<p>Background</p><p>Marketing spending has grown dramatically over the last decade but the traditional market-ing strategies such as advertising in TV, on billboards and posters might not be as effective as they used to be. The phenomena, how to work with marketing with the use of limited capital, has attracted attention in different contexts lately. It may sound hopeless to reach all the way through by the use of limited capital but it although exist examples of compa-nies that have succeeded with this; they are doing more with less.</p><p>Purpose</p><p>The main purpose of this thesis is to examine how firms, by the use of no or limited finan-cial resources, could market themselves successfully and how such a marketing process look like. The other purpose is to identify or map out the difference among traditional marketing and doing more with less.</p><p>Method</p><p>With a more inductive research approach and a qualitative research method the data was collected for this thesis. Four companies were carefully selected and interviewed over the phone. The chosen respondents are; Tomas Gustafsson representing Brämhults, Per Holk-nekt at Odd Molly, Jan Gustafsson at Saltå Kvarn and Hanna Lundgren at WeSC.</p><p>Conclusion</p><p>We have concluded that many strategies can be successful in doing more with less. The strategies found in this study are; Public Relations, Brand Management, Packaging, Product Placement, Event Marketing and Unique Selling Propositions. A coherent pattern or proc-ess could not be identified but it exist similarities in the way that companies make use of marketing strategies concerning doing more with less. Moreover we came up with the con-clusion that the difference between traditional marketing and the strategies identified as do-ing more with less, besides the obvious cost aspect, is the connection that they are often presented in a way which is not as easy for the potential consumer to perceive as commer-cial.</p>

<p>Background: The consumers of today have the possibility to choose from a wide range of products and services. Consequently, the ability to differentiate the products is essential for the brand owners. If a brand owner does not manage to differentiate its product, it can be difficult to make the consumers realise the benefits of the product and convince them to buy it. One way to differentiate the product is to create a distinguished brand identity. However, it is not enough to create a strong brand identity, the brand owner must also be capable of communicating the brand identity successfully. There are several ways to communicate a message and one is to use product placement. Purpose: The purpose of the thesis is to create an understanding for product placement’s ability to communicate a brand identity, seen from the brand owners’ point of view. Delimitation: We have chosen to limit our study to only treat product placement in Swedish film. Proceed of the study: We have conducted a qualitative study where the empirical material consists of four personal interviews. Three of the interviewees represented brand owners that have used product placement and one was a product placement agent. The theoretical frame of reference consists of three main theories; marketing communication theory, theories on brand identity and theories on consumer behaviour, where communication theories will be given strongest emphasis. Results: We observed that product placement has possibilities to communicate brand identity, under certain circumstances. The product placement must either be supported by a cross promotion-campaign or expose a product that has distinguished physical characteristics as part of the brand identity.</p>

