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Waechter, Susanne Franziska. "Contextual advertising in online communication: An investigation of relationships between multiple content types on a webpage." AUT University, 2010. http://hdl.handle.net/10292/912.
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As part of the promotional mix, advertising plays a significant role in a company’s or organisation’s communication with its consumers and stakeholders. In order to inform consumers about their products or services, marketers apply a variety of advertising strategies. One particular strategy is “contextual advertising”, which refers to the strategic placement of advertisements in an editorial environment whose theme is relevant for the promoted product or service (Belch & Belch, 2009, p. 492). Also in advertising research, contextual advertising received a considerable amount of attention. Scholars have investigated the effectiveness of contextual advertising in online and offline media. Researchers as well as practitioners have particularly focused on content-based relationships between advertisements and the theme of the editorial environment in which the advertisement is placed. With a focus on online media, the present study aimed to investigate this content-based relationship but also to examine what other types of relationships between the different contents on a webpage the user constructs. Advertising has also been investigated in the area of semiotics. Several scholars analysed advertisements in order to reveal their meaning-affordances. A second interest in the present study derives from semiotic studies and theories, which emphasise the individual’s significance in the meaning-making process but also exclude the individual from their analysis. A potential contradiction could be seen here and by investigating how users interpret a particular webpage, this study aimed to examine what insights an analysis can provide that is solely focused on the webpage user. In order to capture users’ interpretations of a webpage’s contents and to investigate what types of relationships between these contents users construct semi-structured interviews with six participants were conducted. The participants were invited to look at a webpage from the website www.healthyfood.co.nz. Following the interviews, the participants’ responses were transcribed, categorised and analysed. Findings from the study revealed that several participants constructed relationships between advertisements and the editorial content based on content-similarity but also on design-similarity as well as their personal knowledge about sponsorship relationships and income-investment relationships. Personal knowledge also appeared to be important for the interpretation of the webpage. The participants’ interpretation of the webpage were also guided by their personal interest in the contents, their individual contexts like socio-cultural background, experiences and beliefs as well as environmental factors such as time and the layout of the interview location. The results of the study support the significant role of the individual in the process of meaning making and further contribute to an extended understanding of contextual advertising. Practical suggestions for the advertising area and future research were also identified.
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Al-Rubaiee, Seror, and Simon Lind. "Influencer advertising, sponsored, and non-sponsored: A study on how message types affect consumer purchase intention." Thesis, Blekinge Tekniska Högskola, Institutionen för industriell ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-19697.
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Background Social media influencer advertising is a fast-growing form of advertising. It has led to companies striking deals with influencers to benefit from the influencers’ big audiences of followers and social media users. Influencers promote the companies’ brands and/or products in exchange for a payment. Influencer advertising comes in two forms, sponsored and non-sponsored, factors that can have a significant effect on purchase intention when combined with different message types as pictures, text, and a combination of picture and text and trust. Objective This report's primary goal is to study the effect of trust, message type, sponsored, and non-sponsored advertising on consumers' purchase intentions on social media and contribute to previous studies. Method This study is a quantitative study with primary data. The method used for collecting the data is an online survey. The survey has been divided into two parts and sent out to the Swedish population who uses social media. One with questions on sponsored advertisements’ and another with questions of non-sponsored advertisements. In total, the surveys had 107 complete responses. The data was then analyzed using IBM’s SPSS program. Result Tests for the first hypothesis found no significant difference in the mean values of sponsored and non-sponsored advertisements' effect on purchase intentions. The second hypothesis established that the use of a picture message-type in advertisements had a more significant impact on purchase intention then a combination of both text and picture. The last and final hypothesis result found that influencer advertisements, sponsored or non-sponsored did not affect consumers' trust in any significant way and therefore did not affect purchase intention. Conclusion Companies should take into consideration the benefit of utilizing influencer-picture advertisements’ when it comes to the promotion of easily understood products, such as water bottles. Further work also needs to be done on more underlying factors that can affect consumers' purchase intentions. Keywords Influencer, Sponsored advertising, Non-sponsored advertising, Online survey, Message type
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Uhrová, Pavlína. "Analýza a návrh elektronického obchodu firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2013. http://www.nusl.cz/ntk/nusl-224194.
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This thesis is focused on promoting the company Winery Josef Uher through Internet market. This is especially the design of appropriate ways of selling products of analyzed company using the internet and several options of internet promotion thanks to which the Josef Uher Winery will atrract new customers. The thesis contains theoretical knowledge of solved problems, further analysis focused on exploring the external and internal environment of the company, e-commerce and questionnaire investigation. The main part of this work depicts some ideas which should help the companies to attract new customers in the future, ensure better marketing of products and thus achieving greater profit.
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Pettersson, Jimmie. "Contextual Advertising Online." Thesis, Linköping University, Department of Computer and Information Science, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-15878.
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<p>The internet advertising market is growing much faster than any other advertising vertical. The technology for serving advertising online goes more and more towards automated processes that analyze the page content and the user’s preferences and then matches the ads with these parameters.</p><p>The task at hand was to research and find methods that could be suitable for matching web documents to ads automatically, build a prototype system, make an evaluation and suggest areas for further development. The goals of the system was high throughput, accurate ad matching and fast response times. A requirement on the system was that human input could only be done when adding ads into the system for the system to be scalable.</p><p>The prototype system is based on the vector space model and a td-idf weighting scheme. The cosines coefficient was used in the system to quantify the similarity between a web document and an ad.</p><p>A technique called stemming was also implemented in the system together with a clustering solution that aided the ad matching in cases where few matches could be done on the keywords attached to the ads. The system was built with a threaded structure to improve throughput and scalability.</p><p>The tests results show that you accurately can match ads to a website’s content using the vector space model and the cosines-coefficient. The tests also show that the stemming has a positive effect on the ad matching accuracy.</p>
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Liu, Handan, and Jin Ma. "Advertising management influence effctiveness of online advertising : A study of white-collar workers in online advertising context." Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-4868.
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<p>Online advertising which is a new form of communication provides interactivity between advertisers and consumers.</p><p>This dissertation is focusing on how advertising management influence the effectiveness of online advertising.The theoretical framework of this study mainly contains the advertising management and effectiveness of effects model.These two models are combined together in an analytical model where a connection between the two theories is explained that will be used as a foundation in gathering and analyzing the empirical findings. The quatitative research strategy is appliedd in this dissertation. Based on the questionnaies of white-collar workers, the empirical data was collected.</p><p>The conclusion which can be drawn from this study is that there is clear evidence that good management will improve cognitive,affective and conative degree of consumer behavior.</p>
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Estrada, Jiménez José Antonio. "Privacy in online advertising platforms." Doctoral thesis, Universitat Politècnica de Catalunya, 2020. http://hdl.handle.net/10803/669772.
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Online advertising is consistently considered as the pillar of the "free• content on the Web since it is commonly the funding source of websites. Furthermore, the option of delivering personalizad ads has tumed advertising into a really valuable service for users, who receive ads tailored to their interests. Given its success in getting paying customers, online advertising is fueling a billionaire business. The current advertising model builds upon an intricate infrastructure whose main aim is to deliver personalized ads. For this purpose, a wealth of user data is collected, aggregated, processed and traded at an unprecedented rate. However, the intrusiveness and ubiquity of these practices prorrpt serious privacy concems.
In view of the inherent corrplexity behind the operation of ad platforms, privacy risks in the online advertising ecosystem could be studied from multiple perspectives. Naturally, most of the efforts unveiling these privacy issues concentrate on a specific entity, technology, behavior or context. However, such a segmented approach rright underestimate the benefits of a wider vision of a systerric problem. A lot of privacy protection echanisms have been proposed from the industry and acaderria. The most popular ones resort to radical strategies that hinder the ad distribution process, thus seriously affecting the online advertising ecosystem. Others involve significantly changing the ecosystem, which unfortunately may not be suitable in these times. Consequently, to encourage the adoption of privacy protection in this context, it is fundamental to pose mechanisms that aim at balancing the trade-off between user privacy and the web business model.
