PurposeThe purpose of this study is to investigate whether a combination of product placement and traditional advertising can enhance the company's marketing. We perform this study because we believe that the consumers consider traditional marketing in many cases obsolete.TheoryThe study?s theory consists of topics and terms of product placement, traditional marketing, branding and communications. Theories used in this study were the basis to answer the study's research question using empirical data gathered during the study.MethodThe study has a deductive approach with a qualitative focus, therefore, the study is based on existing research, which was later to use for the data extracted from the interviews. The approach is going to show differences and similarities between how it looks in reality versus theory.ConclusionThe results of this study show that product placement can increase the efficiency of traditional marketing.

Researchers points out that social media has become a powerful venue to spread news, both for the news business and the users. Although the news diffusion has become a phenomenon to be reckoned with, we have found no research in Sweden about what motivate users of social media to share news.This thesis work therefore investigates news sharing on the social network Facebook by examining user motives in the light of the media theory uses and gratifications. A web survey was conducted and distributed to students at a Swedish university. The result showed that expression was the strongest motive to share news on Facebook, and the item that was highly valued by the students was to give other valuable information. The result also showed that other motives for sharing news was socialization, information, status and entertainment. .

Interactive media is constantly increasing in our surroundings and with the innovation of touch-screens, two-way communication with screens has become part of our daily life. Still, this well known way of process information is not often seen in the in-store environment of grocery retailing. Here, interactive media is an unestablished field where empirical studies are invisible within the academic world. The lack of knowledge in which effect interactive digital signage has is one of the barriers of investing in this marketing solution in-store. The main purpose of this study is to examine and describe the effects of interactive digital signage at shelf within grocery retailing.

AbstractIT can facilitate communication among individuals and connect people across geographical distances. On the contrary, citizens of the society who do not use communication technologies to some extent might feel excluded from the information society. As elderly citizens are already in a vulnerable position for the digital divide, communication technology becomes an important tool for interacting with friends and family. The social situation of elderly, 60 years of age and older, is a topic of current interest since they are the fastest growing age group in the world today. Further, social interaction becomes more important among elderly since it has a positive effect on well- being.

This thesis is an evaluation of the campaign [The digitally curious] that is part of the regional marketing campaign Futurum.kom. Its purpose was to strengthen the library's role in society. The campaign includes Regionbibliotek Kalmar, Länsbibliotek Sydost and also 25 public libraries in Kronoberg, Kalmar and Blekinge. The campaign [The digitally curious] is one of several cluster campaigns targeting their marketing to a specific audience and aims to promote awareness of what libraries have to offer and provide information on digital media and services. The target group for the campaign is a man between 45-65 years old, who is interested in digital technology.

This essay concerns PR-consultants and their view on their work. The purpose was to find out which type of communication they use in contact with the target. By target, we mean the group of people the employer wants to reach with help of the PR-consultant. For example: Jägarförbundet wants to get help from a PR-consultant to influence someone in the government so that Swedish hunters can shoot more wolves, than the target group is the one in the government. We also wanted to find out if the PR-consultants are aware of the image the public have of them and if they are trying to change it into a more positive one, by using more ethics, openness and to have more focus on the relations aspect.  PR in the future with new social media (like Internet) was also a subject, where we wanted to know how much they involve social media in their work.  Our main questions were:How do PR-consultants relate to openness in communication, ethics and social media?Which one of Grunig?s PR-models is most occuring in the PR-consultants work? We made a qualitative study where we carried out interviews with six PR-consultants.

Syftet med denna slutreflektion är att visa problemen men även möjligheterna i marknadsföringen av spelet Forced2Fight av det lilla teamet i Kick the Owl Productions. Begränsad budget, osäker framtid för både team och spel är något som måste övervinnas. För att kunna angripa dessa problem har jag studerat en rad olika tillvägagångssätt och kommit fram till ett lämpligt tillvägagångssätt riktat åt gräsrötterna för att bygga upp varumärket. Den effektivaste strategin bör i min mening vara att marknadsföra gruppen via traditionella medier och förankra spelet i den relevanta målgruppen direkt via fora och andra sociala medier. Kontakta både framträdande medlemmar i sociala grupper samt expertgrupper bestående av kunniga spelentuseaster.

The thesis examines the relationship between consumer attitudes and a scented shopping environment. A relationship and phenomena concerning scent marketing, which could be seen as one of the more provocative forms of marketing since the human sense of smell, is connected to the limbic system where motivation and attitudes are created. The use of scent marketing has, so far, been proven effective in sales increasing whereas it is one of the less explored forms of marketing.The purpose of the thesis is to answer the following question: Is it possible to find differences in consumer attitudes in a scented buying environment compared to a nonscented buying environment, and thereby create new basis for segmentation?The thesis is based on a quantitative study where data has been gathered in a scent manipulated buying environment through structured interviews with consumers. The thesis applies a deductive approach to the main theories in the area of interest.The findings suggest new theory discussing that it is difficult to use consumer attitudes, towards a scented store environment, as a foundation for market segmentation.

