Purpose/Aim: The purpose of this study is to examine how the advertisements of houses in the newspaper of Dagens Nyheter, have developed in layout, by text and image, during the last fifty years and to examine what part of the home is highlighted, as evident values of lifestyle. Material/Method: By examining twenty advertisements from the newspapers every decade during the period of 1958-2008, the layout and lifestyle will be described and analyzed by a quantative and qualitive (discourse) method. Main results: The advertisements has changed in many ways. The layout has drastically developed to a more personal layout of the estate agents and the trends of lifestyle have had an impact on how the agents have created the text in the advertisments to entice customers.

This thesis is a study of Swedish job adverts published on recruitment websites. The thesis has a qualitative approach and is including three parts. The first part is an analysis of 50 job advert to create an understanding for what a job advert looks like today, 2010. This part study resulted in a prototype of a typical Swedish job advert published on recruitment web-sites 2010. The second part is a literature study in order to find out what the recommenda-tions from experts for writing job adverts are at present. This step generated a list of 21 kinds of advice that the experts recommend that one should think of when writing a job advert. The last part consists of group interviews with Swedish speaking business admini-stration students about their thoughts and perceptions of content in job adverts. The result shows that the respondents preferred job adverts that were branded (informed the applicant of the employer). They thought that the job adverts were very stereotype and written in a cliché language. And they also preferred job adverts that contained information about what employer could offer an employee apart from the job itself (in non financial terms). It was also clear that the students were reading in and interpreting a lot meaning behind the words. As an overall conclusion the study suggests that there is food for thought when it comes to how job adverts are being written in Sweden in 2010 and that the field of effec-tiveness of job adverts is in serious need of more research.

Real estate advertisement sale-agent (REASA) is the most characteristic in Taiwan real estate industry. REASA serves as a training platform for those who want to be a housing developer because its major business for housing developers is to provide services of market information, advertising strategies planning and marketing plan execution for housing developers. Under tactical intention, REASA management will arrange its resources efficiently to proactively transform its business into housing developers if the industry environment suits the conditions. After transformation, some REASAs succeeded but the others failed. The variation among those is worthy to be studied. This paper bases on REASAs¡¦ internal resources to explore the impact factors of REASA transforming into housing developer. This paper will go through 3 perspectives, namely business resources, core capability and competitive strategies to discuss what kind of business resources and core capability that REASA have and how those become competitive advantages. I will study 3 elements of business resources, core capability and competitive strategies that relied by REASA transforming into housing developer. After researching of 2 successfully transformed companies in Kaohsiung and interviewing 2 professionals, the conclusion is made as below, A. The core resources for REASA are: 1. Human resource; 2. Goodwill; 3. Organization resource. Moreover, invisible resource is more valuable than visible resource for REASA. B. The core resources for housing developer are: 1. Financial resource; 2. Land resource; 3. Human resource. The difference from REASA is that visible resource is more valuable than invisible resource for housing developer. C. Apart from operation management capability, the core capabilities for REASA are: 1. Research & Development; 2. Marketing; 3. Advertising executing. These 3 are the most important factors and comprehensive effect cannot be produced if one lacks. D. The core capabilities for housing developers are: 1. Management; 2. Research & Development; 3. Financial management; 4. Construction management. E. The core resources for transforming impact are: 1. Financial resource; 2. Relationship connection; 3. Human resource; 4. Economic resource. And the core capabilities for transforming impact are: 1. Operation management; 2. Research & Development; 3. Financial capability; 4. Human resource management. F. The correlation among core resources, core capabilities and competitive strategies are: Differential strategy is to emphasis more on Research & Development and Design capabilities; Low-cost strategy is to focus more on cost control and marketing capabilities; Focus strategy is to stress more on operational, Research & Development, Financial planning and Construction capabilities. Different resources and capabilities are utilized subject to different strategies in order to reach competitive advantages in the industry.

The degree project has been implemented abroad in Brisbane, Australia. A literature study has beenperformed parallel to the practical work within the subject »Corporate identity through graphicaldesign«. In this study deeper research has been made concerning the establishment and manifestationof a corporate identity and its program. The knowledge given from this study has been put into practicethrough two larger projects.The first project was carried out at De Pasquale, advertising agency in Brisbane, where a corporateidentity program was designed for a new company. The company is a fitness centre, called KnockoutFitness, which specializes in different types of boxing training sessions such as Boxing, Thai Bow andBoxercise but also Aqua aerobics. They needed a full corporate identity program including a logotype,business card, letter paper-paper and address labels.The second project was carried out at Queensland University of Technology in Brisbane. A promotioncampaign was designed for the Department of Visual Arts, which included two information folders andone advertisement. The purpose of the campaign was to promote both the undergraduate and postgraduatecourses offered within the department.

