Advertisement is something that surrounds us in our everyday life. The two terms marketing and Advertising are closely linked together and often considered as the same thing, although they are not. To be able to analyse the term advertisement it is crucial to separate it from the term marketing and observe Advertising as a part of the complete marketing. We have two main focuses with this qualitative research and the first one of these is to analyse the changes in Advertising when considering style, message and characteristics. The advertiser has a wide range of tools that he or she can use to make commercials follow the trends and changes in society.

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.

Background: Change factors have appeared in Advertising and customer understanding has grown among companies, which have led to important competitive advantages. Advertising agencies are not the only ones benefiting from this expertise anymore, but companies are starting to thus take clients from Advertising agencies. They are also taking intermediaries, such as production, over more and more jobs from Advertising agencies. This has led to an even tougher competition in the market and that Advertising agencies are losing their jobs. The increased competition in the market, has also led many companies choosing to change its Advertising agency, to think in new and changing strategies in the enterprise.

The purpose of this study is to investigate the effectiveness of consumer generated Advertising as a marketing tool to encourage online word of mouth. Subsequently, the researchers aim to examine if there are certain design factors in consumer generated Advertising that influence the effectiveness of consumer generated Advertising in encouraging online word of mouth. The study conducts a multiple case study of several consumer generated Advertising campaigns. It consists of in-depth studies of these cases in combination with quantitative analyses of the encouraged word of mouth. The different cases are examined on several design factors that could possible increase the volume of encouraged word of mouth..

This bachelor thesis explores earlier findings regarding the Nextopia effect and the choice of media for Advertising, and how these phenomena influence consumer attitudes toward the ad itself as well as the brand. It also explores the effect of Advertising future products and Advertising in two different media on the third person effect. Lastly, it addresses the effect of Advertising of future products and media choice on the attitude of potential investors..

This thesis studies the Swedish Advertising business as an actor in the national formation of Sweden. It argues that earlier research has ignored to see Advertising businesses as possible forces of these formations. The essay investigates how this appears historically through collaboration with an informational organisation that had risen due to the Second World War and that was a part of the national defence. I can, by investigating a discussion that focused on this informational organisation and the Advertising businesses relation to it, show how the business as an effect of a civic engagement expressed an interest to participate in the informational work. The thesis will also, through the pamphlet Om kriget kommer.

Previous research does not show a clear picture of the perception of personalized Advertising as studies give different results - there are both positive and negative aspects. The purpose of this study is to improve the knowledge and understanding of the impact of personalized Advertising in the new Internet era. The aim is to answer whether personalized Advertising has more positive than negative effects on Facebook or if marketers today should rethink regarding this issue. An experiment with three advertisements was defined where one ad was with no personal targeted content and the other two included personally targeted content. These ads were analysed with the theories word of mouth, information overload and psychological ownership to see if interesting results could be found regarding ad attitude, click intention and purchase intention as well as to investigate if the attitude to Facebook could have an impact on the results.

Inspired by the current debate over the effectiveness of Public Relations (PR), the authors of the following thesis have sought to analyze how PR and Advertising differ in terms of how they affect consumers. The subject of the thesis was chosen due to the lacking knowledge of how PR shapes consumer attitudes and intentions. The authors wish to upset the institutionalized myths which dominate in the PR-business. One example of such a myth is that the effectiveness of PR can be measured by the number of press releases an activity produces and that PR?s superiority over Advertising is due to its higher trustworthiness.

The purpose of this essay is to investigate how consumer Advertising has an effect on other groups than the intended, the so-called extended audience of Advertising. Previous research shows that consumer Advertising can influence investors and employees of a company as well as affect the attractiveness of a company as a potential employer. In addition, research shows that more perceived cognitive effort in Advertising results in positive signaling effects for consumers. This study aims to further build on these concepts in order to gain additional understanding of how consumer Advertising can influence extended audiences. More specifically, it examines if more (versus less) effort in Advertising can improve the future prospects on the labor market for an employee of the Advertising company, by looking at recruitment consultants as an extended audience.

Women magazines are like guides to women and girls, due to the fact that they consistently upgrade their women audience about different trends. Advertising ads that are directed toward women are enjoying being in the atmosphere of women magazines, based on their frequent presence in women magazine?s content. Postfeminism is regarded as being an escape from feminism or as the opposite of feminism because they don?t share feminism?s ideology about equality, gender, and feminism?s questions about power struggle.

Online Behavioral Advertising betyder att man spårar användares beteende över Internet för att kunna skapa skräddarsydda annonser till användare baserat på deras internetaktiviteter. Det är kostnadseffektivt och ger möjlighet för företag att skapa relevanta annonser för internetanvändare. Online Behavioral Advertising möts ofta av motstånd eftersom att företag inkräktar på den personliga integriteten när man samlar in information om människor för att skapa annonser. Samtidigt har användandet av så kallade blockeringstjänster ökat, det vill säga tjänster som gör att internetanvändare kan ta bort annonser från hemsidor. I denna uppsats undersöks hur unga människor i Sverige ställer sig till Online Behavioral Advertising och blockeringstjänster samt vilka samband som finns mellan dem.I denna studie har vi använt oss av både en enkätundersökning och av intervjuer för att se hur människor resonerar kring Online Behavioral Advertising och blockeringstjänster.

Marketers are today confronted with new forms of media and tend to use different strategies to exploit these media. The podcast medium has emerged in a time of changes in terms of media planning. By using stimuli containing identical context with different forms of Advertising, this thesis seeks to explore whether ads, sponsorships or product placements is more favourable for an advertiser to practice in the podcast medium. The purpose of this study is to investigate the differences in communication effects, such as attitude towards the brand and purchase intention, depending on the form of Advertising. Testing if previous research, made on the same format but in different media, is applicable in the podcast medium carries out the study.

This essay examines the communication value of music in television Advertising. It studies different forms of music and whether these forms contribute positively or negatively to how television Advertising is perceived and remembered. The forms are jingle, familiar song and unfamiliar song. 100 high school students participated in the study through a questionnaire.                      The study shows that music is an important tool that complements television Advertisings visual aspects. Music creates feelings, emphasizes aspects of the image and clarifies the advertised message.

This study explores the different effects on attitude and behaviour three frequently used Advertising techniques have. The techniques compared are social influence and egoistic and altruistic benefit-appeals. The results showed that ads featuring social influence had statistically significant higher mean values regarding attitude towards the ad compared to both the other ads, and significantly higher mean values regarding brand attitude compared to the ad appealing to egoistic motivations. Though, all Advertising effectiveness measures used in this study - that is, attitude and intention variables - indicated that social influence was more effective than the other Advertising messages. Thus, in accord with earlier studies, it can be stated with confidence that social influence is an effective tool to use in marketing communications..

The purpose of this thesis is to examine and analyze the communication effects from the campaign SAS EuroBonus American Express Card. Our aim is to measure the Advertising effectiveness of the campaign.To gather primary data we have conducted a quantitative survey at Arlanda Airport, where the campaign is mainly located. The survey included a total of 253 respondents representing the population at Arlanda Airport.Our conclusion is that there is an awareness of the presence of American Express at Arlanda. The company is clearly dominating among its competitors regarding visibility at the airport. Despite this, only a moderate degree of the travelers recognize the pictures from the campaign.