First, this thesis deals with the need to have a wide perspective of the privacy risks for users within the online advertising ecosystem and the protection approaches available. We survey the online advertising infrastructure and its supporting
technologies, and present a thorough overview of the undertying privacy risks and the solutions that may rritigate them. Through a systematic effort, we analyze the threats and potential privacy attackers in this scenario of online advertising.Then, we conduct a corrprehensive survey of the most relevant privacy mechanisms, and classify and con-pare them on the basis of their privacy guarantees and irrpact on the Web. Subsequently, we study the privacy risks derived from real-time bidding, a key enabling technology of modem online advertising. We experimentally explore the potential abuse of the process of user data sharing, necessary to support the auction-based
system in online advertising. Accordingly, we propase a system to regula te the distribution of u ser tracking data to potentially interested entities, depending on their previous behavior.This consists in reducing the nurnber of advertising agencies receiving user data. Doing so may affect the ad platform's revenue, thus the proposed system is designed to maxirrize the revenue while the abuse by advertising agencies is prevented to a large degree. Experimentally, the results of evaluation suggest that this system is able to correct rrisbehaving entities, consequently enhancing user privacy. Finally, we analyze the irrpact of online advertising and tracking from the particular perspective of lberoamerica.We study the third-party and ad tracking triggered within local websites in this heterogeneous region not previously studied. We found out that user location in this context would affect privacy since the intensity of third-party traffic, including advertising related flows of information, varies from country to country when local web traffic is simulated, although the total nurnber of entities behind this traffic seems stable. The type of content served by websites is also a parameter affecting the leve! of third-party tracking:publishers assiciated with news shopping categories generate more third-party traffic and such intensity is exarbated for top-world sites<br>La publicitat en línia té un paper important a Internet que permet finançar habitualment l'operació de llocs web que ofereixen contingut lliure als usuaris. A més, la personalització dels anuncis ha tornat la publicitat en línia un servei valuós per als usuaris. Si aconseguirem que hi hagi molts compradors siguin més que possibles, es promourà un negoci milionari. El model d'anuncis vigents es basa en una infraestructura completa que lliura els anuncis personalitzats. Pera això, es pot recopilar una gran quantitat de dades d'ús, agregar, processar i vendre molt ràpidament. Malauradament, aquestes pràctiques generen riscos de privadesa. Donada la complexitat de l'operació de les plataformes d'anuncis, els riscos de privacitat es poden estudiar des de diverses perspectives. Naturalment, els esforços per desenvolupar aquests problemes de privacitat es concentren en una entitat, tecnologia, comportament o context específic. Però aquest enfocament subestima els beneficis d'una perspectiva més àmplia d'un problema integral. Molts mecanismes de protecció han estat proposats des de la indústria i l’àmbit acadèmic. Els més populars apliquen estratègies radicals que obstrueixen la distribució d'anuncis, afectant seriosament l’ecosistema d'anuncis. També es pot modificar significativament l’ecosistema, el que no és factible per la seva conflictivitat. Així, amb la finalitat de fomentar l'adopció de protecció de privacitat, és fonamental plantejar solucions orientades a equilibrar les necessitats de privacitat amb el model de negocis de la web. Inicialment, la tesi ofereix una visió amplia dels riscos de privacitat i els mecanismes de protecció a ecosistema d'anuncis en línia. Això es pot aconseguir basant-se en una revisió de la infraestructura i tecnologies subjacents en aquest context. Analitza sistemàticament les amenaces i potencies atacants. A continuació es revisa exhaustivament els mecanismes de privacitat més rellevants, i es classifica i es compara segons les garanties de privacitat que s'ofereixen i el seu possible impacte a la web. Seguidament, s'estudia els riscos de privadesa derivats de les ofertes en temps real, una tecnologia clau del sistema d'anuncis en línia modern. Experimentalment, s'inverteixen els riscos del procés de distribució de dades d'ús, part del sistema basat en licitacions de la publicitat en línia. Es proposa un sistema que regula la distribució de dades d'ús a tercers, depenent del seu comportament previ. Això consisteix en reduir el nombre d’agències anunciants que rebin dades d'ús. Per mitigar l’impacte sobre els ingressos del sistema d'anuncis, aquesta reducció és malaltia i l'objectiu de maximitzar els declaracions ingressades. Experimentalment, es troba que el sistema proposat corregir els comportaments maliciosos, millorant la privacitat dels usuaris. Finalment, s'analitza l'impacte del rastre i la publicitat en línia des de la perspectiva iberoamericana. Estudiem el rastreig de tercers i allò relacionat amb els anuncis que se generen en llocs web locals en aquesta regió heterogènia. Trobem que la ubicació de l'usuari en aquest context afecta la privacitat de l'usuari ja que aquest rastreig varia de país a país, tot i que el nombre total d'entitats darrere d'aquest transit sembla estable. El tipus de contingut afecta també el nivell de rastreig: llocs web de noticies o de compres generen més transit cap a tercers i aquesta intensitat s'exacerba en els llocs més populars.
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Chen, B. "Financial methods for online advertising." Thesis, University College London (University of London), 2015. http://discovery.ucl.ac.uk/1461143/.
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Online advertising, a form of advertising that reaches consumers through the World Wide Web, has become a multi-billion dollar industry. Using the state of the art computing technologies, online auctions have become an important sales mechanism for automating transactions in online advertising markets, where advertisement (shortly ad) inventories, such as impressions or clicks, are able to be auctioned off in milliseconds after they are generated by online users. However, with providing non-guaranteed deliveries, the current auction mechanisms have a number of limitations including: the uncertainty in the winning payment prices for buyers; the volatility in the seller’s revenue; and the weak loyalty between buyer and seller. To address these issues, this thesis explores the methods and techniques from finance to evaluate and allocate ad inventories over time and to design new sales models. Finance, as a sub-field of microeconomics, studies how individuals and organisations make decisions regarding the allocation of resources over time as well as the handling of risk. Therefore, we believe that financial methods can be used to provide novel solutions to the non-guaranteed delivery problem in online advertising. This thesis has three major contributions. We first study an optimal dynamic model for unifying programmatic guarantee and real-time bidding in display advertising. This study solves the problem of algorithmic pricing and allocation of guaranteed contracts. We then propose a multi-keyword multi-click ad option. This work discusses a flexible way of guaranteed deliveries in the sponsored search context, and it’s evaluation is under the no arbitrage principle and is based on the assumption that the underlying winning payment prices of candidate keywords for specific positions follow a geometric Brownian motion. However, according to our data analysis and other previous research, the same underlying assumption is not valid empirically for display ads. We therefore study a lattice framework to price an ad option based on a stochastic volatility underlying model. This research extends the usage of ad options to display advertising in a more general situation.
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Green, Katherine Elizabeth. "What makes different types of advertising effective?" Thesis, University of Newcastle Upon Tyne, 2008. http://hdl.handle.net/10443/160.
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Experimental procedures were designed to investigate the effectiveness of different types of Fast Moving Consumer Goods (FMCG) print advertising. Following a series of pilot studies in which the methodology was tested, sets of adverts provided by the sponsor were assessed in 3 separate conditions, each with a different group of 50 subjects. Participants were female, aged between 25 and 50, and mainly responsible for their household shopping, representing the 'housewife'demographic Lever Faberge targets with FMCG advertising. In condition 1 the subjects were exposed to a set of 32 Poster adverts, in condition Z 32 Magazine adverts and in condition 3,14 Direct Marketing (DM) adverts. A combination of eyetracking and questionnaire methods were used. Three sets of questionnaires aimed to assess purchase behaviour, measure consumer attitudes towards the adverts and capture the brand associations that were being formed. Fixations for each advert from the intermediate eyetracking session were analysed across each group of participants, in terms of attention in specific areas of interest (AOls) defined earfier. These represented the major advertising components e. g. brand name, pack shot, slogan. AOI fixations were evaluated in terms of the overall % of fixations, overall % of fixation time, % of initial fixations (within 1000 msec) and average fixation duration. Results showed specific types of advert elicited the most positive attitudes, having some influence on how the brand was perceived. These adverts were generally simple with a straightforward message, and best liked with high impact. Brand recall was not always negatively affected by negative ad attitudes. Attention patterns across adverts with fewer A Ols were easier to predict, and there appeared to be optimum positions for specific AOls to increase the proportion of first fixations. The non-uniforin stimuli meant overall eye-movement observations could be presented but strict predictive models could not be applied.
