Search for dissertations about: "advertising effects"

Showing result 1 - 5 of 21 swedish dissertations containing the words advertising effects.

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 Stereotypes : Social and Brand-Related Effects of Stereotyped versus Non-Stereotyped Portrayals in Advertising

   Author : Nina Åkestam; Handelshögskolan i Stockholm; []
   Keywords : ;

   Abstract : This thesis examines consumer responses to stereotyped and non-stereo­typed portrayals in advertising. More specifically, it investigates the impact of stereotyped versus non-stereotyped portrayals in terms of gender, ethnicity, and sexual orientation on social effects, such as social connectedness and empathy, and brand-related effects, such as ad attitudes, brand attitudes, and purchase intentions. READ MORE

6. 4. 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

7. 5. Privacy-Invasive Software : Exploring Effects and Countermeasures

   Author : Martin Boldt; []
   Keywords : NATURVETENSKAP; NATURAL SCIENCES; Information security; privacy; malware; spyware;

   Abstract : As computers are increasingly more integrated into our daily lives, we need aiding mechanisms for separating legitimate software from their unwanted counterparts. We use the term Privacy-Invasive Software (PIS) to refer to such illegitimate software, sometimes loosely labelled as spyware. READ MORE