medium te ondersoek om volle voordeel daaruit te trek en die volle impak daarvan op hullopende inkomste te verstaan. Britse mediamaatskappye het saamgespan en het jare lank in die Internet belê deur die handhawing van inhoudsportale en, meer spesifiek, koerantwebwerwe. Oorspronklik het hulle dit gedoen om hulself te beskerm teen entrepreneurs wat moontlik hul persoonlike advertensies met web-gebaseerde persoonlike advertensiegidse sou bedreig. Persoonlike advertensies werk beter op die web. 'n Koerant se sirkulasie blyk nie benadeel te word deur sy webwerf nie. Deur hul webwerwe kan koerante mense (ook vir bemarkingsdoeleindes ) bereik wat andersins nie die koerant sou koop nie. Britse adverteerders bestee meer aan aanlynadvertensies en adverteer toenemend m die streekspers. Newsquest groei vinnig en is die tweede-grootste Britse streeksuitgewer. Die maatskappy het 'n hiërargiese bestuurstruktuur en beperk agressiefbedryfskoste. Al het Newsquest (London) se digitale mediadepartement foute (veral wat kommunikasie met ander departemente betref), is strategie in die algemeen goed. Newsquest se nuuskantore is multimedia en alle joernaliste dra by tot die inhoud en onderhoud van koerantwebwerwe. Newsquest verdien sy meeste internet-inkomste deur meer te vra vir aanlyn-persoonlike advertensies op sy werwe. Advertensies word dan in Fish4, 'n persoonlike advertensiedatabasis, wat deur die meeste Britse streekskoerantuitgewers gebruik en versorg word, aangebied. Al is Newsquest se beleid op streeksvlak oor die algemeen goed, is nasionale planne en sagteware-programme baie keer nie toepaslik vir so 'n gedesentraliseerde maatskappy nie. Newsquest se strategie om agressief koste te beheer deur werknemers lae salarisse te betaal (en as gevolg daarvan dikwels nie top-presteerders te behou nie), stel sy persoonlike advertensie-inkomste in gevaar omdat die mededinging wat die maatskappy op die Internet in die gesig staar groter is as op tradisionele sirkulasie-areas. Groter outomatisering is nodig om tekortkomings en foute, wat deur sleg betaalde en onderpresterende werknemers veroorsaak word, te omseil. The Watford Observer se webwerf word soos 'n gratis koerant bestuur. Joernaliste word aangespoor om besit daarvan te neem en 'n klem word daarop geplaas om aanlyn-lesers te oortuig om die koerant te koop. Die webwerf speel 'n belangrike rol in die bemarking van die koerant en verhoog hoofsaaklik wins deur waarde by te voeg by persoonlike advertensies. Die koerant se sirkulasie val al vir geruime tyd en sommige senior bestuurders skryf dit toe aan die Internet. Deur 'n afleweringsdiens wat mense die moontlikheid gee om aanlyn in te teken vir die gedrukte koerant, kan sirkulasie egter deur die webwerf verbeter word. Die huidige intekenmodel in ondoeltreffend. Met die uitsondering van CaxtonlCTP volg sommige Suid-Afrikaanse mediamaatskappye met streekstitels 'n pro-aktiewe koerantwebwerf-strategie. Hoewel daar 'n voldoende aantal welvarende tegnologiese en verbruikersontwikkeling is, ondermyn die regering se telekommunikasiebeleid en die telefoonmaatskappy se monopolie ernstig Internetgebruik en mediamaatskappye se wins daaruit. Soos tegnologie vooruitgaan (byvoorbeeld draagbare, opvoubare skerms), mag koerantinhoud in die toekoms dalk uitsluitlik aanlyn aangebied word. Dit is problematies, omdat gewone advertensies ondoeltreffend op die web is. Koerantuitgewers mag dalk selfoonoperateurs en Internet-diensverskaffers aankoop om hierdie ontwikkelings te beheer. Suid-Afrikanse mediamaatskappye IS gedwing om lae vlak Internet-bedrywighede te handhaaf totdat die regering se telekommunikasiebeleid verander. Newsquest se aanlynmodel is 'n voorbeeld van wat bereik kan word.