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Cox, Shirley A. "Online social network member attitude toward online advertising formats /." Online version of thesis, 2010. http://hdl.handle.net/1850/11588.
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Tran, Minh-Dung. "Privacy Challenges in Online Targeted Advertising." Thesis, Grenoble, 2014. http://www.theses.fr/2014GRENM053/document.
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L'auteur n'a pas fourni de résumé en français<br>In modern online advertising, advertisers tend to track Internet users' activities and use these tracking data to personalize ads. Even though this practice - known as extit{targeted advertising} - brings economic benefits to advertising companies, it raises serious concerns about potential abuses of users' sensitive data. While such privacy violations, if performed by trackers, are subject to be regulated by laws and audited by privacy watchdogs, the consequences of data leakage from these trackers to other entities are much more difficult to detect and control. Protecting user privacy is not easy since preventing tracking undermines the benefits of targeted advertising and consequently impedes the growth of free content and services on the Internet, which are mainly fostered by advertising revenue. While short-term measures, such as detecting and fixing privacy leakages in current systems, are necessary, there needs to be a long-term approach, such as privacy-by-design ad model, to protect user privacy by prevention rather than cure. In the first part of this thesis, we study several vulnerabilities in current advertising systems that leak user data from advertising companies to external entities. First, since targeted ads are personalized to each user, we present an attack exploiting these ads on the fly to infer user private information that have been used to select ads. Second, we investigate common ad exchange protocols, which allow companies to cooperate in serving ads to users, and show that advertising companies are leaking user private information, such as web browsing history, to multiple parties participating in the protocols. These web browsing histories are given to these entities at surprisingly low prices, reflecting the fact that user privacy is extremely underestimated by the advertising industry.In the second part of the thesis, we propose a privacy-by-design targeted advertising model which allows personalizing ads to users without the necessity of tracking. This model is specifically aimed for the two newly emerging ad technologies - retargeting advertising and ad exchange. We show that this model provides strong protection for user privacy while still ensuring ad targeting performance and being practically deployable
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Lam, Wai-man. "Online advertising : why or why not ?" HKBU Institutional Repository, 2005. http://repository.hkbu.edu.hk/etd_ra/683.
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Sara, Harmala Kaur. "Effects of cultural differences and product types on advertising effectiveness in Costa Rica and the U.S." [Gainesville, Fla.] : University of Florida, 2004. http://purl.fcla.edu/fcla/etd/UFE0005163.
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Hemphoom, Sunisa, and Karina Konrádi. "Reconnect with readers : Does native advertising affect customer’s attitude towards online advertising?" Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49261.
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Background - The thesis topic was selected because of the increased value of ads as a promotional tool and the growing avoidance arising from the exposure rate towards advertising. The principle of native advertising gives marketers a less intrusive pathway. Despite the increased trend and the benefits of using native advertising as a digital marketing tool, native advertising has been criticized for its approach. However, we hope to provide another insight into the positive side of native advertising. Purpose - We seek to help advertisers improve native advertising content based on individuals' preferences by focusing our attention on what motivates consumers to affect their attitude towards online advertisement in the form of native advertising. Therefore, the purpose of this thesis is to investigate the factors influencing internet users’ attitude towards native advertising. Method - The thesis is an exploratory study which is based on a qualitative method along with an abductive approach within the interpretivism stance. Data collection was done through primary. Within the primary data, it is collected through a semi-structured interview with the eleven internet users. Both genders are included in the data collection as well as it consists of several nationalities. Also, the data analysis is done through a thematic analysis method. Conclusion - Entertainment, informativeness, irritation and credibility were applied to research the attitude of customers towards native advertising. Participants agreed that native advertising itself is not enough to encourage them for consumption, but they find it a smart and new idea that makes it easier to recognize the brand. While all four factors were crucial, we could discover different categories within each type that can influence customers’ attitude. Moreover, participants did not feel overwhelmed or deceived by native ads.
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Arkhipov, Dmitri I. "Computational Models for Scheduling in Online Advertising." Thesis, University of California, Irvine, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10168557.
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<p> Programmatic advertising is an actively developing industry and research area. Some of the research in this area concerns the development of optimal or approximately optimal contracts and policies between publishers, advertisers and intermediaries such as ad networks and ad exchanges. Both the development of contracts and the construction of policies governing their implementation are difficult challenges, and different models take different features of the problem into account. In programmatic advertising decisions are made in real time, and time is a scarce resource particularly for publishers who are concerned with content load times. Policies for advertisement placement must execute very quickly once content is requested; this requires policies to either be pre-computed and accessed as needed, or for the policy execution to be very efficient. We formulate a stochastic optimization problem for per publisher ad sequencing with binding latency constraints. Within our context an ad request lifecycle is modeled as a sequence of one by one solicitations (OBOS) subprocesses/lifecycle stages. From the viewpoint of a supply side platform (SSP) (an entity acting in proxy for a collection of publishers), the duration/span of a given lifecycle stage/subprocess is a stochastic variable. This stochasticity is due both to the stochasticity inherent in Internet delay times, and the lack of information regarding the decision processes of independent entities. In our work we model the problem facing the SSP, namely the problem of optimally or near-optimally choosing the next lifecycle stage of a given ad request lifecycle at any given time. We solve this problem to optimality (subject to the granularity of time) using a classic application of Richard Bellman's dynamic programming approach to the 0/1 Knapsack Problem. The DP approach does not scale to a large number of lifecycle stages/subprocesses so a sub-optimal approach is needed. We use our DP formulation to derive a focused real time dynamic programming (FRTDP) implementation, a heuristic method with optimality guarantees for solving our problem. We empirically evaluate (through simulation) the performance of our FRTDP implementation relative to both the DP implementation (for tractable instances) and to several alternative heuristics for intractable instances. Finally, we make the case that our work is usefully applicable to problems outside the domain of online advertising.</p>
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Quinn, Martin. "Three essays in economics of online advertising." Electronic Thesis or Diss., Paris, ENST, 2018. http://www.theses.fr/2018ENST0040.
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La thèse présente une analyse économique de trois nouveaux sujets liés à l’économie de la publicité en ligne. Elle utilise des méthodes empiriques et théoriques. Le chapitre 1 présente le contexte de la thèse ainsi que les principaux résultats développés dans les chapitres suivants. Dans le chapitre 2, la thèse montre à travers un modèle théorique comment la transparence dans les modes d’achats publicitaire modifie les équilibres du marché. Dans un contexte ou la publicité est considérée comme une nuisance par les utilisateurs, le chapitre montre que l’introduction de telles technologies qui renforce la transparence peut affecter le bien-être de différentes manières. Le chapitre 3 traite de la pertinence économique des technologies de profilage permettant aux sites Web d’adapter leur niveau de publicité à la sensibilité de l'utilisateur. Le chapitre construit un modèle théorique et dessine les principales implications découlant de l’utilisation de ces technologies. Dans le chapitre 4, la thèse met en évidence la manière dont une politique de confidentialité permettant aux utilisateurs de se soustraire au ciblage publicitaire peut avoir des implications économiques sur le marché de la publicité en ligne. Le chapitre présente une nouvelle méthodologie computationnelle et estime l'impact d’une telle politique de confidentialité sur les prix des publicités. Les résultats diffèrent des travaux précédents et montrent que l’impact dépend fortement des caractéristiques du site Web ainsi que de l’attractivité des autres canaux de vente. Enfin, le chapitre 5 conclu en soulignant comment les points clés développés au fil des chapitres ont un poids économique important<br>The thesis presents an economics analysis of three new subjects related to the economics of online advertising using both empirical and theoretical methodologies. Chapter 1 introduces the context of the thesis as well as the main results developed in the following chapters. In Chapter 2, the thesis shows through a theoretical model how transparency related to online advertising purchase modifies market equilibria. In a context of advertising avoidance, the chapter shows that introducing such technologies can affect welfare in various ways. Chapter 3 tackles the economic relevance of profiling technologies that allow websites to adapt their advertising level to user’s sensitivity. The chapter builds a theoretical model to draw key implications on how such technologies modify advertising intensity and welfare. With Chapter 4, the thesis highlights how a privacy policy that lets users opt-out from behavioral targeting has economic implications on the online advertising market. The chapter presents a new computational methodology that estimates the effect of such opt-outs on prices of ads sold at auctions. The results differ from previous work and show that the impact may strongly depends on website’s characteristics as well as other selling channels attractiveness. The thesis concludes in Chapter 5 and points out how key points developed across the chapters carry economic significance as they partly explain how prices and demand for advertising spaces are shaped. It also draws attention on how these new subjects stimulate relevant future research for economists
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Yuan, S. "Supply side optimisation in online display advertising." Thesis, University College London (University of London), 2015. http://discovery.ucl.ac.uk/1463229/.
