KOMMUNIKATION I FÖRÄNDRING
en uppsats om den nya reklamen, reklamundvikandet och de trender som påverkar reklambranschen
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 advertisement and the brand need to be looked upon as genuine and ?real?. In order to create that type of ads and generate a positive outlook for the brand the advertisement needs to be researched properly. In order for agencies and it?s clients to reach their intended target group by using new media their is a need to create ads that provide value for the consumer. The bottom line seems to be that in order to make successful advertisements today you need to work harder, you need to know your brand more intimately and more than ever you need to have extensive consumer insights on a deeper level.