<p>Attention to Advertising</p><p>Carl Patrik Nilsson, Umeå School of Business, Umeå University SE-901 87 Umeå, Sweden</p><p>Abstract</p><p>In advertising, capturing consumers’ attention is imperative. Yet, how attention to advertising works in a World Wide Web context has not been researched extensively. This area is the main focus of this research.</p><p>The World Wide Web is an interactive medium which has characteristics that deviate from traditional media channels. Considering the unique properties of the World Wide Web it was deemed important to study how attention to advertising is affected by various contexts as well as attention getting techniques.</p><p>The study was conducted in order to develop an understanding of how advertisements in different Web task environments are being attended to as well as how attention to advertisements varies between different attention getting techniques that are being used in Web advertising. Furthermore, a model which describes the relationship between context, attention getting techniques and attention to advertising was developed and tested. In connection to this it was tested whether click-through or click-rate is indeed an adequate method when measuring advertising effect and thereby to what extent the pay per click pricing strategy is appropriate.</p><p>In order to address the research issues a theoretical framework was assembled. Nine hypotheses were formulated deriving from the framework. To test the hypotheses and the model, an experimental research design was employed. Three experiments were designed to study the hypotheses formulated. A total of 702 individual experiments were conducted.</p><p>The conclusions from the study reveal that Web task environments indeed have an impact on attention to advertising. Increased complexity or a more difficult task environment demands more cognitive resources which in turn produces lower attention levels to the advertising stimulus. Reduced complexity, on the other hand, releases cognitive resources that can be spent elsewhere. Thus, a higher attention level to the advertising stimulus was recorded. This also confirmed the properties of the proposed model; namely that the permeability of a filtering mechanism is dependent on for instance level of goal orientation and complexity of the physical task environment i.e. the complexity of the Web site. The study revealed that attention getting techniques such as pop-up advertisements increase the attention to advertising. However, it was found that pop-up advertisements are effective, not mainly because of their abrupt presentation, but because of the distinct properties of the frame. It was found that the frame has a negative meaning for Web users and when the frame comes into the visual field it will attract their attention. At the same time attention will also be distributed towards the advertisement itself. This is recorded as an increase in attention towards the advertising message.</p><p>The results show that the click-through measure is not an appropriate method when measuring advertising effect. The click-through measure may severely underestimate the advertising effect. Consequently, using click-through frequencies as a basis for pricing is inappropriate, unless the effects at play have been well understood and taken into consideration.</p><p>Key words: Attention to advertising, attention getting techniques, Web advertising, Web environment, click-through</p><p>Studies in Business Administration, B series, No 60.</p><p>ISSN 0346-8291, ISBN 91-7264-189-4</p><p>Umeå School of Business - Sweden 2006</p>

Attention to Advertising Carl Patrik Nilsson, Umeå School of Business, Umeå University SE-901 87 Umeå, Sweden Abstract In advertising, capturing consumers’ attention is imperative. Yet, how attention to advertising works in a World Wide Web context has not been researched extensively. This area is the main focus of this research. The World Wide Web is an interactive medium which has characteristics that deviate from traditional media channels. Considering the unique properties of the World Wide Web it was deemed important to study how attention to advertising is affected by various contexts as well as attention getting techniques. The study was conducted in order to develop an understanding of how advertisements in different Web task environments are being attended to as well as how attention to advertisements varies between different attention getting techniques that are being used in Web advertising. Furthermore, a model which describes the relationship between context, attention getting techniques and attention to advertising was developed and tested. In connection to this it was tested whether click-through or click-rate is indeed an adequate method when measuring advertising effect and thereby to what extent the pay per click pricing strategy is appropriate. In order to address the research issues a theoretical framework was assembled. Nine hypotheses were formulated deriving from the framework. To test the hypotheses and the model, an experimental research design was employed. Three experiments were designed to study the hypotheses formulated. A total of 702 individual experiments were conducted. The conclusions from the study reveal that Web task environments indeed have an impact on attention to advertising. Increased complexity or a more difficult task environment demands more cognitive resources which in turn produces lower attention levels to the advertising stimulus. Reduced complexity, on the other hand, releases cognitive resources that can be spent elsewhere. Thus, a higher attention level to the advertising stimulus was recorded. This also confirmed the properties of the proposed model; namely that the permeability of a filtering mechanism is dependent on for instance level of goal orientation and complexity of the physical task environment i.e. the complexity of the Web site. The study revealed that attention getting techniques such as pop-up advertisements increase the attention to advertising. However, it was found that pop-up advertisements are effective, not mainly because of their abrupt presentation, but because of the distinct properties of the frame. It was found that the frame has a negative meaning for Web users and when the frame comes into the visual field it will attract their attention. At the same time attention will also be distributed towards the advertisement itself. This is recorded as an increase in attention towards the advertising message. The results show that the click-through measure is not an appropriate method when measuring advertising effect. The click-through measure may severely underestimate the advertising effect. Consequently, using click-through frequencies as a basis for pricing is inappropriate, unless the effects at play have been well understood and taken into consideration. Key words: Attention to advertising, attention getting techniques, Web advertising, Web environment, click-through Studies in Business Administration, B series, No 60. ISSN 0346-8291, ISBN 91-7264-189-4 Umeå School of Business - Sweden 2006

