Search for dissertations about: "Attention to advertising"

Showing result 1 - 5 of 14 swedish dissertations containing the words Attention to advertising.

  2. 1. Attention to Advertising

    Author : Carl Patrik Nilsson; G.M. Naidu; Umeå universitet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Attention to advertising; attention getting techniques; Web advertising; Web environment; click-through; Business studies; Företagsekonomi;

    Abstract : Attention to AdvertisingCarl Patrik Nilsson, Umeå School of Business, Umeå University SE-901 87 Umeå, SwedenAbstractIn advertising, capturing consumers’ attention is imperative. Yet, how attention to advertising works in a World Wide Web context has not been researched extensively. This area is the main focus of this research. READ MORE

  4. 2. Effects of online advertising on children's visual attention and task performance during free and goal-directed internet use : A media psychology approach to children's website interaction and advert distraction

    Author : Nils Holmberg; Humanistlaboratoriet; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; online advertising; children; website interaction; visual attention; distraction; cognitive load; eye-tracking; task-orientation; media effects; visual saliency; executive functions; media literacy; inhibitory control;

    Abstract : This dissertation consists of four eye-tracking studies that investigate how salient online advertising and children's level of executive function contributes to their advert distraction. In Study 1, children aged 9 were instructed to surf freely on the internet while all advert material appearing on-screen was registered. READ MORE

  5. 3. Understanding advertising creativity : how perceptions of creativity influence advertising effectiveness

    Author : Erik Modig; Handelshögskolan i Stockholm; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES;

    Abstract : Today advertisers face the challenge of securing advertising effectiveness by producing advertisement that gets the consumers’ attention and shape their attitudes and behavior. One suggested way to reach these objectives is creativity. READ MORE

  6. 4. Setting the Marketing Scene: Reality Production in Everyday Marketing Work

    Author : Peter Svensson; Företagsekonomiska institutionen; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Consultancy work; Advertising work; Discourse; Marketing work; Social constructionism; Market study; Marknadsanalys;

    Abstract : The aim of this thesis is to offer a contribution to the understanding of marketing work. In orthodox, mainstream marketing management literature, the work of marketing is commonly depicted as a fairly straightforward practice, technical in character, neutral in terms of social values and ideologies, operating within an objective and pre-given world. READ MORE

  7. 5. Consuming the commercial break : an ethnographic study of the potential audiences for television advertising

    Author : Karolina Brodin; Handelshögskolan i Stockholm; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES;

    Abstract : Despite of the sociality of TV viewing, advertising researchers have traditionally studied the solitary viewer. The study of the social uses of advertising has been limited, and the reception of advertising in a naturalistic setting has practically been ignored. READ MORE