Det avbrutna samtalet - reklamformatets betydelse i podcastmediet
Marketers are today confronted with new forms of media and tend to use different strategies to exploit these media. The podcast medium has emerged in a time of changes in terms of media planning. By using stimuli containing identical context with different forms of advertising, this thesis seeks to explore whether ads, sponsorships or product placements is more favourable for an advertiser to practice in the podcast medium. The purpose of this study is to investigate the differences in communication effects, such as attitude towards the brand and purchase intention, depending on the form of advertising. Testing if previous research, made on the same format but in different media, is applicable in the podcast medium carries out the study. The topic is of high interest since the podcast medium has experienced rapid growth in Sweden during the previous years. The results showed no significant differences between the advertising forms. However, a correlation between attitude towards the podcast and attitude towards the brand could be identified in sponsorship, but not in ads or product placements. Since the podcast medium is rather unexplored in the field of advertising research, further investigation is advised and required to establish knowledge on the podcast as an advertising medium.