Degeneration of trademarks - a legal construction or a marketing problem? This paper discusses the issue of degeneration of trademarks. The study has its starting point in the conflict that may arise between the principles of marketing and the legislation concerning IP rights and market law. In this study several verdicts are studied in which degeneration has been addressed. Analyzing these rulings as well as the current legislation in the light of marketing theory, a conflict between marketing and legislation can be noted.

The aim of this paper is to examine the American movie trailer particularly its history, marketing and functions, presented as an historical overview from the serials of the early 1910s to the trailers of today. A trailer from each decade of the twentieth- and twenty-first centuries is selected which represent typical trends and shows how trailers historically functioned, including their formal, generic differences.The introduction focuses on the market in which the trailer operates, and raises the issue of the entertainment value of art or marketing, how the film industry works and to role of advertising. The second part of the introduction focuses on the development of film stars, and their importance in trailer campaigns. This brings in the question of the growth of Hollywood and new media forms/technologies. The manner in which new media also create a new type of audience is considered, which demonstrates how the trailers capture audience attention in new ways.The second part of the paper focuses on the history of the trailer and examines typical structures, of the different periods.The third part analyses how different trailers operate, and how the trailer industry stands at the beginning of a new era, the so-called Post-interactive era, which is discussed with regard to Spider-Man 2 and The Da Vinci Code..

This literature review summarizes available data on infection with the parasitic roundworm, Ascaridia galli, as a cause of disease in poultry, including the consequences of a conversion to alternative production systems. Ascaridia galli has a direct life cycle with resistant eggs that survive and are easily spread in the environment, especially in systems with bedding materials where the faecal contact is high. The infection is usually subclinical but depending on the infection dose, the symptoms range from weight loss and diarrhea to mortality. Factors such as the feed composition and genetic variation among different hybrids clearly affect the establishment rate of the infection. Ascaridia galli will probably become an increasing problem, with a shift from the traditional battery cages to alternative systems where the risk of re-infection is high.

Marketers of today are confronted by the fact that it is increasingly difficult to gain the customer's attention, as they first have to break through the ad clutter. In a landscape where the general attitude towards advertising is negative, one way to successfully deliver the message to the customer involves communicating through personal impact. By using stimuli containing identical information with different senders, this thesis seeks to quantitatively explore whether brands can make use of the personal networks of its employees, in their social media marketing strategy. The purpose of the study is to investigate if communication via the employees could enhance traditional communication effects, such as buying intention and electronic WOM intention. Furthermore, the study aims to examine which role the employee should hold when communicating on behalf of the brand, and if the communication effects vary with the degree of product involvement.

Media society is under a constant development and in line with this change, firms must adapt to the market. We have investigated what fashion companies in fact are doing to communicate in the dynamic market. We wanted to find out how to communicate and how they can market themselves in a new and innovative way to create long-term customer relationships. We have used a theoretical frame of reference based on marketing communication, fashion marketing, branding and relationship marketing theories. We have assumed four themes throughout the survey which are: customer contact and relationships, emotion in communication, branding and relational communication.

This paper investigates the relationship between the two modernist writers Katherine Mansfield and Virginia Woolf. The two authors had a frail and complicated friendship that influenced their fiction and fictional characters more than the general public knows. My paper investigates how Woolf can have found her fictional story ideas direct from their friendship. With a comparative theory I?m finding and giving examples of how their friendship is reflected in their fictional stories, and I?m backing up my examples with citations from their own diaries, letters and notebooks.

Requirements engineering is a widespread topic in the research field of informatics. However, there is little research regarding lack of requirements documentation and how it is perceived. The same applies for how requirements engineering in retrospect can be implemented. This is a debated issue on blogs and forums but it has not been reflected in the research area.Therefore, this study concerns research questions regarding how the developers, testers and requirements analyst experience the lack of requirements documentation and how requirements engineering in retrospect can be implemented.To answer these questions, data collection has been conducted through qualitative interviews with individuals affected by this problem in their everyday work.This study has provided an explanation of how the problem is perceived and what the consequences are, both direct and indirect. The impacts are divided into three categories and are presented as, emotional consequences, system implications and consequences regarding re source consumption.

