This paper examines the use of symbolism when companies communicate through advertisement. This is done by using a symbolic interactionist and dramaturgical approach to the use of symbols in advertisements. The field of previous research has also been studied and taken into consideration when analyzing the advertisements. The setup of this study is a unique combination between the field of social psychology and marketing. The base perspective of Blumers symbolic interactionism and Goffmans dramaturgy is used when examining how symbolism are used by companies in advertisements. This is where the study’s uniqueness comes from. Although previous research has touched the topic, none have looked at symbolism in marketing this way. The aim of this study is to contribute with research that brings knowledge to the field of both social psychology and marketing. The analysis of the advertisements shows that all the companies use symbolism in different ways to communicate their intended message. A consistent way that symbolism is used through the different advertisements is by connecting the symbolism of everyday situations to the company or their products. Through symbolic messaging the advertisements proved to also attempt to imbue the products with a symbolic meaning. Additional ways that symbolism is used in advertising are discussed thoroughly in the paper.

Background. As long as Facebook has existed, advertisements have been present in the application in one way or another. The ads have evolved and become more sophisticated over the years. Today, Facebook creates groups with members having specific attributes and advertisers requests groups for whom Facebook shows the advertisement. Besides this, Facebook receives information from other sources such as browser cookies and ad pixels. All information that Facebook receive or collect is used in their algorithms to target relevant advertisement for each user. Objectives. To examine the possibility of Facebook eavesdropping through the microphone for marketing purposes and identify eventual keywords mapped between a spoken conversation and advertisement. Methods. Five controlled experiments were performed with two test phones and two control phones. These were treated equally beside the test phones being exposed to spoken conversations containing randomly chosen products, companies and brands. The content of the phones was compared to see whether advertisement was adapted to the spoken conversation in the test phones but not in the control phones. Results. No sponsored advertisements were present on the Facebook and Instagram application. Messenger contained ads indicating that Facebook might analyse the content of private messages to adapt advertisement. After adding the Wish application to the research, the results were still the same. Other contents in the Facebook news feed were analysed, however, the content analysed did not contain any evidence that Facebook eavesdrops on spoken conversations for marketing purpose. Conclusions. The experiments conducted were not sufficient enough to trigger sponsored advertisement. Therefore, no indications were found that Facebook is eavesdropping through the microphone or not.

No description available.

Despite the entry of many media services, television remains the most used media service and accounts for the largest advertising spending globally. One of the main metrics for measuring the successfulness of a television advertising campaign is reach, the percentage of the intended target audience that has seen the television advertisement. To help plan television advertisements, the industry aims to find new methods for predicting television advertisement reach more accurately. Therefore, it is of interest to explore the possibility to utilize machine learning regression models. This report examines how well four machine learning regression models are suited for predicting reach based on historical campaign data. The results indicate that the best-performing model is an XGBoost model with a mean absolute percentage error just below 5%. The report also describes which features impact reach the most and if data augmentation can improve the performance of the machine learning models.

No description available.

Yes / Despite quick response (QR) codes’ prominence, little is known about their embedding in pullbased communications. This study aims to measure QR code effects in print advertising along five different stages of consumer decision making, using advertisement appeals with moderating effects of product category involvement. Data were derived from a German market research initiative with 326,212 consumer evaluations for 792 real print advertisements from 26 product categories. Multinomial logit models were used to investigate the effects of QR code presence on consumer reactions. QR codes steer purchase intention in a low-involvement product category if used alongside an emotional appeal. Advertisements for high-involvement products benefit if QR codes are combined with an overall informational appeal. QR codes do not enhance the persuasive effects of advertisements’ informational appeals in a low-involvement product category. The effects of QR codes on consumers’ responses cannot be analysed in isolation but depend on advertisement context. They interact with advertisements’ informational and emotional appeals and product category involvement. Marketers should not use QR codes indiscriminately but should carefully consider advertisement context. QR codes should be used alongside an emotional appeal if the marketer’s objective is to induce purchase intention in low-involvement settings. Advertisements for high-involvement products need to combine QR codes with an informational appeal. This study highlights the interplay of effects in print advertisements, which are typically considered push-based when they are combined with QR codes as pull-based communications in the digital marketing area.

In this study the authors have explored the new phenomenon Web-TV and what attitude young adults in Stockholm have towards this media and the applied advertisement. Further the study includes search outs of other studies for the authors to draw parallels to compare their result to be able make conclusions. Finally, Web-TV is discussed how the commercial on Web-TV could be developed to be as responsive as possible regarding the consumers.

