Sökning: "Comparative advertising"

Visar resultat 1 - 5 av 72 uppsatser innehållade orden Comparative advertising.

  1. 1. “Det blir ju enklare att tänka utanför boxen om du vet vad boxen faktiskt är” : En jämförande intervjustudie mellan svenska och spanska reklambyråers förhållningssätt till reklambranschen

    Kandidat-uppsats, Örebro universitet/Institutionen för humaniora, utbildnings- och samhällsvetenskap

    Författare :Alva Erhardsson; Mariann Bornkessel; [2024]
    Nyckelord :Advertising Agencies; Interview study; Comparative; Barcelona; Gothenburg; Institutional Theory; Global demands; Local demands;

    Sammanfattning : The existing literature extensively covers the demands placed on advertising agencies, yet there is notably less research on how these agencies respond to these demands, especially in a comparative context. In response, this current study aims to investigate how advertising agencies navigate the complex market, where they must adapt to external demands while maintaining their unique identity. LÄS MER

  3. 2. Vad är poängen? : En narrativ jämförande analys av Kevin Bangs egna videor och marknadsföringsvideor

    Kandidat-uppsats, Jönköping University/HLK, Medie- och kommunikationsvetenskap

    Författare :Amanda Larsson; Cecilia Månsson; [2024]
    Nyckelord :Kevin Bang; TikTok; Advertising; Collaborations; Influencers; Narratology; Social Media; Narrative Analysis; Kevin Bang; TikTok; Reklam; Samarbeten; Influencers; Narratologi; Sociala medier; Narrativ analys;

    Sammanfattning : Reklam har genom tiderna utvecklats från att vara övervägande argumenterande text till att påsenare år ha en mer berättande ansats, särskilt med framväxten av videoreklam. Socialamedier har lockat många företag att flytta sin reklam från traditionella medier till socialamedier på grund av den ökande användningen. LÄS MER

  4. 3. Enhancing Privacy in Cookieless Web Advertising : A Comparative Study of Multi-Party Computation and Trusted Execution Environment Solutions for Private Attribution Reporting

    Master-uppsats, KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Författare :Victor Massy; [2023]
    Nyckelord :Multiparty computation; Trusted execution envrionment; Web advertising; Private attribution reporting; Flerpartsberäkning; Pålitlig exekveringsmiljö; Webannonsering; Privat attributionsrapportering;

    Sammanfattning : The end of third-party cookies has driven the advertising market to seek new solutions. Third-party cookies were widely used to track users’ online activities across websites. However, the growing concern for privacy has led web browsers to put an end to this practice. LÄS MER

  5. 4. Sentiment Analysis Of IMDB Movie Reviews : A comparative study of Lexicon based approach and BERT Neural Network model

    Kandidat-uppsats, Blekinge Tekniska Högskola/Institutionen för datavetenskap

    Författare :Prashuna Sai Surya Vishwitha Domadula; Sai Sumanwita Sayyaparaju; [2023]
    Nyckelord :Bag of Words BoW ; Deep Learning; IMDb Movie Reviews; Machine Learning; Natural Language Processing NLP ; Sentiment Analysis; Term Frequency- Inverse Document Frequency TF-IDF .;

    Sammanfattning : Background: Movies have become an important marketing and advertising tool that can influence consumer behaviour and trends. Reading film reviews is an im- important part of watching a movie, as it can help viewers gain a general under- standing of the film. And also, provide filmmakers with feedback on how their work is being received. LÄS MER

  7. 5. From cheap to chic: a quantitative study on using comparative transparency as a tool for brand attribute upgrading

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

    Författare :Adrian Brännstam; Simon Eliasson; [2023]
    Nyckelord :Brand alliances; Business Transparency; Comparative Advertising; Brand- and Product Quality Perceptions; Brand Attribute Upgrading;

    Sammanfattning : This thesis constitutes the first attempt to investigate the concept of comparative transparency, a novel type of brand alliance, inspired by comparative advertising and enabled by the growing trend of business transparency in the apparel industry. Broadly, the present study is designed to investigate whether a weak brand can capitalize on the positive attributes of a strong brand merely by being presented as having common manufacturers in an online retailing context. LÄS MER