In Sweden we have a regulated gambling market which means that there are three gambling companies who are operating under the supervision of the Swedish state. These companies have exclusive rights to the Swedish market, divided between them. AB Svenska Spel is one of them and they control all gambling concerning sporting events and the four casinos in Stockholm, Gothenburg, Malmö and Sundsvall. However, since a few years back several Internet-based companies have entered the Swedish market and the competition has become even fiercer in the last years. Due to numerous marketing restrictions the Internet companies have been forced to find new ways to strengthen their brand.

 Background and aim: Media development and digitalization has expanded the PR industry's working area. More participants are on the media market and it is becoming more and more difficult to define what PR really is and what the PR agencies/departments really do. Is PR marketing, information, event marketing or maybe propaganda? We believe that the complexity to define the term PR can lead to a loss of critical approach to the business, especially among young people. Has the PR industry managed to eliminate their negative image among students in upper secondary school and what do they associate with PR today? The aim of this essay is to examine what a selection of students associate with the term PR and if they are critical to the PR industry or not.Method/Material: The method is a quantitative survey.

AbstractThe purpose with this essay has been to gain a greater understanding and clarify how an arena can create value within place marketing and development of a place brand. This will be achieved through a description of which values an arena causes in the surrounding areas and an understanding of how these values can be interpreted through the place brand. We decided to base our study according to the following two questions:1. What are the underlying reasons why there has been such a big trend with arena project?2.

The advantages with product placement in blogs compared to traditional media is shown in earlier empirical findings where consumers found blog posts more credible and informative than a corresponding article in a web paper. It can therefore be argued that the informal structure and personal tonality of the blog reinforces the effects of product placement on brand attitude and intention to buy as the consumer has no persuasion knowledge and does not detect the rewriting of the product as commercial.This paper?s overall aim is to provide concrete implications for how to manage product placement on fashion blogs. The purpose of the essay is therefore to investigate the communicative effects of product placement in fashion blogs as well as to examine if a revelation of commercial interest behind a blog posts about a certain brand effects the consumers? attitude towards the blog and/or brand attitude and intention to buy.

This study explores the different effects on attitude and behaviour three frequently used advertising techniques have. The techniques compared are social influence and egoistic and altruistic benefit-appeals. The results showed that ads featuring social influence had statistically significant higher mean values regarding attitude towards the ad compared to both the other ads, and significantly higher mean values regarding brand attitude compared to the ad appealing to egoistic motivations. Though, all advertising effectiveness measures used in this study - that is, attitude and intention variables - indicated that social influence was more effective than the other advertising messages. Thus, in accord with earlier studies, it can be stated with confidence that social influence is an effective tool to use in marketing communications..

AbstractThe purpose with this essay has been to gain a greater understanding and clarify how an arena can create value within place marketing and development of a place brand. This will be achieved through a description of which values an arena causes in the surrounding areas and an understanding of how these values can be interpreted through the place brand. We decided to base our study according to the following two questions:1. What are the underlying reasons why there has been such a big trend with arena project?2.

The purpose of this study has been to analyze the relationship between commercial brands and a subculture, with a focus on a number of elements of success. These elements could be in the nature of sale stats as well as that of influence within the subculture. All of this within the context of the snowboard culture. In accossiation to this we have formulated a question of study:What marks brands which gains influence within a subculture in addittion to becoming an important factor in the self-expression process of the cultural members?In this study, we have practised a qualitative method based on six (6) independant interviews with participants, active within the snowboard culture as well as one outside marketing executive and one ethnological reseracher.

Previous research in the field of consumer marketing has confirmed the positive effects of divergence on advertising efficiency. Despite the coherent evidence, some industries lag in the adoption of these findings, one of which is the Swedish real estate market. Divergence has not been elaborately investigated within said context and this paper addresses the need of actionable insights for housing advertising. Starting with the proven success of housing firm Fantastic Frank who work with detail photos in contrast to the common wide angle, this paper examines theoretical implications of detail photos' characteristics. Besides being divergent, detail photos are also ambiguous which renders access to effects related to visual perception.

