Template-Type: ReDIF-Article 1.0
Author-Name: Václav Stříteský
Author-Name: Marek Stříteský
Title: Demographic Targeting of Internet Advertising
Abstract: Thanks to its wide range of targeting, Internet has become a very attractive medium for advertisers. Although the current technologies can collect data about an individual's online activities and utilize it for a precise targeting, the traditional way of targeting based on affinity is still widely used. The goal of this paper is to evaluate the possibility of the traditional way of demographic targeting by gender and age on the Czech Internet thorough data mining of NetMonitor database. Research findings show that, in certain cases, traditional affinity-based ad targeting can be effective. This is especially true when targeting men and younger users. On the other hand, this method also generates wasted ad impressions outside the target group. This is particularly problematic when targeting elderly users. Modern techniques of ad targeting which are based on tracking users’ activities are likely to further expand.
Keywords: Internet Advertising, Ad Targeting, Demographic Targeting, Internet Users, Gender and Age, internetová reklama, cílení reklamy, demografické cílení, uživatelé internetu, pohlaví a věk
Pages: 137-153
Volume: 2014
Issue: 2
Year: 2014
File-URL: http://www.vse.cz/aip/download.php?jnl=aip&pdf=42.pdf
File-URL: http://aip.vse.cz/index.php/aip/article/view/73
File-Format: text/html
Handle: RePEc:prg:jnlaip:v:2014:y:2014:i:2:id:42:p:137-153
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Template-Type: ReDIF-Article 1.0
Author-Name: Lucie Šperková
Title: Unstructured Data Analysis from Facebook Banking Sites
Abstract: Social networks as a modern channel for sharing online Word of Mouth is an opportunity for banking companies to analyse the communications and opinions of their customers, which they are sharing publicly. The article shows the process and results of these advanced contextual analyses of unstructured data of selected public banking pages on social networking site Facebook. The analysis of customer opinions, problems and desires may play an important role for the position of these companies in the market and their orientation to customers. Clustering methods and sentiment analysis were used, results reflect the state of the behaviour of customers and banks in this network. Paper highlights the importance of the issue of Word of Mouth and its analyses by information technology. At the same time discusses how context analysis can migrate marketing to the next level of identification of customer behaviour and his relationship to the company.
Keywords: Facebook, Facebook, Unstructured data, Clustering, Sentiment analysis, Voice of Customer, Word of Mouth, bank, nestrukturovaná data, shlukování, sentiment analýza, Voice of Customer, Word of Mouth, banka
Pages: 154-167
Volume: 2014
Issue: 2
Year: 2014
File-URL: http://www.vse.cz/aip/download.php?jnl=aip&pdf=44.pdf
File-URL: http://aip.vse.cz/index.php/aip/article/view/81
File-Format: text/html
Handle: RePEc:prg:jnlaip:v:2014:y:2014:i:2:id:44:p:154-167
X-File-Ref: http://www.vse.cz/RePEc/prg/jnlaip/references/44

Template-Type: ReDIF-Article 1.0
Author-Name: Libor Měsíček
Title: Presentation of the banking and telecommunications sector on Google+
Abstract: The article focuses on examples of the presence of the banking and telecommunications sector on Google+. In the first part investigated set is described, and then the individual profiles are discussed from the perspective of the ways of their use and also behaving of company representatives is mentioned. In the second part of the article chosen posts of important individuals on Google+ related to the investigated sectors are discussed. The difference was found in the ways how companies use their profiles, in the posting frequency, communication styles and goals, as well as in the form of responses to critical posts and comments. Also, the examples of the contributions of significant individuals were described where the response of the representative contributed to the further conflict escalation and spread through social network.
Keywords: Social network, Google+, Banking sector, Telecommunications, Post, Google+, bankovní sektor, telekomunikace, příspěvek, sociální síť
Pages: 168-180
Volume: 2014
Issue: 2
Year: 2014
File-URL: http://www.vse.cz/aip/download.php?jnl=aip&pdf=45.pdf
File-URL: http://aip.vse.cz/index.php/aip/article/view/86
File-Format: text/html
Handle: RePEc:prg:jnlaip:v:2014:y:2014:i:2:id:45:p:168-180
X-File-Ref: http://www.vse.cz/RePEc/prg/jnlaip/references/45

