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

A great interest in 3-D modeling in Geographic Information Technologies (GIS) has emerged in recent years, because many GIS related implementations, ranging from urban area design to environmental analysis require 3-D models. Especially the need for 3-D models is quite urgent in urban areas. However, numerous applications in GIS only represent two-dimensional information. The GIS community has been struggling with solving complex problems dealing with 3-D objects using a 2-D approach. This research focused on finding most accurate method which is used for getting height information that is used in 3D modeling of man made structures in urban areas. The first method is estimating height information from floor numbers of the buildings data from municipal database systems. The second method is deriving heights of buildings from Digital Elevation Model (DEM) that is generated from stereo satellite images. The third method is measuring height values of the buildings from 3D view of stereo IKONOS satellite images by operators. The comparisons between these three methods are done with respect to height data collected from field study, and according to these comparisons, the amount of the error is determined. The error is classified according to floor numbers of buildings, so that, the quantified errors can be applied for similar works in future. Lastly, the third method is utilized by the assistance of 10 people who have different experience level about 3D viewing, in order to see the error amount changes according to different operators. Several results are presented with a discussion of evaluation of the methods applied. It is found that, if there is an updated floor number database, obtaining building height is the most accurate way from this database. The second most accurate method is found to be getting height information by using 3D view of stereo IKONOS images through experienced users.

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Senėjimas – tai procesas, vykstantis visą žmogaus gyvenimą. Senstant kinta organų struktūra bei funkcijos (Bagdonas ir kt.,1998). Senėjimas tampa vis aktualesne tema, nes pagyvenusių ir senyvo amžiaus žmonių populiacija vis didėja, tuo pačiu didėja ligų, sutrikimų bei negalių skaičius. Tarp pagyvenusių asmenų didėja pačios vyriausios grupės atstovų skaičius. Pagal ilgalaikės Lietuvos statistikos departamento prognozes ateityje daugės 70 metų ir vyresnių vyrų bei moterų (Gaigalienė, 1999). Gyvybiškai svarbus fizinio aktyvumo ir sveikatos veiksnys – kojų raumenų jėga, kuri senstant ženkliai nukenčia, todėl neretai pagyvenusiam žmogui tampa sunku judėti bei vaikš�����ioti (Gaigalienė, 1999). Buvo iškelta hipotezė: vyresnio amžiaus žmonių pusiausvyros sutrikimus gali įtakoti apatinių galūnių raumenų silpnumas ir nepakankamas fizinis aktyvumas. Tyrimas leis suprasti, ar kryptingas fizinis aktyvumas turės teigiamą įtaką pagyvenusių žmonių pusiausvyros rodikliams. Darbo tikslas – nustatyti amžiaus ir fizinio aktyvumo įtaką vyresnio amžiaus žmonių kojų raumenų funkcinei būklei ir pusiausvyrai. Tikslui pasiekti buvo iškelti uždaviniai: nustatyti amžiaus įtaką pusiausvyrai; nustatyti amžiaus įtaką kojų raumenų funkcinei būklei; nustatyti fizinio aktyvumo įtaką pusiausvyrai. Tyrime dalyvavo 45 sveikos moterys nuo 22 iki 71 metų amžiaus. Tiriamosios buvo padalintos į kelias grupes pagal amžių: pirmoje ― jaunesniojo, antroje ― vidutinio, trečioje ― vyresnio amžiaus. Trečios grupės... [toliau žr. visą tekstą] / Getting older – is the process during the whole human‘s life. Organsʼ structure and functions are changing during life (Bagdonas and other., 1998). The process of getting old is getting more and more important theme because the population of older people is getting bigger and because of that the number of illnes, disability and disorders is increanning too. The number of representatives from the oldest group of older people is getting more and more bigger. According to the long term prognosis of Lithuanian department of statistics, we will have more men and women older than 70 years old in the future (Gaigalienė, 1999). A very important factor of health and physical activity is the strength of legsʼ, muscles, which is dicreasing during the humanʼs life. Thatʼs why itʼs hard to move and walk for older people (Gaigalienė, 1999). It was made a hypothesis: the equilibrium disorders can be influenced by the weakness of legs‘ muscles and not enough physical activity. The research will have a positive influence for the equilibrium factors of older people. The aim of this research is to find out the influence of the age and the physical activity for the legsʼ muscles function condition and equilibrium of the older people. For this aim there were made the following tasks: to find out the influence of the age for the equilibrium, to investigate the influence of the age for the function condition of the legs muscles, to research the influence of the physical activity for the... [to full text]

The concept of vampire effect in advertising appears to be underresearched by marketing specialists. In the race for getting attention of target audience advertisers often use special attention-getting devices. This in turn exposes them to a higher risk of creating a vampire effect when the core message about the brand or a product is eaten up by such devices. Therefore this study provides deepeer insights into the vampire effect occurences. A deductive approach is used. First secondary literature review on preconditions of vampire effect occurrences and various types of vampire effect is covered. Primary data collection and analysis is performed next. This part is narrowed down to researching vampire effect risks when using celebrities as attention-getting device in printed advertisement. Research tools of this study include an eye-tracking device and a survey of 72 students from the University of Economics in Prague. The research concludes that a significantly higher risk of creating a vampire effect exists when using an unrelated attention-getting device. Marketers are advised to use related celebrities if choosing to stick to the attention-getting device approach. However, the concept of "relatedness" should be effectively pre-tested prior to advertising campaign start.

