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Visar resultat 1 - 5 av 9 uppsatser som matchar ovanstående sökkriterier.

  1. 1. Fyra designprinciper för attraktivare annonser

    Kandidat-uppsats, Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

    Författare :Markus Sjökvist; [2022]
    Nyckelord :Clickthrough Rate; Cost Per Click; Ducoffe’s advertising value model; Facebook; Hierarchy of Effects; Meta Ads; Pay Per Click;

    Sammanfattning : The paper examines Meta ads in the adult education field. The ads are selected based onfour main criteria, ads with creatives that show people in the profession of the intendededucation, ads that the audience can quickly identify as an educational program, creativeswith a high signal-to-noise ratio and creatives with only one point of focus in the pictures. LÄS MER

  3. 2. The Importance of Passion: A quantitative examination of cognitive and emotional processes associated with advertiser passion

    D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Författare :Alice Gemvik; Christian Thorwid; [2018]
    Nyckelord :Passion; Advertising signal effects; Emotional contagion; Advertiser passion; Extended effects;

    Sammanfattning : While it seems common practice today for brands and advertisers to express their love for what they do and use terminology as "We're passionate about." in their communication, there is a lack of scientific proof regarding its advertising effects. LÄS MER

  4. 3. Non-Stereotypical Portrayals of Gender Roles in Advertising: What does it signal about the brand and does it generate social effects?

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Mimmi Söderberg; Julia Grönstedt; [2018]
    Nyckelord :Gender roles; Non-stereotypical advertising; Signaling; Social effects; Brand-related effects;

    Sammanfattning : While marketers still frequently rely on stereotypes when depicting women and men in advertising, research shows that challenging them can have positive brand-related and social effects. Prior research has primarily focused on physical characteristics, ethnicity or sexuality, while gender role stereotypes is an under-researched area. LÄS MER

  5. 4. Luxury Advertising - An Oxymoron: A Quantitative Study on the Negative Signalling Effects of Advertising on Luxury Brands through Third-person Effect

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Hedvig Durö; Adrian Woloszyk; [2017]
    Nyckelord :Luxury; Advertising; Luxury perception; Signalling theory; Third-person effect;

    Sammanfattning : This thesis evaluates the advertising contradictions about marketing strategies in luxury branding. Although it has been discussed that marketing of luxury goods are anti-laws of marketing, the advertising expenses are billions and billions of dollars in an industry worth 1.08 trillion in 2016. LÄS MER

  7. 5. Fashionabla Upptäckter om Effekten av Reklamkreativitet

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Emmy Svedberg; Linnea Törnvall; [2016]
    Nyckelord :advertising creativity; marketing; fashion industry; premium brands; marketing signal theory;

    Sammanfattning : Advertising creativity is undoubtedly seen as one of the top elements for advertising effectiveness. Studies show that retailers seem to be more positively evaluated by the customers through advertising creativity, but research about the relationship between advertising creativity and retailers are still insufficient. LÄS MER