Vätternrundan is an annual sporting event that takes place in the Swedish town Motala since 1966. It is one of the world largest recreational bicycle rides and attracts over 20 000 participants each year. This study focuses on event effects and how an event can be of value within the principles of place marketing. Within this study five representatives were interviewed with semi-structured interviews.The results show that the representatives describe Vätternrundan as a positive event which mostly generates positive effects for the city itself and for the people living and working there. The effects consist of the events ability to create awareness of the place, the possibility to extend the tourism season and several social effects like solidarity and interaction.The result also shows that Vätternrundan is a well-known brand and because of this it can be used as an advantage in place marketing.

En massa människor vet vad sociala medier kan göra, det är nu dags att börja arbeta. - Rick Mans, Social Media Lead CapgeminiSyftet med uppsatsen är att klargöra hur sociala media kan bidra till att effektivisera företags internkommunikation, genom att undersöka vilka problem som upplevs finnas i dagsläget, vilka möjligheter sociala media erbjuder och om dessa möjligheter kan appliceras på problemen för att förbättra internkommunikationen. Studien är baserad på kvalitativ insamling av data genom sju djupintervjuer med experter inom området. Under studien har problematik med internkommunikation tagits fram och ställts mot experters syn på sociala medias egenskaper. Resultatet är att sociala media erbjuder både positiv och negativ påverkan på internkommunikationen.

This thesis is an evaluation of the campaign [The digitally curious] that is part of the regional marketing campaign Futurum.kom. Its purpose was to strengthen the library's role in society. The campaign includes Regionbibliotek Kalmar, Länsbibliotek Sydost and also 25 public libraries in Kronoberg, Kalmar and Blekinge. The campaign [The digitally curious] is one of several cluster campaigns targeting their marketing to a specific audience and aims to promote awareness of what libraries have to offer and provide information on digital media and services. The target group for the campaign is a man between 45-65 years old, who is interested in digital technology.

The purpose of this study is to provide a longitudinal examination, within grocery retailing, of four marketing tools and their impact on enhancing customer loyalty. The study examines whether the relationship between the four marketing tools and customer satisfaction has a positive effect on attitude and behavior loyalty. The findings from this study show that the marketing tools have not helped enhancing loyalty between 2004 and 2007. Between these years, service quality has the most affect on loyalty. Self-scanning as an effective marketing tool could be questioned, the relation in this study is not supported.

AbstractTitle: Swedish social media services (A study about Swedish social media services birth andhow they benefit from the Swedish climate)Number of pages: 38Author: Robin SchwabeggerTutor: Else NygrenCourse: Media and Communication Science CPeriod: Fall 2009University: Division of Informatics and Media, Uppsala University.Purpose/Aim: To see if the Swedish advantage or interest in developing new social mediaservices and networks has anything to do with our society. With society I mean our culture,attitudes and history. Do people, especially young people, have a more positive attitudetowards the Internet and has the fact that we, as a country, were among the first to use theInternet anything to do with it.Material/Method: Data collected from books, newspapers and articles from several sites onthe internet. I?ll use the information I?ve gathered to try to find an answer to my givenproblems for the paper.

Tidigare forskning har visat att kvinnor jämför sig socialt för att utvärdera sig själva vid exponering för medialt idealiserade bilder av kvinnor i TV, tidningar och pornografiskt material. Aktuell studie avsåg att undersöka dessa typer av media och social jämförelses påverkan på kvinnors globala, kroppsliga och sexuella självkänsla. Etthundratjugo kvinnor besvarade en enkät innehållande reliabla skalor samt egenutformade frågor. Resultatet visade signifikanta effekter av social jämförelse på kvinnors globala självkänsla. Huvudeffekt av pornografikonsumtion på sexuell självkänsla påträffades.

In this thesis the marketing strategies of two public libraries have been explored and studied.The public library of Kalmar participates in the project GÖK which partly is a marketing project. The public library of Kalmar thereby differs from the public library of Trollhättan which is not involved in the project.The main aim of this thesis was to focus on their marketing strategies and see if there were any differences. The thesis was also concerned with the customers and their experiences of the quality of the services offered by the public libraries of Kalmar and Trollhättan, including the customers' perceptions of the operative marketing, and finally if there was a connection between marketing and customer-centered quality. Qualitative methods as well as quantitative methods were used for the collection of information .The preliminary assumption that Kalmar had a more explicit marketing strategy has been confirmed in the study. However, the customers at the public library of Trollhättan were more satisfied with the total quality of the services offered.