As the rapid growth of World Wide Web nowadays, many companies tend to disseminate relevant information such as the introduction of product and service through their commercial Web sites. A company¡¦s Web site is deemed as a certain kind of its business assets. Customers, suppliers, partners, associations and other outsiders who desire to get access to the assets from the Web construct a company¡¦s external Web environment. From a strategic planning point of view, identifying a company¡¦s external environment helps to create its business values. Therefore, this research focuses on the issue of assisting a company to identify its external Web environment using mining techniques. Several research works pointed out that the hyperlink structure among Web pages could contribute to classifying the relationships within a company¡¦s external environment. We then propose a classifier that combines Web content mining and hyperlink structure, CNB-HI, for such a purpose. We apply our proposed approach to a real case to help identify the roles of customers, partners, media, and associations. Two experiments are conducted to examine the performance. In the first experiment, we compare CNB with other forms of Na&#x00EF;ve Bayesian classifiers, and conclude that CNB achieves a better performance. However, even the performance by CNB is not satisfactory based exclusively on content classification. The second experiment is conducted to examine the benefits with hyperlink information incorporated (CNB-HI). The result shows that the performance of CNB-HI improves markedly. It thus justifies the feasibility of the proposed approach to real applications.

Texture analysis is an active area of research and plays an important role in computer vision applications. Texture, along with color and shape, contains important features of an image. Texture analysis allows to characterize regions inside an image by using descriptors. These descriptors are applied in the study of texture classification, in which the goal is to identify features that characterize a particular texture and assign a label to an image based on these features. Because of the importance of texture analysis in computer vision, researchers are continually devising and developing new descriptors, with the aim to improve the discriminative power of texture features of an image. A difficult task in texture analysis is to compare these descriptors and verify which are the most suitable for each type of image. The lack of a good review and comparison of descriptors cause that some applications do not use the most appropriate descriptor for a specific type of texture. Therefore, in this dissertation it was developed a research and collaboration platform for the analysis and comparison of texture descriptors and texture datasets. The platform aims to support the researchers in the area of texture analysis, specifically in texture classification. The platform was useful to perform an extensive comparison of texture descriptors and various texture datasets. Using the platform, in some datasets the results produced were better than those previously found in the literature. The results indicate that the classification accuracy varies according to the descriptor and classifier employed. By varying the parameters of texture descriptors it was possible to get different, yet better, classification accuracies. / A análise de textura é uma área ativa de pesquisa que desempenha um papel importante em aplicações de visão computacional. A textura, juntamente com a cor e a forma, contém características importantes de uma imagem. A análise de textura permite caracterizar regiões dentro de uma imagem usando descritores. Esses descritores são aplicados no estudo de classificação de texturas, no qual o objetivo é identificar características que distingam uma determinada textura e atribuir um rótulo a uma imagem baseada nessas características. Devido à importância da análise de textura na visão computacional, os pesquisadores estão continuamente criando e desenvolvendo novos descritores, com o objetivo de melhorar o poder discriminativo dessas características em uma imagem. Uma tarefa difícil na análise de textura é comparar esses descritores e verificar quais são os mais adequados para cada tipo de tipo de imagem. A falta de uma boa revisão e comparação de descritores de textura pode fazer com que algumas aplicações não utilizem o descritor mais adequado para um tipo específico de textura. Portanto, nesta dissertação foi desenvolvida uma plataforma de pesquisa e colaboração para a análise e comparação de descritores de textura e conjuntos de dados de textura. A plataforma visa apoiar os pesquisadores na área de análise de textura, especificamente na classificação de texturas. A plataforma foi útil para realizar uma comparação extensiva de descritores de textura e vários conjuntos de dados de textura. Com essa plataforma, em alguns conjuntos de dados os resultados encontrados foram melhores que aqueles encontrados anteriormente na literatura. Os resultados indicam que a acurácia de classificação muda segundo o descritor e o classificador usado. Mudando os valores dos parâmetros dos descritores de textura foi possível obter acurácias diferentes e até melhores.

