Purpose/Aim: The aim of this paper is to find out how the new media landscape and new communication channels is altering how companies and organizations can reach out with their messages. The aim is also to shine light on the different trends within advertising today and also to discuss the Tivo-effect ie. that consumers are doing whatever possible to avoid advertisements.Material/ Method: I have used a qualitative research method where I have interviewed a number of people working in advertising in Sweden. The paper also includes material from books, article and various websites.Main results: In order for advertising agencies to create successful advertisement and to generate positive associations around a certain brand, it?s crucial that the advertisement is relevant for the target group.

The essay deals with the subject about branding and the communicative process that entails between businesses and consumers. The purpose of this paper is to increase understanding of the opportunities and risks of brand building through sponsorship and Co-Branding. This descriptive analysis is made by highlighting the partnership between two strong brands in the Swedish market, Åbro & AIK, and how internal and external associations related to their impact on brand equity. The study has led to the conclusion that the sponsorship should be seen as synonymous with Co-branding, ie. a synergy between two or more brands.

Shaping visual stories - content in exhibitions is an essay on how content has been shaped in the two exhibitions "Memento mori" and "Hästen - tyglad, piskad, älskad". The study focuses on how exhibitions can be defined through their content as well as how the exhibitors'different intentions towards the exhibition affect the working process as well as the result. This is put in relation to theoretical models and discussions on ideals in the field of exhibition and what impels these to find an answer to the question: What makes an exhibition?.

In Sweden today, the consumers have the opportunity to use the different sales channels; physical store, online store and brick and click, a combination of both. For the past decade, the use of ecommerce has spread tremendously and the fashion industry is one of the top three industries in this category. This, together with the growth of technology, have created new opportunities for consumers during their online shopping. The purpose of this study is to examine the differences between consumers who use physical store, online store or both. This study aims to look into consumers' shopping habits within these sales channels and factors that are affecting them.

Interactive media is constantly increasing in our surroundings and with the innovation of touch-screens, two-way communication with screens has become part of our daily life. Still, this well known way of process information is not often seen in the in-store environment of grocery retailing. Here, interactive media is an unestablished field where empirical studies are invisible within the academic world. The lack of knowledge in which effect interactive digital signage has is one of the barriers of investing in this marketing solution in-store. The main purpose of this study is to examine and describe the effects of interactive digital signage at shelf within grocery retailing.

The increased media clutter requires of brand managers to be innovative and creative in their choices of marketing communications in order for brands to be salient in the minds of consumers. Recent studies emphasize incongruent marketing as a means of "standing out" from this competitive clutter and reaching existing and new potential customers. The aim of this thesis is to examine the effects of brand incongruent sponsorships (sponsorships which are incongruent with established brand associations) on consumer response to well-established brands from the perspective of high and low levels of loyalty. A quantitative survey was conducted and the results show that incongruent sponsorships improve brand attitude, brand interest and brand credibility, while not affecting ad attitude, purchase intention and word-of-mouth intention for customers of low loyalty. For highly loyal customers the findings were that brand attitude, brand interest, brand credibility, purchase intention and word-of-mouth intention remained unchanged while ad attitude decreased.

Most of us sometimes in life visit a restaurant to relax and eat some good food. In that case, we trust that the food they are serving is of good quality and safe which prevent food poisoning. As a consumer you mostly do not have any insight what?s happening in the kitchen at the restaurant. What is really going on when they prepare the food? An introduction of the Smiley system could help you as a consumer in the choice of restaurant.

In advertising, the target has traditionally been aimed towards the product?s advantages.Today the trend is that the advertisers want to create a restless and unsatisfied consumer. Theconsumer on her part is not trying to achieve a goal with her consumption, but experiences theconsumption itself as a goal. Because of this the consumer demands a fast and variedselection.In order to sell their products the companies must create a non-existent need amongst theconsumers. Therefore it is very common in advertising today to use emotions instead ofinformation to attract the customers.

