04088ntm a22006017i 4500 000717664 CZ-PrVSE 20250629141137.0 m d cr n|||||||||| 250629s2024 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Veverka, Lukáš ISIS:118820 dis Ekonometrická analýza mediální komunikace eng Econometric Analysis of Media Communication / Lukáš Veverka 2024 ?? stran : digital, PDF soubor Vedoucí práce: Jan Zouhar Disertační práce (Ph.D.)—Vysoká škola ekonomická v Praze. Fakulta informatiky a statistiky, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 This dissertation conducts an econometric analysis of media communication, examining its immediate impact in the short term and its broader effects in the long term. The first study focuses on the immediate, short-term effects of TV ads, analyzing minute-frequency data to estimate consumer reactions, such as increased online searches, within minutes of ad exposure. This analysis confronts challenges like diurnal pattern removal through Kernel smoothing and computationally intensive estimation of ad effect distribution from a large dataset (approximately 525,000 rows). The second part compares different methods for seasonal adjustment and estimates the impact of an affiliate campaign using a finite distributed lag model. The last three parts of the thesis examine long-term advertising effects utilizing daily data. This segment addresses issues such as accurate seasonality estimation, variable selection, and modelling of non-linear response curves through a combination of non-linear optimization within a genetic algorithm framework and Fourier transformation for seasonality decomposition. The outcomes of these complex methods are compared with results from neural network analyses on the same dataset. Findings from these studies indicate a significant immediate consumer response to TV ads, typically within one minute, highlighting the potential for rapid creative testing and early campaign optimization. As for the long-term effects, the econometrics model outperformed the neural network model by achieving better performance on the test set and provides a realistic estimation of factors contributing to business performance. This model enables the evaluation of different investment strategies and, therefore, finding optimal investment strategies for enhanced ROI or brand building based on estimated response curves. Způsob přístupu: Internet ekonometrie a operační výzkum [obor disert. práce] disertace fd132024 czenas dissertations eczenas Website Traffic Media Multitasking Econometric Analysis Time Series Analysis Random Forest Neural Networks Fourier Transformation Genetic Algorithm Kernel Smoothing Ad Effectiveness TV Advertising Zouhar, Jan, 1982- vse2009539908 ths Kodera, Jan jx20050428029 opn Vysoká škola ekonomická v Praze. Fakulta informatiky a statistiky kn20010709399 dgg https://insis.vse.cz/zp/81997/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/81997 Hlavní práce https://insis.vse.cz/zp/81997/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/81997/posudek/oponent/86162 Oponentura https://insis.vse.cz/zp/81997/posudek/oponent/86163 Oponentura https://insis.vse.cz/zp/81997/podrobnosti dc:identifier NEPOSILAT VSKP vse81997 250627 81997