PODVERTISING : -Swedish Attitudes towards International Ad-spots in Podcasts
For years companies have fashioned communication strategies based on print, radio, and TV
to broadcast their message. But times are changing. This is the Internet era and this, together
with the fact that consumer electronics business has exploded in the recent years and that new
digital technologies have produced offspring, have lead to more media opportunities than ever
before. One of the latest inventions in interactive media technology is podcasting. It seems
like podcasting is here to stay and it is time for forward-thinking marketers to start looking at
Our purpose is to examine the attitudes towards international ad-spots in podcasts among
Swedish podcast users. This we do by asking the research question ‘Is the use of international
ad-spots in podcasts a viable marketing strategy in the Swedish market? Why?’
Based on our theoretical framework, we have identified aspects about advertising in general,
podvertising and attitudes towards them both. We have also identified aspects that show how
attitudes differ among age cohorts. These aspects were then tested on Swedish podcast users.
We can conclude that there are both advantages and disadvantages for international
companies that wish to use international ad-spots in podcasts as a marketing strategy in
Sweden. Most podcast users are young and do not like advertising, especially not advertising
in podcasts. They rather search for information themselves; hence infomercials in the form of
podcasts could be a better alternative for companies to use to attract the younger audience.
Generation X was less negative to the thought of being exposed to international ad-spots in
podcasts and this could indicate that international ad-spots could be a part of a strategy when
targeting this generation. However, if you consider the fact that international ad-spots are
either standardized or adapted to the country where they were produced, the effectiveness of
them can be questioned.
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