É apresentado como problema atual na área de Publicidade e Propaganda a exibição de conteúdo personalizado para nichos específicos. A propaganda acaba se concentrando nos produtos de maior sucesso, tendo como foco alguns públicos-alvo previamente determinados. Assim, o estudo pretende avaliar um novo canal para exibição de propaganda em nível individual, através das perspectivas da Cauda Longa e da Realidade Aumentada (R.A.). O ponto principal desse trabalho é, portanto, mostrar a quantidade de nichos existentes e sugerir uma personalização da propaganda a um nível praticamente individual, como uma ligação direta entre produto e consumidor, usando como suporte tecnológico a R.A. A partir da análise de trabalhos de Romero Tori, Paul Milgram, Ronald Azuma, Cláudio Kirner, Robson Siscouto, Lúcia Santaella, entre outros autores, foi feita uma avaliação dos principais pontos de interesse da tecnologia de Realidade Aumentada para profissionais da área do Design. Discorrendo não só sobre suas características como também identificando problemas e questionamentos atuais, tanto para esses profissionais como para o consumidor final. A tese se enquadra na linha de pesquisa de Design e Tecnologia ao passo que os profissionais desta área de conhecimento são responsáveis diretos por pensar as formas de interação de modo que sejam mais orgânicas e intuitivas para os usuários. Existe muito trabalho a ser realizado, no tocante à Ergonomia e Usabilidade, nas soluções que usam a Realidade Aumentada, principalmente na forma como se dá a sobreposição da informação digital ao ambiente real capturado pela câmera e sua manipulação pelo indivíduo. / Show custom content for specific market segments is a current problem in the Advertising industry. The advertisement ends up prioritizing the most successful products, with the focus on some predetermined audiences. With that in mind, this study evaluates a new channel for advertising on an individual level, through the perspectives of the Long Tail and Augmented Reality (AR). For that reason, the main point of this work is demonstrate the amount of existing niches and suggest customized ads to an individual level, as a direct link between product and consumer, using as technological support AR. From the analysis of the authors Romero Tori, Paul Milgram, Ronald Azuma, Claudio Kirner, Robson Siscouto, Lucia Santaella, among others, an assessment was made about the main points of interest in AR to the field of professional designers. Reflecting not only about their characteristics as well as identifying current problems and questions , both for these professionals and to the final consumer. The work fits the Design and Technology area because their professionals are directly responsible for thinking ways of interaction in order to be more intuitive for users. There is much more work to be done with regards to Ergonomics and Usability in the solutions that use Augmented Reality, especially in the way the digital information overlays the environment captured by the camera and its manipulation by the individual.

É apresentado como problema atual na área de Publicidade e Propaganda a exibição de conteúdo personalizado para nichos específicos. A propaganda acaba se concentrando nos produtos de maior sucesso, tendo como foco alguns públicos-alvo previamente determinados. Assim, o estudo pretende avaliar um novo canal para exibição de propaganda em nível individual, através das perspectivas da Cauda Longa e da Realidade Aumentada (R.A.). O ponto principal desse trabalho é, portanto, mostrar a quantidade de nichos existentes e sugerir uma personalização da propaganda a um nível praticamente individual, como uma ligação direta entre produto e consumidor, usando como suporte tecnológico a R.A. A partir da análise de trabalhos de Romero Tori, Paul Milgram, Ronald Azuma, Cláudio Kirner, Robson Siscouto, Lúcia Santaella, entre outros autores, foi feita uma avaliação dos principais pontos de interesse da tecnologia de Realidade Aumentada para profissionais da área do Design. Discorrendo não só sobre suas características como também identificando problemas e questionamentos atuais, tanto para esses profissionais como para o consumidor final. A tese se enquadra na linha de pesquisa de Design e Tecnologia ao passo que os profissionais desta área de conhecimento são responsáveis diretos por pensar as formas de interação de modo que sejam mais orgânicas e intuitivas para os usuários. Existe muito trabalho a ser realizado, no tocante à Ergonomia e Usabilidade, nas soluções que usam a Realidade Aumentada, principalmente na forma como se dá a sobreposição da informação digital ao ambiente real capturado pela câmera e sua manipulação pelo indivíduo. / Show custom content for specific market segments is a current problem in the Advertising industry. The advertisement ends up prioritizing the most successful products, with the focus on some predetermined audiences. With that in mind, this study evaluates a new channel for advertising on an individual level, through the perspectives of the Long Tail and Augmented Reality (AR). For that reason, the main point of this work is demonstrate the amount of existing niches and suggest customized ads to an individual level, as a direct link between product and consumer, using as technological support AR. From the analysis of the authors Romero Tori, Paul Milgram, Ronald Azuma, Claudio Kirner, Robson Siscouto, Lucia Santaella, among others, an assessment was made about the main points of interest in AR to the field of professional designers. Reflecting not only about their characteristics as well as identifying current problems and questions , both for these professionals and to the final consumer. The work fits the Design and Technology area because their professionals are directly responsible for thinking ways of interaction in order to be more intuitive for users. There is much more work to be done with regards to Ergonomics and Usability in the solutions that use Augmented Reality, especially in the way the digital information overlays the environment captured by the camera and its manipulation by the individual.

