Publicity is argued to have relatively great impact on attitudes and behaviours of consumer. Especially great is the influence of negative information. At the same time it is likely for brands to be subject to negative Publicity. Since companies are investing gigantic sums into buidling strong and positive associations around their brands it is of great economic interest to have a better understanding how negative Publicity influence brand equity and what factors might moderate this effect. This thesis focuses on brand strength as a moderating factor of negative Publicity.

Publicity is argued to have relatively great impact on attitudes and behaviours of consumer. Especially great is the influence of negative information. At the same time it is likely for brands to be subject to negative Publicity. Since companies are investing gigantic sums into buidling strong and positive associations around their brands it is of great economic interest to have a better understanding how negative Publicity influence brand equity and what factors might moderate this effect. This thesis focuses on brand strength as a moderating factor of negative Publicity.

Academic research indicates that critical Publicity can have a detrimental effect on brand attitudes. The negative effects have been showed to be buffered by cognitive bias elicited by strong favourable attitudes, commitment, brand certainty and brand identification. It has been proposed that the influence of such bias in a news reporting context should be studied, something that also is interesting from a brand perspective. The study therefore investigated whether a well-publicised scandal in one period can lead to increased critical Publicity in the coming periods. A case study of Swedish grocery chain ICA was conducted.

The study aims to show how the Publicity surrounding the Sweden Democrats have been during November in 2012 when polls for the party rose. The method that has been used is quantitative content analysis and a total of 215 articles from tabloids Expressen and Aftonbladet are encoded. The period of the encoded material has been in November 2012 and the variables have been designed to answer how much Publicity Sweden Democrats have received during that period, any topic that the articles touched on, the actors that have been cited, if players have received criticism or praise, how the party looked like and if certain words were used in the articles.The theories of the study are based on agenda setting, priming, ?The spiral of silence? and democratic role of the media. They concern, among other things, how media sets the agenda for what people think is important and how after being exposed to something, subconsciously creates a feedback about the phenomenon.The results show that the Sweden Democrats have received much negative Publicity at a time when their poll numbers increase, which goes against the established truth that says that positive Publicity is beneficial to the parties while the negative Publicity is adverse..

Background and problem: Corporate Governance is a well-known phenomenon which has been the focus of plenty of research where the board of directors and the CEO have been regarded as important actors. What's affecting decisions regarding these actors has been debated whereas media has been pointed out of having an impact. To decide whether or not media can affect Corporate Governance have shown to be problematic whereas it exists divergent views regarding this. At the same time this relationship is more explored in other contexts than the swedish one, although this one is considered suitable for this. Consequently there is a motive for examining medias impact on Corporate Governance in Sweden. Purpose: The purpose of the thesis is to explain if media has an impact on Corporate Governance at an overall level.

Background and problem: Corporate Governance is a well-known phenomenon which has been the focus of plenty of research where the board of directors and the CEO have been regarded as important actors. What's affecting decisions regarding these actors has been debated whereas media has been pointed out of having an impact. To decide whether or not media can affect Corporate Governance have shown to be problematic whereas it exists divergent views regarding this. At the same time this relationship is more explored in other contexts than the swedish one, although this one is considered suitable for this. Consequently there is a motive for examining medias impact on Corporate Governance in Sweden. Purpose: The purpose of the thesis is to explain if media has an impact on Corporate Governance at an overall level.

