364 uppsatser · sida 2 av 25
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 …
… an opinion of the fact that you should give priority to straight and clear advertising. During recent years, however, the opposite has been clearly shown within the advertising industry. Instead of clear and informative advertising, the creators apply irrational, incoherent and …
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 …
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 studie ur ett tidsrelaterat perspektiv
… something that surrounds us in our everyday life. The two terms marketing and advertising are closely linked together and often considered as the same thing, although they are not. To be able to analyse the term advertisement it is crucial to separate it from the term marketing …
It is clear that media advertising is one of the crucial marketing tools for companies in order to promote their products and services. As we are moving towards more and more economic integration, both on a regional and global scale, the question about standardisation of media …
Varför PR och reklam inte kan mätas på samma sätt
… (PR), the authors of the following thesis have sought to analyze how PR and advertising differ in terms of how they affect consumers. The subject of the thesis was chosen due to the lacking knowledge of how PR shapes consumer attitudes and intentions. The authors wish to upset …
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 …
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 …
En bra idé?
Title: Kreativ reklam. En bra idé? (Creative advertising. A good idea?) Author: Evelina Karlsson Tutor: Larsåke Larsson Course: Bachelor Thesis: Media and Communication Purpose: The purpose of this study is to, through qualitative studies inquire creative prized advertise in …
Nationsformering i Sverige under andra världskriget
This thesis studies the Swedish advertising business as an actor in the national formation of Sweden. It argues that earlier research has ignored to see advertising businesses as possible forces of these formations. The essay investigates how this appears historically through …
utmaningar, möjligheter och problem
… games. In this study we have looked at how gamification can be integrated into advertising and what challenges/opportunities may arise when one does so. Since there is no previous research regarding this area, we have used qualitative interviews to explore the field. By …
En studie om hur användaren upplever reklam i ett nytt medium
The technological development contributes to an increase in advertising when it comes to media. Those who are working to develop advertising are constantly looking for new ways to reach consumers in unexplored contexts. Web TV is a relatively new technique that involves the …
Previous research has recognized that advertising creativity can result in positive signaling effects for consumers, thus proving creativity to be a useful tool and not a wasteful effort within marketing. However, research within this matter has only lightly touched upon the …
En studie om avkodningens betydelse ur ett mottagarperspektiv inom marknadsföringsmetoden celebrity endorsement
Celebrities used in advertising has recently been something that consumers have come in contact with on a daily basis. Corporations use celebrities and their attributes as positive reinforcement and association towards the company or their marketed product. Through increased …
