Television composes the largest share of media market in the Czech Republic. Large scope for addressing a broad audience is created and investments of companies constitute a major share of income of television stations. These stations with their program focus on various groups of viewers which creates a space for submitters of advertisement to focus their marketing activities on selected target groups of viewers. Considering the fact that television constitutes such massive communication channel, differences among advertisements on individual television stations cease to exist. The objective of my thesis is to find out, if companies still apply theoretical recommendations regarding segmentation, targeting and suitability of selected strategy when submitting advertisements. To find answers to researched question, a data file containing all advertisements broadcasted by television stations in 2011, has been analyzed in this thesis. Research of data has been performed using cluster analysis. Upon results of this thesis, suggestions for improvement of researched condition of companies have been recommended.

L'orientation marché est une notion apparue dans les années 1990. Faisant l'objet d'un fort intérêt de la part de nombreux chercheurs, elle pourrait s'avérer être une réponse efficiente à la complexification des environnements respectifs des entreprises ainsi que celle des consommateurs. Pourtant, méconnu par de nombreux praticiens, ce concept fait l'objet de mauvaises interprétations, lesquelles ne reflètent pas réellement son grand potentiel stratégique. Par ailleurs, la grande majorité des recherches réalisées portent sur l’effet de l'orientation marché sur la performance globale d'une entreprise. Au travers de ce travail, nous avons ainsi souhaité analyser si, dans un contexte spécifique, l'intégration de cette philosophie d'entreprise pouvait posséder ou non un effet direct sur l'implémentation d'un outil stratégique souvent considéré comme étant l'un des fondements du marketing : le triptyque segmentation-ciblage-positionnement. / Market orientation was created during the Nineties. It could be considered as an efficient answer to the complexification of the companies and consumers environments. In this state of mind, it provides a strong interest for numerous researchers. This notion is unknown and badly interpreted by a majority of practitioners, despite its important strategic potential. Moreover, the big majority of researches linked with this topic are dealing with the effect of its integration on the global performance of a company. We wanted to analyze through this academic work if in a specific context, the integration of the market orientation philosophy could have a direct effect on the implementation of a strategic tool: the segmentation-targeting-positioning process. This triptych is indeed often considered as a basis of marketing strategy.

Les lectines spécifiques du rhamnose ont été découvertes comme nouvelle classe de lectines dans les années 1990. La plupart de ces lectines a été isolée à partir d'animaux aquatiques. Des récepteurs spécifiques du rhamnose sur les kératinocytes ont été découverts en 1991 quand les reconnaissances entre des glycoprotéines synthétiques incorporées dans des liposomes et des kératinocytes ont été étudiées. Nous avons synthétisé des nouveaux dérivés de rhamnose à cibler ces lectines. / Rhamnose binding lectines were discovered as new class of lectines in 1990's. Most of these lectines has been isolated from aquatic animals. It was discovered in 1991 that rhamnose specific receptors may be present in human skin while studying the interaction between liposomes incorating synthesitic glycoproteins and keratinocytes. We have synthesized new derivatives of rhamnose to target these lectines.

京都大学 / 0048 / 新制・課程博士 / 博士(農学) / 甲第22707号 / 農博第2423号 / 新制||農||1080(附属図書館) / 学位論文||R2||N5300(農学部図書室) / 京都大学大学院農学研究科地域環境科学専攻 / (主査)教授 本田 与一, 教授 田中 千尋, 教授 吉村 剛 / 学位規則第4条第1項該当 / Doctor of Agricultural Science / Kyoto University / DGAM

The thesis consists of two essays on inflation targeting. The hrst essay examines how do centrál banks set their inflation targets. Survey of centrál banks' communication regard-ing the target is presented, theoretical model is developed and finally empirical analysis is conducted on a panel of inflation targeting countries. This pioneering analysis of the topič leads us to conclusion that inflation targets are influenced by more variables than centrál banks admit. In addition to past and foreign inflation, inflation variability and GDP growth we find significant impact of centrál bank credibility and other institutional factors. The short second essay surveys literatúre assessing performance of inflation targeting and outlines perspectives of inflation targeting as a monetary policy framework. The conclusion is that if inflation targeting centrál banks stick to their best practice in transparency and communication and remain open to innovations, inflation targeting will háve a good chance to score well even in the periods of turmoil.