Att erbjuda valmöjligheter är en metod som lärare ibland använder i hopp om att förbättra elevers resultat och engagemang. Tidigare undersökningar avseende effekten av val vid läsning har resulterat i ett blandat utfall. De har visat att val har en negativ eller neutral effekt på läsförståelse och neutral eller positiv effekt på lust, motivation och intresse. Alla dessa studier är dock utförda i klassrumsmiljö i den fysiska världen men så ser inte längre verkligheten ut. Allt mer undervisning bedrivs på distans med hjälp av digitala lärplattformar och andra verktyg. Frågan är dock om effekten av val är densamma i digital miljö som fysisk. Vi har i denna studie utforskat effekten av val med avseende läsförståelse, lust, motivation, självskattad läsförståelse och intresse i en digital webbmiljö i hopp om att resultatet ska bidra med kunskap som kan användas av pedagoger som bedriver undervisning på distans. Studiens resultat beräknades genom poäng på ett flervalstest och självskattning. Vi lyckades inte säkerställa några resultat avseende effekten av val på lust, motivation och självskattad läsförståelse men fann att val inte har någon effekt på läsförståelse och en positiv effekt på intresse för ämnet. / To provide options for how students can study a certain subject is a strategy teachers sometimes use in hope of increasing engagement and performance in reading tasks. Previous studies conducted on the effects of choices before reading has produced mixed results. It has shown that choice has a negative or neutral effect on reading comprehension whilst having a neutral or positive effect on the desi- re to read, motivation, and topic interest. All previous studies were performed in classrooms or similar environments but the world of education is changing. All the more education is being conducted online, through digital teaching platforms or other tools. The question we are treating in this study is whether choice has the same effect in a digital environment as in a physical environment. We have focused on the effect choice has on: reading comprehension, desire to read, motivation, self-evaluated reading comprehension and interest in digital web environment. This with the hope that the results can later be used by educators that conduct education on distance. The results were calculated by points scored on multiple- choice questions and self-evaluation. We were unable to find any results for effect on: the desire to read, motivation, or self-evaluated reading comprehension, but our findings showed that choice does not affect reading comprehension has a positive effect on the general interest of the subject.

Orientador: Marta Lígia Pomim Valentim / Banca: Oswaldo Francisco de Almeida Júnior / Banca: Wanda Aparecida Machado Hoffmann / Resumo: A competitividade, a globalização e a necessidade da obtenção de informações direcionadas ao negócio e com valor agregado são fatores que influenciam, cada vez mais, as organizações que atuam no mercado nacional e internacional buscarem um diferencial competitivo. Atualmente, existe uma gama enorme de informações sobre processos e produtos industriais, cuja importância é fundamental para o potencial competitivo das organizações, visto que a inovação advém inicialmente desse tipo de ação informacional. As organizações podem ser vistas como sistemas que geram, processam e aplicam informações, que são transformadas em ação propriamente dita. Nesse sentido, o processo de inteligência competitiva pode auxiliar as organizações a coletar dados de fontes internas e externas, formais e informais e processá-las transformando-as em um ativo potencialmente competitivo. Assim, obter e gerenciar informações estruturadas e com valor agregado, bem como usar as tecnologias de informação e comunicação de forma eficiente, auxilia na transformação de dados e informações em diferencial competitivo para o desenvolvimento do setor industrial. O processo de inteligência competitiva é um diferencial para qualquer modelo de gestão organizacional, visto que possui como objetivo principal antever oportunidades e situações críticas na busca de resultados eficientes e eficazes. O presente projeto de pesquisa teve como propósito estudar os fenômenos que compõem a gestão da informação em ambiente Web, mais especificamente a aplicação da inteligência competitiva para o setor industrial de confecções da região de Londrina/PR. O setor é extremamente competitivo, visto que é uma área que possui um ciclo de informações acelerado e dinâmico, bem como precisa ter como base, a antecipação informacional para oferecer produtos diferenciados. Este projeto estudou... (Resumo completo, clicar acesso eletrônico abaixo) / Abstract: To competitiveness, the globalization and need of the obtaining information directed to the business and with value added are factors that influence the organizations that act in the international and national market will seek a competitive differential. At present, actually exists the range of information about industrial process and products, whose importance is fundamental for the competitive potential of organizations, seen that the innovation happens initially of that kind informational action. The organizations can be a sight as systems that generate, prosecute and apply information transforming them in action properly dictates. In that sense, the competitive intelligence process is able to help the organizations it collect informal and formal data, external and internal sources and prosecute and transforming them in a potentially competitive assets, therefore, obtain and manage information structured and with value added, as well like use information and communication technologies of efficient form, aiming at transform data and information in competitive differential for development of industrial sector. The process of competitive intelligence is a differential for any model of organizational management that possessed like main objective foresee opportunities and critical situations for obtain efficient and efficient results. The present project of research has like purpose study the phenomena that compose the information management in Web environment, more specifically the application of competitive intelligence for footwear industrial sector of Londrina/PR region. The sector of footwear of Londrina region, situated in the north of Paraná is extremely competitive, seen that is an area that possessed a cycle of information accelerated and highly dynamic, as well like is going to have like base to the anticipation informational for offer products differentiated... (Complete abstract click lectronic access below) / Mestre