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On the Internet there are publishers (the supply side) who provide free contents (e.g., news) and services (e.g., email) to attract users. Publishers get paid by selling ad displaying opportunities (i.e., impressions) to advertisers. Advertisers then sell products to users who are converted by ads. Better supply side revenue allows more free content and services to be created, thus, benefiting the entire online advertising ecosystem. This thesis addresses several optimisation problems for the supply side. When a publisher creates an ad-supported website, he needs to decide the percentage of ads first. The thesis reports a large-scale empirical study of Internet ad density over past seven years, then presents a model that includes many factors, especially the competition among similar publishers, and gives an optimal dynamic ad density that generates the maximum revenue over time. This study also unveils the tragedy of the commons in online advertising where users' attention has been overgrazed which results in a global sub-optimum. After deciding the ad density, the publisher retrieves ads from various sources, including contracts, ad networks, and ad exchanges. This forms an exploration-exploitation problem when ad sources are typically unknown before trail. This problem is modelled using Partially Observable Markov Decision Process (POMDP), and the exploration efficiency is increased by utilising the correlation of ads. The proposed method reports 23.4% better than the best performing baseline in the real-world data based experiments. Since some ad networks allow (or expect) an input of keywords, the thesis also presents an adaptive keyword extraction system using BM25F algorithm and the multi-armed bandits model. This system has been tested by a domain service provider in crowdsourcing based experiments. If the publisher selects a Real-Time Bidding (RTB) ad source, he can use reserve price to manipulate auctions for better payoff. This thesis proposes a simplified game model that considers the competition between seller and buyer to be one-shot instead of repeated and gives heuristics that can be easily implemented. The model has been evaluated in a production environment and reported 12.3% average increase of revenue. The documentation of a prototype system for reserve price optimisation is also presented in the appendix of the thesis.
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Bi, Chun. "The Cultural Characteristics in China's Official Online Tourism Advertisements." Thesis, Uppsala universitet, Medier och kommunikation, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-175873.
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Tourism advertising is an important approach in providing information about tourism destinations and in attracting potential customers, and in this process, particular cultural factors are usually conveyed. In this thesis, the main intention was to describe the cultural factors reflected in advertising and discover the role that Chinese cultural identity plays in China’s official Internet tourism advertisements to overseas markets using a theoretical framework of diverse cultural issues. The objects of this study are the official tourism advertisements from China National Tourist Office’s (CNTO) websites. The author researched Chinese cultural characteristics and tried to connect them with the expressional tendencies in tourism advertisements. Using a quantitative content analysis method, the most frequent cultural symbol in advertising was discovered as the basis and general image of the online tourism advertisements. Then the author discussed the external manifestations of cultural factors in tourism advertising in detail and analysed the internal cultural values behind them using the qualitative discourse analysis method. The main conclusions of this study indicated that the most representative cultural characteristic of Chinese culture in tourism advertising is a high-context cultural feature; in addition, at present traditional ideology in Chinese society, such as Confucianism and Taoism, was still being conveyed in tourism advertising. In general, Chinese cultural traditions influenced tourism advertising expressions, both in external manifestations and internal connotations.
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Unyawong, Pornkamon. "A comparative study of attractiveness types in advertisements of women's magazines between United States and Thailand." CSUSB ScholarWorks, 2006. https://scholarworks.lib.csusb.edu/etd-project/2979.
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The study determined how Thai and U.S. advertisements reflected women's attractiveness. Advertisements from the Thai and U.S. editions of Elle and Cosmopolitan magazines from January 2005 to January 2006 were analyzed using the content analysis method. The author created a code book with definitions of all categories to be used as guidelines for the analysis, an itemized code sheet, and training criteria. Two coders who were proficient in both Thai and English collected the data for the study. The Statistical Package for the Social Sciences (SPSS) was utilized as a tool to analyze the data gathered. Results indicated that there were both similarities and differences in the specifics, but what remained constant is the use of beautiful women to sell clothing and beauty products. The findings suggest that Thai and U.S. advertisers should apply the similiarities found in the study in their cross-cultural advertising campaigns. In addition, advertisers should be aware of differences and create advertisements that reflect attractiveness values of each culture.
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Hild, Sebastian [Verfasser]. "Synergy in Multi-Channel Online Advertising / Sebastian Hild." Aachen : Shaker, 2010. http://d-nb.info/1084536455/34.
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Zadimoghaddam, Morteza. "Online allocation algorithms with applications in computational advertising." Thesis, Massachusetts Institute of Technology, 2014. http://hdl.handle.net/1721.1/87940.
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Thesis: Ph. D., Massachusetts Institute of Technology, Department of Electrical Engineering and Computer Science, 2014.<br>Cataloged from PDF version of thesis.<br>Includes bibliographical references (pages 99-107).<br>Over the last few decades, a wide variety of allocation markets emerged from the Internet and introduced interesting algorithmic challenges, e.g., ad auctions, online dating markets, matching skilled workers to jobs, etc. I focus on the use of allocation algorithms in computational advertising as it is the quintessential application of my research. I will also touch on the classic secretary problem with submodular utility functions, and show that how it is related to advertiser's optimization problem in computational advertising applications. In all these practical situations, we should focus on solving the allocation problems in an online setting since the input is being revealed during the course of the algorithm, and at the same time we should make irrevocable decisions. We can formalize these types of computational advertising problems as follows. We are given a set of online items, arriving one by one, and a set of advertisers where each advertiser specifies how much she wants to pay for each of the online items. The goal is to allocate online items to advertisers to maximize some objective function like the total revenue, or the total quality of the allocation. There are two main classes of extensively studied problems in this context: budgeted allocation (a.k.a. the adwords problem) and display ad problems. Each advertiser is constrained by an overall budget limit, the maximum total amount she can pay in the first class, and by some positive integer capacity, the maximum number of online items we can assign to her in the second class.<br>by Morteza Zadimoghaddam.<br>Ph. D.
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ANDRAL, Mélanie, and Axelle LARROQUE. "The emojis consumer perception in the online advertising." Thesis, Högskolan i Halmstad, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-32022.
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Title: The emojis consumer perception in the online advertising Research question: How consumers perceive emojis in online advertisement? Supervisor: Venilton Reinert Course: Strategic Marketing with Independent Project Keywords: Emojis, brand image, digital marketing, perception, online advertisement Purpose: The purpose of the study is to analyse the consumer’s perception regarding brands using emojis in their online communication strategy. The purpose is also to understand the profit that could earn brands by using emojis and what they can add to the brand image. Methodology: Quantitative survey has been created to answer the research question. We have used a questionnaire with the use of a non-random sampling by convenience. Three hundred eighty-two people were answering closed and multiple-choice questions in order to quantify the weight of emojis in consumer’s mind. Findings: The results of the survey show that women from 15-25 years old are the most positive receptive group regarding brands using emojis. In addition, using emojis is a good way to improve the brand image but companies have to adapt the strategy depending on the target. Most of the respondents have a positive image about emojis but it doesn’t mean that it influences their willingness to consume a specific brand rather than another. Research limitation: Information is pretty hard to find because of the fact that the emojis topic is really recent. It is complicated to find data and reliable sources about it. Moreover, the sampling we used is not representative of the whole population, so it is not obvious to generalize the findings. Finally, to complete our survey, it would have been interesting to conduct a qualitative study in parallel to go deeper in the analysis of perception.
