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En kvalitativ studie av fyra globala kampanjer
I’ve chosen primary to analyze commercial form of advertising by world leading companies; McDonald’s, Coca-Cola and HP due to their implementation of global advertising. The fourth campaign that’s being analyzed is not of commercial type instead it’s characterized as an …
effekter på upplevt reklamvärde och köpintention
This thesis provides the first test of the effects of ”advertising talk”, i.e. comments, discussions and opinions about advertising. Despite its prevalence quantitative research on advertising talk has been scarce and this study is thus an attempt to fill in some blanks …
Myth or Reality?
… The aim of the research was to see what environmental factors influence advertising adaptation in the European Union, as well as to evaluate the applicability of a standardisation approach. According to the theory, there are three external factors that influence the creation of …
This paper supports the thesis that creative consumer advertising also can be used as a recruitment tool. By increasing the level of creativity used in their communication, a company can affect the attractiveness of themselves as future employers. The creative advertising …
En kompletterande syn på advertising- och brand equity.
… occasions, an important question has been brought forward within the world of advertising and media. This is the question of whether or not ”good” advertising should be encouraged by the media. The question has an origin in a belief that such advertising can create values not …
Om värdet av kampanjsajter för besökare och annonsörer
Campaign websites are a growing Internet based type of advertising, dependent upon the advertisement being actively pursued by consumers. The popularity of campaign websites stands in sharp contrast to the increasing advertising boredom among consumers often discussed in both …
En utvärdering av reklam- och upplevelseeffektivitet vid reducerad reklamtäthet i TV
… seemingly increasing degree of consumer avoidance and disliking of television advertising breaks should raise many questions for commercially financed television networks as it can be argued that benefits sought by both viewers [seeking a fulfilling viewing experience] and …
Innehållsanalys av Spendrups reklamkampanj
This is a case study of the advertising campaign ”Guld till alla” (Gold to Everyone) embarked upon by Spendrups Bryggeri AB in a bid to promote Norrlands Guld, during the period 2004. The approach used by Spendrups will be compared with theories about communication planning …
mellan reklambyråer och deras uppdragsgivare
Today many companies are using advertising agencies in marketing. That makes the advertising agencies responsible for delivering their clients messages and values to the final customer. Therefore it is very important that communication between an advertising agency and their …
a means-end chain analysis
… studied problem can also contribute as guidance for companies when thinking of advertising, starting new campaigns or implement new hedging tools. Further, the study could inspire or influence other farmers that are thinking of using forward contract as a strategy to mitigate …
Title: Relationship building and management ? Aligning the Advertising Agency-Client Relationship Seminar date: 2006-01-13 Course: Bachelor thesis in Business Administration 10 Swedish credits. Authors: Ryan Eriksson, Louise Hagströmer, Peter Irinarchos. Advisors: Christer …
En studie om medial förvirring
Many media buyers annually spend money on advertising which will not be of benefit to their own brand; the fact that consumers confuse from which brand they have heard or seen commercials, comes as news to nobody. The phenomenon of media confusion has however earned much less …
Konsten att flirta med omtänksamhet
Consumers today are bombarded with innumerable advertising messages. The need for companies to create advertisements that consumers find relevant is thus increasing. In order to break through the ad clutter, companies have to give something extra to their customers and show that …
En studie om reklambilder utifrån sändar- och mottagarperspektiv.
… and explore how a selected group (receivers) perceive two elected advertising images from Indiska and Vila and then compare their opinions to what Indiska and Vila themselves want to communicate. We base the study on theories of encoding / decoding, which deals with how the …
Hur ett värdenätverk formas kring en ny mediekanal
… Mobile operators are aiming to expand their existing revenue model through advertising in the mobile handset and are searching to create new business models that evolve advertising sales. Hence, are repositioning into a new role as media owners. However, to succeed the authors …
