Sökning: "Print ad"

Visar resultat 1 - 5 av 15 uppsatser innehållade orden Print ad.

  1. 1. 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

  3. 2. Reshaping the Man in the Mirror: The effects of challenging stereotypical male portrayals in advertising

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

    Författare :Mikaela Knutson; Matilda Waldner; [2017]
    Nyckelord :norm-breaking ads; gender role stereotypes; menvertising; femvertising; firm-level effects;

    Sammanfattning : Norm-breaking gender portrayals in advertising is a relatively new phenomenon. So far, researchers have mainly focused on the implications of ads that challenge female gender role and body stereotypes; a concept known as femvertising, that has been shown to have positive effects on both brands and consumers. LÄS MER

  4. 3. Does richness lead to riches?

    Uppsats för yrkesexamina på avancerad nivå, Umeå universitet/Företagsekonomi

    Författare :Johan Svensson; Jimmy Ekström; [2016]
    Nyckelord :media richness; media selection; advertising; media channels;

    Sammanfattning : The advertising climate is very dynamic; media and the way companies advertise have evolved countless times since the end of the 19thcentury. Advertising spending in print-based media has been steadily decreasing in Europe during the past years, whereas advertising spending online and on television has been increasing. LÄS MER

  5. 4. Flås, svett och inkongruens - En studie om effekterna av träning och tematisk inkongruens på annonser

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

    Författare :Elias Bjerkeryd; Linnéa Hultemar; [2015]
    Nyckelord :advertising; physical exercise; affective priming; advertising context; thematic incongruence;

    Sammanfattning : Previous research about contextual effects on advertising has mainly focused on the editorial context, while advertisements' broader context has been overlooked. This paper aims to take a broader perspective on advertisement context. LÄS MER

  7. 5. Is the Loyal Reader a More Valuable Reader? - A Study on Loyalty as a Modifier of Ad Performance in Print Media

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

    Författare :Axel Edgren; Christian Pedersen; [2014]
    Nyckelord :Media context effects; Print media; Print advertising; Loyalty effects; Media planning;

    Sammanfattning : Print media today is struggling to compete for advertising expenditures, while concurrently media planners and others concerned with marketing efficiency are facing cluttered mediums and channels. Since the 1950s, the study of how an advertisement's medium, channel or context can influence its reception has led to various discoveries that are relevant both to media and marketing actors, yet under-researched areas remain. LÄS MER