我國於2012年10月國家通訊傳播委員會（NCC）訂定暫行開放置入行銷與冠名贊助之規範，使電視公司得以在節目製播資源上正式獲得企業挹注，並能夠製播更好品質的電視節目。 本研究以NCC有條件放寬電視節目冠名贊助、置入行銷規範之基礎下，採用深度訪談法，邀請產業中擁有相關實務經驗之經理人與學界、政府機關共八位受訪者，探討產業置入行銷的業務推動、行銷策略、執行製作與相關態度四面相。 研究發現，今日台灣電視節目製播生態不如以往，因此相關商業置入行銷與冠名、贊助為產業雙向合作的共生關係，而非過去較多為企業方的行銷需求。在此一行銷模式中，節目收視率與節目收視群為企業考慮合作可能性的主要兩大因素，然而，節目收視率並非企業絕對的評估合作之可能性，若節目收視群吻合度非常高，企業也愈傾向與該電視節目合作；電視台重視企業的則是品牌連結度、品牌形象與品牌知名度。但在彼此選擇中，電視台方擁有較大主導權選擇合作對象。 此外，產、官、學之間因立場不同而產生一定的認知落差。研究者認為若電視台並無明顯違規，NCC仍以鼓勵業者自由製播為原則。NCC持續觀察產業之製播成效與發展，並適時與適當地放寬規範。最後，NCC應對於此一規範做內容限縮，而非在形式上過多限制，例如外購節目應不得接受冠名贊助，如此台灣電視產業競爭力才能實質提昇。NCC釋出更多的空間，也必須要適當地限縮才能夠有效扶植台灣電視製播產業。 / Since The National Communication Committee (NCC) began to ease restrictions on product placement and sponsorship permitted in television in October 2012, television corporations have been able to receive more investments officially from enterprises to improve the quality of their programs. Under this context of partially relaxed restrictions on television programs, this research includes in-depth interviews to members of different relevant organizations, namely 4 senior executives from television corporations, 2 from advertising sponsors, 1 from the academia, and 1 from a government agency, in order to deeply understand their business motivation, marketing strategies, executive production, and attitude toward the topic. This study found that product placement and sponsorship permitted in television is a mutual cooperation between television corporations and enterprises. In this way of marketing, television ratings and television viewer groups are the main factors that enterprises take into consideration. As far as television corporations are concerned, strength of relations, image, and awareness of enterprises are the issues they most care about. In addition, it was found that there is a perception gap among the industry, government agencies, and the academia. However, NCC continues to observe the development of the industry, and lift a ban on product placement and sponsorship in television properly at the right time. Finally, this study suggests that NCC should have restricted the policy on the content rather than on the form, for example, broadcasters should not be offering title sponsorship for imported television programs, so that the government can truly foster the television industry in Taiwan.

Background Marketing spending has grown dramatically over the last decade but the traditional market-ing strategies such as advertising in TV, on billboards and posters might not be as effective as they used to be. The phenomena, how to work with marketing with the use of limited capital, has attracted attention in different contexts lately. It may sound hopeless to reach all the way through by the use of limited capital but it although exist examples of compa-nies that have succeeded with this; they are doing more with less. Purpose The main purpose of this thesis is to examine how firms, by the use of no or limited finan-cial resources, could market themselves successfully and how such a marketing process look like. The other purpose is to identify or map out the difference among traditional marketing and doing more with less. Method With a more inductive research approach and a qualitative research method the data was collected for this thesis. Four companies were carefully selected and interviewed over the phone. The chosen respondents are; Tomas Gustafsson representing Brämhults, Per Holk-nekt at Odd Molly, Jan Gustafsson at Saltå Kvarn and Hanna Lundgren at WeSC. Conclusion We have concluded that many strategies can be successful in doing more with less. The strategies found in this study are; Public Relations, Brand Management, Packaging, Product Placement, Event Marketing and Unique Selling Propositions. A coherent pattern or proc-ess could not be identified but it exist similarities in the way that companies make use of marketing strategies concerning doing more with less. Moreover we came up with the con-clusion that the difference between traditional marketing and the strategies identified as do-ing more with less, besides the obvious cost aspect, is the connection that they are often presented in a way which is not as easy for the potential consumer to perceive as commer-cial.

The aim of this diploma thesis is to analyze every form of commercial communications on television. These forms are commercial, sponsoring, teleshopping, teletext,television grouting and product placement. The thesis has five chapters. The first and second chapters are theoretical bases of this thesis. These chapters contains information about marketing, marketing and communication mix, marketing and commercial communications. The third chapter describes media and medial environment. The fourth chapter contains detailed information about television or more precisely television medium. The fifth chapter contains the analysis of forms of commercial communications used on television. The part of this chapter is among others the analysis of data provided by Admosphere, s.r.o. and interviews with specialists from television, medial environment.

