Purpose: The purpose of this thesis is to analyze and evaluate essentialprerequisites for companies and corporations aiming at marketingglobal brands in a restricted market.Method:The investigation strategy used for this essay was to perform a casestudy on the Islamic Republic of Iran. Both primary data ? such as asurvey, interviews and participating observation ? and secondarydata ? found in books, scientific articles and the internet ? have beenused to achieve the results. The gathering of empirical data wasperformed inside the Islamic Republic of Iran during two weeks inNovember 2007 in three different cities: Tehran, Ispahân and Bâbol.This was carried out by considering several theories: globalbranding strategies, brand equity, involvement theory andcommunication models.Results: The outcome of this essay show several factors that should be takenin consideration in relation to marketing global brands in Iran. Manycompanies have chosen adaptation as their promotion? and productstrategy because of countless rules and restrictions hindering globalmarketing.

It is clear that media advertising is one of the crucial marketing tools for companies in order to promote their products and services. As we are moving towards more and more economic integration, both on a regional and global scale, the question about standardisation of media advertising has become increasingly important and is nowadays subject to discussion in most international companies. This thesis deals with the issue of standardisation in a region where the process of political, legal and especially economic integration is taking its course, but where cultural and linguistic diversity is still a remaining fact: Europe. The aim of this thesis was to investigate the potential gains from a standardised advertising approach but also to identify its limitations. Especially on a market place like Europe, with its diverse cultural and linguistic background, a fully standardised approach might be difficult to implement.

This paper relates a debate on a book Vetenskapen och förnuftet (1986) written by the Scandinavian philosopher Georg Henrik von Wright (1916 - 2003). The book brings up fate of mankind, raising the question if human rational thinking and scientific achievements are threatening our very existence on earth. Shortly after the book was published, it was intensively debated in a leading Swedish newspaper Svenska Dagbladet. Some 20 leading politicians and scientists contributed with their criticism during spring 1987. The paper highlights this debate by writing reception history, describing how the book with its serious message was received by leading scientists of the time.

With the increased volume of commercial content online, some news sites have adopted so-called native advertising on their websites to convey marketing messages more discreetly. As an increased share of advertising budgets is spent on this form of advertising this essay aims to examine its news consumer?s attitudes towards the phenomenon. The research was carried out through a qualitative study where news consumers discussed their attitudes in two separate focus groups. This was analyzed with the help of the previous studies Advertisement - an uninvited guest? and Banner Blindness as well as theories including theory of science hermeneutics, reception analysis, convergence culture, brand schema, advertising schema and ad- brand attitude.The results show that in most cases native advertising is met with indifferent attitudes but in some cases also confusion, which could lead to negative attitudes towards the ad and the news site.

This essay examines the public debate concerning the unemployment of Sweden just before the general election 2005. Its main purpose is to analyse what lies behind the huge differences in statistics, as presented by the two leading factions in the debate. It concludes that these differences are foremost a problem of semantics, and that although the two factions have statistical proof of their claims, it is their use of terminology that is in fact their main weapon in the debate.The key word here is the swedish word for employment ? sysselsättning ? which the two facitons use in entirely different ways, creating a lot of possabilities for interpretation. This has caused a type of debate which is actually about the reinterpretation this word, and those who are to be included in the statistics as being ?sysselsatt?, therefore, it is semantics that affects the number of unemployed people in the statistics..

Many companies choose to position themselves in New York. The city is one of the main cities when it comes to advertising. The competition is strong and for new companies, it is hard to survive on the market.In our thesis we have investigated how Swedish people, who open new advertising agencies in New York, should market themselves to be successful on the market in New York.To gain as much information as possible about this subject, we traveled to New York and interviewed three advertising agencies, who were started by Swedes, and also the Consulate General of Sweden, and Swedish Trade Council.Our investigation resulted in that the best way to be successful on the American market is to differentiate your work from what the market has to offer. By doing this potential customers may find your work interesting and thereby chose to work with your company..

This paper quantitatively examines the effects of marketing brands within the same product category and the same brand portfolio jointly. We have chosen to call this type of marketing category advertising. The results of the study show that category advertising leads to increased brand awareness within the category, which is particularly important for brands within less salient subcategories. For strong brands however, category advertising leads to lower purchase intentions, an effect which could potentially be moderated by focusing the advertisement on the complementary nature of the products combined with promotional elements. The study also shows that there is no difference between advertising products jointly and separately when it comes to brand attitude, category attitude, typicality, brand purchase intention for weak brands and category purchase intention.