Made available in DSpace on 2014-06-11T19:26:43Z (GMT). No. of bitstreams: 0 Previous issue date: 2009-07-27Bitstream added on 2014-06-13T19:54:58Z : No. of bitstreams: 1 santos_jc_me_mar.pdf: 665299 bytes, checksum: 89785ed9794977d1ae17d9e6c6cf9d9e (MD5) / Senai / A competitividade, a globalização e a necessidade da obtenção de informações direcionadas ao negócio e com valor agregado são fatores que influenciam, cada vez mais, as organizações que atuam no mercado nacional e internacional buscarem um diferencial competitivo. Atualmente, existe uma gama enorme de informações sobre processos e produtos industriais, cuja importância é fundamental para o potencial competitivo das organizações, visto que a inovação advém inicialmente desse tipo de ação informacional. As organizações podem ser vistas como sistemas que geram, processam e aplicam informações, que são transformadas em ação propriamente dita. Nesse sentido, o processo de inteligência competitiva pode auxiliar as organizações a coletar dados de fontes internas e externas, formais e informais e processá-las transformando-as em um ativo potencialmente competitivo. Assim, obter e gerenciar informações estruturadas e com valor agregado, bem como usar as tecnologias de informação e comunicação de forma eficiente, auxilia na transformação de dados e informações em diferencial competitivo para o desenvolvimento do setor industrial. O processo de inteligência competitiva é um diferencial para qualquer modelo de gestão organizacional, visto que possui como objetivo principal antever oportunidades e situações críticas na busca de resultados eficientes e eficazes. O presente projeto de pesquisa teve como propósito estudar os fenômenos que compõem a gestão da informação em ambiente Web, mais especificamente a aplicação da inteligência competitiva para o setor industrial de confecções da região de Londrina/PR. O setor é extremamente competitivo, visto que é uma área que possui um ciclo de informações acelerado e dinâmico, bem como precisa ter como base, a antecipação informacional para oferecer produtos diferenciados. Este projeto estudou... / To competitiveness, the globalization and need of the obtaining information directed to the business and with value added are factors that influence the organizations that act in the international and national market will seek a competitive differential. At present, actually exists the range of information about industrial process and products, whose importance is fundamental for the competitive potential of organizations, seen that the innovation happens initially of that kind informational action. The organizations can be a sight as systems that generate, prosecute and apply information transforming them in action properly dictates. In that sense, the competitive intelligence process is able to help the organizations it collect informal and formal data, external and internal sources and prosecute and transforming them in a potentially competitive assets, therefore, obtain and manage information structured and with value added, as well like use information and communication technologies of efficient form, aiming at transform data and information in competitive differential for development of industrial sector. The process of competitive intelligence is a differential for any model of organizational management that possessed like main objective foresee opportunities and critical situations for obtain efficient and efficient results. The present project of research has like purpose study the phenomena that compose the information management in Web environment, more specifically the application of competitive intelligence for footwear industrial sector of Londrina/PR region. The sector of footwear of Londrina region, situated in the north of Paraná is extremely competitive, seen that is an area that possessed a cycle of information accelerated and highly dynamic, as well like is going to have like base to the anticipation informational for offer products differentiated... (Complete abstract click lectronic access below)

Tento projekt se věnuje problematice zobrazení velkých hierarchických struktur, zejména možnostem vizualizace stromových grafů. Cílem je implementace hyperbolického prohlížeče ve webovém prostředí, který využívá potenciálu neeukleidovské geometrie k promítnutí stromu na hyperbolickou rovinu. Velký důraz je kladen na uživatelsky přívětivou manipulaci se zobrazovaným modelem a snadnou orientaci.