Bakgrund: Det finns problem kring att avgöra exakt hur effektiva reklamkampanjer är. TV-reklam är det mest inflytelserika mediet och fastän det inte finns belägg för att det direkt leder till något köp så kan det leda till att TV-reklamen förblir i vårt medvetande. Det finns därmed ett behov av att förstå vilka faktorer och strategier som anses vara effektiva i konsumentens ögon.  Syften: Studien har som ändamål att identifiera och undersöka potentiella faktorer bakom effektiv TV-reklam, samt utöka förståelsen utifrån konsumenters synsätt. Studien utforskar även konsumenters vana att undvika TV-reklam och om denna vana upplevs annorlunda när de exponeras för in-stream video ads i stället.  Teorier: Den tidigare forskningen har anknytning till fyra faktorer som ligger i grund för studien. De fyra faktorerna är Kreativitet, Moment-to-Moment (EV & IV), Brand Image och Celebrity Endorsement. Studien utgår även ifrån tidigare forskning kring konsumenters vana att undvika TV-reklam.  Metod: En kvalitativ studie där fokusgrupper har använts som forskningsmetod. En deduktiv ansats har tillämpats. Urvalet bestod av studenter från Södertörns Högskola.  Slutsats: Vissa potentiella faktorer bakom effektiv TV-reklam var mer effektiva än andra. Celebrity Endorsement och Brand Image ansågs leda till ett faktiskt köp medan de andra faktorerna endast visade sig påverka intention kring köp. Konsumenter om de får möjligheten väljer att undvika TV-reklam i stor utsträckning av anledningen att det är irriterande och stör handlingen. Reklam undveks mer på traditionell TV än på in-stream video ads av anledning att TV-reklampausen varar längre.                                          Begrepp: När begreppet konsument nämns hänvisar vi till personer som exponeras för TV-reklamen, alltså inte de som köper produkten utan de som konsumerar marknadsföringens innehåll. In-stream video ads innefattar TV-reklam som koncept överfört till internet. / Background: There are problems with determining exactly how effective advertising campaigns are. TV advertising is the most influential medium and although there is no evidence that it directly leads to any purchase, it can lead to TV commercials remaining in our consciousness. There is thus a need to understand which factors and strategies are considered effective in the eyes of the consumer. Purpose: The purpose of the study is to identify and investigate potential factors behind effective television advertising and expand understanding from the perspective of consumers. The report also explores consumers' habit of avoiding TV commercials and whether this habit is experienced differently when exposed to in-stream video ads instead. Theories: The study is based on previous research and this research is related to four factors that form the basis of the study. The four factors are Creativity, Moment-to-Moment (EV & IV), Brand Image and Celebrity Endorsement. The study is also based on previous research concerning consumers' habit of avoiding TV commercials. Methods: A qualitative study where focus groups have been used as a research method. A deductive approach has been applied. The sample consisted of students from Södertörn University. Conclusions: Some potential factors behind effective TV advertising were more effective than others. Celebrity Endorsement and Brand Image were considered to lead to an actual purchase while the other factors only led to intention regarding purchase. Consumers, if given the opportunity, choose to avoid TV commercials largely for the reason that it is annoying and disrupts the action. It was avoided more on traditional TV than in-stream video ads for the reason that the TV commercial break lasted longer.  Concept: When the term consumer is mentioned, we refer to people who are exposed to TV advertising, not those who buy the product but those who consume the content of the marketing. In-stream video ads entail TV-commercial as a concept transferred to the Internet.

