In this thesis, high quality adverts are examined from the perspective of the Advertisement contest Guldägget. The study discusses award-winning Advertisement, both in terms of content and design, according to Guldägget?s jury members, industry experts and various theorists. Semiotics is used to analyse Guldägget?s winning adverts.

This bachelor thesis focuses on metropolitan morning newspapers in Sweden and their relationship with advertisers. Various forces in society have led tochanges in partnerships between metropolitan newspapers and advertisers, which have previously only had small amounts of data. In these particularnewspapers, it is common to find editorial Advertisement supplements. The reason these supplements are included, their benefits and how they can affect the paper?s credibility have not previously been investigated.I have researched how the changed collaborations between the metropolitan morning newspapers and advertisers look today; including the contact, powerand dependence they have on one another.

When working with market communications it is important that ones brand is noticed and remembered, for which the marketer has many tools at hand. This study compares the communicative effects of PR and paid Advertisement on consumers, in response to the underlying purpose to provide a theoretical framework for better understanding the relative effects of the two tools. In the struggle for consumers? attention we find ads to be a tool to achieve wider brand knowledge, whilst PR is rewarded more extensive elaboration once noticed. The study also affirms the causal link between communication credibility, attitude toward the communication and brand attitude.

At several occasions, an important question has been brought forward within the world of advertising and media. This is the question of whether or not ?good? advertising should be encouraged by the media. The question has an origin in a belief that such advertising can create values not only for the advertiser, but also for the medium. Although this question has arisen in business media, and although many managers work from the assumption that such relationship exists, there are none or little proof that it actually does.

Title: Law of Marketing ? A Descriptive Study of Marketing in Sweden and Italy with focal point on TV-commercials(Marknadsföringsrätt ? En deskriptiv studie av marknadsföring I Sverig och Italien med inriktning på TV-reklam) Number of pages: 34 Author: Astrid Lidman Tutor: Göran Svensson Course: Media and Communication C Period: Fall -09 University: Division of Media and Communication, Department of Information Science, Uppsala University Purpose/Aim: My goal with this study is to see the differences and similarities that can be found in the Swedish and Italian Law of Marketing. I want to compare the results to see how our different laws are still able to reach the same results concerning the protecting of our public from bad Advertisement. Material/Methods: I?ve been reading laws concerning marketing. I started out my research from different commissions from EU.

The degree project has been implemented abroad in Brisbane, Australia. A literature study has beenperformed parallel to the practical work within the subject »Corporate identity through graphicaldesign«. In this study deeper research has been made concerning the establishment and manifestationof a corporate identity and its program. The knowledge given from this study has been put into practicethrough two larger projects.The first project was carried out at De Pasquale, advertising agency in Brisbane, where a corporateidentity program was designed for a new company. The company is a fitness centre, called KnockoutFitness, which specializes in different types of boxing training sessions such as Boxing, Thai Bow andBoxercise but also Aqua aerobics.

Tidningskompaniet, a publishing agency in Göteborg, has during the spring of 2003 developed a customermagazine for Göteborgsvarvet, a Half Marathon Race in Göteborg. If realized the magazine shallbe distributed to former participants of the race twice a year and will be financed by adverts.As part of the editorial concept, development of a graphic profile will be made for the magazine. Thisdegree project will result in the production of a »dummy« magazine to be presented to the client and tobe used by the Advertisement sales people in their work.The magazine, named »Varvet«, will convey the message that anyone can run Göteborgsvarvet. Theintention is to give the magazine a »youthful and sporty« image.The work in this degree project has comprised designing the magazine in co-operation with an editorialconcept developer and a project leader at Tidningskompaniet, and also the production of 18 magazinepages including prepress work. The magazine has been made into a strictly sectionized product,with a mix of short and long articles with lighter material and strict how-to-do-it guides.

This paper quantitatively examines the effects of marketing brands within the same product category and the same brand portfolio jointly. We have chosen to call this type of marketing category advertising. The results of the study show that category advertising leads to increased brand awareness within the category, which is particularly important for brands within less salient subcategories. For strong brands however, category advertising leads to lower purchase intentions, an effect which could potentially be moderated by focusing the Advertisement on the complementary nature of the products combined with promotional elements. The study also shows that there is no difference between advertising products jointly and separately when it comes to brand attitude, category attitude, typicality, brand purchase intention for weak brands and category purchase intention.