Bakgrund: För att företag ska kunna tillgodose kundernas efterfrågan har de oftast ett färdigvarulager med produkter för att snabbt kunna leverera till kunder. Det blir därmed viktigt för företagen att maximera lagret och dess utformning. Användningen av lagret bör ske på ett sådant sätt att lagerhållningskostnaderna och lagerhanteringskostnaderna minimeras.  Syfte: Syftet med detta examensarbete är att göra en nulägesbeskrivning på Beds by Scapa över hur färdigvarulagret för bäddmadrasser och huvudgavlar är uppbyggt samt identifiera utmaningar och se om det finns möjligheter till förbättringar kring lagerhantering. Metod: Denna studie utgår från en kvalitativ och kvantitativ forskningsmetod. Då studien utgår från teoretisk förförståelse kommer kritisk realism tillämpas. Studien är en fallstudie där empirisk material är inhämtat från observationer och intervjuer som har varit både ostrukturerade och semistrukturerade. När det gäller kvantitativa forskningsmetoden har data från affärssystemet inhämtats och mätningar utförts.  Slutsats: Studien har genom en nulägesanalys identifierat utmaningar och förbättringsförslag som existerar för sektionerna bäddmadrasser och huvudgavlar. Två olika alternativ har presenterats och det första innebär att använda ABC-kategorisering och det andra innebär att förbättra familjegruppsindelningen som redan används. / Background: In order for companies to meet customer demand, they usually have a finished goods inventory of products to quickly deliver to customers. It thus becomes important for companies to maximize the stock and its design layout. The use of the warehouse should be done in such a way that the storage costs and handling costs are minimized. Purpose: The purpose of this thesis is to present a current status report of how Beds by Scapas finished inventory of bed mattresses and headboards is constructed within the warehouse, and to identify if there are any challenges and see if there are opportunities for improvements in inventory management. Method: This study is based on a qualitative and quantitative research method. Since the study is based on theoretical understanding, critical realism will be applied. The study is a case study in which empirical material is obtained from observations and interviews that have been both unstructured and semi-structured. When it comes to the quantitative method, data has been collected from the ERP system and measurements has been carried out.  Conclusion: The study has identified a challenge and improvement suggestions that exist for the bed mattresses and headboard sections through a current situation analysis. Two different alternatives have been presented where the first alternative is to use ABC-categorization and the second alternative is to improve the family grouping that is already in place.

The shift of media from traditional forms to new digital ones has raised the possibility of new kinds of media services, including mobile television. In today¿s communications market, mobile phones are of increasing importance to users and, since mobile devices are connected most of the time, they have a high degree of location independence. The availability of 3G technology and the mobile devices needed to implement mobile television are now established and available. Mobile television is expected to be an important new service that could penetrate the market place and provide new applications, as well as create a market for new players and new investments, if the appropriate price, content and philosophy for content design are found. This research explores the many potential application areas for mobile TV, with a particular focus on advertising. Various organisations that seek success in this market can utilise the potential for advertising on mobile TV. Ultimately, mobile device users are able to use mobile TV for entertainment and information sourcing. However, a number of challenging issues remain to be addressed. The features that appealed to the consumers were studied in this research. Surveys were conducted to obtain an understanding of consumers¿ opinions and needs regarding the mobile TV experience. Many users clearly do like to interact with video content on mobile devices. Interactive mobile TV advertising can benefit users who will be able to use an essentially ¿free¿ mobile TV service, funded by an advertising model. This research proposes an environment for interactive advertising on mobile TV and discussion of an implementation of the proposed designs.