Dans le cadre de cette thèse, nous investiguons la capacité de chaque hémisphère cérébral à utiliser l’information visuelle disponible lors de la reconnaissance de mots. Il est généralement convenu que l’hémisphère gauche (HG) est mieux outillé pour la lecture que l’hémisphère droit (HD). De fait, les mécanismes visuoperceptifs utilisés en reconnaissance de mots se situent principalement dans l’HG (Cohen, Martinaud, Lemer et al., 2003). Puisque les lecteurs normaux utilisent optimalement des fréquences spatiales moyennes (environ 2,5 - 3 cycles par degré d’angle visuel) pour reconnaître les lettres, il est possible que l’HG les traite mieux que l’HD (Fiset, Gosselin, Blais et Arguin, 2006). Par ailleurs, les études portant sur la latéralisation hémisphérique utilisent habituellement un paradigme de présentation en périphérie visuelle. Il a été proposé que l’effet de l’excentricité visuelle sur la reconnaissance de mots soit inégal entre les hémichamps. Notamment, la première lettre est celle qui porte habituellement le plus d’information pour l’identification d’un mot. C’est aussi la plus excentrique lorsque le mot est présenté à l’hémichamp visuel gauche (HVG), ce qui peut nuire à son identification indépendamment des capacités de lecture de l’HD. L’objectif de la première étude est de déterminer le spectre de fréquences spatiales utilisé par l’HG et l’HD en reconnaissance de mots. Celui de la deuxième étude est d’explorer les biais créés par l’excentricité et la valeur informative des lettres lors de présentation en champs divisés. Premièrement, nous découvrons que le spectre de fréquences spatiales utilisé par les deux hémisphères en reconnaissance de mots est globalement similaire, même si l’HG requière moins d’information visuelle que l’HD pour atteindre le même niveau de performance. Étonnament toutefois, l’HD utilise de plus hautes fréquences spatiales pour identifier des mots plus longs. Deuxièmement, lors de présentation à l’HVG, nous trouvons que la 1re lettre, c’est à dire la plus excentrique, est parmi les mieux identifiées même lorsqu’elle a une plus grande valeur informative. Ceci est à l’encontre de l’hypothèse voulant que l’excentricité des lettres exerce un biais négatif pour les mots présentés à l’HVG. De façon intéressante, nos résultats suggèrent la présence d’une stratégie de traitement spécifique au lexique. / In this thesis, we investigate the cerebral hemispheres’ ability to use the available visual information for word recognition in lateral periphery. It is generally acknowledged that the left hemisphere (LH) is more able at reading than the right (RH). Accordingly, the visuoperceptual mechanisms of the brain for word recognition are primarily localized in the LH (Cohen, Martinaud, Lemer et al., 2003). As normal readers use medium spatial frequencies (about 2,5 – 3 cycles per degree of visual angle) to recognize words, it is possible that the LH is better tuned for processing these spatial frequencies than the RH (Fiset, Gosselin, Blais et Arguin, 2006). Furthermore, studies concerned with reading abilities in the cerebral hemispheres commonly present words in visual periphery. However, the effect of visual eccentricity on word recognition is thought to be unequal between hemifields, notably because the first letter in a word usually carries the most information for its accurate identification. It is also the most eccentric letter when a word is presented in the LVF, which may cause a negative bias for the identification of words presented to the LVF regardless of the actual reading capacities of the RH. The main objective of the first study is to determine the spatial frequency tuning functions of the LH and RH for word recognition. The goal of our second study is to explore letter identification biases for words presented to the left and right visual fields as a function of eccentricity by varying the information value of letter positions. Firstly, we discover that the spatial frequency tuning of both hemispheres is globally similar, even though the LH requires less visual information than the RH to reach the same level of performance. Surprisingly however, the RH requires higher spatial frequencies to identify longer words. Secondly, we find that for LVF displays, the first letter, i.e. the most eccentric, is among the most accurately identified, even when it has a greater information value. This argues against the hypothesis that letter eccentricity exerts a negative bias for words presented to the LVF. Interestingly, our findings also suggest a lexical-specific processing strategy.