Campaign websites are a growing Internet based type of advertising, dependent upon the Advertisement being actively pursued by consumers. The popularity of campaign websites stands in sharp contrast to the increasing advertising boredom among consumers often discussed in both public media and academic contexts. Despite the increasing importance of this kind of communication, little academic research has been conducted on the subject. The purpose of this thesis is to investigate the value of campaign websites for advertisers and consumers. Through a quantitative web based field study combined with an exhaustive qualitative study, we can draw conclusions concerning campaign websites and contribute with a theoretical framework for this type of advertising.

The aim of this paper is to examine, by means of a quantitative method, whether using a Swedish athlete endorser in a sports Advertisement will increase its effectiveness. We examine which characteristics an athlete endorser needs to be able to make people form a positive attitude towards the athlete endorser and thereby make him or her successful in advertising. We also look into whether an interest in sports can affect the Advertisement effectiveness when using a Swedish athlete endorser. The results show that a well-liked Swedish athlete endorser generates highest ad effectiveness and that the most important characteristics that contribute to form a positive attitude towards an athlete endorser are trustworthy, physical attractiveness, success in sports and ?successful in respondent?s mind?.

The majority of free content on the internet is financed by online advertising. A requirement for thismodel to work is that the visitors see the ads. The emergence of ad-blocking software has shifted thepower from the advertiser?s choice of publishing ads to the consumer?s choice of viewing ads. Weexamine the consumers? opinions regarding the use of ad-blocking software and compare them to theopinions of companies using online Advertisement.

The challenge that companies currently face in their attempts to break through the media clutter has resulted in an increased use of provocative advertising worldwide. History shows that this strategy can result in a brand crisis due to negative consumer sentiment. Despite this fact, Advertisement generated crisis remain a relatively unexplored field in the academic world of marketing. The objective of this thesis is to further explore crisis creation from provocative advertising, evaluate the affiliated negative consumer consequences, and to examine the effects of two contrasting company strategies to remedy these types of crisis situations. An experiment was conducted on Swedish and Norwegian students in order to examine whether the communication and information sharing between the target consumers and others could explain the development and consequences of provocative Advertisement crisis due to its psychological effects.

This essay studies how Advertisements in various anti-smoking campaigns can influence and persuade by using anti-logos as counter-arguments to the tobacco industry's logos. In contrast to tobacco advertising arguments such as freedom (logos), pleasure (pathos) and trademark (ethos) the anti-smoking campaigns create anti-logos arguments with various connotations such as repulsive pictures and sexual implications to influence groups of people not to start smoking or to quit smoking.Advertisement of tobacco does not exist nowadays due to legal restrictions in the western world; however several decades of myths created in the consumer consciousness still exist. Thus one can speak of a tobacco advertising ideology that exists and the various anti-smoking campaigns trying to change that ideology.The purpose of anti-smoking campaigns is to conduct a kategoria of myth that tobacco Advertisement has created over the years. Anti smoking organizations do this by creating a new ideology to affect consumer?s attitude toward smoking and the tobacco myth with an anti-myth.

This essay studies how Advertisements in various anti-smoking campaigns can influence and persuade by using anti-logos as counter-arguments to the tobacco industry's logos. In contrast to tobacco advertising arguments such as freedom (logos), pleasure (pathos) and trademark (ethos) the anti-smoking campaigns create anti-logos arguments with various connotations such as repulsive pictures and sexual implications to influence groups of people not to start smoking or to quit smoking.Advertisement of tobacco does not exist nowadays due to legal restrictions in the western world; however several decades of myths created in the consumer consciousness still exist. Thus one can speak of a tobacco advertising ideology that exists and the various anti-smoking campaigns trying to change that ideology.The purpose of anti-smoking campaigns is to conduct a kategoria of myth that tobacco Advertisement has created over the years. Anti smoking organizations do this by creating a new ideology to affect consumer?s attitude toward smoking and the tobacco myth with an anti-myth.

Previous research has recognized that advertising creativity can result in positive signaling effects for consumers, thus proving creativity to be a useful tool and not a wasteful effort within marketing. However, research within this matter has only lightly touched upon the outcome of signaling effects within a business-to-business context. Since other implications prevail within a B2B market - for instance the professional position in which individuals act, the existence of buying centers, and the heavy weight placed on most decisions - the conception and influence of advertising creativity may be altered. This paper aims to give an overview of whether increased advertising creativity results in positive signaling effects among individuals employed within a B2B context. Furthermore, the paper aspires to examine the potential influence of aspects prevailing within B2B markets, such as the need for contemplating the desires of numerous individuals involved, on the outcome of advertising creativity.