This essay presents a survey that was conducted on 52 college students regarding their opinions on advertisement received to the mobile phone. The questionnaire survey focused on what college students think of advertising to the mobile phone and what attitude they have towards it. The thoughts behind this study are that advertisement to the mobile phones is something that is getting more popular when the mobile phone is getting more advanced. The result of the study showed that college students are not that interested in receiving advertisement to their mobile phones. Several of the college students that participated in the study already get advertisement to their mobile phones, advertisement that they don't want because it doesn't reflect their interests.

Mobile telecom and the Internet are converging, which opens new possibilities for market actors to create business through the mobile handset. At the same time market experts are predicting that mobile operator?s existing dominance in the telecom market will in the future decline as new technology such as VoIP and services will erode the operator?s traditional revenue model. This implies that mobile operators will need to rethink their dominant business logic to create new value for their customers. Mobile operators are aiming to expand their existing revenue model through advertising in the mobile handset and are searching to create new business models that evolve advertising sales.

Outsourcing is today a common phenomenon among businesses in most industries. The term outsourcing means transferring the responsibility of performing a certain function to an external supplier. There are usually certain methods to investigate the effects and the outcome of a function that is performed by the company itself. When this function is performed by an external party, the complexity of the function will increase.This leads us to our purpose: Based on different theories clarify how a company ensures a desired effect out of marketing when this function is outsourced to a certain retail- and advertising agency.In this essay we have defined us to study one of Sweden´s leading mobile operators who have outsourced their sales management to a retail- and advertising agency. To get an additional point of view, we have included one of the mobile operator´s intermediates, which is a selling agent whose sales function is led by the retail- and advertising agency..

The thesis examined whether there is a distinct boundary between art and advertising. The collected data showed how art and advertising are linked to each other and also differ from each other, in particular through the latter half of the 1900?s. What was happening in society came to have great impact on what happened in art and advertising. In postwar Germany, capitalism realism evolved from the German pop art where the art was removed from the art gallery and placed on the streets where the people were, in an era that was characterized by a gap between the rich and the poor.

This thesis provides the first test of the effects of ?advertising talk?, i.e. comments, discussions and opinions about advertising. Despite its prevalence quantitative research on advertising talk has been scarce and this study is thus an attempt to fill in some blanks. Hypothesizing that advertising talk will enhance consumer-perceived advertising value as well as purchase intentions and that the effects are more pronounced for talk generated by consumers as compared to marketers, I use a fictional campaign to measure responses in an experimental study.

The consumer of today is bombarded by an increasing number of commercial messages, which makes it harder and harder for brands to cut through the clutter. Because of this, new methods are developed and introduced to the market every day. One of the most widely discussed of these methods is guerrilla advertising. Even though the method has received numerous praises there are not any academic proofs supporting these arguments. The authors, of this thesis, have examined if guerrilla advertising is more or less effective compared to traditional advertising and what the reasons for the result are.

Despite narrative advertising being an increasingly popular strategy among brands today, little research has examined the different expressions of repetition variation strategy in comparison to its alternative, argumentative advertising. Still unexplained is whether the appreciation and recognition created from successful storytelling-based commercial campaigns is a result of execution or the format itself. This study aims to investigate four repetition variation strategies, three narratives and one argumentative, to determine which one is the most effective and also which one that generates the highest advertising equity. An experiment was conducted through exposing four groups of Swedish High School students to text-based advertising manuscripts customized after format, where each group was exposed to ads on two separate occasions. The result showed evidence of narrative advertising being easier to comprehend, which according to theory should lead to higher advertising effectiveness.

At several occasions, an important question has been brought forward within the world of advertising and media. This is the question of whether or not ?good? advertising should be encouraged by the media. The question has an origin in a belief that such advertising can create values not only for the advertiser, but also for the medium. Although this question has arisen in business media, and although many managers work from the assumption that such relationship exists, there are none or little proof that it actually does.

