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.

According to eMarketer, the total advertising spend in US alone was estimated to be over $238 billion. Firms invest large amounts of money in advertising to promote and inform consumers about their products and services, as well as to persuade them to purchase. The broad theme of advertising has been examined from many different angles in the marketing literature, ranging from empirically measuring effects of TV ads on sales to analytically characterizing the key economic forces stemming from enhanced targetability in online advertising. The purpose of my dissertation is to study some of the key questions which remain unaddressed in the advertising literature. In the first essay, I examine firms' choices of advertising content in a competitive setting. I demonstrate that competitive forces sometimes induces firms to choose advertising content that shifts consumers' perception of product quality. While this strategy hurts firms in a monopoly setting, it increases their profits under competition because it may increase the utility of their offering in comparison with the competing offering. In the second essay, I investigate the optimal mechanism for selling online ads in a learning environment. Specifically, I show that when ad sellers, such as Google, design their ad auctions, it is optimal for them to favor new advertisers in the auction in order to expedite learning their ad performance. In the third essay, I study the impact of tracking consumers' Internet activities on the online advertising ecosystem in the presence of regulations that, motivated by privacy concerns, endow consumers with the choice to have their online activity be tracked or not. I find that when ad effectiveness is intermediate, fewer ads are shown to opt-in consumers, who can be tracked and have their funnel stages inferred by advertisers, than to opt-out consumers, who cannot be tracked. In this case, consumers trade-off the benefit of seeing fewer ads by opting-in to tracking (positive instrumental value of privacy) with the disutility they feel from giving up their privacy (intrinsic cost of privacy). Overall, these findings shed light on novel strategic forces that provide guidance for marketers' advertising decisions in three distinct contexts.

Bibliography: pages 116-117. / The three television channels provided by the South African Broadcasting Corporation target different demographic sectors of the South African population. A survey was conducted quantifying advertisements shown on SABC 1, which caters for a mainly black audience, and on SABC3, which caters for a mainly white audience. The semiotic codes employed to engage the viewers were recorded, tabulated and measured. The differences between the codes used on each channel were compared and tested for statistical significance. Significant differences were observed in the type of speech used by the advertisements, the race of the characters, the types of products advertised, the lifestyles portrayed and the type of rhetoric used. Specific examples were subjected to textual analysis to gauge where the approaches to the audiences differed or converged. A number of strategies were observed, reflecting the advertisers' perceptions of the audiences' relationships with the economic and political establishments. Corporate advertisements often represent the diversity of South African society, establishing a corporate identity as a unifying feature. Advertisements for financial services either exploit white anxieties, or black optimism, encouraging investment or credit purchases respectively. A stereotype representing South African isolation and backwardness is often presented as a negative identity, implying a progressive alternative to which the product is integral. Allegories of societal transformation also feature, with varying moods of anxiety or excitement depending on the audience.

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by Fong Sze Nga, Natalie. / Questionnaire in Chinese. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 78-84). / Acknowledgments --- p.i / Abstract --- p.ii / Chapter I. --- Introduction --- p.1 / Chapter A. --- Overview / Chapter B. --- Purposes / Chapter C. --- Reasons for selecting television commercials / Chapter D. --- Objectives of the study / Chapter E. --- Outline of this research report / Chapter II. --- Theoretical Framework --- p.8 / Chapter A. --- Shared themes on involvement / Chapter B. --- Statement of problems / Chapter C. --- Individual-centered involvement level / Chapter D. --- Stimuli-centered involvement level --- High/low involvement product commercials / Chapter E. --- Dependent variables / Chapter F. --- Other concepts pertaining to involvement / Chapter III. --- Methodology --- p.20 / Chapter A. --- Sample / Chapter B. --- Overview of the experimental study / Chapter C. --- Modifications of pilot study / Chapter D. --- Index construction of independent variables / Chapter E. --- Index construction of dependent variables / Chapter IV. --- Hypotheses & Analysis --- p.42 / Chapter A. --- Main findings / Chapter B. --- Summary of main findings / Chapter C. --- Further Analysis on Relationships Between People Involvement Level and Information Seeking & Interest Stimulation / Chapter D. --- Other concepts pertaining to the concept of involvement / Chapter V. --- Discussions & Implications --- p.66 / Chapter A. --- What is high involvement? / Chapter B. --- Variations of personal values and product advertisements / Chapter C. --- Importance of individual-centered involvement level / Chapter D. --- Involvement is consumer-determined and situation-specific / Chapter E. --- Measurement of involvement level / Chapter F. --- Differentiation of product and commercials / Chapter G. --- Equivalence of product commercials / Chapter VI. --- Suggestions for Future Research --- p.76 / Chapter VII. --- Limitations of the Study --- p.77 / References --- p.78 / Appendices

This study is an empirical analysis of communication styles in Japan and the United States. In particular, the study deals with communication styles in Japanese and American television commercials as a reflection of human communication styles in the two countries.

abstract / English / Master / Master of Philosophy

"This study is limited to the problems of and demands made upon the advertising artist in relation to the television medium"--1.