Magistrinio baigiamasis darbas - 67 puslapiai, 11 lentelių, 19 grafikų, 108 literatūros šaltiniai, 3 priedai lietuvių kalba. Tyrimo objektas - reklamos elementai. Tyrimo dalykas - reklamos elementų (teksto,spalvos,garso ir vaizdo) poveikis vartotojų elgsenai. Darbo tikslas – teoriniu lygmeniu išanalizavus ir apibendrinus reklamos elementų įtaką vartotojų elgsenai, juos empiriškai patikrinti Lietuvos studijuojančio jaunimo pavyzdžiu. Darbo uždaviniai: • Atskleisti reklamos sampratą; • Teoriniu lygmeniu išanalizuoti ir pagrįsti reklamos ir vartotojų elgsenos sąsajas; • Išstudijuoti ir apibendrinti reklamos elementų įtaką vartotojų elgsenai; • Parengti reklamos elementų įtakos vartotojų elgsenai tyrimo metodiką; • Remiantis apibendrintomis metodologinėmis nuostatomis, atlikti reklamos elementų įtakos vartotojų elgsenai empirinį tyrimą ir pateikti rekomendacijas. Tyrimo metodika. Rašant magistro darbą naudotasi mokslinės literatūros šaltinių, periodikos, virtualių duomenų bazių sisteminės ir palyginamosios analizės metodais. Atliekant empirinį tyrimą naudoti kokybinio ir kiekybinio tyrimo metodai. Kokybiniuose tyrimuose naudojamas giluminis interviu, kiekybiniuose tyrimuose naudojama anketinė apklausa, tiesinė ir kryžminė empirinio tyrimo rezultatų analizė. / Final work of University Post – graduate Studies, 67 pages, 11 tables, 19 figures, 108 references, 3 appendixes in lithuanian language. KEY WORDS: advertisement, promotional message, advertisement campaign, advertisement aim, advertisement strategy, consumer behavior, consumer, effectiveness of advertisement. The object of research – advertising elements. The subject of research – the influence of advertising text, colour, sound and image on behavior of consumers. Research aim – to analyses and to generalisable the influence of advertising elements on behaviors of consumers in theoretically level and to justify empirically in youth Lithuanian studying example. Tasks: • To reveal the advertisement conception; • In the abstract to analyses and to reason the advertisements and behaviors of consumers links; • To explore and to generalize the influence of advertising elements on behaviors of consumers; • To prepare methodology of the influence of advertising elements on behaviors of consumers; • On the strength of broad-brush methodological attitudes, to do the influence of advertising elements on behaviors of consumers empirical analysis and to do the recommendations; Methods of research – comparative, analysis and synthesis, generalization, survey, graphics methods. The final work deals with analysis of theoretical principles of advertisement, research methods of advertisement influence on consumers behavior and explore Persil washing-powder of advertising elements (text, colour... [to full text]

There is always marketing when people get together. The Internet already has highly popularity, and at the same time user¡¦s online behavior has been changing continuity. We can figure out that social media is the important beginning. In Taiwan, Facebook become the second popular website less than a year, and Plurk make many companies dedicate to marketing just after a summer. There are two target in this research, Facebook and Plurk. After we realize the user online behavior and the situation of online advertisement market,we start to use questionnaire to find out the specific user behavior on Facebook and Plurk. Furthermore, we can also clearly understand user reaction when they see the advertisement on those two social platform, and base on these data to analysis the effectiveness of brands marketing on social media. We proof that kind of social media including facebook and Plurk can satisfy user¡¦s demands of interaction with friends and relax. There are some difference between Facebook and Plurk, so that user also has different reaction when they saw the advertisement on Facebook and Plurk. We suggest that companies can use Facebook¡¦s advantage ¡§diversity¡¨ to set up fans page and find application people like to promote themselves. On the Plurk, we think that brands need to interact with user more personification and always provide useful message to people.

With the emergence of peer-to-peer video-on-demand systems, new avenues for keeping track of and subsequently meeting user needs and desires have arisen. Based on the idea of contextual priming, we introduce a new frame-work, SUE, that takes advantage of the intimate level of user profiling afforded by the internet as well as the linear and segmented nature of p2p technology to determine a user's exact on-screen experience at any given time interval. This allows us to more accurately determine the type of information a user is likely to be more receptive to. Our design differs from other existing systems in two ways: (a) the level of granularity it can support, accommodating factors from both the user's on-screen and physical environment in making its recommendations and (b) in addressing some of the shortcomings seen in current applications, such as those imposed by coarse user profiling and faulty associations. In order to examine the viability of our framework, we provide a high level design specifying its incorporation into an existing p2p video system, the BitVampire project.

