Background: Research results show that the potential of corporate social responsibility (CSR) has increased. That means there is a growing pressure on Swedish companies to act with responsibility: general public has a positive attitude towards companies that communicate their CSR. Advertising agencies have been criticized by their way to manage the question of social responsibility. One of the characteristics of an Advertising agency is their anonymity; even though their products are extremely visible, it is rarely clear who gave rise to an Advertising production. If this is put in relation to CSR in general, we find ourselves in a contradictory situation when CSR in many cases is about exposure of the responsible corporation.

Abraham is the original patriarch. How does his leadership compare with a modern day popular culture patriarch with his roots in Advertising, the shopkeeper Stig, star of the ICA Advertising? The essay compares the leadership and masculinity of two male leaders from different backgrounds and settings, and discusses similiarities and differences.

With the increased volume of commercial content online, some news sites have adopted so-called native Advertising on their websites to convey marketing messages more discreetly. As an increased share of Advertising budgets is spent on this form of Advertising this essay aims to examine its news consumer?s attitudes towards the phenomenon. The research was carried out through a qualitative study where news consumers discussed their attitudes in two separate focus groups. This was analyzed with the help of the previous studies Advertisement - an uninvited guest? and Banner Blindness as well as theories including theory of science hermeneutics, reception analysis, convergence culture, brand schema, Advertising schema and ad- brand attitude.The results show that in most cases native Advertising is met with indifferent attitudes but in some cases also confusion, which could lead to negative attitudes towards the ad and the news site.

Many companies choose to position themselves in New York. The city is one of the main cities when it comes to Advertising. The competition is strong and for new companies, it is hard to survive on the market.In our thesis we have investigated how Swedish people, who open new Advertising agencies in New York, should market themselves to be successful on the market in New York.To gain as much information as possible about this subject, we traveled to New York and interviewed three Advertising agencies, who were started by Swedes, and also the Consulate General of Sweden, and Swedish Trade Council.Our investigation resulted in that the best way to be successful on the American market is to differentiate your work from what the market has to offer. By doing this potential customers may find your work interesting and thereby chose to work with your company..

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.

Title: Kreativ reklam. En bra idé? (Creative Advertising. A good idea?)Author: Evelina KarlssonTutor: Larsåke LarssonCourse: Bachelor Thesis: Media and CommunicationPurpose: The purpose of this study is to, through qualitative studies inquire creative prized advertise in Sweden to see which influence creativity have on both creative director and the audience.

The use of streaming media such as Spotify has increased rapidly in recent years. Although the consumption side of Spotify is well established with over 10 million users, the medium might provide new unexploited opportunities as an Advertising channel. The purpose of this thesis is to increase knowledge about Advertising through streaming media and in particular via Spotify. To contribute to such knowledge we have conducted a case study to investigate how Spotify can be used and serve as an Advertising medium for a smaller firm, Hasseludden Yasuragi, so that it may reach its target group. To examine the medial effect, a quantitative as well as a qualitative study was carried out using the ARF Model as a basic framework.

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 paper supports the thesis that creative consumer Advertising also can be used as a recruitment tool. By increasing the level of creativity used in their communication, a company can affect the attractiveness of themselves as future employers. The creative Advertising influences the brands perceived creativity. It also increases the perceived social, development- and reputational value as well as the future intentions with the brand. By being more creative the brand is also viewed as making more marketing effort, which in turn affects the perceived potential of the brand in a positive way.

The high and seemingly increasing degree of consumer avoidance and disliking of television Advertising breaks should raise many questions for commercially financed television networks as it can be argued that benefits sought by both viewers [seeking a fulfilling viewing experience] and advertisers [seeking Advertising effectiveness] are eroded by this effect. This thesis studies effects on Advertising effectiveness [RecallBRAND; AttitudeBRAND; AttitudeAD] as well as on the viewing experience [SatisfactionPROGRAM/CHANNEL; Attitude PROGRAM/CHANNEL; IntentionPROGRAM/CHANNEL] given a reduced degree of Advertising clutter. By conducting an experiment two breaks are compared, one having the standard primetime nonprogram time units (5 min and 30 sec *3?16minutes/hour) and the other the standard nonprogram content cut in half (2.45 min *3 ?8min /hour).Results show that the reduced breaks award advertisers with higher commercial effectiveness. Measures of RecallBRAND demonstrates no differences between the standard and the reduced break, implying a significantly increased likelihood to be recalled and an equivalently lowered risk to be forgotten in the reduced break.

Many media buyers annually spend money on Advertising which will not be of benefit to their own brand; the fact that consumers confuse from which brand they have heard or seen commercials, comes as news to nobody. The phenomenon of media confusion has however earned much less attention. As a greater part of the total marketing budget is being spent on the media investments, on behalf of the actual Advertising production, the more interesting it turns out to maximize the effects of the media expenses. The search for optimization is somewhat practised today by brand managers who are daringly adding a few more media channels to support their TV-campaigns. Buying ad space in TV is nevertheless much more expensive than the radio equivalent.

Consumers today are bombarded with innumerable Advertising messages. The need for companies to create advertisements that consumers find relevant is thus increasing. In order to break through the ad clutter, companies have to give something extra to their customers and show that they care about them. How a company decides to communicate might then be more important than what the company actually communicates.The purpose of this paper is to investigate whether the use of creative media choices induces signaling effects and enhances Advertising value as well as perceived corporate consideration. The two last mentioned variables are explored as potential driving forces behind the signaling effects.

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.

Shopping malls have been growing in numbers during the last few decades. As an effect, consumers are increasingly placing a greater amount of their purchases under one roof. The problem is that stores within these malls have to fight for the consumers' attention in competition with all the other stores. Thus, making consumers noticing their store is critical for success. Creating attention through floor Advertising could be a potential way of doing so.

  The study aims to gain a better understanding and explore how a selected group (receivers) perceive two elected Advertising images from Indiska and Vila and then compare their opinions to what Indiska and Vila themselves want to communicate. We base the study on theories of encoding / decoding, which deals with how the companies charge their Advertising images with values and how recipients decodes these values.A qualitative study was carried out based on analytical induction (planning, collection and analysis). Through the analytical method of induction, we created categories based on the collected data and put them in relation to each other. The result showed that the overall impression of the images' and the context are of great importance for how our respondents perceive the Advertising images. The overall impressions convey emotion that reinforces the expression and the message.