This literature study summarizes the signals dogs use in intraspecific communication. The purpose is to clarify the way dogs communicate so that situations where their intentions are misjudged can be avoided. The signals are divided into olfactory, visual, auditory and tactile and every section starts with a short anatomic and physiologic description of the sense organ that is used to register the current signal type. The interspecific communication between dog and human regarding its development and function is brought up. To end with suggestions are given of how veterinary technicians in clinics can make use of knowledge about the way dogs communicate.

Title: GMO Food ProductsThe issue of marketing and selling them in Europe - A Business and Legal Perspective.Author: Shane KingSupervisors: Anneli Carlsson and Ewa RabinowiczProblemThe European Unions regulations in regard to GMO?s and the approval process for both release into the environment, and onto the market, has been under fire by the USA along with Canada and Argentina. The WTO has ruled on this issue in favour of USA et al.The problem that was identified was in regard to consumer opinion in the EU. How could the EU meet its numerous international trade obligations while at the same time meetingthe needs of the citizens of the Union? Added to that was the issue of whether or not the?EU? perspective was indeed an EU perspective or rather the perspective of a fewMember States.

Problem formulation: Recent results from the European Food Information Council?s consumer research on nutrition information and food labelling revealed that most consumers have little understanding of the nutrition information found on food products, feel that there is little authority regulating these matters and wish for a more trusted source of information and regulation and lastly it was found that consumers accept their limitations and have little motivation to even read or learn about nutrition information. Thus what are the reactions of the various legal authorities to this problem? How are food retailers and producers responding to the needs of the consumer? How are consumers then reacting to these two players in the industry and the changes they are making?Purpose: The purpose of this research is to gain new perspective and a better understanding of relationship between consumers, companies and legal instruments in relation to nutrition and health claim labelling of food products. Method: The nature of this multi-disciplinary research has led to the study of all three areas, business administration (containing consumer behaviour) and business law, which are contained in this paper.

AbstractInterest in the subject appeared from real events. We seemed to discern a trend in society. Wehave noted that the amount of social enterprises to a greater extent is formed in Sweden.Companies like GodEl, Postkodslotteriet and DEM Collective are typical illustrations ofcompanies included in the category of social enterprise. It seemed as socially profiledcompanies is the new generation companies. The purpose of this essay is to make aninventory of possible competitive advantages that arise from social branding.

Consumers are facing a wide selection of brands trying to get their attention. An increasing amount of corporations are incorporating non-traditional media in their marketing strategies as an attempt to build relationships with their customers. However, along with the new opportunities to enhance consumer emotions about the brand, social media has brought along new risks for corporations to face. This paper investigates the consequences of different ways of handling such electronic word-of-mouth (eWOM) crisis on Twitter. Furthermore, we investigate potential differences depending on the credibility of the source that sent the message.

The society of today is overflowed with information and commercials. There is a thick media noise that the marketers finds hard to penetrate. Bearing this in mind, we can see that Event Marketing, witch is marketing through events, has grown to be a popular form of communication as it has an ability to work its way through the existing media noise. Through events a company can strengthen its brand and image as well as form a lasting relationship with its consumers. What other functions does Event Marketing possess? In what context is Event Marketing an appropriate marketing strategy to use? These are two questions that we aim to answer through this essay.To be able to answer these questions we interviewed the marketing manager of two different companies, L´oréal and TeliaSonera.

Consumption of meat and poultry has increased during the last ten years while the production in Sweden has decreased. Cheap imports are competing with Swedish products and consumers, restaurant and retail let the price decided what to purchase. Swedish food producers can become better at communicating the added values that meat and poultry produced in Sweden has. Social media gives companies a possible tool for communication in order to communicate and create a relationship with consumers. The rise of social media does not only affect consumer decisions making, but also corporate communication. The objective of this project is to investigate how social media can connect the farmer to the consumer.