The first ad was published in Sweden 1645. Advertising itself is not a new phenomenon, it's just the conditions that has been changed. Today, advertising is a matter of course in our daily lives, every day we are exposed to thousands of messages that wants to persuade and convince us to consume. In this paper, we have looked into the semiotic and rhetorical tricks that are used for this particular persuasion, and we have investigated whether they have changed in the last 60 years or if the same tricks are still being used today. Our two hypotheses is: A) the rhetorical and semiotic basis of an ad looks the same today as 60 years ago.

Entrepreneurship is a subject of growing attention, especially within public policy, media and research. Many studies have been done, but the subject of entrepreneurial exit has to a large extent been ignored. The aim of this study has been to investigate how entrepreneurs at an early stage in their career think about exit within a near future, and what factors influence their attitude towards exit. The study was conducted through a survey answered by 253 entrepreneurs active within business incubators in Sweden. Based on previous research on entrepreneurial intentions, a model of exit intentions was developed, and tested against several other factors.

This study deals with the road freight sector's capital structure and how leases, loans and equity affect the ratios. The study is based on a ten-year period between 2000-2010 in Sweden. Investments in finance is a complex and interesting subject to study, there are many factors that can affect how the company best choose their investments when they have many great business investment the decisions plays a greater role. The aim is to find an optimal capital structure from a financial investment point of view. The purpose will be answered by the following research question: Are there significant differences between leases, loans and equity financed fleet of factors, profitability, tax, turnover, age, and cyclicality. The study will also examine how debt is related to profit margin, DuPont and the tax, all through a regression analysis. Then were plausible economic theories for the study.

Prior studies have shown that earnings management can be used either to inform or to mislead investors about the future performance of a company. However, few studies have examined the impact of earnings management on forecasting return on equity (ROE). The aim of this thesis is to investigate whether the ability to forecast next year's ROE is improved when taking earnings management, measured as discretionary accruals, into account. This is examined by comparing a forecast model that takes the magnitude of discretionary accruals into consideration with a model that does not. The study is based on companies that were listed on the Stockholm Stock Exchange during 2002-2012.

Title: Experiences of Banner advertisement on a specialized homepage Author: Marcus Westerberg Supervisor: Marie Hemming Department: Department of Business Administration, IEM Course: Bachelor thesis in Business Administration, FEC 007 Purpose: Create a understanding for how the users on Internet pages experience the occurrence and the shape of the banners. Method: Methods used are quantitative and qualitative, and the facts and figures are based on a pop up inquiry and some telephoneinterviews. I elected pop up inquiry and telephoneinterview as my data collection. My inquiry had a high grade of standardization and the interviews had a low grade of standardization. Result: On the basis of the question of issue I have drawn the conclusion that the users feels that it is important with information in all advertising.

Background: During extreme market conditions like the period during fall 2008 the discussion of what affects company value becomes apparent. The capital structure is the relation between borrowed capital and equity in a company´s financing mix. What impact changes in capital structure have on company value is a widely debated subject within the theory of finance. If a relationship between capital structure and company value exists the implication is that an optimal capital structure where company value is maximized also exists.Aim: The aim of the thesis is to study whether a certain relationship between capital structure and company value exists among selected stocks and companies listed on Stockholmsbörsens OMXS30.Implementation: With aim to fulfill the purpose of the thesis regression analysis has been performed among chosen stocks and companies. The empirical results eventuating from this have been analyzed from the view of elected relevant theory.Completion and results: We find that during normal market conditions a positive relationship between debt ratio and enterprise value (EV) can be established.

An alternate reality game, often abbreviated as ARG, is a mix between a game and a crossmedia interactive story using mainly the Internet as a platform. The game is built around the idea of teamwork among its participants. The players cooperate to solve puzzles allowing them to go forward in the story of the game. The marketing element is in different ways included in the story.A few Alternate Reality Games such as The Beast, The Art of the H3ist and The Lost Ring have previously been launched as marketing campaigns. This bachelor thesis aims to examine the possibilities of Alternate Reality Games as an alternative marketing tool for profit-driven companies.