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本研究採焦點團體及網路文字訪談方式，以閱聽人的解釋與詮釋等心理層面探討，透過13位受訪女性閱聽人的韓劇收視經驗及風格剖析，試圖理解她們對於韓劇置入商品的接收、解讀以及個人消費間的關聯性，藉此建構出置入性行銷的影響因素與輪廓，作為未來台灣戲劇製作單位或廣告主在置入性行銷實務運用上的參考。 研究發現，身處在商業社會的都會女性早已熟悉「置入性行銷」的手法，她們對於隱性的置入較顯性的方式具有好感度，同時，她們也認為韓劇的高品質與時尚感和大量高端品牌的置入有關。對於都會女性來說，韓劇善用明星魅力包裝置入的商品，透過閱聽人理想學習典範以及大量的流行符號建構，淺移默化地影響台灣都會女性閱聽人對於韓系商品的認同。此外，本研究認為戲劇相關的部落格或影劇消息等次文本，將再次形塑置入商品對於閱聽人的影響力，並助於置入商品的再次擴散。未來有關置入性行銷策略，建議可將置入的商品或品牌融入劇情之中，以風格的營造取代品牌商標出現的頻次，同時運用高端品牌的置入商品提升其他商品的符號價值。 / This research adopts qualitative methodology to explore audience perception of product placements in Korean Drama. Upon considering the audience’s perspective, this study intends to discover cognitive activities about how placed products affect their awareness and consumption behaviors. In particular, the purpose of this study is to assist Taiwanese media practitioners and marketing planers in developing future marketing communication strategies for the practice of product placement. The results of this study indicate that 1) Female audiences in the business environment are familiar with product placement. Their attitudes toward implicit placements are more positive than explicit placements. Furthermore, they feel the volume of high fashion brands placed in Korean Drama improves the quality of the show. 2) Korean Drama is good at portrayal management, which develops affective commitment and purchase intention to the placed brands via building popular drama characters and trendy identifications. Meanwhile, the related subtexts, such as blogs, entertainment/celebrity news, are evidenced to trigger product placement effects. 3) As a marketing strategy, this study suggests integrating the placed product or brand into the storyline, to create a trend rather than using repeated appearance of brand logos in the show. In addition, the study also suggests the use of high fashion brand placements to enhance the value of the unknown products in the show.

《中文摘要》 近年來政府對「電視新聞置入」十分熱衷，但兩極化的爭議也隨之而起；不過在現實狀況下，媒體早已是主動出擊，與行銷公關公司搶食政府置入新聞的大餅。本研究透過兩個代表性個案的分析、從「置入流程」、「內容呈現」與「媒體立場」三個面向來還原目前政府究竟是如何將其宣傳置入電視新聞。研究發現，政府置入電視新聞已達供不應求的「量產」規模，不但形成特殊的置入新聞產製標準化流程與專業的「接案族」，甚至媒體工作者的心態也與過去大不相同。而政府花錢透過媒體包裝後所呈現出來的政府置入新聞，卻往往不符合最基本的新聞報導原則，消息來源太集中於政府官員，無法達到客觀與平衡的基本要求，在文稿與畫面呈現等新聞處理的技巧上均有待加強。此外，本研究亦顯示，在政府置入電視新聞後，原本是媒體監督對象的「政府」如今變成了重要金主，電視新聞的立場幾乎都一面倒向對政府有利，只有極少數新聞秉持報導中立，顯見新聞置入已箝制了媒體監督政府、為民喉舌的功能。 關鍵詞：置入式行銷、電視新聞、消息來源、新聞客觀 / The process and presentation of government oriented product placement on TV news 《Abstract》 In recent years, government oriented product placement on TV news is very popular, but also controversial. In fact, television and public relations companies are fighting for this business. The author selected two cases to examine how Taiwan government placed its propagandas and policies on TV news. The results showed that product placement on television news has reached "mass production" scale, not only create a special SOP sequence and even the mentality of media workers was different from the past. However, the TV news placed by government used government officials as news source, did not fulfill the requirement for objectivity and balance,and violatd the basic principle of news reporting. In addition, through product placement on television news, government has now become the major client of TV. As a result, the placed TV news was heavily in favor of the government. The results of the study indicated that government oriented product placement has paralyzed the surveillance function of television news . keywords：product placement, TV news, news source, news objectivity