With the emergence of peer-to-peer video-on-demand systems, new avenues for keeping track of and subsequently meeting user needs and desires have arisen. Based on the idea of contextual priming, we introduce a new frame-work, SUE, that takes advantage of the intimate level of user profiling afforded by the internet as well as the linear and segmented nature of p2p technology to determine a user's exact on-screen experience at any given time interval. This allows us to more accurately determine the type of information a user is likely to be more receptive to. Our design differs from other existing systems in two ways: (a) the level of granularity it can support, accommodating factors from both the user's on-screen and physical environment in making its recommendations and (b) in addressing some of the shortcomings seen in current applications, such as those imposed by coarse user profiling and faulty associations. In order to examine the viability of our framework, we provide a high level design specifying its incorporation into an existing p2p video system, the BitVampire project.

With the emergence of peer-to-peer video-on-demand systems, new avenues for keeping track of and subsequently meeting user needs and desires have arisen. Based on the idea of contextual priming, we introduce a new frame-work, SUE, that takes advantage of the intimate level of user profiling afforded by the internet as well as the linear and segmented nature of p2p technology to determine a user's exact on-screen experience at any given time interval. This allows us to more accurately determine the type of information a user is likely to be more receptive to. Our design differs from other existing systems in two ways: (a) the level of granularity it can support, accommodating factors from both the user's on-screen and physical environment in making its recommendations and (b) in addressing some of the shortcomings seen in current applications, such as those imposed by coarse user profiling and faulty associations. In order to examine the viability of our framework, we provide a high level design specifying its incorporation into an existing p2p video system, the BitVampire project. / Science, Faculty of / Computer Science, Department of / Graduate

In recent years, mobility empowered by smart phones, tablets and numerous applications running on those mobile devices is transforming the way people live and work in the digital age. Innovations and new business models are emerging that take advantages of this rise of mobile computing. Despite tremendous opportunities promised by the transition to mobility, challenges exist before its full potential can be realized by society as well as by companies. For example, the spread of real-time targeting technologies in mobile display advertising creates a new challenge of how to efficiently allocate countless categories of advertising opportunities, or impressions, in real time. For another example, social broadcasting networks such as Twitter in the U.S. and "Weibo" in China are making it extremely convenient for consumers to spread word-of-mouth (WOM) among them, which both poses new challenges and offers new opportunities to companies wishing to harness the power of consumer WOM. The dissertation contains three essays exploring those issues. In the first essay, the concept of "smart market" for impression allocation is proposed, which emphasizes allocation contingent on uncertain supply and promotes coordination among advertisers across impression categories. A new theory is developed to solve the complicated optimization problem, which leads to a "decomposition and standardization" algorithm. In the second essay, I investigated whether and how Twitter WOM affects movie sales by estimating a dynamic panel data model using publicly available data and well-known machine learning algorithms. I found that chatter on Twitter does matter; however, the magnitude and direction of the effect depends on whom the WOM is from and what the WOM is about. The findings provide new perspectives to understand the effect of WOM on product sales and have important managerial implications. The third essay examines the possibility of designing social-broadcasting-based business intelligence (BI) systems that utilizes real-time information extracted from social broadcasting networks with text mining techniques. A new framework is proposed for this purpose and a Twitter-based BI system is designed and implemented that forecasts movie box office revenues during the opening weekend and daily revenue four weeks after the release of a movie. Preliminary results suggest that social-broadcasting-based BI systems have great potential and are worth exploring by both researchers and practitioners. / text

Baigiamojo darbo tikslas – nustatyti universiteto spausdintinės reklamos kūrybingumo lygį ir parengti rekomendacijas kaip padidinti spausdintinės reklamos kūrybingumą. Pirmojoje (teorinėje) darbo dalyje analizuojama reklamos samprata ir jos esmė. Taip pat pateikiama ir kūrybingumo samprata, bei trumpai aptariami veiksniai, darantys įtaką ne tik organizacijai, bet ir jos marketingo sprendimams. Antrojoje (analitinėje) darbo dalyje pateikiami tyrimo, kurio tikslas – įvertinti pateikiamos spausdintinės reklamos vartotojams kūrybingumą, rezultatai ir metodologija. Taip pat pateikiamas universitetuose dirbančių marketingo specialistų darbo aplinkos vertinimo analizė. Trečiojoje (projektinėje) darbo dalyje, naudojant pirmose dalyse susistemintą informaciją, darbo autorius pateikia spausdintinės reklamos kūrybingumo didinimo projektą, skirtą kūrybinių kompetencijų tobulinimui universitetų darbuotojams bei reklamos efektyvumo vertinimo modelį. / The objective of the work is to identify the creativity level of the University printed advertising and to develop ways to increase print advertising creativity. The first (theoretical) part of this work is analysis of the concept and its meaning. Also you can find, the concept and creativity, and briefly discusses the factors influencing not only the organization but also it‘s marketing decisions. The second (analytical) part of the study, which aims - to assess the creativity of print advertising to consumers and compare their assessment with the assessment of advertisement makers, the results and methodology. It also gives marketing professionals working gives in universities, work environment assessment analysis. Third (design) part, with the first parts of the systemised information, the author of this work present a printed advertisement creativity raising project for the development of creative skills of university staff and the estimation effectiveness of the advertising model.

