Varför presenterar företag amerikanska tv-serier?
En studie av en marknadsföringsstrategi
MarketingTV-seriesBrand knowledgeAssociationsIdentityMarknadsföringTv-serierVarumärkeskännedomAssociationerIdentitet
Marketing is an important tool for companies to use in today?s consumptions society, to reach out with products and services. The message that has been sent out is also important, because the message can be distort or reach wrong customer group. Above all this the competition and the struggle round the customer?s increases and it has become more common that the customers tend to be less loyal towards the company. To keep and to develop customer relations it has been more common that the companies consider their trademark has become a very important strategic competition means. A strong trademark gives competitor advantages and more loyal customers, and this has led to more efficient ways for companies to find methods to create value around their trademark.Many new trademarks and products are presented every year. In the same time market salesmen are working hard to reach out with these and old trademarks and products and old commercial methods are loosing its effect. The company can use different marketing strategies to strength their trademark to reach out to their customers. One way that has been used by many companies is presenting different TV-series.The purpose with this paper is to study how companies are using TV-series in their marketing, what image the company wants to mediate and what they want to achieve by marketing through TV-series.An abductive way has been used in this study and the authors have chosen to use a qualitative method, because the method agrees with the problem and purpose of the study. Interviews will be used in this study.The study shows that the reason why companies choose to present TV-series is to be seen and remind consumers about the company and its products. They also want the consumers to be aware of their trademarks and new products. The companies furthermore want to reach out to as many as possible and create knowledge and an association to their trademark thru the TV-series. The companies choose their TV-series in relation to their target group so that the right target group is reached and can identify with the TV-series and the companies.