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Souza, Ana Clara, and Rexhinaldo Durro. "Digital marketing: Online advertising tricks and consumer irritation." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31317.
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The social media usage in this decade has seen a vast expansion, expansion that has been observed in the amount of time users spend on social media. This has provided ground for advertising within the media. Exploiting those opportunities, a number of advertisement tricks have been contrived and exercised with the intention of drawing the users’ attention and turning them into potential customers, although the effectiveness of these advertising has shown mixed results. Moreover there is an insufficient amount of scientific research within social media advertising, as well as the forms and effects of this form of advertising. The aim of this study is to identify and explain the main forms of social media advertising, acquire an understanding of the reasons behind the labeling, by the users, of these advertising techniques as irritating, as also, rank the tricks based on the irritation levels effectuated by them to the users. As a result the paper will provide a concentrated guide of social media advertising techniques, with positive and negative aspects of each type of trick and distinguish those tricks that effectuate the most consequential effects. To achieve this goal, a questionnaire was conducted and aimed to a demographic representing the majority of social media users and as a derivate the users that most frequently encounter social media advertising tricks. The results indicated an inclination towards advertisement that make use of celebrity personalities. The reasons and motivations that lead to this eventuality can be due to contempt, appreciation or practical post characteristics.
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Mak, On Tat. "Discourse analysis on an online advertisement on skincare." HKBU Institutional Repository, 2003. http://repository.hkbu.edu.hk/etd_ra/485.
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Liu, Shubo. "Advertising greenness in China : a critical discourse analysis of the corporate online advertising discourse." Thesis, University of Edinburgh, 2015. http://hdl.handle.net/1842/11738.
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A growing number of companies, both multinationals and local firms, have begun to adopt the idea of sustainability development, and develop and market their green products/services with green advertising in developing countries. However, in the context of China where the idea of commercial environmentalism or green consumption is emerging and transported from the West, it is not clear that how the green consumption is advocated and how consumption practices are connected to environmental protection, and how the meaning of green consumption is constructed by firms operating in China. This study explores the Internet as a rich text for environmental marketing by analyzing the ways firms showcase details of their green products/services, production methods, business philosophy and other facets of their environmental practices and values. The online promotional information can be seen as corporate green advertising. Focused on the advertisings from corporate websites, and through the analytical framework of Critical Discourse Analysis (CDA) (e.g., Faircloug, 1992; 1995(a) (b); Wodak and Chilton, 2005), this study presents how a number of environmental conscious firms in China are portraying and promoting their environmental responsible image and green products/services, and aims to examine what firms are really telling and how they are discursively constructing corporate “greenness”. Based on the analyses of green advertisements from websites of four case companies (two MNCs in China: General Electric in China, Unilever in China, and two Chinese local firms: BYD automobile, and Landsea Real Estate), the study suggests that corporate green advertising discourse plays an active role in defining “reality” of greenness and imbuing meanings of consumption into environmentalism, as well as in achieving the hegemonic construction of corporate greenness. In addition, the corporate greenness is anthropocentric and embraces consumerist and post-materialist values. Instead of endorsing the environmentalism which appeals for a change of the current over-consumption lifestyle in capitalist development, the corporate green advertising strategically integrates lineages from green discourse of ecological modernization and political discourse of neoliberalism. In addition to similarities, dissimilarities existing between discourses from MNCs’ and Chinese local firms are identified in two aspects: greenness integration and greenness level. The differences in advertising discourses derive from both organizational resources and firms’ embedded economic, historical, and social-cultural contexts. Such differences prove the mutual constitutive or dialectical relationship between language and society and develop the argument that although firms play active role in constructing discourse, and green advertising discourse can be seen as corporations’ discursive approach to achieve environmental governance, their discourse is nevertheless constrained by both organizational internal and external influences.
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Palma, Katalina, and Katrin Waalkens. "Native Advertising - A New Era of Online Advertising? : A qualitative study exploring consumers' attitudes." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-54660.
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Purpose – The purpose of this study is to explore consumers’ attitudes towards native advertising and its perceived value. Design/methodology/approach – This research has a qualitative and exploratory nature. Forthe empirical material, primary data is collected through conducting in-depth semi-structured interviews. Findings – Consumers’ persuasion knowledge in relation to native advertising is found to be low. The advertising value of native advertising is positive since the consumers considered it to be entertaining, informative and credible. Furthermore, it was not considered as irritating which enhances the advertising value as well. Design was found to be its own category as it has an effect on all dimensions to enhance the advertising value. Since the advertising value is positive and enhanced, the attitudes of consumers towards native advertising are positive. Research implications/limitations – The main implications of this research are: native advertising can be used as a solution to consumers avoiding online advertising and in order for it to be successful, the design, content and frequency have to be taken into consideration. Since this research is qualitative, it has a subjective nature which might result in researcher induced bias. Furthermore, the age of the interviewees’ range from 21 to 38 years old which unlikely represents the whole population. Originality/value – As there is a lack of research in the field of native advertising, this research contributes to the field with knowledge about consumers’ attitudes towards it as well as how native advertising creates value. Additionally, the researchers applied the attitudes-towards-advertising model for this specific context and augmented it with a new dimension, design. This research also contributes with knowledge about each dimension in the native advertising context. Lastly, this research shows advertisers how native advertising should be used in terms of content, frequency and design.
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Renick, Katherine. "A typology of online scholarships." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/6067.
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Thesis (M.A.)--University of Missouri-Columbia, 2008.<br>The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on September 12, 2008) Includes bibliographical references.
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Suehiro, Marissa. "The Efficacy Of Online Advertising Modalities: A Prescriptive Model." Scholarship @ Claremont, 2015. http://scholarship.claremont.edu/cmc_theses/1065.
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With the surge of technological advancements in the 21st century, online advertising and marketing has transformed into a multi billion-dollar industry. Nowadays, it is very likely that a company’s success is dependent on the effectiveness of its online marketing strategy. When developing an advertising plan, companies must decide what their unique advertising needs are and use appropriate advertising formats that are most effective in achieving them. Unfortunately, companies often have very little guidance about how to choose modalities for specific advertising goals. The purpose of this paper is to examine the six most widely used online advertising modalities and the psychological frameworks that explain their effectiveness on developing positive brand attitudes among consumers. By doing so, a company would be better able to decide what kind of advertising modality would best fit their unique advertising needs. Using these findings, this paper develops a prescriptive model tailored for the specific advertising needs of one of the most widely known organizations in the world, the Professional Golfers’ Association.
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Abdulrahman, Abubakar, and Citra Hussien. "The Role Of Online Video Advertising In Brand Awareness." Thesis, Karlstads universitet, Handelshögskolan (from 2013), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-75032.
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The purpose is to examine the role of online video advertising in brand awareness. In order to provide marketers information regarding the impact online video advertising has on its customers, as online video advertising is increasing in relevance in terms of creating brand awareness.
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Zhang, Kunpeng, Siddhartha Bhattacharyya, and Sudha Ram. "LARGE-SCALE NETWORK ANALYSIS FOR ONLINE SOCIAL BRAND ADVERTISING." SOC INFORM MANAGE-MIS RES CENT, 2016. http://hdl.handle.net/10150/623353.
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This paper proposes an audience selection framework for online brand advertising based on user activities on social media platforms. It is one of the first studies to our knowledge that develops and analyzes implicit brand-brand networks for online brand advertising. This paper makes several contributions. We first extract and analyze implicit weighted brand-brand networks, representing interactions among users and brands, from a large dataset. We examine network properties and community structures and propose a framework combining text and network analyses to find target audiences. As a part of this framework, we develop a hierarchical community detection algorithm to identify a set of brands that are closely related to a specific brand. This latter brand is referred to as the "focal brand." We also develop a global ranking algorithm to calculate brand influence and select influential brands from this set of closely related brands. This is then combined with sentiment analysis to identify target users from these selected brands. To process large-scale datasets and networks, we implement several MapReduce-based algorithms. Finally, we design a novel evaluation technique to test the effectiveness of our targeting framework. Experiments conducted with Facebook data show that our framework provides significant performance improvements in identifying target audiences for focal brands.
