Purpose/Aim: The aim of this paper is to find out how the new media landscape and new communication channels is altering how companies and organizations can reach out with their messages. The aim is also to shine light on the different trends within advertising today and also to discuss the Tivo-effect ie. that consumers are doing whatever possible to avoid advertisements.Material/ Method: I have used a qualitative research method where I have interviewed a number of people working in advertising in Sweden. The paper also includes material from books, article and various websites.Main results: In order for advertising agencies to create successful advertisement and to generate positive associations around a certain brand, it?s crucial that the advertisement is relevant for the target group.

The aim of this master thesis is to investigate the design of the reference service and its development that Internet has caused in college/university libraries when it comes to the service provided to the user. I want to examine the quality of this development from the view of the librarians, and also investigate their attitude and how they deal with this development.The following questions were asked:? How has Internet changed the reference service at college/university libraries?? How do the librarians look upon the possible change of quality in the reference service when the Internet is involved?? What attitude do the librarians hold toward this development where Internet is used in the reference service and how do they deal with it?The method used was qualitative interviews. A total of six librarians from Blekinge tekniska högskola, Halmstad högskola, Lunds universitet and Växjö universitet have been interviewed.The theories and models used were ?media richness?, a quality framework including ?quality aspects of a service?, and social psychology and its ?reasons for a positive/negative attitude on an organisations change?.The result shows that Internet has brought more sources of information and additional ways to contact the library.

The purpose of this thesis is to examine the usability of the Umeå University library catalogue Album. The aim is to evaluate the catalogue in order to establish if there are any problems that could be solved by modifying the catalogue. The following questions are answered: How should a good catalogue be designed? Which problems are common when using a library catalogue? Is Album user friendly? Are there any problems that occur when using Album and how can the catalogue be changed to avoid the problems? To answer these questions I have performed a usability test in which five persons, all students, got to carry out twenty tasks in the catalogue and talk about what they were doing and thinking while doing the test. This method is a usability method called Think Aloud.

The aim of this study was to describe preferences of geographic direction of ten, oak-living epiphytic lichen species and how they responded to sun exposure, nearby bushes and trees, bark fissure depth and circumference. The frequency of every species was recorded in arcs of ten degrees around the tree at a height of 130 to 180 cm above the ground. An estimation of the amount of every species in every arc was also recorded. To analyse how the distribution of the lichen species responded to the different factors their concentration for every tree was plotted against the four factors. The distribution of Cliostomum corrugatum had a positive response to high sun exposure and a negative response to a thick layer of bushes and trees.

The purpose of this report is to investigate the business relationship between forest machine entrepreneurs and company officials within a timber area at one of the Swedish forest owner associations called Mellanskog. This report shows how these people work with their business relationships, what they believe are the keys getting a successful relationship and how they have got were there they are now. Key words: Business relationship, cooperation, team work, communication, negotiation, respect, commitment and trust..

The purpose of this thesis is to analyze the variation in the maximal discrimination of the interaction between cognate and a non-cognate codon and anti-codon (also called the d-value). The variation was analyzed with a multiple regression model with the d-value as the dependent variable and with the codon position and the different mRNA and tRNA bases as independent variables. The result of the analysis not only confirmed earlier studies that the maximal accuracy was highest in the second codon position and lowest in the third codon position but we also found significant relationships and interaction effects..

The goal of this thesis is to analyse whether the method ?Observiaire? is of any use for traffic analysis. The method consists of analysing film material, preferably before and after changes are made to an area, by answering a survey for the users that are observed within the population. The method also opens up for deeper qualitative analyses which are rooted in the quantitative data collected from the survey-study. In this study we analyse the method by applying it to the case study of the changes made at Götgatan in Stockholm, where a green wave was implemented and the bicycle road widened.

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.