Template-Type: ReDIF-Article 1.0
Author-Name: Juraj Rusnák
Title: Creation, Dissemination and Reception of Communication Stereotypes in On-line Media
Abstract: In this paper are analyzed the main trends in the creation and reception of specific communication services operating in on-line media - communication stereotypes as a steady character structures. Interpretative starting point is the thesis that the functioning of communication stereotypes in online media is culturally, socially and mentally conditioned, a result of this function is construct of the socio-cultural izoglosis in society, namely the extension of the use of certain communication of meaning, the same way of "reading the text". Particular attention is paid to the functioning of the media presets, comprehensively processed and disseminated templates and effects that use presets in online media raises (also with regard to their use in marketing communication): extensification on-line operation and weakening of user interpretative relation to the text.
Keywords: Communication stereotype, On-line media, Popular culture, komunikační stereotyp, on-line média, populární kultura, sociokulturní izoglosa, preset
Pages: 181-191
Volume: 2014
Issue: 2
Year: 2014
File-URL: http://www.vse.cz/aip/download.php?jnl=aip&pdf=46.pdf
File-URL: http://aip.vse.cz/index.php/aip/article/view/77
File-Format: text/html
Handle: RePEc:prg:jnlaip:v:2014:y:2014:i:2:id:46:p:181-191
X-File-Ref: http://www.vse.cz/RePEc/prg/jnlaip/references/46

Template-Type: ReDIF-Article 1.0
Author-Name: Václav Janoščík
Title: Postinternet Marketing: For a Philosophy and Art of Online Marketing
Abstract: While we are living in rapidly changing environment driven by the online services, marketing has been rather reluctant in serious apprehending of these consequences. We do not aim to analyse this complex delay that we call conceptual jetlag here. (Conceptual consciousness of marketing is far behind the velocity of the plane online services.) Rather we try to establish certain switchback that is driven by concept of philosophy by Gilles Deleuze and Félix Guattari and the artistic notion of postinternet. By these means we aim at unveiling the general drive of marketing: The product (take Photoshop as an instance) is meant not only to satisfy our needs and desires. It is creates them. This basic assumption of marketing and the dominance of online environment can elucidate each other since the "fluid ontology" of virtual environment consists precisely in the possibility of being formed by the will of its users.
Keywords: Philosophy, Marketing, Art, Postinternet, Deleuze, Jobs
Pages: 192-203
Volume: 2014
Issue: 2
Year: 2014
File-URL: http://www.vse.cz/aip/download.php?jnl=aip&pdf=47.pdf
File-URL: http://aip.vse.cz/index.php/aip/article/view/82
File-Format: text/html
Handle: RePEc:prg:jnlaip:v:2014:y:2014:i:2:id:47:p:192-203
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Template-Type: ReDIF-Article 1.0
Author-Name: Viktor Vojtko
Title: Rethinking the Concept of Just Noticeable Difference in Online Marketing
Abstract: The main goal of this study is to answer a question whether the just noticeable difference (JND) related marketing practices could survive in the world with social media and as a part of online marketing. Although the findings are limited, they suggest that using of such practices might be much riskier than it used to be before and marketers should be aware of that and consider their using more thoroughly. It also shows that usage of the agent based modelling (ABM) can be helpful in dealing with problems like this one and can provide further insight into dynamics of processes on consumer markets where the social media play crucial role in spreading of information.
Keywords: Simulation, Marketing, Just Noticeable Difference, Agent-based Modelling, Social Media
Pages: 204-218
Volume: 2014
Issue: 2
Year: 2014
File-URL: http://www.vse.cz/aip/download.php?jnl=aip&pdf=49.pdf
File-URL: http://aip.vse.cz/index.php/aip/article/view/84
File-Format: text/html
Handle: RePEc:prg:jnlaip:v:2014:y:2014:i:2:id:49:p:204-218
X-File-Ref: http://www.vse.cz/RePEc/prg/jnlaip/references/49

Template-Type: ReDIF-Article 1.0
Author-Name: Stanislava Mildeová
Author-Name: Zdeněk Smutný
Title: Jan Egem: Knowledge of Customer Data and Their Integration in Marketing
Abstract: Interview with Jan Egem, director of KBMG CEE (part of a global group WPP), that deals with corporate marketing solution that is based on the knowledge gained from the data. Other activities include web analytics, optimization and monetization. Jan Egem graduated from the University of Economics in Prague and also worked for several years in a similarly focused company Wunderman.
Keywords: Interview, Trends, Marketing Intelligence, rozhovor, trendy, Marketing Intelligence
Pages: 219-221
Volume: 2014
Issue: 2
Year: 2014
File-URL: http://www.vse.cz/aip/download.php?jnl=aip&pdf=50.pdf
File-URL: http://aip.vse.cz/index.php/aip/article/view/87
File-Format: text/html
Handle: RePEc:prg:jnlaip:v:2014:y:2014:i:2:id:50:p:219-221
X-File-Ref: http://www.vse.cz/RePEc/prg/jnlaip/references/50