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Friedner, Albin, and Alexander Nikalayeu. "Beacons for online advertising : An approach using a plugin." Thesis, KTH, Skolan för informations- och kommunikationsteknik (ICT), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-210637.
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Beacons are small devices that can broadcast messages using Bluetooth and other communication technologies using low power consumption. Beacons technology started to emerge lately and many companies has started to see opportunities. One usage of beacons is improving online advertising by using localized information. The most common way to consume beacons today, is by using a native application. This solution is viable in many cases, but not for online advertising. The reason for this is that users do not want to download a native application only for advertising. In this study, solutions for online advertising using beacons, are examined. The study is focused around a case study on implementing a plugin for Android applications. The plugin consists of a background service that listens for beacon messages, converts the beacon messages to geographic information and gathers user information. All that information is sent to a web service to later perform retargeting. This improves online advertisement, since localized advertisement can be displayed to the user. The results of the case study showed that the plugin is a viable solution for online advertising using beacons. The plugin could be integrated and launched from different Android applications in a simple way. Measurements of the RAM usage and battery consumption indicates that the plugin can run with no huge impact on the performance or battery of the phone. The purpose of the study is to present different ways of using beacons for online advertising.<br>Beacons är små enheter som kan sända ut meddelanden genom att använda Bluetooth eller andra kommunikationstekniker med låg energiförbrukning. Teknologin bakom Beacons började framträda nyligen och många företag har redan sett de möjligheter som finns med teknologin. Beacons kan bland annat användas till att förbättra digital reklam genom att använda lokaliserad information. Det vanligaste sättet att konsumera beacons är att använda en lokal applikation. Det sättet är användbart i många fall, men inte för digital reklam. Anledningen till det är att användare tenderar att inte vilja ladda ner applikationer endast för att få reklam. I den här studien undersöks lösningar för att använda beacons för digital reklam. Studien fokuserar kring en fallstudie om ett insticksprogram till applikationer för Android. Insticksprogrammet består av en bakgrundstjänst som lyssnar efter meddelande från beacons, konverterar meddelandet till geografisk information, samlar information om användaren och skickar informationen till en web service, som senare använder informationen för att ge användare anpassad reklam. Detta förbättrar reklamen, eftersom användarens position kan användas för att ge bättre anpassad reklam. Resultaten från fallstudien visar att insticksprogrammet är en genomförbar lösning för att använda beacons för digital reklam. Insticksprogrammet kan integreras och startas från en applikation i Android på ett enkelt sätt. Mätningar av insticksprogrammets RAM-användning och batterianvändning visar på att det kan köras utan att märkbart påverka telefonens prestanda eller batteri. Syftet med den här studien är att visa olika sätt som beacons kan användas för digital reklam.
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Dahlgren, Sanne, and Beatrice Tabell. "Personalized Advertising Online and its Difficulties with Customer Privacy." Thesis, Karlstads universitet, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-66218.
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Purpose: The aim of this paper is to explain and to create an understanding if personalized advertising online creates value for customers. Design/methodology/approach: A qualitative study through 14 semi-structured interviews. Findings: The study found personalized advertising to be seen as value co-creation in some cases, but because privacy concerns exist and affect the perception of advertising, it can in many cases lead to value co-destruction instead. It is thus a consideration between privacy concerns and the perceived value of the personalized advertising that decides if the offering will co-create or co-destroy value. Research limitations/implications for future research: Our study did not involve respondents’ younger than 21 years old, which could have affected the result as this is a generation seen as technology savvy. Through a quantitative study, future research could try to find extremes in personalities by conducting a survey with a large sample of people in different ages, nationalities, gender, active online, etc. in order to see if there are correlations between for example age and privacy concerns. Practical implications: One purpose of the study is to provide companies with insights of how different customers perceive personalized advertising online in terms of customer value in order for companies to know how to think when targeting their customers. Keywords: online advertising, personalized advertising, personalized-privacy paradox, privacy concerns, value creation, value co-creation, value co-destruction.
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Odina, Amanda, and Zoi Koutelida. "Gen Y and Gen Z’s Instagram Advertising Preferences : Qualitative Analysis Focusing on the Types of Advertising on Instagram." Thesis, Tekniska Högskolan, Jönköping University, JTH, Datateknik och informatik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48018.
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Purpose — As social media develops, becoming a more relevant part of society, it is more necessary to understand it, more so when considering social informatics. Exclusively considering the types of advertising available on Instagram, the purpose of this study is to determine the preference of Generation Y and Z, and analyse what motivates their preference when interacting with Instagram advertisements. Method — The study relies on qualitative responses. Therefore, appropriate methods to achieve this data are interviews and surveys. Additionally, survey data can be more easily collected in order to ensure that the analysis of the final results is as accurate as possible for the general population. 10 interviews were conducted, and over 40 responses were gathered from the survey. Through the use of mockups to act as visual cues, the methods will test for preference based on three aspects; visual, trustworthiness and purchase behaviour. Conclusion — Through a thematic analysis, the final results uncovered that participants based their decision according to at least one of three themes; Familiarity, Presentation of Information, and/or Advertising Intrusion. A consistent majority was not achieved across all tested aspects of preference, however, Video Ads were typically favoured. Limitations — The nature of this study is very specific, therefore a lot of considerations within the field have been omitted. Generations outside of Y and Z will not be considered and the study focuses on these groups within Jönköping. Additionally, aspects of social media such as hashtags, tagging functions, and influencers have been studied immensely and will not be relevant to this study. Limitations have been made in order to conduct the study reasonably and competently.
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Micu, Anca Cristina. "Testing for a synergistic effect between online publicity and advertising in an integrated marketing communications context." Diss., Columbia, Mo. : University of Missouri-Columbia, 2005. http://hdl.handle.net/10355/4168.
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Thesis (Ph.D.)--University of Missouri-Columbia, 2005.<br>The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file viewed on (January 25, 2007) Vita. Includes bibliographical references.
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Flanagan, Michael Anthony. "An investigation into the impact of online and mobile advertising on the South African advertising landscape." Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/d1008588.
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This study aimed to provide South African advertising professionals with insights into the current state of online and mobile advertising in South Africa, highlighting areas in which this sector of the industry can develop in order for professionals to perpetuate successful and innovative use of the mediums available to them and their clients. The study draws on literature from the fields of traditional advertising, digital advertising and new media. Research on the South African digital advertising climate is not as readily available as that of international studies based in the United States of America and the United Kingdom. The study therefore used two data collection methods namely, telephonic semi-structured interviews with advertising professionals employed within the South African advertising and marketing industries as well as an electronic survey also aimed at advertising professionals employed within the South African advertising and marketing industries. The data collected aims to provide an insight into the professional opinions and feelings of these professionals as to how the South Africa digital advertising landscape is perceived, how it compares to its international counterparts and whether online and mobile technologies have had an impact on the South African advertising industry in terms of ad-spend not only on digital but on traditional advertising. The data from both the semi-structured interviews and survey were analysed in terms of the aforementioned aspects and correlations were found between the qualitative and quantitative data. Five advertising professionals from various agencies from around South Africa were interviewed telephonically while 27 advertising professionals attempted the electronic survey with 21 completing the survey. The study found that advertisers acknowledge that online and mobile technologies have had an impact on the South African advertising industry as digital advertising is now seen as an important fixture within the advertising industry and is considered to now be as important as traditional advertising. However, although advertising professionals acknowledge this importance, the medium is still underutilised due to a number of determining factors. These factors include insufficient knowledge in the field of digital advertising by advertisers and clients as clients are still unwilling to allocate similar levels of ad-spend to digital as they would to traditional advertising, this despite a notable increase in digital ad-spend. Traditional advertising still dominates ad-spend and advertisers are of the opinion that despite the growth of digital media, this trend will remain prevalent in South Africa which continues to trail behind its international counterparts.