Title: Kreativ reklam. En bra idé? (Creative advertising. A good idea?)Author: Evelina KarlssonTutor: Larsåke LarssonCourse: Bachelor Thesis: Media and CommunicationPurpose: The purpose of this study is to, through qualitative studies inquire creative prized advertise in Sweden to see which influence creativity have on both creative director and the audience.

The use of streaming media such as Spotify has increased rapidly in recent years. Although the consumption side of Spotify is well established with over 10 million users, the medium might provide new unexploited opportunities as an advertising channel. The purpose of this thesis is to increase knowledge about advertising through streaming media and in particular via Spotify. To contribute to such knowledge we have conducted a case study to investigate how Spotify can be used and serve as an advertising medium for a smaller firm, Hasseludden Yasuragi, so that it may reach its target group. To examine the medial effect, a quantitative as well as a qualitative study was carried out using the ARF Model as a basic framework.

This essay examines the communication value of music in television advertising. It studies different forms of music and whether these forms contribute positively or negatively to how television advertising is perceived and remembered. The forms are jingle, familiar song and unfamiliar song. 100 high school students participated in the study through a questionnaire.                      The study shows that music is an important tool that complements television advertisings visual aspects. Music creates feelings, emphasizes aspects of the image and clarifies the advertised message.

This paper supports the thesis that creative consumer advertising also can be used as a recruitment tool. By increasing the level of creativity used in their communication, a company can affect the attractiveness of themselves as future employers. The creative advertising influences the brands perceived creativity. It also increases the perceived social, development- and reputational value as well as the future intentions with the brand. By being more creative the brand is also viewed as making more marketing effort, which in turn affects the perceived potential of the brand in a positive way.

The purpose of this essay is to describe and analyze the debate surrounding the construction of the 2011 years curriculum of the Swedish schools` religious studies. The debate is concerning whether or not Christianity should have a unique position in the curriculum against other religions. The method is to analyze the arguments by an argument analysis. The purpose is also to analyze the argumentation to see how secularization and pluralism have influenced the debate and the different standpoints. The essays material consists of debate articles from the four largest news sites on the internet.The most common argument for Christianity?s unique position is that Christianity has had an important role in the development of the Swedish society, culture and literature and is therefore important knowledge for understanding the Swedish society.

The high and seemingly increasing degree of consumer avoidance and disliking of television advertising breaks should raise many questions for commercially financed television networks as it can be argued that benefits sought by both viewers [seeking a fulfilling viewing experience] and advertisers [seeking advertising effectiveness] are eroded by this effect. This thesis studies effects on advertising effectiveness [RecallBRAND; AttitudeBRAND; AttitudeAD] as well as on the viewing experience [SatisfactionPROGRAM/CHANNEL; Attitude PROGRAM/CHANNEL; IntentionPROGRAM/CHANNEL] given a reduced degree of advertising clutter. By conducting an experiment two breaks are compared, one having the standard primetime nonprogram time units (5 min and 30 sec *3?16minutes/hour) and the other the standard nonprogram content cut in half (2.45 min *3 ?8min /hour).Results show that the reduced breaks award advertisers with higher commercial effectiveness. Measures of RecallBRAND demonstrates no differences between the standard and the reduced break, implying a significantly increased likelihood to be recalled and an equivalently lowered risk to be forgotten in the reduced break.

How is research and science being used in political debate? An idea analysis of the debate about försäkringsmedicinskt beslutsstöd (decision tool in healthcare security)This is a case study on different types of research use (utilization) The aim of this paper is to examine how the politicians make use of expertise and research in the parliamentary debate surrounding the decision tool in healthcare security (försäkringsmedicinskt beslutsstöd). The aim is also to find out to what extent different types of research use are present in this debate. In this case study the qualitative method of idea analysis is being used on the empirical material. The tool of analysis is based upon the theories of research use by Amara et al.

Many media buyers annually spend money on advertising which will not be of benefit to their own brand; the fact that consumers confuse from which brand they have heard or seen commercials, comes as news to nobody. The phenomenon of media confusion has however earned much less attention. As a greater part of the total marketing budget is being spent on the media investments, on behalf of the actual advertising production, the more interesting it turns out to maximize the effects of the media expenses. The search for optimization is somewhat practised today by brand managers who are daringly adding a few more media channels to support their TV-campaigns. Buying ad space in TV is nevertheless much more expensive than the radio equivalent.