L’ifosfamide (IFO) et le cyclophosphamide (CPM) sont des oxazaphosphorines, prodrogues nécessitant une bioactivation pour être actif. Dans le cas de l’IFO, sa biotransformation conduit à une faible libération du composé hydroxylé actif accompagnée d’effets secondaires toxiques. Des analogues préactivés de l’IFO avec des chaines C1-C30 saturées ou non ont été développés, afin de contourner ces toxicités liées à la voie toxicogène du métabolisme. Dans le cadre de la stratégie de pharmacomodulation de l’IFO, l’évaluation cytotoxique de ces composés synthétisés a été réalisée in vitro sur des lignées cellulaires cancéreuses humaines. Une étude in vivo du Géranyloxy-IFO, un candidat potentiel, a démontré un meilleur profil pharmacocinétique pour le G-IFO comparativement à l’IFO. Ces analogues ont ensuite été vectorisés sous forme de nano-systèmes, soit par auto-assemblage ou par encapsulation lipidique constituant des vecteurs de 1ère génération. Ceux-ci continuent d’être développés afin de leur conférer une spécificité par ciblage passif ou actif.Par ailleurs, le CPM est connu pour son activité sur le système immunitaire à faible dose. Au vue de la proximité structurale entre l’IFO et el CPM, nous avons étudié l’effet immunomodulateur de l’IFO à faibles doses, en comparaison à la dose immunomodulatrice du CPM.La combinaison de ces deux stratégies (préactivation & effet immunomodulateur) pourrait conduire au développement de nouveaux dérivés démontrant une synergie antitumorale des effets antiprolifératif et immunomodulateur de ces oxazaphosphorines. / Ifosfamide (IFO) and cyclophosphamide (CPM) are oxazaphosphorines, prodrugs requiring bioactivation to be active. Regarding IFO, its biotransformation leads to a low release of the active hydroxylated compound with associated toxic side effects. Preactivated IFO analogs with saturated or unsaturated C1-C30 chains have been developed to circumvent these toxicities related to the toxicogenic pathway of metabolism. As part of IFO's pharmaco-modulation strategy, the cytotoxic evaluation of these compounds, synthesized by engraftment of poly-isoprenyloxy chains, was carried out in vitro on human cancer cell lines. In vivo study of the lead shows the better pharmacokinetic profile of Geranyloxy-IFO compared to IFO. These analogs were then vectorized as nanosystems, either by self-assembly or by lipidic encapsulation leading to 1st generation nanosystems. They are still under investigation in order to bring specificity by passive or active targeting.Furthermore, CPM is known for having an activity on the immune system at low dose. Due to the structural proximity of IFO and CPM, we fulfilled studies to highlight the effect of IFO on the immune system at low dose in comparison to the immunomodulatory dose of CPM.The combination of these two strategies (preactivation & immunomodulatory effect) could lead to the development of novel derivatives showing an antitumor synergy of the antiproliferative and immunomodulatory effects of these oxazaphosphorines.

博士（経済学） / x, 171 p. / Hitotsubashi University

The need for a faster, streamlined process for the modification of SLBM targeting software without sacrificing product reliability was identified. Both error correction and changes in software requirements were considered in the design of this process. Criteria for the design and use of the rapid response software development process were based on the magnitude, time sensitivity, and importance to strategic targeting of the modifications requested. Other concepts addressed included configuration management, customer service, teamwork, empowerment, and process improvement. The process contains four distinct paths based on the time sensitivity and size of the changes requested. A discussion of the design of the four paths, including use criteria, total process time, work breakdown, and cost is presented. It is accompanied by a hypothetical example of a software change request and its journey through the process. It was concluded that modifications to the process could be made to further reduce its duration and expand its applicability. / Master of Science