The subject for this paper is the Class Action against Skandia Association, a civil organization formed in 2003 with the aim of claiming compensation for some 1.2 million life insurance customers. The background to its formation was one of the largest financial scandals in Sweden in recent times, involving a number of questionable affairs within the insurance corporation Skandia and its subsidiaries, most notably the life insurance company Skandia Liv. The interests of both the stake- and stockholders of the company seem, in certain ways, to have been grossly misrepresented. The scandal, as well as the reaction it spawned, pose a number of questions. In this study, we focus on two: a possible, and in many ways apparent crisis in the representation of interests in Swedish society, and the role of civil society in upholding the balance between these interests.We argue that what is often held to be the ?greed? or ?immorality? of individuals in scandals such as Skandia is, to a great extent, a mere reflection of the ?rational? underpinnings of modern-day capitalism.We find that trust has been a key mechanism of control in the relationships between consumers and agents in pension and life insurance markets, and that ?the Swedish model? that distinguished post-WWII Swedish society was a model heavily based on trust towards existing models of bureaucratic governance.

Celiac disease (CD) is an autoimmune disease, induced by an immune mediated reaction in the small intestine after ingestion of gluten and related prolamines. There is a strong genetic linkage and most important are the genes that encodes for HLA-DQ2 and HLA-DQ8. The European Society for Paediatric Gastroenterology, Hepatology and Nutrition (ESPGHAN) has developed new guidelines for investigation of CD in children and adolescents, which include genotyping for HLA-DQ2 and HLA-DQ8. Therefore, the clinical microbiological laboratory in Västmanland wants to introduce a method for analysis of these genes. Microarray is a newly developed method for determination of the alleles HLA-DQA1 and HLA-DQB1 that encodes for the ?- and ?-subunits of the HLA-molecules.

The intention of this essay was to describe and analyse the participant's experience in a work project based on a holistic model. The main purpose of the project was to integrate homeless people back into society. My main questions were: 1. What meaning did the project have in the participant's life? 2.

The purpose of the study was to describe the nurse´s role and experiences aroundpreparation of children in front of peripheral venous catheter (PVC) placement andblood draw. The study used a descriptive design with qualitative approach and wasperformed on a pediatric clinic in Sweden. Semi-structured interviews were performedwith seven nurses of whom the first was a pilot interview, which was included in theresult. The recruitment of nurses was made by a purposeful sampling, maximumvariation sampling, with help of the quality coordinator of the pediatric clinic. Thecollected data was analyzed with the manifest qualitative content method.

This essay analyzes the doctrines of the revival preacher E.W. Kenyon (1867-1948), such as perfect health, faith and positive thinking. Two of his late works from 1941 and 1942 is analyzed and contextualized referring to the contemporary New Thought movement, Christian revival movements and religious pragmatism in America during the late 19th century continued into the 20th century. Kenyon?s anthropology, his soteriology and epistemology is showed to be pneumocentric in a way that can be compared with the New Thought movement, but also has connections to Christian revival theology and Christian mysticism.

Research has shown positive correlations between global self-esteem and physical activity, as well as between global self-esteem and school performance. However, research is ambiguous and other variables have shown importance for global self-esteem. This study aims to investigate the correlations between global self-esteem and physical activities, school performance and social participations within high-school students in the northern part of Sweden. The study also investigates gender differences regarding correlations between the variables. The study was conducted using a questionnaire that included Rosenberg Self-Esteem Scale and self-rated physical activity, social participation and grades in Swedish, English and mathematics.

The agricultural sector accounts for about 13 percent of the total load of greenhouse gas emissions from Sweden (Swedish Environmental Protection Agency, 2007). The Swedish objective to reduce the greenhouse gas emissions with 40 percentage units to the year of 2020, based upon the year of 1990, might imply stricter regulations for Swedish farmers. A regulation or other forms of economic incentives is probably necessary to reduce the emissions originating from the agricultural sector. This study aims to investigate the economic and managerial impact on two agricultural firms with differing production system given that a constraint on green house gas emissions is introduced. Gases included in this study are carbon dioxide, methane and nitrous oxide.