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Ayerra, Raquel, Manuel Jimenez, and Asier Vega. "Integrated Marketing Communications in Advertising." Thesis, Halmstad University, School of Business and Engineering (SET), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-852.
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<p>This research is made with the aim of find out how Iberostar communicates its values through Offline and Online advertising campaigns and if those campaigns send the same message to the target audience</p>
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Leweling, Sascha [Verfasser], and Thorsten [Akademischer Betreuer] Wiesel. "Convincing online consumers to purchase : Empirical studies on online advertising, mobile advertising, user generated content and social shopping tools / Sascha Leweling ; Betreuer: Thorsten Wiesel." Münster : Readbox Unipress / Münster (Westf), 2018. http://d-nb.info/1165650843/34.
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Hadija, Zeljka. "Perceptions of advertising in online social networks : in-depth interviews /." Online version of thesis, 2008. http://hdl.handle.net/1850/5958.
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Wright, Gena. "Consumer-to-Consumer Online Sharing of Co-Creative Advertising Campaigns." Thesis, University of Canterbury. Marketing, 2015. http://hdl.handle.net/10092/10817.
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This thesis aims to increase understanding of what motivates consumer-to-consumer (C2C) sharing of co-creative advertising campaigns on social media platforms. Consumer use of the Internet has increased immensely, and affects organisations due to the growth of consumer-to-consumer interactions, such as word-of-mouth. Word-of-mouth is a powerful form of advertising because of consumer trust in their social media networks, therefore, it is crucial for organisations to increase C2C sharing as a form of advertising, and in particular, co-creative advertising campaigns.
To achieve this aim, this study used a grounded theory approach, to gather a comprehensive amount of data to discover theoretical propositions about the phenomenon. A total of ten unstructured depth interviews were conducted before theoretical saturation was reached.
The results of the study found that consumer motivations to share co-creations online were pride, and to connect with others, conceptualised by social media self-presentation, and a consciousness of others. Whilst consumer motivations to participate in co-creative advertising campaigns were escapism and self-interest.
The primary implication of these findings is understanding how organisations can influence consumer motivations to share co-creations online, hence, organisations advertising, by increasing personal connections that consumers can use to connect with others in consumer-to-consumer platforms online.
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Karlsson, Julia, and Cajsa Welander. "Native advertising : In different types of online-media platforms." Thesis, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-28469.
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HUONG, LAU NGOC, and 劉玉香. "The Influence of Online Advertising Types and User Attitudes on Online Advertising Performance: A Case Study of Youtube Websites in Vietnam and Taiwan." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/3qadb5.
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碩士<br>國立臺北教育大學<br>東南亞區域管理碩士學位學程<br>107<br>In the developing industrial era, advertising is an essential tool to continuously deliver information about products and services to consumers. The way of advertising has gradually changed from mainly based on television, newspapers and magazines to various online platforms and websites. Besides, one-way communication has changed to two-way communication. Simple texts and patterns have also changed to various advertising films. Different types of advertisements, presentation methods and advertising appeals will cause differences on consumers’ attitudes and will also affect consumers’ willingness to purchase. Therefore, this study aims to further understand whether the types of advertisements and advertising appeals have an impact on the effectiveness of advertisements through the advertisements appearing on Youtube. Also, it is explored whether the personality traits of online users are the moderating variables of the influence of online advertising types and the appeal of advertisements on advertising effectiveness.
The survey was distributed through the online platform from March 25, 2019 to April 24, 2019. The study was focused on Vietnam and Taiwan to know whether the online advertising effectiveness is diversified by the different ethnic groups. The result shows that for Taiwanese online users and Vietnamese online users, advertising types and advertising appeals have significant positive impacts on advertising effectiveness. Furthermore, the personality traits of online users in Vietnam and Taiwan are the moderators on the influence of the advertising types and advertising appeal on advertising effectiveness, which means the advertising effects between Vietnam and Taiwan’s online users are different. Therefore, the suggestion for better advertising strategy is each country should follow the consumer's preferences and purchasing habits to properly deliver products and service’s information to consumers, which will help stimulating their purchase willingness.
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Kingslin, Peter Leo Jeffrey, and 金止得. "The Effects of Online and Offline Brand Extension, Brand Type and Advertising Mode on Purchase Intention." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/70316160109166341694.
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碩士<br>銘傳大學<br>企業管理學系<br>104<br>Brand extension is an inevitable, there is a growing interest among consumers all over the world regarding extension. The aim of this study is to examine on how brand extension, brand awareness, advertisement effects can affect purchase intensions. Moreover, Brand type may have moderating effects on brand extension; and also have moderating effects on brand awareness. Two widely known products were used, two countries were selected to analyze the difference between the markets and how consumer welcomes the extension. Asian countries India and Taiwan were tested and compared.
The final respondents of this research composed of 657 being valid, of whom 320 Indians, and other 337 Taiwanese. Each samples consisted and tested with no advertisements. Two unique products were chosen. This research found that (i) both consumer groups: Taiwanese and Indians are willing to purchase extensions. (ii) When developing or promoting new product, the target group first should be segmented, so that the consumer have no awareness (iii) Brand type has significantly positive effects on brand extension and not related to brand awareness since they have no awareness on a huge brands with reputation. (iv) Advertisements should be used for both countries for emphasizing products, advertisement has significant effects on both products.
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Jian, Zi-Ping, and 簡子萍. "The study of advertising effects on consumer by endorser and discount type-An example of online game industry." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/50413848857455591668.
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碩士<br>中國文化大學<br>國際貿易學系碩士班<br>98<br>The former scholars usually focus on the research of the celebrities, the experts, the CEO, and the typical consumers, but only few of them would choose to discuss the top-ic of the animated spokes-character. Since online game is now a popular issue and play-ers grow in tremendous amount every year, the game companies always want to explore how to use promotion tactics to enhance the advertisement effect to attract consumers and consequently increase the sales volume of their products. Therefore, this research employs different endorser type and discount type to explore which one can achieve the best advertisement effect for online game products.
Our study examined the advertisement effect (advertising attitude, brand attitude, and purchase intention) on online game by experimental design to control endorser type and discount type. A total of 320 questionnaire surveys were conducted (80 for each group).
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Tseng, Shu li, and 曾姝俐. "THE IMPACT OF PROMOTION TYPE AND PROMOTION SITUATION ON PURCHASING INTENTION-TV/ONLINE SHOPPING AND ADVERTISING SPOKESPERSONS AS MODERATORS." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/07449244465895653327.
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碩士<br>大同大學<br>事業經營學系(所)<br>94<br>TV shopping and online shopping has blossomed in Taiwan in recent years. Due to the convenience, price transparency, and product variety of TV shopping and Online shopping, consumers have become more interested in such virtual shopping channels. It has caused great changes in consumer’s purchasing platforms. Therefore, this research studies whether TV shopping and Online shopping would influence consumer’s purchasing intentions according to different promotion types and promotion situations.
This study used a 2*3*2*2 between-subjects experiment design to examine the effect of promotion types and promotion situations on consumer purchasing intention. In addition there were two moderators; one was non-store retailing (TV shopping/ Online shopping), another was an advertisement spokesperson (Celebrity/Non-celebrity) and the moderating effect would be examined.
This study discovered that there was no significant difference in the interaction between promotion types and promotion situations; no significant difference in the interaction among promotion types, promotion situations and TV shopping/Online shopping; no significant difference in the interaction between advertisement spokesperson and consumer purchasing intention; no significant difference in the interaction between promotion type and advertisement spokesperson on consumer purchasing intention; and no significant difference in the interaction between promotion situations and advertisement spokesperson on consumer purchasing intention. These results mean that the effects of TV shopping and Online shopping on the promotion type and the promotion situation are similar. It also reveals that using advertisement spokespersons in TV shopping or Online shopping is not effective.
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Li, Man-Ning, and 李曼寧. "An Eye-Tracking Study of Product Type on Advertising Effects of Online Shopping: Moderating Roles of Framing of sales promotion and Contextualized Pictures." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/tbvckd.