The goal of this thesis work is to develop a methodology to optimize advertisement targeting inside the Spotify platform. By understanding the relevance of advertisements to users, the advertisement efficacy can be improved leading to an overall reduced advertisement load, to a better user experience, and to an increased advertisement revenue. Three types of advertisement are delivered inside the Spotify platform: house advertisements, which promote the Spotify premium subscription, label advertisements, which promote artists and albums and commercial advertisements, which promote external brands or products. For each type, machine learning models were implemented to optimize the matching of advertisements to users. The house advertisement targeting focused on maximizing the conversions of users from free to premium subscriptions. Unlike traditional advertisement targeting models, which focus on estimating the user probability of converting, the proposed approach focuses on estimating the change in probability of converting when an advertisement is delivered, so that only impressions producing a true uplift are delivered. The targeting of label advertisements optimized the number of users starting to listen to the advertised music. The implemented approach delivers relevant advertisements based on an evaluation of the affinity between the user's music and the advertised music and on the user's listening behavior. The commercial advertisement targeting optimized the number of clicks on advertisements. Given that commercial advertisements advertise external products, the main challenge faced was the lack of relevant data to inform the targeting. The implemented approach tries to deal with this problem by combining feature based methods with collaborative filtering methods. The main contribution of this thesis work is the implementation of machine learning models to improve advertisement targeting inside the Spotify platform. In particular, the proposed methodology uses uplift modeling, with a modified approach to handle bias in the training data, and also makes use of meta-data to better understand the context of the campaigns.

Dans ce mémoire, j’étudie trois sujets de microéconomie : le ciblage, les jeux de hasard et l’épargne-retraite. Le premier chapitre, basé sur un travail conjoint avec Francis Bloch, examine une approche du ciblage basée sur le classement par les amis. Un planificateur social a pour objectif d’extraire un classement des individus en demandant à chaque individu de classer ses amis. Nous étudions comment la structure du réseau social de la communauté détermine la capacité du planificateur à extraire un classement véridique et efficace. Notre analyse souligne l’importance des amis communs. Le deuxième chapitre, basé sur un travail conjoint avec Joshua Blumenstock, étudie les paris sportifs en ligne, qui ont gagné en popularité au Kenya et dans d’autres pays d’Afrique orientale. Nous utilisons un vaste ensemble de données sur les transactions de paris sportifs pour prouver que les joueurs peuvent devenir trop confiants dans leur capacité à prédire le résultat des matchs. Nous soutenons que l’excès de confiance persiste parce que les joueurs surestiment la fréquence à laquelle leurs amis gagnent et parce que les joueurs surpondèrent les succès passés par rapport aux échecs passés. Dans le troisième et dernier chapitre, j’utilise une expérience de terrain pour étudier l’impact de la fourniture d’une calculatrice de retraite sur l’épargne-retraite à des employés d’une grande entreprise sud-africaine. La calculatrice fournit des projections de revenu de retraite et aide à contrer les perceptions erronées de la croissance exponentielle. Même si la plupart des employés épargnent toujours au taux minimum et que l’intervention a été organisé pour coïncider avec les augmentations de salaire, le calculateur n’a pas entraîné d’importantes augmentations de l’épargne. / In this dissertation, I study three topics in microeconomics — targeting, gambling and retirement saving. The first chapter, based on joint work with Francis Bloch, studies the friend-based ranking approach to targeting. A social planner aims to extract a ranking of individuals by asking each individual to rank his or her friends. We study how the structure of the community’s social network determines the planner’s ability to extract a truthful and efficient ranking. Our analysis highlights the importance of common friends. The second chapter, based on joint work with Joshua Blumenstock, studies online sports betting, which has gained widespread popularity in Kenya and other East African countries. We use a large dataset of sports betting transactions to provide evidence that gamblers can become overconfident in their ability to predict the outcome of matches. We argue the overconfidence persists because gamblers overestimate how frequently their friends win and because gamblers overweight past success relative to past failure. In the third and final chapter, I use a field experiment to study the impact of providing employees at a large South African company with a retirement calculator on retirement saving. The calculator provides projections of retirement income and helps to counter misperceptions of exponential growth. Even though most employees save at the minimum rate and the intervention was timed to coincide with salary increases, the calculator did not lead to large increases in saving.