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A crisis situation that has been more commonly occurred in the industry of conveniencegoods lately is the product related crises which thereby has become a challenge for everymarketer to handle. As the negative Publicity tend to enlarge the crisis and spread to thecategory as a whole, it's not only important to have a crisis management to handle crisesconcerning the company itself. But also to be ready to make the best out of the situationwhere the company is threatened to get infected by the negative effects caused by acompetitor.When companies get the chance to make a response on the negative Publicity on theircompetitor, as well as the category, through media, the question is - shall they act And howshall they act Which response is the most effective to send out to get out of involvement, notget infected by negative spill over's or even - to make the valenced comparison a way togenerate positive effects and gain market share The purpose of this paper is thereby to find the optimal strategy for an organization in theindustry to handle their competitor's crises through a pronouncement in media. Anotherpurpose to address is whether the brand strength is moderating the effects from the differenttypes of responses tested in this study. This purpose aims to find guidelines depending onthese moderating effects.The paper commodiously, strongly supports that there are beneficial effects to be generatedfrom making a response in either positive or negative direction in oppose of actively choosingnot to make a pronouncement at all.

Problem Faith in the power of advertising has varied largely through the ages, and since we know that advertising is paid for, it therefore has less weight than the usual news. Publicity through promotional activities is in turn difficult to control. The question which of these two ways to communicate with the market that is the most effective, is equally entitled to ask, as difficult to answer. Purpose/Aim This paper is designed as a pilot study with two different objectives that go hand in hand. The first overall aim is to investigate how advertising and PR / Publicity can be measured with the same tools while designing this metric.

Background: Swedish consumers are daily bombarded with 1500 advertising messages. 22 percent of the Swedish people are avoiding all advertising in traditional media according to SIFO's research. To master this problem innovative methods are a necessity to reach consumers. Guerrilla marketing is such a method.Purpose: The purpose of this dissertation is to describe the components and the activities that asuccessful guerrilla campaign consists of. He purpose is also to examine the motives behind theseactivities, why they were chosen and what objectives they were supposed to accomplish.

Companies and special interest organizations pays multiple millions each year in order to reach out with messages about that their products are biggest, best and most beautiful. The Publicity happens among thing like TV, in brochures, on the Internet andin newspapers etc. places. This means that consumer permanently becomes affected of Publicity, and is thereby in an exposed situation. Around the EU, the border of what to consider undue or not, have been in different levels.

Almost every day newspapers cover companies and brands in crisis. This should worry companies as negative Publicity has been shown to have a great influence on consumer perceptions on brands. In addition, brand crises have been shown to be contagious, meaning that they also affect consumers? views on other similar brands. This study aims to investigate spill-over effects of one brand crisis to another within a product category.

This study contents a research of the Swedish temperance movements IOGT, NTO and TO:s adult education in Dalarna between 1921 and 1939. A theory that is used in this essay is the Publicity theory of Jürgen Habermas. A theory in this essay is that the adult educational work of the temperance movements could bee seen as an alternative Publicity because the courses that the temperance movement held in general contents a great part of the movements own literature, the participants in the courses held their own lectures to each other and it was mostly only members of the temperance movements who could join the courses. The main subject of the courses was history in literature, English, Esperanto, and knowledge about local democracy. Not many courses content the drinking issue in Sweden at this time, even thought a national referendum was held in the issue during the research period of this essay.

In public relations and marketing, lawsuits traditionally connote crisis. The purpose of this study is to explore the design and critical considerations concerning risks and opportunities when companies voluntarily initiate lawsuits with the partial aim to get Publicity in the mass media. In the following paper, the communicative aspects of two such Swedish cases in the European Court of Justice are studied?a large corporation challenging the Swedish monopoly on gambling and a small company challenging the government on their restrictions for individuals to import alcoholic beverages. The case studies have been conducted through interviews, analysis of legal acts and press articles.

The Swedish foreign minister Anna Lindh was murdered on September 10 2003. The police pursuit for the man that murdered her was initiated immediately. Two weeks later, the police arrested the 24-year-old man that six month later would be sentenced to imprisonment for life for the murder of Anna Lindh. The main purpose of this essay is to examine how the man that murdered Anna Lindh was described in Aftonbladet and Expressen from the time of his arrest to the sentence of guilty. One part of the purpose of this essay is also to inquire how the Swedish evening press paid regard to the ethical Publicity rules in their descriptions.