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Inkongruens och kreativitet - ett sätt att komma in?
… landscape has exploded during the last decade, which has lead to a massive advertising clutter. Consumers defend themselves against this intrusive marketing by creating an advertising filter that sorts and blocks. These changing conditions have lead to new and tougher demands on …
En kvalitativ studie av konsumenters uppfattningar av åtta svenska modeföretag
… Åhs Advisor: Larsåke Larsson Five keywords: Profile, Image, Brand, Fashion and Advertising Purpose: The purpose with this study is to evaluate and discuss the connection between profile and the companies? image in the eye of the consumer. Methodology: A qualitative method has …
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 …
- Från ett företagsperspektiv
Abstract Title: To attract costumers attention in a advertisingfilled community - From a company view Authors: Kerstin Ivarson and Diana Kuttner Advisor: Navid Ghannad. Level: Bachelor thesis in Marketing, (15 Swedish credits), Spring 2009 Key words: Media, media noice …
En kvalitativ studie av reklambilder och konstverk
… out to the recipients on a much deeper level. This is exactly what art was all about. Advertising is no longer only informative and plane, it is almost in some ways similair to art. Keywords: advertising, advertisingimage, work of art, imageanalysis, art, message, marketing …
Konsten att flirta med omtänksamhet
… have to give something extra to their customers and show that they care about them. How a company decides to communicate might then be more important than what the company actually communicates.The purpose of this paper is to investigate whether the use of creative media choices …
En studie av kampanjen SAS EuroBonus American Express Card på Arlanda flygplats
… campaign. Our recommendations, in order to increase knowledge and awareness about the product, the advertising should be better adapted to its product and the advertising objectives.
… as an advertising channel. The purpose of this thesis is to increase knowledge about advertising through streaming media and in particular via Spotify. To contribute to such knowledge we have conducted a case study to investigate how Spotify can be used and serve as an …
En analys av jingel, bekant och obekant musik
This essay examines the communication value of music in television advertising. It studies different forms of music and whether these forms contribute positively or negatively to how television advertising is perceived and remembered. The forms are jingle, familiar song and …
En kvalitativ retorisk analys av fem reklamfilmer för receptfria värktabletter
The purpose of this essay was to analyze rhetorical features of Swedish drug advertising and see if drug advertising could be misleading or not. The study was primarily concentrated on how pills were described and that was the overall picture of pills created in commercials. The …
En attitydundersökning bland ungdomar
This thesis deals with young people´s attitudes towards advertising on Facebook, which type they prefer and how it should be presented. The purpose of the essay is to offer advertisers a better knowledge concerning the Facebook users advertising preferences. This knowledge can …
… noticing their store is critical for success. Creating attention through floor advertising could be a potential way of doing so. The purpose of this paper is to examine which effects floor advertising has on consumers, using the hierarchy-of-effects model. The study was carried …
En studie i hur reklam bör utformas för internet
Advertising in responsive websites is a quite new phenomenon and has therefore, previously not been a target for any mayor research. Todays society, where new technological innovations persistantly supersede others must be seen as a possible changer for how companies advertise …
Previous research about contextual effects on advertising has mainly focused on the editorial context, while advertisements' broader context has been overlooked. This paper aims to take a broader perspective on advertisement context. Its purpose is to get an understanding on how …
Kreativitet är vad du uppfattar och beror på dina egna erfarenheter
… increases WOM is not surprising since people have a tendency to talk about things that are new and make them feel good. Based on our results, we would like to recommend creatives to produce advertising with the aim of being interpreted as creative and we have shown them the …