Wenn die Nutzer Erfahrungen mit Sozialen Netzwerken sammeln: i) tauschen sie Informationen mit einander aus; ii) verbinden sich mit einander und bilden Netzwerke; und iii) können auf soziales Kapital zugreifen, das durch die Pflege von diesen Kontakten entsteht. Die Struktur dieser Dissertation spiegelt diese drei Besonderheiten wider. In dem ersten Kapitel untersuchen wir den Einfluss von Informationseigenschaften – den Umfang, die Tiefe, den Kontext als auch dem Feedback – auf den Informationsnutzen. Im zweiten Kapitel untersuchen wir die Netzwerk-Gestaltungsstrategien und die Beziehung von den resultierenden Netzwerkeigenschaften – die Beziehungsstärke als auch Netzwerküberschneidung – mit dem Informationsnutzen. Im dritten Kapitel erforschen wir den Einfluß von den gewonnenen Informationen und der Struktur des Netzwerkes – auf das Soziale Kapital. Zusätzlich beziehen wir in jedes Kapitel die Erfahrung der Nutzer mit dem Medium ein. Aufgrund von fehlenden Forschungserkenntnissen, setzen wir Grounded Theory ein, um konzeptionelle Verhaltensmodelle zu entwickeln. Diese Modelle werden im Anschluß empirisch getestet. Obwohl die Forschung in dieser Dissertation meist verhaltenswissenschaftlich ist, kann man auch Ansätze aus der Design Science erkennen. Zum Beispiel, spezielle Facebook-Anwendungen sind implementiert um reale Nutzerdaten zeitnah zu sammeln. Diese Dissertation weisst drei Hauptergebnisse auf. Erstens, die Beziehungsstärke ist der wichtigster Faktor, der das Verhalten von den Nuztern bestimmt. Zweitens, obwohl die Nutzer die Informationen von Ihren engen Freunden bevorzugen, andere Netzwerkeigenschaften sollten in Betracht gezogen werden, denn zum Beispiel Netzwerküberschneidung einen negativen Einfluss auf Informationsnutzen hat. Drittens, Erfahrungsfaktoren beinflussen das Nutzerverhalten auf diesen Netzwerken. / As SNS users gain experience with using SNS they: i) exchange the information with each other; ii) connect with each other and form certain network structures as a result; iii) obtain the social capital benefits due to the maintenance of relationships with others. The dissertation structure clearly reflects these peculiarities of SNS. Thus, in the first part of the dissertation we explore the impact of information characteristics – depth, breadth, context, social information – on the value of information users derive from their networks. In the second part of the dissertation we explore how users construct their networks and how properties of network structure – tie strength and network overlap – relate to information value. In the third part, we explore the impact of network structure and shared information in the process of social capital formation. We additionally control for the user experience, as we believe that this factor might impact the perception of value. Due to the scarcity of research findings we use explorative methodologies, such as Grounded Theory to study these new phenomena and generate conceptual models. These models are then verified empirically. Although most of the research presented in this dissertation is behavioral, we can also recognize design science elements. For example, we design and implement Facebook applications that allow to collect user data in real time. The main results of the dissertation can be summarized around three major contributions. First and foremost, the underlying tie strength emerges as the most important factor that drivers user behavior on SNS. Second, although people prefer information from their stronger ties, researchers should differentiate between different forms of network structure in their impact on information value, as, for example, network overlap has a negative relationship with information value. Third, experience factors mediate many of the behaviors of users on SNS.

傳統探討分析師推薦資訊價值的研究多採用累積超額報酬的方式，近年來研究顯示個別投資人的績效顯著低於機構投資人，因此是否分析師推薦能夠幫助提升個別投資人的福利。本論文的第一個貢獻在檢定是否個別投資人能夠獲取分析師推薦的資訊價值，為區分推薦資訊分別對於個別與機構投資人的價值為何，本研究採用的每種投資人實際的交易利潤作為衡量指標。 研究結果顯示所有投資人都可以透過買入推薦獲取顯著的正報酬，但在賣出推薦上，僅外資與共同基金仍能維持獲取正的報酬。同時發現在推 薦事件期間，專業機構投資人的利潤顯著高於一般散戶的獲利。 進一步，本論文的第二的主題在探討此推薦的資訊價值對於不同投資人的差異，是否肇因於推薦券商所提供的私有資訊，因此進一步將各類投資人分成推薦券商的客戶與非客戶。結果顯示國內機構投資人的利潤在客戶的身上顯著高於非客戶的獲利，顯示推薦券商在對外公佈推薦資訊前的確提供私有資訊給其國內機構客戶，但此現象在賣出推薦並不存在。 第三，本論文進一步分析是否拿到推薦券商所提供私有資訊的客戶也是推薦券商的經紀業務收益的主要貢獻者。在比較推薦券商與非推薦券商在被推薦股票上的相對交易量(金額)中，發現推薦券商的確因為買入推薦股票而增加經紀業務量，但很驚訝的發現貢獻最多交易量的是個別投資人，而非拿到最多好處的機構投資人。 最後，本研究透過迴歸分析探討不同投資人的交易利潤與推薦券商所獲得的經紀業務量的關係。在控制推薦類型、推薦評等與被推薦股票之股票特性後，發現投資人的交易利潤與推薦券商的經紀業務收益成正相關，再次顯示券商推薦與其各項業務收益間的關係。 / Traditionally, information value of analysts’ recommendations has been well-recognized by cumulative abnormal returns. Recent studies show that individuals are underperformed, and therefore, it is a critical issue on if analysts’ recommendations are helpful to individuals’ welfares. The first contribution of this dissertation to the literature is to examine whether individual investors are capable of capturing the information value. To classify the information value of recommendations for individuals and institutions, respectively, I, thus, use a direct measure to calculate the actual trading profits of types of traders. To our best knowledge, this is the first paper that demonstrates the information value for types of investors. Our results indicate that, all investors get positive and significant profits in brokerages’ buy recommendations, no matter what types of investors are measured. As to sell recommendations, only foreign investors and mutual funds have positive returns. We also find that professional institutions earn more profits than retail investors during the recommendation event periods. Further, the second objective of this dissertation is to test whether the information values are caused by private information from brokerages’ houses, we separate the profits of types of investors into customers and non-customers based. The findings are that only domestic institutional customers of recommending brokerages are more beneficial than those of non-recommending brokerages in buy recommendations, which implies that brokerage houses may reveal private information to their own institutional customers before buy recommendations make public. This does not hold for sell recommendations. Third, we are interested in analyzing whether the private information that recommending brokerages provide to their own customers may, indeed, contribute to brokerages’ commission revenues. By comparing the trading volume of recommending brokerages and non-recommending brokerage for the covered stocks, we find that the volumes of covered stocks issued in the recommending brokerages are increased for buy recommendations. Particularly, we find that the main contribution of trading volume is from individuals. Furthermore, we run regressions to study the relationship between trading profits of types of investors and trading volume of recommending brokerages. After controlling recommendation types, consensus rating of recommendations, and stock characteristics, our results indicate that trading profits of all types of investors are positively related to commission revenues of brokerages. This may justify the importance of brokerage recommendations on their business relationships.

Dans le cadre de cette thèse, nous investiguons la capacité de chaque hémisphère cérébral à utiliser l’information visuelle disponible lors de la reconnaissance de mots. Il est généralement convenu que l’hémisphère gauche (HG) est mieux outillé pour la lecture que l’hémisphère droit (HD). De fait, les mécanismes visuoperceptifs utilisés en reconnaissance de mots se situent principalement dans l’HG (Cohen, Martinaud, Lemer et al., 2003). Puisque les lecteurs normaux utilisent optimalement des fréquences spatiales moyennes (environ 2,5 - 3 cycles par degré d’angle visuel) pour reconnaître les lettres, il est possible que l’HG les traite mieux que l’HD (Fiset, Gosselin, Blais et Arguin, 2006). Par ailleurs, les études portant sur la latéralisation hémisphérique utilisent habituellement un paradigme de présentation en périphérie visuelle. Il a été proposé que l’effet de l’excentricité visuelle sur la reconnaissance de mots soit inégal entre les hémichamps. Notamment, la première lettre est celle qui porte habituellement le plus d’information pour l’identification d’un mot. C’est aussi la plus excentrique lorsque le mot est présenté à l’hémichamp visuel gauche (HVG), ce qui peut nuire à son identification indépendamment des capacités de lecture de l’HD. L’objectif de la première étude est de déterminer le spectre de fréquences spatiales utilisé par l’HG et l’HD en reconnaissance de mots. Celui de la deuxième étude est d’explorer les biais créés par l’excentricité et la valeur informative des lettres lors de présentation en champs divisés. Premièrement, nous découvrons que le spectre de fréquences spatiales utilisé par les deux hémisphères en reconnaissance de mots est globalement similaire, même si l’HG requière moins d’information visuelle que l’HD pour atteindre le même niveau de performance. Étonnament toutefois, l’HD utilise de plus hautes fréquences spatiales pour identifier des mots plus longs. Deuxièmement, lors de présentation à l’HVG, nous trouvons que la 1re lettre, c’est à dire la plus excentrique, est parmi les mieux identifiées même lorsqu’elle a une plus grande valeur informative. Ceci est à l’encontre de l’hypothèse voulant que l’excentricité des lettres exerce un biais négatif pour les mots présentés à l’HVG. De façon intéressante, nos résultats suggèrent la présence d’une stratégie de traitement spécifique au lexique. / In this thesis, we investigate the cerebral hemispheres’ ability to use the available visual information for word recognition in lateral periphery. It is generally acknowledged that the left hemisphere (LH) is more able at reading than the right (RH). Accordingly, the visuoperceptual mechanisms of the brain for word recognition are primarily localized in the LH (Cohen, Martinaud, Lemer et al., 2003). As normal readers use medium spatial frequencies (about 2,5 – 3 cycles per degree of visual angle) to recognize words, it is possible that the LH is better tuned for processing these spatial frequencies than the RH (Fiset, Gosselin, Blais et Arguin, 2006). Furthermore, studies concerned with reading abilities in the cerebral hemispheres commonly present words in visual periphery. However, the