The main subject of this diploma thesis is the mobile digital distribution market. The first chapter defines important terms and describes the area comprehensively. The second chapter lists examples of some platforms, shows statistical data and introduces common business models. The third chapter compares the Apple App Store and Google Play based on selected criteria. The fourth chapter deals with conducted survey data in order to test the hypothesis that czech consumers in general do not show a difference in attitude towards mobile distribution storefronts compared to their foreign peers. The fifth and last chapter tries to analyze technical backgrounds of varying content availability across different countries. Also, it deals with selected legal issues.

Cette thèse se présente sous la forme d’un volume de 134 pages composé de 5 articles de recherche. La thèse est une contribution empirique à la littérature qui s’est développée depuis le début des années 2000 sur les bouleversements introduits par Internet sur le commerce des biens culturels. Elle examine plus particulièrement un ensemble de questions portant sur la complémentarité ou la substitution des canaux de distribution, physiques et virtuels, l’effet de « Longue Traîne » et la dispersion des prix sur Internet. L’intérêt de la thèse est d’apporter des éléments de preuve empiriques à ces débats, grâce notamment à la création de bases de données obtenues par captation automatisée de données observables sur Internet. Les résultats statistiques et économétriques issus de ces travaux détaillent les spécificités des meilleures ventes de Livres, CD et DVD selon les canaux de distribution (Amazon, Marketplace d’Amazon, magasins physiques) mais aussi selon leur format (livres papiers/ livres numériques). D’autre part, les résultats montrent une faible variabilité des prix par les vendeurs d’Amazon Marketplace ainsi qu’un faible impact des mesures traditionnelles de la réputation (notations des vendeurs) par rapport à la taille du catalogue des vendeurs remettant en question l’utilisation de la notation comme proxy de la réputation. / This thesis is a volume of 134 pages and includes 5 research articles. The thesis is a contribution to the empirical literature that has developed since the early 2000s on the changes introduced by the Internet trade in cultural property. It examines in particular a set of questions on the complementarity or substitution distribution channels, physical and virtual, the effect of the "Long Tail Theory" and price dispersion on the Internet. The interest of this thesis is to provide empirical evidence to the debate, thanks to the creation of databases obtained by automated data capture observable on the Internet. Statistical and econometric results from these studies detail the specifics of best-selling books, CDs and DVDs as distribution channels (Amazon, Amazon Marketplace, physical stores) but also according to their format (paper books / ebooks). Regarding price dispersion, the results show a low variability of prices by sellers of Amazon Marketplace and low impact of traditional measures of reputation (ratings of sellers) compared to the size of the catalog vendors challenging the using of notation as a proxy for reputation.

