Previous research about contextual effects on advertising has mainly focused on the editorial context, while advertisements' broader context has been overlooked. This paper aims to take a broader perspective on advertisement context. Its purpose is to get an understanding on how physical exercise influence the effectiveness of print advertisements, and furthermore to look at the effects of thematic Incongruence between ad and the physical environment. We hypothesize that physical exercise increase ad effectiveness through affective priming and that thematic Incongruence is beneficial for ads' effectiveness, especially after training when awareness about the environment is higher. A 2×2 experiment was conducted in a gym, where each respondent was exposed to either an incongruent or less incongruent ad, before or after physical exercise.

In theory, the management control of maintenance functions is described as problematic due to the nature of the work performed in the unit. The purpose of this thesis is to examine these predicted problems in practice. Further,the thesis aims at identifying how these control problems may affect the relationships between the maintenance department and its internal customers. A case study has been conducted in one of Sweden?s largest industrial companies to investigate the said control problems in practice.

As a great deal of people spend more time with their cell phones and computers than with magazines and TV, markets have begun to explore marketing possibilities in digital media. A common form of marketing in digital media is sponsorship of the cyber stars of the Internet - the bloggers. Sponsorship of bloggers has proven to be a highly efficient method for brands to gain attention and positive attitudes, as bloggers are regarded as fashion icons as well as reliable friends. Another up-to-date marketing strategy that has proved successful in gaining consumer attention is the use of incongruent elements in ads. Incongruence challenges consumer expectations and thereby demands attention.

Studies have found that the applicability of commercial marketing strategies within politics have increased in recent years as a result of a rising number of swing voters. The purpose of this paper was to investigate the effects of the commercial theory of incongruent information in political marketing in Sweden. Subsequently, an experiment with 742 participants was conducted, testing the effects of congruent and incongruent ad messages for two established Swedish parties. The effect of ad message choice on several well-established measures of ad effectiveness such as awareness, credibility, attitude, conviction and voting intentions was analyzed. The results showed that incongruent information effectively increases attitude, conviction and voting intention for voters who decide on the election day what party to vote for.

Although English is commonly used in Swedish advertising, little is known about its effects. The purpose of this paper was to investigate how a Swedish or English language choice in product advertisements affects the effectiveness of the ad. Further, a local/global dimension of the advertisement was created to investigate how the results differ for local and global brands. Subsequently, an experiment was conducted where the effect of language choice on several well-established measures of ad effectiveness such as awareness, comprehension of the ad message, credibility, attitude and buying intentions was analyzed. In line with previous research, English in product advertisements is not completely comprehended since English is not the local language in Sweden.

Listed corporations achieve effectiveness through segmentation of investors. Categorization of like- minded investors diminishes goal Incongruence. This thesis aim to examine an Investor models accuracy, provided by a Professor Emeritus in Economic Psychology in 2001. This model segments investors as active, passive, speculative and naive investors. This thesis has a demarcation to private investors on the Swedish stock market. It has a deductive and qualitative approach as the purpose is to study the Investor model.

Background: The development of the Swedish demography is one of the most important social and economic changes ever in Swedish history. Society as well as business is facing an age chock since almost every other company owner is over 50 years old. The complexity of managing a successful succession is pointed out as a major threat to the Swedish economy by the organization Svenskt Näringsliv.Purpose: The purpose with this master thesis is to identify and analyze critical success factors for a successful succession from a going concern perspective.Research method: By using the strong aspects from the quantitative as well as the qualitative method, high level of order and systematic could be reached, without loosing too much details and depth in this particular research. The empirical data was gathered by a digital survey sent to 3000 companies. The quantitative research was complemented by 6 qualitative interviews to increase depth and reliability.Results: The study shows that there is a great Incongruence between the expected problems associated to the succession and the actual outcome.

Many companies choose to market their products and brands with help from celebrities. This is not a new phenomenon, though, this strategy is something that we consumers start to get used to and the risk that the consumer unconsciously unselects the message grows. A recently much-disputed theory is the use of incongruent marketing. This means that companies uses a marketing message with the objective to not match the consumer?s expectations.

The Swedish Armed Forces is a public institution and consequently obliged to follow Swedish and international legislation. Thus, they are subjected to contrarious demands from different actors operating in its high-technological and high-institutional environment: to be a legitimate institution and at the same time operate with a high level of efficiency. This thesis is conducted with the aim of investigating whether The Swedish Armed Forces' steering document for gender equality is used to achieve visible and quantifiable results or if the document constitute a medium for reverberating legitimacy. To answer the research question, we applied a critical discourse analysis on the relevant documents and on the conducted semi-constructed interviews with members from different levels and positions in the organizational hierarchy. Subsequently, we came to the conclusion that the Swedish Armed Forces manage the demands for efficiency and legitimacy, which are forced upon them from the technological and institutional environment, by talking about them.

To be seen is essential. Presently, the marketing of different well-known brands within the same product category is done with little variation. To marketing professionals, this creates an opportunity to market products in an unexpected way. The use of incongruent market communication and by creating a discrepancy between a well-known brand?s advertisement and brand scheme, which is already established in customers? minds, is one way to be different.

Product development is essential for all companies that want to survive in competitive markets regardless of the characteristics of the product that the company sells. Companies that sell products within product categories which can be seen as bad, also need to develop their products in order to remain competitive. If these bad products add a positive attribute, for example that they get organic, a contradiction within the product arises and they get incongruent. This thesis investigates which effects that follow a launch of an incongruent product. The thesis also examines if these effects are affected by the strength of the brand under which the product is launched.A total of 240 respondents participated in an experimental study where product incongruity was manipulated for two different product categories, where one well known brand and one unknown brand were examined in each category.

It appears that it has never been easier for the marketer to create and distribute advertising messages. The technical development has created new possible channels, which in addition to the traditional advertising media has resulted in consumers encountering loads of commercial messages every day. Unfortunately for the marketer, the overload of messages has contributed to an extensive advertising avoidance. This forces him to think outside the box in order to come up with attention-grabbing and innovative methods to reach out to consumers. This paper aims to examine if facilities for group exercise classes at fitness centres could be a potential advertising medium due to the unexpectedness of encountering advertising in those premises.

Magisteruppsatsen studerar pedagogers erfarenhet av motstånd mot genusarbete samt försöker förklara motståndet utifrån socialpsykologiska teorier. Semistrukturerade intervjuer genomfördes med lärare som arbetar med skolans äldre åldrar. Samtliga lärare var engagerade i genusarbete på sina skolor. Tidsbrist samt ointresse var två former av motstånd som kollegor och skolledning utövade. En svårare form av motstånd visade sig vara tillmötesgående motstånd ? då motståndsaktörer ger sken av att vilja arbeta med genusperspektiv men i själva verket låter det bero.

In theory, the management control of maintenance functions is described as problematic due to the nature of the work performed in the unit. The purpose of this thesis is to examine these predicted problems in practice. Further,the thesis aims at identifying how these control problems may affect the relationships between the maintenance department and its internal customers. A case study has been conducted in one of Sweden?s largest industrial companies to investigate the said control problems in practice.