effect of visual eccentricity on word recognition is thought to be unequal between hemifields, notably because the first letter in a word usually carries the most information for its accurate identification. It is also the most eccentric letter when a word is presented in the LVF, which may cause a negative bias for the identification of words presented to the LVF regardless of the actual reading capacities of the RH. The main objective of the first study is to determine the spatial frequency tuning functions of the LH and RH for word recognition. The goal of our second study is to explore letter identification biases for words presented to the left and right visual fields as a function of eccentricity by varying the information value of letter positions. Firstly, we discover that the spatial frequency tuning of both hemispheres is globally similar, even though the LH requires less visual information than the RH to reach the same level of performance. Surprisingly however, the RH requires higher spatial frequencies to identify longer words. Secondly, we find that for LVF displays, the first letter, i.e. the most eccentric, is among the most accurately identified, even when it has a greater information value. This argues against the hypothesis that letter eccentricity exerts a negative bias for words presented to the LVF. Interestingly, our findings also suggest a lexical-specific processing strategy.

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1 ABSTRACT This thesis is named Linguistic Analysis of weather forecasts and is divided into two parts, theoretical and practical. In the first part of this thesis readers can find general knowledge of field of media: the term media communication is defined, specifics are described, it is talked about a media product, content and meaning. After that we mention media audience with respect to the pupil as a special type of recipient. The following is a characteristic of television weather forecasts within the media communication and analysis of its typical means of expression. The last part of this section is the description of the school curriculum, especially the media education, because the research was made in the schools and the main goals of this thesis were based on requirements of curricula of the Czech Republic. The second part presents the motivation of investigation and the method of the action research that was chosen. The largest part of this section is the part containing the whole evaluation and interpretation of the results of particular activities, both propaedeutic and proactive with the media product. The main goals of this thesis are the development and subsequent application of an action plan with projected activities for the Czech language teachers at primary school, especially in the...

Methodology and issues of data transformation and its information value estimation during the integration of the heterogenous information sources PhDr. Ivan BARTOŠ Abstract This study focuses mainly on the data and information transformation issue. This topic is currently critical in several scientific and commercial areas. Information value, information quality and the quality of the source data differs between the various systems. This is not only due to the different topologies of the information sources but also because of its different understanding and a manner of storing the information describing the entity of the enterprise. Such information systems, respectively database systems in the scope of the thesis, could perform well as the stand alone systems. The issue appears in the moment when such heterogeneous systems are required to be integrated and the information shall be migrated between each other. The thesis is logically divided into four major parts based on these issues. The first part describes the methods that can be used to classify the data quality of the source system (the one to be integrated) from which the information can be extracted. Based on assumption of the common lack of project and system documentation hereby introduced methods can be used for such qualification even when the...

(English) The purpose of this diploma thesis was to analyze a role of Sputnik Česká republika (Sputnik Czech Republic) website as an information source in the ecosystem of the so-called alternative media. The main research method was quantitative content analysis. In the practical part of the work - using available metadata sraped with Outwit Hub -, this thesis described content of articles published on Sputnik Česká republika and other selected alternative media. Next, with the use of online marketing tools and other sources, it compared similarities of content and user behaviour. Next, it compared similarities of content and user behaviour on a sample of selected websites. The result of this was evaluation of possible importance of Sputnik Česká republika in the ecosystem of alternative media and pointing out some new elements and connections within this system. Possible usage of this thesis comprises follow-up research and education in fields of information and media literacy, especially in the issue evaluation of information sources.