Sökning: "Mikael Rolker"

Hittade 1 uppsats innehållade orden Mikael Rolker.

  1. 1. Syns man inte, finns man inte: En kvantitativ studie om PR och reklams relativa effektivitet

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

    Författare :Mikael Rolker; Louise Saxholm; [2005]
    Nyckelord :PR; advertsing; relative effectiveness; communicative effect; brand attitude; brand recall; attitude; credibility; ad; unfamiliar; familiar; positive PR; negative PR;

    Sammanfattning : When working with market communications it is important that ones brand is noticed and remembered, for which the marketer has many tools at hand. This study compares the communicative effects of PR and paid advertisement on consumers, in response to the underlying purpose to provide a theoretical framework for better understanding the relative effects of the two tools. LÄS MER