Purpose: To analyze and clarify differences between indie and major labels in the use of and attitude towards the Internet as a marketing and distribution channel.Method: In this study, we use mostly qualitative but also quantitative methods. Representatives from four record labels, two indie and two major labels have been interviewed, and we have also examined the companies? activities on the Internet.Conclusions: This study points to a number of differences between indie and major labels. Indie labels are generally more open to business development and innovation. As for marketing, indie labels make use of web services such as Myspace and Facebook to a greater extent than major labels.

SAMMANFATTNING Uppsatsens titel: AFP ? En ny väg runt mediebruset!? Seminariedatum: 2007-01-19 Ämne/kurs: FEK 591 Magisteruppsats, 10 poäng (15 ECTS) Författare: Alexander Högman, Anders Lindén, Christian Nilsson Handledare: Per-Hugo Skärvad Nyckelord: AFP, Framgångsfaktorer, Medieval, Dolt budskap, TV. Syfte: Uppsatsen inledande syfte är att tydliggöra fenomenet AFP i teori och praktik och därigenom skapa en förståelse för hur fenomenet fungerar. Vidare ämnar uppsatsen att kartlägga, beskriva och analysera faktorer som karaktäriserar framgångsrik AFP. Metod: Undersökningens design är utformad för att belysa vilka faktorer som är viktiga för att nå framgång med AFP.

The purpose to this study is to find an understanding of the effects of how sponsorship can affect companies and their business and at the same time get a better understanding of how sponsorship is or can be used as a marketing tool in today?s marketing. By using a quality research method we have chosen to use a half structured research method to make it possible to find out how sponsorship as a marketing tool can be used from a company perspective in relation to our chosen thesis. To enhance the readers understanding we describe the base of sponsorship and principals for sponsorship, after that describes a deeper perspective of sponsorship, what sponsorship is, and what factors are needed to be taken into consideration. Further on we illustrate the figure that later on will constitute the analysis with attributes like: association, exposure, relations and integrated communication.

I detta kandidatarbete svarar vi på frågan ?Hur använder man postproduktion som ett retoriskt verktyg för att förstärka en dokumentärfilms budskap??. Retorik står i konflikt med dokumentärfilm. Vi anser att retoriken vill påverka medan en dokumentär vill undervisa. Med hjälp av Aristoteles tre grundlagar för retorik, ethos, logos och pathos, försöker vi påverka tittarens tycke om en dokumentärfilms budskap via postproduktion.

This study has a focus on brand building and brand identity. The overall idea of the study is to examine the Swedish clothing company WeAretheSuperlativeConspiracys brand building tactics and activities. WeAretheSuperlativeConspiracys, or WeSC, is a company that produces and sells streetfashion in over 20 countries and has over 1600 distributors. The company has in the recent years grown to become one of the largest in its segment. The interesting factor in WeSC´s brand building activities is the use of Weactivists.

AbstractThe purpose with this essay has been to gain a greater understanding and clarify how an arena can create value within place marketing and development of a place brand. This will be achieved through a description of which values an arena causes in the surrounding areas and an understanding of how these values can be interpreted through the place brand. We decided to base our study according to the following two questions:1. What are the underlying reasons why there has been such a big trend with arena project?2.

This essay in Art History treats the former Central Post Office in Gothenburg, Sweden, and its recent transformation into a luxury hotel. The magnificent original building in neo-classical style, inaugurated in 1925, has been supplemented by a twelve stories high tower in postmodern style containing hotel rooms and suites, creating a complex architecture. The approach of this essay is that of ?lived architecture?, that is, how people experience and act in relation to the building. It is argued that the history of the building is rewritten in the marketing of the hotel and the management?s concept of creating a comfortable ?mini-world?for its guests.