Made available in DSpace on 2014-06-11T19:24:04Z (GMT). No. of bitstreams: 0 Previous issue date: 2009-08-28Bitstream added on 2014-06-13T19:48:06Z : No. of bitstreams: 1 valente_sbm_me_bauru.pdf: 4021051 bytes, checksum: 9c1bc31bdefdd73a2eca59fdb12b201b (MD5) / Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP) / Conforme o mercado de luxo foi crescendo, inúmeros desafios surgiram diante dele, sendo a Internet um dos principais. Apesar de representar uma excelente oportunidade na construção de uma marca, a Internet é uma mídia de acesso global, cuja ampla disseminação colocaria em risco conceitos substanciais de luxo, como sua tradição, raridade e exclusividade. Nesse sentido, desde a popularização da Internet, tornou-se muito recorrente a dúvida se a mídia seria uma oportunidade ou uma ameaça para os negócios de luxo. É por isso que essa pesquisa visa compreender as mudanças estabelecidas pela Web no universo premium, identificando e avaliando os conceitos, significados e valores envolvidos na comunicação de marcas de luxo na Internet. O objetivo é compreender se esta comunicação consegue manter os valores do luxo, como exclusividade e status, e ainda, agregar novos valores. Para isso, realizou-se uma minuciosa Análise de Conteúdo dos websites de três das mais importantes grifes globais - Yves Saint Laurent, Givenchy e Dior - em parceria com as teorias da 'Sociedade de Hiperconsumo' de Lipovetsky, 'Cauda Longa' de Chris Anderson e 'Interação Mediada por Computador' de Alex Primo, cujos pensamentos, contemporâneos possibilitaram a interpretação dos dados coletados. Como o objetivo é também identificar as mudanças trazidas pela Web, a técnica encontrada foi uma análise comparativa do conteúdo dos sites com a comunicação tradicional, aqui representada por anúncios publicitários da revista Vogue América. Como resultado, a pesquisa observou que a Internet é uma excelente oportunidade para as marcas de luxo construírem relações mais próximas e personalizadas com seus consumidores e que o luxo é um setor capaz de se reinventar e assumir facetas diferentes ao longo do tempo, associando-se a determinadas posturas e práticas conforme as tendências sócio-culturais... / As the luxury market has grown, many challenges have appeared, and the Internet is one of the biggest. Althrough it represent an excellent opportunity to build a brand, the Internet is a global media access, which wide dissemination could endanger substantial concepts of luxury, as its tradition, rarity and exclusivity. Therafore, since the popularization of the Web, has become common the doubt whether the online media would be an apportunity or a threat to the business of luxury. This research seeks to understand the changes established by the Internet on the luxury universe, identifying and evaluating the concepts, meanings and values envolved in the communication of the luxury brands on the Internet. The purpose is to understand whether this communication can keep the values of luxury, as exclusivity and status, and also add new values. Thereby, was perfomed a detailed content analysis of the Website of three global brands - Yves Saint Laurent, Givenchy and Dior - in partnership with the theories of the Hyper-consumption Society by Lipovetsky, 'Long Tail' by Chris Anderson and 'Interaction Mediated by Computer' by Alex Primo, whose contemporary thoughts enabled an interpretation of collected data. Since the intend is to identify the changes brought by the Web, the appropriate technique was a comparative analysis of the content of sites with traditional communication, here represent by advertising in Vogue America magazine. As result, the research observes that the Internet in an excellent opportunity for luxury brands to build closer and personalized relations with its consumers and that luxury sector is able to reinvent itself and take on different facets over time, associating with certain attitudes and practices according to the socio-cultural tendencies. Always retains some characteristics of which the distinctive character is the most obvious... (Complete abstract click electronic access below)

It has been noticed that one of the main challenges for e-commerce sites is providing the users with an efficient search function. It has also been noticed that the search function is one of the things the user is valuing the most when evaluating an e-commerce. The information technology enables the possibility to consume almost anything one could wish for. The challenge is in how to find this specific item. It is hence of interest to examine how to improve the search tool and what effect the updated search tool results in. The objective of this research is twofold. The objective motivated by economic factors is to examine how a user’s ability to find relevant items is affected by being able to refine a search result by selecting relevant attribute values. The other objective has a more technical character and is to examine how the rule based method performs in terms of extracting attribute values for enable the creation of the filtering function. The examinations for this research is conducted at a Swedish online auction company that due to the structure of its e-catalogue provides a suitable setup for the examinations. Because of the examinations being conducted in the environment of the auction company’s system this limits the result to only being representative for data with the same characteristics as the auction company’s. For answering the questions stated in the objective two methods are applied. One for examining the economic part and one for examining the technical part. The economic question is answered after analysing the result of an A/B-test conducted at the auction company. For answering the technical examination an information extraction technique is evaluated. The result of the economical examination is that a significant increase in conversion rate can be concluded for the system version with filtering enabled. The result of the technical examination shows that the rule based method can be used for information extraction in some cases. However, the obtained accuracy will be affected by the characteristics of the data the information extraction is performed on.

This MA thesis is devoted to podcasting, one of the phenomena of new media. It describes its origins and development; in greater detail it deals with the present state and characteristic features of podcasts from the viewpoint of their contents, forms, user practice, ways of financing, and also technological perspectives. Attention is focused on elements which interconnect podcasting with radio and radio programmes and also on their differences. The phenomenon is presented in the context of chosen concepts related to web 2.0. Several chapters focussed generally on the development and present state of podcasting are devoted to the situation in the Czech Republic. The research part then provides insight into the present situation from the point of view of independent podcast creators, with whom half-structured interviews were carried out. On the basis of a qualitative analysis of these interviews, several types of attitudes to podcasting and a number of factors related to production of podcasts were identified - primarily motivations to create them as well as some discouraging aspects. Further results of the analysis concern motivation of the authors to listen to podcasts of other creators, their view of the present state of affairs in the sphere of podcasting in the Czech Republic, and their...