This master's thesis focuses on development of mini-applications for portal environments called portlets. Portal is an alternative type of web information systems used to dynamic portlet management, content personalization and aggregation of content from different data sources. The aim of this thesis is to try an alternative combination of technologies of portals, portlets and portlet bridges. This thesis is one of the first demonstrations of the described combination of technologies and will be used as an educational material by Red Hat company for development of portlets on their portal GateIn. The set of portlets manages user calendars, tasks and contacts. The theoretical part of this thesis compares existing tools for time management and mentions standards for data exchange in this domain. Subsequently it describes all important technologies used in this thesis. The practical part describes the design and the implementation of portlets and evaluates results of this work. The development of the described set of portlets proved that combination of technologies of portals, portlets and portlet birdges is fast and appropriate way how to develop information systems.

This body of work operates at the border between fashion and performance, with the intention to explore the performativity of body, inrelation to forms of dress. The work presented in this thesis sets out to examine the ways the performed act of making may inform theoutcome through designing new activities of getting dressed as producers for dress, while questioning the static systems of makingdress that develops form mainly with an approximation of a bodily form.The work is not about dance, it is not about theatre, it is not about choreography. This work is about the activity of getting dressed andwhat potential knowledge in dress that may be extracted from simply shifting the established order of the relationship between bodyand dress. However, from a methodological point of view, the work is developed through choreography and performance in relation toarranged space as tools to design the activities, and these may well be viewed as a danced or theatrical and dramaturgical play of body,motion, material and dress.These aspects are part of the outcome that suggests not only new formal relationships between body and dress and new methods formaking dress, but also new ways of looking at, and consuming the art of dress.

Abstract Title: The Relationship between Perceived Personal Risk of getting Prostate cancer and Prostate-Specific Antigen (PSA) Screening Yeatoe G. McIntosh, MPH Candidate Advisor: Emmanuel Anum, MBChB, MPH, PHD Preceptor: Emmanuel Anum, MBChB, MPH, PHD Background: Prostate cancer is one of the most common cancer diagnoses in the United States. The American Cancer Society estimates that in 2008 28,660 deaths would be attributed to prostate cancer, projecting it to be the leading cause of cancer deaths in U.S. men. Despite the potential threat this cancer presents to men and the potential for improved disease outcomes from early detection, guidelines for screening for prostate cancer are varied, and disparities in screening prevalence exist. In addition, disparities in knowledge about prostate cancer screening and misconceptions about the disease seem widespread. The main purpose of this study was to determine the relationship between perceived personal risk of getting prostate cancer and prostate cancer screening with the Prostate-specific antigen (PSA) test. Methods: Data were collected from the 2003 Health Information National Trends Survey (HINTS). Overall, 1,815 men ages 35 and above were included in the sample after exclusion of men ages 18-34. Logistic regression analyses were conducted to assess the association between perceived personal risk and prostate cancer screening with PSA test, while testing for interaction and further adjusting for possible confounders. A reduced model, in which variables with non-significant Wald chi-squared statistic had been excluded, was compared to the full model to access the change in parameter estimates. Using the model-based approach, we compared models with interaction terms to the one without interaction terms using the likelihood ratio test. Parameter estimates from the best fitting model were reported using the design-based method. SAS version 9.1 statistical software was used for analyses. Results: Among men ages 35-49, those who perceived their risk as high, were significantly less likely to screen than those who perceived their risk as low (OR: 0.20 95% CI: 0.05-0.78). Within ages 50-64 and 65 and above, there were no significant differences between perceived risk levels and PSA testing. Men, who did receive healthcare provider recommendation for screening, were more likely to obtain prostate cancer (PSA) screening than men who did not receive such recommendation (OR: 92.56 95% CI 36.56, 234.36). Conclusions: The relationship between perceived personal risk of getting prostate cancer and PSA screening is modified by age. As men aged, their odds of screening increased. The most significant predictor of PSA screening was health provider recommendation. PSA screening showed no association with either race or household income.

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<p>This report generally focuses on the process of getting medicine from the pharmacy in the hospital. The processes are different in Sweden and in China due to the different concrete conditions. Compared with the Swedish process the Chinese flow lags fairly far behind. To optimize the Chinese process by taking advantage of the Swedish process is the intention of this report; it also gives the advice on how to improve the performance for the Swedish process. By comparing the multiple theories for process improvement, I used Business Process Reengineering (BPR) theory to reengineer the Chinese process and used Continues Process Improvement (CPI) theory to ameliorate the Swedish process. The differences between BPR and CPI are also revealed in this report.</p>