The rise of social media has put a focus on the division of owned, paid and earned media, where earned media has recently been hyped at the expense of owned and paid media. Due to a novel area we examine the differences and effects of using owned and paid media, specifically for packaging versus newspapers. Owned and paid media showed no significant differences regarding credibility, persuasion and perceived commerciality, which restored owned media?s status, especially since owned media is more cost efficient. The effects of allowing ads for external brands on the owned medium were also studied.

The purpose of this study is to investigate the effect of physical activity for people suffering from depression and which nursing interventions nurses can do to make this patients start to exercise. The method used, is a review of articles from Ci-nahl, Cochrane, Elin, PsycInfo, Pubmed and Science Direct, which were analyzed according to Polit och Hunglers criteria for scientific research. The result from the nine studies shows that physical activity has an antidepressive and anxiety reduc-ing effect. Interventions emerged is supporting, encouraging, activating and teach-ing about physical activity as health-promoting measure. Conclusion: Nurses can as an intervention introduce exercise as complementary treatment for people suffering from depression.

When contemplating entering an alliance the rationale behind the decision should differ depending on the size of the companies involved as well as on other important factors. The important factors influencing the decision are related to the resource pooling potential of the alliance, the power structure along with the business network the companies are a part of. The analysis has shown proof of a need for cooperation if one wish to succeed in the telecommunication industry and it has also determined which resources that are deemed to be most important to get in touch with, for our study object, to facilitate its access to the market. Those resources are defined as a direct channel to the customer, funds/capital and the access to relevant business networks. To get in touch with these lacking resources, three alternative approaches has been proposed; all of them involving a strategic alliance decision.

Sensory marketingAn effective instrument for libraries? We are living in a world of constant communication and information and because of that, marketing in general seem to have no distinctive effect. Consumers become overwhelmed by all the advertising messages. Due to this, it is clear that organizations like libraries must create a deeper and more personal connection to increase user satisfaction and foster the use of services, among both users and potential users. One way to achieve this is to make use of all the emotional elements of a product or a service.

A new shipyard on the island of Beckholmen consisting of a new ship hall and complementary workshops. The program is extended with rentable industrial space for other smaller companies to take advantage of synergies with the yard and to create an active maritime cluster around Beckholmen. By building a marina and a port at the northern shoreline of the island the shipyard can expand their potential customers to non-commercial and larger recreational boats that are becoming increasingly common in Skärgården. The port is also supplemented with a combined naval fuel station, harbor office and a small café. The boat traffic in the region gets a additional stop at the end of the port and act as an additional gateway to Djurgården. Several small retail spaces with direct access to the water is created along the promenade between the port and Djurgården. The shipyard gets a modern and efficient industry building, while the island is made available to the public again, and Beckholmen will hopefully take an equal place in the city's consciousness as it does visually in the inlet to Stockholm..

Syftet med denna litteraturöversikt var att belysa hur den höga arbetsbelastning som förekommer inom dagens sjukvård påverkar sjuksköterskan och vården av patienten. Artikelsökning genomfördes i databasen Science Direct. Sammanlagt inkluderades 10 artiklar i studien, fem kvalitativa och fem kvantitativa. Resultatet visade att en hög arbetsbelastning påverkade sjuksköterskan på flera områden. Till exempel så fick hon inte den tid hon behövde med patienten för att göra ett tillfredsställande arbete.

In this study we are seeking to discover the norms in the design of logotypes and how they havechanged over time. To achieve this we have chosen to analyze the logotypes of twenty companies withthe largest expenditure on advertising in Sweden. We mapped chosen design attributes within the logoto discover the similarities and then we selected the five oldest brands to analyze how their logos havechanged over time. The design changes in the logotypes over time is can be related to the changingattitudes of the general public and the designers ambitions to draw on convention to create iconic designthat will spark brand-recognition. However many changes can?t be directly explained through changesin convention.

There are widespread discussions about the use of retouched models in media, ranging from bloggers to legal decision-makers. Research shows that there are negative psychological effects on especially females being exposed to idealized, retouched model images. The purpose of this paper is to explore the effects of using retouched models in advertising from a marketing perspective, based on attitudes, perceived quality and purchase intentions.Based on theories about attractiveness, halo-effects and social comparison, an experimental study was done, investigating the different responses on above mentioned parameters to advertisements showing either retouched model images or non-retouched model images. Initially it was also tested if the retouched models were seen as more attractive than the non-retouched models. The results showed almost no differences between the reactions to the advertisements with retouched models compared to the advertisements with non-retouched models, when all respondent groups were analyzed together.