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<p>In the best of worlds, all marketing is relevant.</p><p>This study brings light to and creates understanding for how to capture the opportunities for target marketing, given by resent technical development and improvement.</p><p>Customers often perceive marketing on the internet as annoying, embarrassing, repetitive and sometimes even noisy. Companies have problems to focus their marketing efforts towards the areas which give most value for the marketing investments. The conflict between companies pushing the marketing messages to their customers, who are trying to avoid them, a growing mistrust is feed.</p><p>Well established businesses are challenged by new companies cutting in between the content providers and their customers. A new business model using the <em>Long Tail</em> phenomena is shaking the old media houses’ business position.</p><p>Smartphones and netbooks are merging into mobile devices, which release a number of opportunities for target marketing. This study states that mobile devices are personalized and as a consequence, open for the possibility of target marketing towards individuals. However, there are identified obstacles to overcome. One challenge lies in the balance between marketing benefits and preventing violation of the customers’ personal integrity.</p><p>From literature and case studies, light is brought to the state of practice of rules and regulations, old media houses <em>Schibsted</em> and <em>Aftonbladet</em>, search engine provider as <em>Google</em> and a marketing agency, <em>Mobiento Mobile Marketing</em>. </p><p>Trends and best practices stick out as more important in order for a company to become a successful target marketing actor. A “<em>target marketing house concept</em>” points out four significant areas for companies to benefit from the power of target marketing in mobile devices.</p><p>Trough out of this study, protection of the personal integrity and personal data has been pointed out as a key factor for a mutual and trustful customer relationship. This is considered to be as a precondition, both for behaviour segmentation and for a joint rewarding customer dialogue.</p>

Under 2000-talet har medie- och musikklimatet varit i omstöpning. Förutsättningar för att dela, distribuera och upptäcka musik har förändrats i grunden. Soundcloud, en digital musikplattform som startade sin verksamhet hösten 2008, står på många sätt i centrum för denna utveckling. Det övergripande syftet med föreliggande uppsats är att utifrån ett antal ämnesområden kopplade till teknik och musik, sociala funktioner och relationer, ett förändrat musiklandskap samt Soundclouds samarbete med Audible Magic tematiskt analysera och problematisera den digitala musikplattformen Soundcloud med utgångspunkt i kvalitativa intervjuer med artister/producenter/DJ:s verkandes inom den elektroniska scenen. Mer specifikt behandlas användarnas förhållning till upplevelsen av musik genom den särskilda teknologi och grafiska inramning som Soundcloud tillhandahåller samt de sociala funktioner som implementerats. Vidare problematiseras synen på Soundcloud som ett community, förhållandet mellan global och lokal tillhörighet samt hur artister respektive lyssnare förhåller sig till ett nytt medie- och musikklimat. Slutligen belyser uppsatsen Soundclouds nyligen initierade partnerskap med Audible Magic – ett företag som specialiserat sig på automatiserad identifiering av medieinnehåll. I tidigare forskning behandlas den så kallade modscenen samt den forskning som bedrivits kring det komplexa förhållandet mellan musik, teknologi och sociala praktiker. Det teoretiska ramverket är baserat på Chris Andersons ”Long Tail”-teori, med betoning på demokratiseringen av distributionsmedel respektive produktionsverktyg samt nya filter för urval och sammankoppling mellan utbud och efterfrågan. Vidare berörs Gerd Leonhards samtidsforskning om det nya medie- och musikklimat som står inför dörren. Studien har belyst Soundclouds distinkta grafiska gränssnitt och sociala funktioner och dess inverkan, i både positiv och negative bemärkelse, för hur musik upplevs. Studien visar att Soundcloud kan ses ett steg framåt i processen att göra delning av musik i digital tidsålder mer social, en utveckling som emellertid bromsas av faktum av att banden mellan användarna i många fall är allt för svaga, vilket bland annat beror på Soundclouds allt för kraftfulla filtrering- och urvalsmekanismer. En konsekvens av detta är att Soundcloud i sig ofta inte ses som ett community, utan blott som ett verktyg eller en länk mellan lokala noder. Denna slutsats stärks av faktum att samtliga informanter framhöll lokal tillhörighet som grundläggande. Musikaliska samarbeten via en digital musikplattform som Soundcloud menar man aldrig kommer att kunna ersätta det kreativa utbyte som sker fysisk mellan människor. Partnerskapet med Audible Magic är ännu i ett tidigt stadium. Studien visar att samarbete kan få både negativa och positiva följder. Det negativa består i att DJ-mixar kan komma att försvinna från Soundcloud. Det positiva i att en ökad upphovsrättslig kontroll kan fungera som ett incitament för att göra artister mer originella i sitt arbete