The purpose of this study was to analyze recent appropriations of works of art in advertising. Why was art infused into magazine advertisements, how were the works of art tampered with to achieve commercial goals, how well did they function together with the ad copy? What did these advertisements want? What did the artwork contribute to the commercial message? These were some of the questions asked in the study that involved a closer look at four appropriations: one based on a battle painting by the Swedish 1900th century artist Carl Wahlbom, with a commercial message printed on top;  one a collage including an 18th century portrait of Marie Antoinettte by Elisabeth Vigée-Lebrun; one advertisement was influenced by Dutch 1700th century still lifes, and, finally, one paraphrased Velázquez?s famous painting Las Meninas from 1655. Companies behind the advertisements featured a Swedish trade journal, a fashion exhibition in Paris, a shop for kitchen utensils in Stockholm, and an up-scale department store in Madrid.The ads, in different ways based on works of art, were evaluated as reasonably successful commercial messages. These ads, however, hardly qualified as works of art in their own right ? if that was the intention.

Background: The consumers of today have the possibility to choose from a wide range of products and services. Consequently, the ability to differentiate the products is essential for the brand owners. If a brand owner does not manage to differentiate its product, it can be difficult to make the consumers realise the benefits of the product and convince them to buy it. One way to differentiate the product is to create a distinguished brand identity. However, it is not enough to create a strong brand identity, the brand owner must also be capable of communicating the brand identity successfully.

The purpose of this thesis was to get a deeper understanding of why and how companies work with background music in event marketing and also how it can affect on companies image. In our research a case study was conducted and based on interviews with four respondents who all have experience working with background music throughout their careers. The study has shown that background music can be a very effective promotion tool in event marketing when it's used in the right way. Furthermore this study has shown that companies consciously use background music to enhance the experience and emotional affect the attendant through choice of music and the music can affect companies' image. Event marketing combined with background music is an effective tool for companies to generate positive associations to image and to reach their target group when right music is correctly conducted..

This thesis examines how techniques from place marketing, developed to market places, can be used in the process of designing a visual identity for an institution. The thesis is a case study of the development of a new visual identity for the public art institution Malmö konsthall. The essay presents Malmö Konsthall, defines the term visual identity and describes the main principles in place branding. I then define target audiences and key values, discuss the application of place marketing principle and go through the design process of the new visual identity. The process showed that theories about flagship buildings, signature design and signature districts have the biggest influence on the design.

Title: Creating high awareness ? A study in how a company can create awareness with cost efficient marketing methods. (Skapande av hög medvetenhet ? En studie i hur ett företag kan skapa medvetenhet med kostnadseffektiva marknadsförings metoder).Authors: Alexander Edlund and Fredrik HanssonAim: Our aim is to reveal the pros and cons of cost efficient marketing and decide which cost efficient method works best in creating awareness. We also want to determine if the methods can be integrated in a successful way to achieve greater awareness.Method/Material: We have made a qualitative approach by conducting three in depth interviews with the company Bluetooth SIG?s marketing director Anders Edlund.

This paper discusses the world heritage of Falun and its influence on the marketing of Falun as a destination. The reason for this study is the fact that world heritage nominations can lead to an increased pressure on the destination and an increase in popularity for the place. A world heritage is something unique and odd that can be used in the marketing of the destination in the purpose of attracting tourists, company investments and so on. It has been vital for the study to interview people that work with marketing or have important rolls within the world heritage.With this background the study is focused on three major questions:What meaning does the world heritage have in the marketing of Falun?Is the world heritage important for Falun? If yes: For who and why?Which organisations/persons in Falun have the greatest influence on the marketing process?In order to answer or discuss this question there are discussions in the paper regarding the notions of place marketing as well as the importance of a well outlined marketing strategy as a basis for the formulation of a product portfolio and segmentation strategy as well as strategy for developing a strong profile on the market.The answers to the question are relative and can have a different view in the future.

This study focuses on the transfer between a product-oriented to a service-oriented perspective regarding marketing activities in companies due to the development of information technology. It illustrates how this very transfer has been, and can be, contemplated through the eyes of organizations working with marketing in a digital world on a daily basis. Technology has turned several industries - their price-setting, communication channels and supplying possiblities - upside-down. This turnpoint brings out a new way of observing and working with marketing. Therefore, we find it interesting to gain a better understanding of how actors within industries where the turnpoint is a fact observes marketing, and how this service perspective can be seen in their various organizations and daily.