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碩士<br>國立高雄應用科技大學<br>國際企業研究所<br>106<br>This study mainly uses eye tracker as experimental methods. The experiments were designed with 2(product type: utilitarian / hedonic) ×2(product picture: contextualized picture/context-independent picture) ×3(framing of slaes promotion: flash sale/ price promotion/ non-price promotion) including 12 situations.Then the analysis was obtained with 360 eye tracker data and questionnaire.
The results show the following.(1)The type of product affects the advertising effectiveness through eye movement behavior;(2)In the eye movement behavior, hedonic products is higher than utilitarian products;and Context-independent picture is also higher than contextualized picture.(4)When picture is contextualized, utilitarian products’ eye movement behavior is higher than hedonic products; conversely, hedonic product s’ eye movement behavior is higher than utilitarian products.(5)In the eye movement behavior, flash sale and non-price promotion is higher than price promotion.(6)In the case of flash sale, utilitarian products’ eye movement behavior is higher than hedonic products,but in non-price promotion, hedonic product s’ eye movement behavior is higher tnan utilitarian products.(7)The first viewing subject for the hedonic products is product pictures, but for utilitarian is framing of slaes promotion.
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Park, So Hyeon. "Online video advertising 101." Thesis, 2011. http://hdl.handle.net/2152/ETD-UT-2011-05-3233.
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Online streaming service sites such as YouTube and Hulu are popular these days. The fact that these websites utilize online video advertising as a revenue model led to a natural curiosity: Is online video advertising effective? Although this report does not give a conclusive answer due to lack of available data, it still covers enough topics to provide a comprehensive idea of what online video advertising is to those who are interested in the subject. As the title of this report states, its original purpose is to deliver an introductory guideline to internet video advertising.<br>text
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Luís, Mariana dos Santos. "Continente online : the sale of online advertising." Master's thesis, 2014. http://hdl.handle.net/10400.14/20521.
Full textAbstract:
Continente Online is one of the online grocery stores in Portugal. Founded in 2001, Continente’s Online store provides a convenience service to customers, offering more than 30,000 grocery and non-grocery products. Focus will be applied on this Portuguese case of E-commerce, with special attention being given to its monetization businesses, namely the sale of online advertising to third parties that was launched in 2010. This case study consists on a strategic reflection on the potentialities and challenges of this business. To do this, market research was conducted with the aim of understanding the reasons and objectives inherent to this business of online advertising and to indentify and analyze the main differences between Continente’s Online store and its advertisers’ and customers’ perceptions and also the online’s store advertising campaigns. The findings suggest that Continente’s Online store aims at monetizing its E-commerce platform investment, providing extra information to customers and increasing sales. In line with this, advertisers aspire to increase its visibility, communicate their brands and also increase their sales. Moreover, although the click intentions reveal to be low, the online advertising campaigns analyzed show a positive relationship between clicks and results, emphasizing the need of implementing better and more detailed performance monitoring. In order to continue with this monetization in the future, Continente’s Online store still showed some room for improvement. Applying customized and one-to-one advertising strategies, investing in standard banners and being more conversions and performance oriented would be some recommendations done by the author.<br>Continente Online é um dos supermercados online em Portugal. Fundado em 2001, o Continente Online oferece um serviço de conveniência, disponibilizando a todos os clientes mais de 30,000 produtos alimentares e não alimentares. Esta dissertação foca-se no caso Português de E-commerce, mais concretamente num dos negócios de monetização, ou seja, a venda de publicidade online a terceiros que se iniciou em 2010. Este caso de estudo consiste numa reflexão estratégica sobre as potencialidades e desafios deste negócio. Para tal, uma investigação de mercado foi realizada com o objetivo de compreender quais as razões e os objetivos inerentes a este negócio de publicidade online e identificar e analisar as principais divergências de acordo com as perceções do Continente Online, anunciantes e clientes. Os resultados obtidos sugerem que a loja do Continente Online visa rentabilizar o seu investimento em E-commerce, fornecer informações aos clientes e aumentar as vendas. Em consonância com isso, os anunciantes aspiram um aumento de visibilidade, comunicar marcas e também aumentar vendas. Além disso, apesar das intenções de clique estudadas terem revelado ser baixas, as campanhas de publicidade online em estudo demonstraram uma relação positiva entre cliques e resultados, enfatizando a necessidade de implementação de uma melhor e mais detalhada monitorização de desempenho. Para continuar com esta monetização no futuro, o Continente Online ainda mostrou algum espaço para melhorias. Aplicando estratégias de publicidade customizadas, investindo em formatos de publicidade estandardizados e estar mais focado em medidas de conversão e desempenho são algumas recomendações feitas pelo autor.
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Lawson, Whitney Elizabeth. "Advertising networks and the state of online advertising." Thesis, 2010. http://hdl.handle.net/2152/ETD-UT-2010-05-1090.
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The current economic climate presents many challenges to advertisers. In 2009, advertising spending in the United States dropped 12.3 percent, forcing advertisers to focus on campaigns that prove a quick return on investment. As average time spent online continues to increases, so is the Internet’s contribution to society and the economy. Advertising budgets are being shifted online to reflect the growing importance of the Internet, and much of these budgets are being spent using advertising networks. These networks act as the intermediaries between advertisers and Web publishers and make online advertising accessible and affordable for small and large budgets alike. This paper explores the current state of Internet advertising with a close focus on advertising networks. The goal of this paper is to educate on the basics of online advertising and how to navigate the advertising network industry, so even an advertising novice can utilize their numerous benefits.<br>text
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Lin, Yu-Fang, and 林郁芳. "The effects of service types, advertising appeals and attributes on advertising effectiveness." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/84773815162313184129.
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碩士<br>國立臺灣大學<br>商學研究所<br>96<br>Because of the intangibility of services, it is diffcult for customers to realize the processes and the outcomes of services. Consumers also do not have objective and tangible standards to evaluate the content and the value of services, so consumers’perceived risk has been increasing. Advertising strategy is an important tool to slove the problems caused by intanginility of service. This thesis explores the potential effects of advertising appeals and attributes in print media on ad effectiveness (including attitude toward ad, attitude toward the brand and patronage intention) for two different service types.
Using college and graduate students at National Taiwan University as respondents, a 2×2× 2 between subject experimental design was conducted. Independent variables were service type (utilitarian versus hedonic service), advertising appeal (rational versus emotional appeal), and attribute (outcome versus process attribute).
The conclusions are as follows：
1.As for utilitarian service, print ad with rational appeal results in higher level of attitude toward the ad and patronage intention. As for hedonic service, print ad with emotional appeal results in higher level of attitude toward the ad, attitude toward the brand and patronage intention.
2.As for utilitarian service, print ad with outcome attribute results in higher level of attitude toward the ad, attitude toward the brand and patronage intention. As for hedonic service, print ad with process attribute results in higher level of attitude toward the ad, attitude toward the brand and patronage intention.
3.As for utilitarian service, print ad with rational appeal and outcome attribute results in greater attitude toward the ad, attitude toward the brand and patronage intention than other combinations. As for hedonic service, print ad with emotional appeal and process attribute results in greater attitude toward the brand than other combinations.
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Li, Chia-ling, and 李佳玲. "Analysis of Product Characteristics, Advertising Types and Advertising Involvement in Internet Marketing." Thesis, 1997. http://ndltd.ncl.edu.tw/handle/31331020316504847911.
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碩士<br>文化大學<br>國際企業管理研究所<br>85<br>It''s very popualr talking about internet. And many
enterprises say that use internet for marketing. But they aren''t
concerned about that wouldthe products affect people attracting
them more concerned about the homepageadvertisement or the
picture and music would attract people to make them more
involved, or will they affect consumers''emotion and cause the
different involvement degrees. The results find that the
advertisement types and product classification will affect
involvement through emotion. But when we use product
classification and advertisement types putting toghether, the
research finds that the product classificaiton and advertisement
types will affect involvement but they don''t affect consumers''
emotion. This research also finds that consumers'' experience
about products and picture appeals will mostly affect emotion
and involvement.
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Hua, Shen Pei, and 沈沛樺. "A Study of Effects of Negative Advertising Performance by Advertising Appeals and Types." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/49627379998101764060.
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