On Nasdaq OMX Nordic Stockholm there has been a large increase in issues of preferred stocks since the financial crisis 2008. Aiming to explain whether preferred stocks have most of their characteristics relating to debt or equity, we answer four sub questions. Do all preferred stocks share the same features, or do they differ from each other? Our population is similar in characteristics, except for the preferred stock of Swedbank which is convertible and deviates when it comes to participation in dividends - instead of convertible the others are limited and redeemable. Further, the second sub question treats preferred stock in relation to the common stock quantitatively, in market data.

This paper examines a popular music song (Heartbeats by Jose Gonzalez) as a sign system in television advertising. The study was conducted through qualitative questionnaires in connection to an audio-visual method of analysis called Masking. The method facilitates the analysis of isolated parts in the audio-visual spectrum by masking/hiding parts of the audio-visual totality.The survey had seven respondents where a hermeneutic epistemological approach was used. For the analysis Cooper's theory of brand identity (Practical and Symbolic Attitudes to Buying Brands) was used together with an interaction model for music in audio-visual advertising called "Modes of music-image interaction?.

The purpose of this paper is to compare two different portfolio strategies consisting of insider transactions and stock recommendations and examine whether they posses any information advantage.  The portfolios are balanced once every three-, six- and twelve- months in the period of 2007-2009. Our results show a pattern for these investment strategies. The portfolio consisting of insider transactions generates a positive return in equity in a negative market environment and the opposite reaction in a positive environment. The result for the portfolio consisting of stock recommendations show a positive return of equity in positive environment and the opposite effect in negative environment. The pattern that has been observed can be classified as an anomaly.

As a consumer often chooses product or service to satisfy the specific needs or desires. However, there is more often than not several brands that manufacture the same product, which means we also have to choose between these brands before we can calm our needs. This choice is usually an active decision. We choose a brand that we are familiar with, or a brand whose identity appeals to us. The brand thus has a major impact on both consumers' decision-making in connection with the purchase, but also for business success.

Uppsatsen behandlar skillnader i regelverken på NGM Equity, First North och Aktietorget samt hur detta påverkar företagen på respektive marknadsplats. Fär att förklara de förhållandena som råder mellan marknadsplatsen, företagen och investerare använder vi oss av teorierna: Det finansiella gapet, Legitimitetsteorin och Intressentteorin. I uppsatsen har vi kommit fram till att de nya marknadsplatserna fyller en viktig funktion för mindre och medelstora företag i tillväxtfas. Vi har dock konstaterat att det föreligger vissa brister gällande upprätthållandet och praxis i det nuvarande gällande regelverken. Detta kan vara en bidragande orsak till att handeln inte alltid fungerar ändamålsenligt.

The purpose of this investigation is to come across the associations of consumers who are being exposed to a brand extension from a different product category. Moreover, our aim is to contribute to the knowledge of how consumers respond to these extended products, by investigating the influence of the parent brand. To fulfill our purpose, this study was conducted through qualitative interviews with consumers. In order to carry out our investigation and analyze our findings the following theoretical framework has been used: Customer-based equity, Parent brand affect and Perceived fit. Our data was collected through ten semi-structured interviews including consumers of Fiat and Marlboro brand extensions.

Title: Experiences of Banner advertisement on a specialized homepage Author: Marcus Westerberg Supervisor: Marie Hemming Department: Department of Business Administration, IEM Course: Bachelor thesis in Business Administration, FEC 007 Purpose: Create a understanding for how the users on Internet pages experience the occurrence and the shape of the banners. Method: Methods used are quantitative and qualitative, and the facts and figures are based on a pop up inquiry and some telephoneinterviews. I elected pop up inquiry and telephoneinterview as my data collection. My inquiry had a high grade of standardization and the interviews had a low grade of standardization. Result: On the basis of the question of issue I have drawn the conclusion that the users feels that it is important with information in all advertising. It is also important for the users to create a value around the product. The users do not have the time to figure out the message behind advertising, the want simple and massive information about the product/service.

The purpose of this thesis is to find out how clients at Effect Reklambyrå (an advertising agency) view the communication and relationship with Effect. Conclusions are then drawn based on what the clients say. The conclusions show how Effect can improve in these areas.The study uses a qualitative research method since the phenomenon studied is complex and requires deep understanding. A total of 16 interviews took place. Seven clients were interviewed by phone and nine clients participated in a personal interview face-to-face.