Sökning: "Filippa Östberg"

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  1. 1. Underbart är kort?: En utvärdering av reklam- och upplevelseeffektivitet vid reducerad reklamtäthet i TV

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

    Författare :Filippa Malmegård; Johan Östberg; [2009]
    Nyckelord :TV; Clutter; Reduced advertising; Advertising effects; Viewer experience;

    Sammanfattning : The high and seemingly increasing degree of consumer avoidance and disliking of television advertising breaks should raise many questions for commercially financed television networks as it can be argued that benefits sought by both viewers [seeking a fulfilling viewing experience] and advertisers [seeking advertising effectiveness] are eroded by this effect. This thesis studies effects on advertising effectiveness [RecallBRAND; AttitudeBRAND; AttitudeAD] as well as on the viewing experience [SatisfactionPROGRAM/CHANNEL; Attitude PROGRAM/CHANNEL; IntentionPROGRAM/CHANNEL] given a reduced degree of advertising clutter. LÄS MER