This thesis deals with young people´s attitudes towards advertising on Facebook, which type they prefer and how it should be presented. The purpose of the essay is to offer advertisers a better knowledge concerning the Facebook users advertising preferences. This knowledge can be used to produce advertising with a higher chance of acceptance among Facebook users. The results have been collected by a quantitative survey and they are presented in statistic form. One of the main results was that young people wanted a more individual adapted type of advertising.

The purpose of this master thesis is to investigate if the mobile library has a similar role as the public library. To study this further we intend to examine the value and function of the mobile library. Answers are sought to the following questions: Can the mobile library be seen as a public library in a smaller scale? How do the users experience the value and function of the mobile library? What does the library staff think of the value and function of the mobile library for the users? What would the consequences be if the service of the mobile libraries would not exist? The method used was qualitative interviews. The groups of respondents are mobile library users and library staff.

The purpose of this study has been to examine a few Swedish advertisment producers opinions on the subject of viral advertising and especially the ethical aspects of hidden viral advertising. The specified purpose of this paper is to:To clarify the underlying reasons for the use of viral advertising.To clarify the advertising producers ethical views on hidden viral advertising.The essay is based on a qualitive research metod of an abductive nature where the empirical data is derived from interviews with three advertisment producers. Through a stratified selection method we contacted agencies that in one way or another uses digital solutions as an advertisment method. All interviews were conducted via the digital chat room Skype, one of the interviews were conducted with both picture and sound and the other two with audio-only.The following points are the essential conclusions of our study:Hidden viral advertising is seen as a rare promotional method in Sweden today, however, the viral-spread effect is more commonly used.The economic factors together with the spreading capacity of the viral advertising is contributing to one of the biggest reasons behind the use of viral advertising. In addition to these, viral advertising is seen as an effective way to stand out from traditional advertising.Viral advertising where the sender is hidden or unclear is always seen as unethical.

The telecom and the IT-industry are converging, which creates new possibilities and threats for both existing mobile handset vendors and new entrants originating from the IT-industry. The purpose of this thesis is to explain how IT-players? entrance in the mobile handset industry affects the industry in regards of key success factors and value chain structure. This study has used dynamic theories to describe the mobile handset industry. The theories have helped us in understanding the characteristics and drivers of the industry and thereafter to identify the key success factors.

The technological development contributes to an increase in advertising when it comes to media. Those who are working to develop advertising are constantly looking for new ways to reach consumers in unexplored contexts. Web TV is a relatively new technique that involves the distribution of television across the Internet. This study intend to investigate how users perceive advertising appearing on web TV, and contribute to the knowledge about how advertising adapt to new media. To reach the results of this study, we used quantitative data, collected in the form of web-surveys and qualitative data collected through semi-structured interviews.

Along with the increasing trend of online advertising comes an increasing avoidance behaviour from the observers. The marketing communication now requires a valuable content, which leads to the creation of new online advertising forms; including content marketing, advertorials, online ads and the latest rising star - Native Advertising. The last-mentioned also constitutes the basis and object of study for this paper. The purpose of this study is to shed light into this relatively unexplored topic and concretize the true effects. There are many examples of how Native Advertising is framed and implemented, but little hard facts and real figures.

This report describes a master thesis performed at SICS (Swedish Institute of Computer Science) and KTH (The Royal Institute of Technology) in Stockholm.Ajax stands for "Asynchronous JavaScript and XML" and it's not a programming language, but a suite of technologies used to develop web applications with more interactivity than the traditional web pages.Ajax applications can be adapted for mobile and constrained devices. This has been called Mobile Ajax. While the technique is the same, Mobile Ajax generally is considered to be a special case of Ajax, because it deals with problems specific to the mobile market.The purpose of this thesis has been to examine which possibilities and disadvantages has the Mobile Ajax from developers and users perspective. In addition we compare Mobile Ajax with Java Micro Edition (Java ME) and Flash Lite.This has been done through literature studies and development of a databased chat client (MAIM -Mobile Ajax Instant Messenger). The application sends and receives direct messages in real time between differently mobile devices.