Search for dissertations about: "advertising on the consumer behavior"

Found 5 swedish dissertations containing the words advertising on the consumer behavior.

2. 1. Exploring Branded Flash Mobs : A study of the impact of branded flash mobs on consumer behavior and consumer experience

   Author : Philip Grant; Esmail Salehi-Sangari; Gerarad Prenderjast; KTH; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; branded entertainment; flash mob; consumer behaviour; guerilla marketing; viral marketing; brand equity; Aad; Nationalekonomi; Economics;

   Abstract : The desire of every marketer is to develop and maintain strong customer relationships. One way this can be accomplished is through effective advertising. Marketers have recently begun to brand flash mobs as a way to effectuate strong brand relationships. READ MORE

4. 2. The impact of consumer knowledge, information mode and presentation form on advertising effects

   Author : Sanjay Nagaraj; Nils Enlund; Micael Dahlen; KTH; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Media and communication studies; Medie- och kommunikationsvetenskap;

   Abstract : Consumers consistently acquire information on product attributes available to them. In considering the many and varied effects of advertising a very central issue is how these attribute information in an ad is processed, that is, how consumers were able to comprehend and remember what an ad claimed. 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. Facing clutter : on message competition in marketing communications

   Author : Sara Rosengren; Handelshögskolan i Stockholm; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES;

   Abstract : Could you tell me how many marketing messages you've seen or heard since you woke up this morning? Probably the answer is no. Messages stemming from advertising, promotions, PR, direct marketing, and salesmen are everywhere. READ MORE

7. 5. Green Media : Exploring Green Media Selection and its Impact on Communication Effectiveness

   Author : Claudia A Rademaker; Handelshögskolan i Stockholm; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES;

   Abstract : Does the choice of a medium, by which a company’s advertising message is carried, communicate something about that company’s commitment to act responsibly towards the green environment? Does the choice of a medium that consumers perceive as more harmful for the green environment impact ad and brand evaluations more negatively than a medium that they perceive as less harmful? If so, to what extent do companies have knowledge of such change in consumer media behavior and thereby take into account the green environmental aspect with media selection? Driven by such questions, and by way of an experiment, secondary data analysis, interviews and surveys this thesis explores green media selection and its impact on communication effectiveness from the consumer’s and marketing manager’s perspective. Building on theories of advertising planning and media selection the thesis contributes with four empirical studies to increase the understanding of green advertising media and how consumers’ eco-harmful media perceptions impact communication effectiveness. READ MORE