Submitted by Aelson Maciera (aelsoncm@terra.com.br) on 2017-08-21T20:33:37Z No. of bitstreams: 1 DissFAAJ.pdf: 6287838 bytes, checksum: 751c854a25135ea9779e1ea12099672a (MD5) / Approved for entry into archive by Ronildo Prado (bco.producao.intelectual@gmail.com) on 2017-12-20T16:01:52Z (GMT) No. of bitstreams: 1 DissFAAJ.pdf: 6287838 bytes, checksum: 751c854a25135ea9779e1ea12099672a (MD5) / Approved for entry into archive by Ronildo Prado (bco.producao.intelectual@gmail.com) on 2017-12-20T16:02:04Z (GMT) No. of bitstreams: 1 DissFAAJ.pdf: 6287838 bytes, checksum: 751c854a25135ea9779e1ea12099672a (MD5) / Made available in DSpace on 2017-12-20T16:06:51Z (GMT). No. of bitstreams: 1 DissFAAJ.pdf: 6287838 bytes, checksum: 751c854a25135ea9779e1ea12099672a (MD5) Previous issue date: 2017-03-13 / Não recebi financiamento / The object of study of this dissertation is the film trailer in the context of Brazilian cinematic experience. From a historical perspective, this research clarifies how the relationship between the Brazilian trailer and the U.S. benchmark developed over time, and what were the influences of the imported object, both on the trajectory of the domestic trailer in the market and on its mode of discourse. The main concern was to understand where the trailers fit in the history of Brazilian cinema, a market dominated by U.S. productions. The research methodology used information contained in the archives of periodicals to articulate the context of the trailer in Brazil, focusing on the period in which imported trailers emerged and underwent mass-scale insertions in Brazil. Next, using the film material, case studies were prepared on the Brazilian trailers of the 1940s and the 1950s to identify rhetorical and aesthetic patterns in Brazilian advertisement production. This research hopes to contribute to a better understanding of the circulation (or the problems within the circulation) of Brazilian commercial productions of this period. / Esta dissertação tem como objeto de estudo o trailer de cinema, buscando pensar o contexto da experiência cinematográfica brasileira. Dentro de uma perspectiva histórica, a pesquisa articula como se deu a relação entre o trailer brasileiro e o importado ao longo do tempo, e quais as influências do objeto importado tanto no percurso do trailer brasileiro no mercado, quanto em seu modo de discurso. A preocupação central foi entender de que maneira os trailers se inserem na história do cinema brasileiro, um mercado ocupado pelo produto norte-americano. A metodologia de pesquisa utilizou informação contida em acervos de periódicos para articular um contexto em torno do objeto trailer no Brasil, com foco no período em que os trailers importados surgem e se inserem de forma maciça no país. Em seguida, através do material filmográfico, foram feitos estudos de caso da produção dos anos 1940 e 1950 a fim de identificar padrões retóricos e estéticos nos trailers brasileiros. Desta forma, espera-se contribuir para uma melhor compreensão da circulação (ou dos problemas na circulação) da produção comercial brasileira do período.

Title: Comparison of effectiveness of advertising expenses during broadcasts of main hockey events Objectives: The main goal of this dissertation is to compare the amount of money invested into the commercial advertisement during sport broadcasts at the ČT sport channel with viewer ratings. The used metric is a coefficient computed as a ratio between the viewer rating of the particular broadcast and the corresponding advertisement cost, normalized using Cost per Thousand method. Another goal to find out how much TV viewers are able to associate a hockey event with the name of advertiser is by the questionnaire. The final goal is to evaluate the type of event which is the most convenient for the advertiser from the point of view of the advertising price, viewer ratings and memorizing the viewer. Methods: Analysis of the secondary data provided by Czech Television and internet portal Mediaguru. Emphasis on utilization of internal secondary data for the evaluation of the efficiency of advertising investments into the chosen hockey events. Four chosen hockey broadcasts are Winter Olympic Games 2014 in Soci 2014, World Championship 2015 in Czech republic, World Cup 2016 in Toronto and World Championship 2017 in Paris and Cologne. The effectiveness is evaluated by method Cost per Thousand which gives the...

This diploma thesis mainly deals with the ethical rules of advertisement. In the general part, the thesis contains the definiton of advertisement and ethics, description of self-regulation in the Czech Republic, relationship between ethical and legal regulation and also self-regulation in other states. The second part analyses the number of complaints and ads discussed by Arbitration Committee. The diploma thesis is concluded with the opinions of consumers on advertisement in general, situation of self-regulation in the Czech Republic and ethical principles in advertisement.