Syftet med uppsatsen är att titta på om de stereotypa bilderna som tycks finnas av män och kvinnor i reklam stämmer; som att rosa drar till sig en kvinnas uppmärksamhet eller att en stilren bild attraherar män mer än kvinnor. Eftersom annonserna vi har valt kommer från en typisk herrtidning och en typisk damtidning hoppas vi på att kunna komma fram till att det finns distinkta skillnader i hur män och kvinnor reagerar på de sex annonser vi har valt ut. Vi vill försöka komma fram till detta genom att använda oss av de fråg<br>eställningar som är nämnda nedan. Vår huvudfrågeställning kommer att vara som följer: Finns det i svensk alkoholreklam en stereotyp bild av en manlig  respektive kvinnlig konsument av alkoholreklam och hur ser i så fall dessa ut? Vi kommer även att använda oss av underfrågor som kan kopplas till huvudfrågeställningen. Dessa kommer vara: Hur reagerar olika målgrupper på reklam som riktas mot dem samt andra målgrupper? Går det att genom enkäter hitta vad det är som män respektive kvinnor finner intressant och iögonfallande? Går det att genom att undersöka annonser se vilka element som är tänkta att attrahera ett visst kön? Går det att rikta alkoholannonser mot ett kön på ett sådant vis att det andra könet blir helt exkluderat? Genom dessa frågor hoppas vi på att kunna hitta vad en stereotypt manlig respektive kvinnlig konsument reagerar på i annonser för alkohol och vad de identifierar sig själva med i denna. Vi kommer även genom dessa frågor titta på om de som har skapat annonserna har lyckats med sin uppgift eller om de har dragit till sig en annan publik än den som var den huvudsakliga målgruppen. Ifall reklammakaren inte har lyckats med att nå sin målgrupp kommer vi att diskutera vad som kan ha varit anledningen till detta. Vi hoppas att uppsatsen ska kunna bli ett underlag till vidare diskussioner kring huruvida reklam når sin från början tänkta målgrupp. Kan de stereotyper som skapas i och med vår analys av reklamerna sägas stämma överens med den målgrupp som attraheras av reklamen eller är den stereotyp som tycks ha används vid produktionen av reklamen helt utdaterad?

Social media, such as YouTube, contain different types of information provided by the users. Because of the popularity and ability to reach out to others, coprorations might want to use this information in its advertising. However, some of the information is copyright protected works. How can a coproration use the limitations in the copyright protection to its advantage? Even when it is allowed to use the work with regard to the limitations in the copyright protection, attention must be paid to personal information and marketing provisions. This bachelor's thesis disclosures the method by which a work or the information is legally eccessed for advertising purposes.

How to build customer loyalty and retain customers are important issues for most businesses. Personalized services have been used as a strategy for such purposes. The advancement of information technology has enabled a business to keep track of customer preferences and provide personalized services accordingly. Several theories have been proposed to explain the effect of positive customer attitude toward personalized services, such as reducing information overload and the Elaboration Likelihood Model. This study is focus on the perspective of intimate relationship with customers through personalized services, and proposes that the intimacy relationship induced from personalized advertising plays a major role in building customer loyalty. An experiment was designed to test our hypotheses. An experimental website was developed to interact with the subjects for building relationship. Experimental advertisement was then sent to the subject for evaluation. The experiment results in 355 completed data, which were then analyzed using the SPSS and SmartPLS. The results reveal that (1)personalized content has a significant effect intimacy;(2) Personalized message doesn¡¦t influence intimacy;(3)customer intimacy has effects on the attitude toward advertising and customer¡¦s purchasing intention. We also find that the relationship between customer intimacy and the recommendation effect was not significantly different for different product categories.

As the change of external environment and internal resources, web portals have transformed their business models from online advertisement model into others, such as electronic commerce model, online game model and short message service model. Different external environment, as well as diverse resources of the main web portals of Taiwan and Mainland China , leads the different transformation process across the Taiwan Strait. Generally, the main web portals in Taiwan like Yahoo! Kimo, PC home and Yam, have chosen online advertisement and electronic commerce model as their main business. On the contrary, Sina, Sohu and NetEase, the main web portals in China, which have transformed their business model into online game and short message service model. This research explores some factors which may influence the transformation of web portals in Taiwan and China, and constructs the internal and external conditions which could successfully transform the web portals to their business models by secondary data analysis and case analysis. There are several factors which influence the web portals to adopt certain business to run their business models.

This study is an attempt to analyse the newspaper supplements published by the Turkish printed press. An analysis of the qualitative and quantitative characteristics of the contents of the newspaper supplements selected due to the circulation numbers follows a brief history of the newspaper supplements. The study ends with the interviews made with the editor-in-chiefs of the weekend supplements. What results from these two analyses on different levels is that even though the basic aim of the daily newspaper supplements, mainly the weekend supplements is to increase the advertising revenues of the publishing companies, the content presented to the readers through these supplements also plays an important role in the social-ideological reproduction as the symbol of a specific life style. Therefore, this study also shows that critical political-economic approaches have to be completed with cultural analyses in the media studies.

Product line extension is considered a low-cost, low-risk strategy of introducing products under the same category. Under product line extension strategy, however, manufactures and retailers usually advertise merely one product during a certain period, rather than advertising all products within the product line at the same time. Taking example of Coke Cola, it keeps extending its product line horizontally in the past years. There are Classic, Diet and Zero Coke belonging to the main product line. As we observed, Coke Cola seldom advertised for three products simultaneously. On the contrary, to highly impress consumers, only one product would be strongly promoted in a certain period. What is interesting is whether the advertisement of Zero Coke lowers the price that Classic Coke buyers are prepared to pay toward Classic Coke while zero calorie is highly emphasized in ads. It would be interesting to investigate the impact of product line advertisement on consumers to see whether the product line advertisement always brings positive influence on reference price toward consumers with different purchase purposes. This research addressed the question of how product-line advertisement influences consumer¡¦s reference price within vertical and horizontal product line. It combined the research of product line extension and the concept of reference price to give advice for marketing. The category of product used in experiment is durable that was suggested in prior study. To examine the relationship between product-line advertisement and reference price, experimental method was performed here to test different kind of product line advertisement toward consumers with different purpose purposes, buying high-end product, low-end product or one certain product belonging to the horizontal product line. The results indicated that within the vertical product line, the brand advertisement with low-end product decreases the reference price toward high-end product buyers whereas the informational advertisement with low-end product increases the reference price toward high-end product buyers. Besides, within the horizontal product line, both of the brand and informational advertisement with one certain product in horizontal product line decreases the reference price toward the buyer who would like to buy another product belonging to the same product line.