Darbo objektas - reklamos parodija ir jos kūrimo būdai. Tikslas: nustatyti reklamos daromą įtaką žmogaus psichologijai ir ištirti juoko kūrimo principus reklamų parodijose. Išsikelti uždaviniai: aprašyti reklamos kūrimo būdus bei atskleisti reklamos ir jos parodijos daromą įtaką individui; remiantis anketavimo būdu aprašyti visuomenės požiūrį į reklamą ir jos parodiją, atskleisti anekdotų ir reklamos parodijų žanrų panašumus bei išskirti personažus būdingus abiems žanrams; nustatyti bendrus literatūrai ir folkloristikai juoko kūrimo principus reklamų parodijose. Rašant darbą naudoti metodai: aprašomasis – analitinis, lyginamoji analizė. Darbą sudaro įvadas bei trys dėstymo dalys. Pirmoje dalyje aptariami reklamos kūrimo būdai bei jos įtaka žmogaus psichologijai, analizuojama, kuo svarbus yra juokas ir kaip per reklamos parodiją sukuriama atsvara profesionaliajai reklamai, taip pat pateikiama autoriaus atliktos apklausos analizė, kurioje atsiskleidžia visuomenės požiūris į reklamą ir jos parodijavimą. Antrojoje dalyje aptariami reklamų parodijų ir anekdotų žanrų panašumai, lyginami populiariausi personažai. Trečioji dalis skirta humoro kūrimo principams reklamų parodijose aptarti. Darbas baigiamas išvadomis, literatūros ir šaltinių sąrašu bei priedais. Anketų duomenys rodo, kad reklama ir jos parodijomis domisi didžioji dalis apklaustųjų. Tai lemia informacinė reklamos funkcija bei humoristiškai pateikiamos originalių reklamų parodijos. Reklama individui daro tiek teigiamą... [toliau žr. visą tekstą] / The object of this work - a parody of advertisement and ways to create them. The aim: to determine the impact of advertisement for psychology of human and explore the ways to create laugh in advertising parodies. Tasks: describe the ways of creating advertisement and disclose advertisement and parodies of advertising impact on the individual; based on questionnaires, describe public attitudes towards advertisement and parody; display anecdotes and advertising parodies genres similarities and identify typical characters of both genres; determine typical principles of making laugh in advertising parodies of literature and folklore. In this work are used these methods: a descriptive - analytical, comparative analysis. The work consists of an introduction and three parts. The first part discusses ways to create advertisement and its influence on human psychology, also examines the importance of laugh and how a parody makes a balance in professionally created advertisement, as well layed the author's analysis of the survey, which reveals public attitudes towards advertisement and parody. The second part deals with advertising parodies and jokes genre similarities, comparing the most popular characters. The third part is devoted to discuss the principles of laugh in advertising parodies. The paper ends with conclusions, references and a list of accessories. Data of survey suggests, that the majority of the respondents are interested in advertising and parodies. This... [to full text]

Celebrity endorsements are popular advertising methods that are implemented globally. Despite the frequent use of celebrities as product endorsers, few studies, if any, examine the cross-cultural effects of celebrity-endorsed advertisement on consumer response. This study focuses on Korea and the United States as representative of Eastern and Western cultures, respectively, in terms of various cultural values, such as (a) those described by cultural dimensions theory (individualism versus collectivism, uncertainty avoidance), (b) those described by information context theory (communication styles) and (c) those described by moral foundations theory (intuitive domains of social judgment). Findings generally suggest that Koreans respond more favorably, in terms of enjoyment and purchase intention, to celebrity-endorsed advertisements than Americans. Also, individual-difference measures for the cultural dimensions above yielded patterns consistent with the overall cultural differences. Detailed discussion, including implications and limitations, are provided for both researchers and practitioners. / text

Newspapers were and are source of information. As permanent communicative tools, they bear mute witness to the occurrences of past and present. On their page are printed important events, great plans, and inconsequential happenings. And yet, newspapers are much more than mere disseminators of news, for they also offer commercial information, and as such, supply their readers with a veritable directory of neighboring merchants. Through its advertisements, the newspaper makes available at a glance, the location and price of the various goods and services of which the newspaper reader may have need. This is true of present day newspapers, and it is true of past newspapers. These advertisements may expound the advantages of a shop in the town in which the newspaper is based, or it may give the newspaper reader information about a commercial establishment outside of that town. These advertisements offer information about not only the merchant's store, but also about the merchant. That he sent an advertisement to any newspaper, says something about him; but that he sent it to that particular newspaper, says even more. This study aspires to define that "even more". In trying to define that phrase, the author hopes to introduce newspaper advertisements as a source of data for historical geographers. As such, this study is a continuation of several previous investigations carried out on historical newspaper advertisements by other researchers, and a paper presented by the present author. There are various types of studies which can be done using this data as a primary source. Some of these studies will be investigated in great detail in this paper; others will be merely mentioned. It is hoped that through this paper, the validity of this data source will be established, and the various problems or pitfalls will be defined. / Thesis / Master of Arts (MA)