Purpose: The aim of this thesis is to examine how word of mouth and buzz marketing affects Uppsala´s businessstudents attitudes towards Red Bull. To solve this purpose we intend to answer some underlying questions.Theory: We have used relevant theories within word of mouth, buzz marketing and consumer behaviour. Our thesis will bring up the essential parts within these three different theories that we believe are relevant to our purpose.Method: In this thesis we have used both quantitative and qualitative methods such as interviews and questionnaires. The questionnaires will be handed out at Economicum at Uppsala University.Empirical study: This part is based on our questionnaires handed out to business students at Economicum, but also on our interviews made with employees working for Red Bull.Conclusion: Our empirical study has given us a clear picture of how Red Bull works and use marketing tools to promote their product. Through our questionnaires we have also found out what attitudes consumers has against the brand and the product.

In this paper the authors examine three questions: 1) Is stealth Marketing Messages posing as status updates on Facebook a more effective way of advertising than traditional web banners? 2) What impact has learning about stealth marketing practices in social media on consumer attitude and post purchase behaviour? And finally 3) Will different generations respond differently to these questions?Our findings show that stealth marketing in social media is not more effective than traditional web banners. Furthermore, the result indicates that when consumers find out about stealth marketing practices it will have a negative impact on future purchase intensions and brand image. Most consumers will also have strong feelings of being deceived, which could instigate harmful post purchase behaviour such as negative word-of-mouth and possibly, based on some earlier cases, boycotts.The result of our research shows that the brand perceptions and future purchase intentions of Generation Y, persons between 18 and 30 years of age, are affected in a less negative way than the brand perceptions and future purchase intentions of older generations when finding out about stealth marketing practices in social media. However Generation Y:s reaction is still negative and they do consider traditional web banners to be more credible than status updates on Facebook.

The aim of this thesis is to research if and in that case how, marketing of Swedish public libraries is used as a possible work method in a time when they are marked by changes in the form of cut backs and technical innovations. With a strive to get an overview by the possible debate I have chosen to do a closer exam of 20 texts published in five of the biggest Swedish library publications during a period of 20 years. My research is based mainly upon Philip Kotler?s marketing theories regarding non-profit organization as well as Eileen Elliot de Saéz interpretations of these to a library context. The first part of the essay therefore consists of an introduction of these, as well as a rendering of their method of work, which shows the width of the conception of marketing.

How do young adult students communicate through their smartphones today? Which applications and features do they choose? What motivates their choices for the various possible situations? In this paper we investigate which communication channels young adult students in Sweden use for private message communication in their smartphones, in what way they use the channels and why they choose specific channels for different types of communication. In Sweden today, there are numerous of different ways of communicate through smartphones. We have interviewed ten Swedish young adult students regarding their use. The results speaks for that SMS has proven to still be used very frequently, even though it has existed for many years and that there are plenty of other ways to communicate through private messages today.

This essay aims to investigate how Swedish Public Libraries market their activities in video games for youths. It also highlights how the library, on the basis of the unique opportunities of the video game medium, can develop this marketing to build a relationship with youths. The empiric evidence is based on a survey of answers given by 30 librarians responsible for video game collections, and qualitative telephone interviews with three of them. The essay?s theoretical framework is based on Philip Kotler and his co-authors? marketing theory which consists of five stages: Marketing research, segmentation, marketing mix, implementation and development.

The purpose of this thesis is to examine if academic libraries market e-journals, and if so how this work is carried out. The ambition is to study what channels and methods the Libraries use, to inform their users that they have access to e-journals. The aim is also to survey if the libraries evaluate the use of the e-journals, and if so how. The objectives of the work are reached by using two main methods, document analysis and qualitative interviews. The study has been performed on three university libraries.

Sports Marketing is a growing part in the world of sports today. Our main purpose of this paper was to analyze which role marketing plays for an ice hockey organization in the Swedish elite today. For this study we did a case study research on the Swedish team Södertälje Sportklubb, where we interviewed seven people. In addition to the people in the organizations we chose to interview two sport journalists. This research was made from an organizations point of view and all of the interviews were of qualitative character.

The knowledge development regarding in-store marketing has shown that influencing a consumer in a store setting is a powerful tool to change the consumer?s buying patterns. However, the store as a marketing channel lacks, in many ways, conducted academic research and according to marketing theory investments into in-store marketing tend to be taken without advanced marketing consideration. As a consequence, we have chosen to generate new insights into the field of in-store marketing by studying in-store demonstrations both from a behavioral and a mental dimension. Furthermore, we have also chosen to study how different consumers with different degree of loyalty and buying patterns are influenced by an in-store demonstration.This study aimed to obtain a better understanding of in-store demonstrations through breaking down the demonstration into its core elements and from these elements construct different types of demonstrations.