Since the beginning of the 1990s, Swedish society has gone through a great change. Firstly with the personal computer and then with the internet moving in to everyday life, a new arena for interaction with society evolved. Work, education, doing bank errands and reading or discussing the news, just to name a few, now all take place in the virtual world online. Not to mention social media sites such as twitter, instagram or facebook, the last of which has over half of the Swedish population represented as members.   Companies, corporations, interest groups, political parties and politicians must be aware of the massive impact that a post spread through social media can have.    This thesis will, with the text analyzing tool, argumentation analysis, and on the theoretical platform of political communications theory, analyze three of the most viral Swedish political posts spread over 120 000 times each, to see if there are any combined qualities that point to the fact that there is a formula for getting a post to become a viral success on social media.    The main result showed that of the three posts analyzed, all were built up around a factual thesis, argued for with foremost example arguments, not only appealing to the logical branch of argumentation but also to the ethical, and that they tended to be of high relevance and sustainability. The conclusion must therefore be that these are all qualities that tend to be of relevance for making a political post on social media into a viral success..

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.

SummaryA complete graphic profile program along with marketing material has been produced for seven photographers.The material has been produced in consideration to sell their pictures outside of Scandinaviaand Brazil as first priority. The criterion for the profile is to give a message of quality and ofScandinavia. Through research and interviews facts about typical scandinavian design have beenfound. Since the pictures will be exported abroad, a selling packaging solution has been developed. Theparts that are included in the marketing material are: a brochure, display solution, a website and printingexamples.

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.

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.

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.

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.

In relation to the paradigm shift that took place between the marketing mix and relationship marketing, and the emergence of information technology in the 90:s, the Customer Relationship Management (CRM) has become a frequently used concept in marketing. Most definitions and approaches have been generated from previous studies, but the concept is still criticized for the number of failed implementation attempts. Along a discussion of the area has an elaborate theoretical foundation remained as the foundation for the study development and utilized in all the sections of the study. The study, with help from Gartner's eight building blocks of CRM, focus on how Swedish medium and large companies work with CRM, and if this is an indicator of the number of failed implementation attempts. The survey consists of two approaches, qualitative and quantitative, to provide both depth and generalizability of the study.

A film can attract all kinds of emotions and moods of the audience through its audiovisual communications and cinematic expression, in which music plays a significant role in both understanding and interpretation of film content.It is interesting to explore the musical significance and the emotional aspect of the film out of a media and communications perspective and visual communications perspective because it?s a subject that belongs to the communications of scientific discipline as film is a media text which is working both as communicative and as audio-visual medium with its expressive aspects.The purpose of this bachelor?s paper is to increase and deepen the understanding of music's function and significant role in context with its reinforcing sense of visual expression in film. More specifically, it aims to explore the musical value of the expressive aspect of the media text in form of film musical Les Misérables (2012), which has been transmedialised from the novel of the same name, referring to the sound, music and song in relation to the film's visual expression.The research questions are at the core of the essay study: "how is music used to reinforce the cinematic visual expression?" and "how can music signify the narrative and highlight the emotional aspect of the film?" The theoretical framework is based on some of the key scholars assumptions such as Michel Chion (1994) and Claudia Gorbman (1987), who share the same theoretical views that the soundtrack seems powerful when it expresses its participation in a scene?s emotional moods as the music follows the scene?s rhythm, the image?s flow and contributes emotional and musical codes of emotions and expressions. According to Chion sound and image interact together to tell a story where sound enrich the image with expressive and informative values.

In today's society there are a lot of offers towards consumers, where they actively have to choose the most appealing offer. In order for an offer to be attractive it must add value in line with the customers demand. Also, it requires that the offer provides a sufficient level of attraction so that the customer selects the particular product/service over another. Furthermore, each offer must exceed the expectations of the visitors to an event, so they feel that the event is something "extraordinary". We have chosen to study how LHC (Linkoping Hockey Club) works with marketing in order to improve the overall customer experience.

Syfte: Syftet är att öka förståelsen för hur attraktiviteten i regioner på olika sätt kan påverkas. Avsikten är att klargöra vilket tillvägagångssätt som kan användas när syftet är att skapa utveckling och förnyelse på en plats och vilka faktorer som påverkar en regions attraktivitet och image. Metod: Undersökningen bygger på en kvalitativ ansats där empirin har insamlats via seminarier, intervjuer och telefonintervju. Vidare utgår undersökningen från en deduktiv ansats och en intensiv utformning då den bygger på teorier och har för avsikt att belysa djup och nyanser.Teoretiska perspektiv: Undersökningen utgår från modellen Levels of Place Marketing av Kotler et al. (1993).

Advertisers of today are facing a great challenge in a landscape where it becomes even more difficult to break through the clutter and convince consumers to buy their products. In order to succeed, they need to come up with new ways of communicating with their customers. The purpose of this paper is to investigate if micro-blogging could be considered an effective media choice in order to enhance the perception of brand associations and traditional communication effects. The subject is of interest as brands are putting increasingly more resources into this communication channel. However, at the current date the marketing effects of micro-blogging is unexplored in academic research.

This thesis will explore how swedish Talang 2010 used their strategic communication in Kalmar and Stockholm and how the effect of this work was shown in the two cities. With a focus on how the sender was working with the external communication in the two cities, the heart of the research was studying Talang 2010?s communication strategy in these two contexts. The research was made with surveys during two audition days in Kalmar and two days in Stockholm. The competitors, the audience and the general public were answering different surveys but with the same base to study the effect.