近年來遊戲與廣告結合的方式逐漸成為熱門的廣告行銷手法。遊戲式廣告（Advergaming）顧名思義就是廣告與遊戲的結合，利用消費者尋求娛樂的目的，企業主將品牌相關訊息整合成遊戲形式出現，希望消費者透過遊戲達到娛樂效果的同時，也能夠達到產品資訊或品牌認知的說服效果。 本研究檢視國內外對於遊戲式廣告的相關研究以及實務業者概況，試圖探討遊戲式廣告中的娛樂性、遊戲內容─產品特性的一致性、首尾頁品牌與產品資訊的有無對於記憶與態度的效果，以及認知專注（Cognitive Absorption）是否中介影響廣告溝通效果。 研究結果指出，娛樂性高低確實會影響產品特性記憶、遊戲態度與廣告態度。娛樂性亦會透過認知專注影響廣告態度，當娛樂性越高時，遊戲者會有越高的認知專注，也就越投入在遊戲之中，因而造成越佳的廣告態度效果。另一方面，娛樂性與遊戲內容─產品特性的一致性交互作用則未顯著。 另外，研究者發現首尾頁是否有品牌及產品資訊會影響受測者的記憶效果，當首尾頁有資訊的狀況下，受測者會有較佳的產品特性記憶與品牌記憶。而且在娛樂性與首尾頁品牌與產品資訊的交互作用下，當遊戲式廣告為高娛樂性，首尾頁有品牌與產品資訊可以顯著提升受測者的產品特性記憶效果。因此，研究者建議實務業者未來在操作遊戲式廣告時，若是能在遊戲的首尾頁放上品牌與產品資訊，就不必擔心遊戲的高娛樂會消彌消費者對於品牌與產品的記憶效果。

<p>Purpose/Aim: The purpose of this essay is to analyze and discuss how MTV is affected by the development that takes place on the world’s media market. The aim is also to see how MTV’s target group’s image of the channel can give guidelines in how MTV should act in this new media era.</p><p>Material/method: I have examined the development on the media market and then created a model consisting of relevant factors that could affect a TV-channel today. Those factors and the two factors image and profile are then applied on MTV. I have done three interviews with people who work at MTV Networks Nordic and one interview with a person who used to work there. I also arranged three focus groups with members within the target group of MTV (15-24 year). The questions for all of the interviews were based on theories relevant to this study.</p><p>Main results: The results from the interviews and the focus groups showed that the profile and the image of MTV did not agree completely. An example of that is that the staffs of MTV saw the channel as a youth channel while the target group saw it as a music channel. MTV seems to go from being a niche channel to becoming a broader channel, a move that is quite unusual on today’s media market where niche marketing is the main strategy for TV-channels. People within the target group 15-24 uses the Internet more than TV an average day, and the younger members of my focus groups used the Internet more than the older ones. None of the members of the target group watched TV on their mobile phone but they assumed that younger kids would use it a lot in the future. All agreed upon that MTV was a suitable channel for mobile-TV.</p>

Purpose/Aim: The purpose of this essay is to analyze and discuss how MTV is affected by the development that takes place on the world’s media market. The aim is also to see how MTV’s target group’s image of the channel can give guidelines in how MTV should act in this new media era. Material/method: I have examined the development on the media market and then created a model consisting of relevant factors that could affect a TV-channel today. Those factors and the two factors image and profile are then applied on MTV. I have done three interviews with people who work at MTV Networks Nordic and one interview with a person who used to work there. I also arranged three focus groups with members within the target group of MTV (15-24 year). The questions for all of the interviews were based on theories relevant to this study. Main results: The results from the interviews and the focus groups showed that the profile and the image of MTV did not agree completely. An example of that is that the staffs of MTV saw the channel as a youth channel while the target group saw it as a music channel. MTV seems to go from being a niche channel to becoming a broader channel, a move that is quite unusual on today’s media market where niche marketing is the main strategy for TV-channels. People within the target group 15-24 uses the Internet more than TV an average day, and the younger members of my focus groups used the Internet more than the older ones. None of the members of the target group watched TV on their mobile phone but they assumed that younger kids would use it a lot in the future. All agreed upon that MTV was a suitable channel for mobile-TV.

Syftet med uppsatsen är att undersöka hur Washington Capitals strategiskt arbetar för att skapa upplevelser i samband med hockeymatcherna och deras kringarrangemang. Hur skapar Washington Capitals upplevelser? Finns det något att lära av deras upplevelsestrategi? Kan Washington Capitals arbetssätt kopplas till teorier om upplevelseekonomi?   Metod: Sekundärdata i form av tryckta källor och böcker, tidigare uppsatser och artiklar. Vi har genomfört en kvalitativ fältstudie i Washington D.C. Där intervjuade vi personer på Washington Capitals organisation samt genomförde deltagande och icke deltagande observationer på huvudkontoret och i arenan vid matcharrangemang.   Resultat &amp; slutsats: Washington Capitals arbetar i hög grad med upplevelseekonomi, detta är något som andra kan lära av. Washington Capitals arbetar inte utefter några upplevelseekonomiska teorier, de hade aldrig hört begreppet tidigare. Dock är deras arbetssätt i linje med upplevelseekonomins teorier.    Förslag till fortsatt forskning: Presentationen av studien begränsas då det är svårt att lyfta fram de händelser som skapar intryck i en text. En liknande studie skulle med fördel kunna presenteras genom en film. För att få ökad förståelse för varför publiken går på hockeymatcher skulle vidare studier kunna göras om publikens motivationsfaktorer, både i Sverige och i USA. Fortsatta studier skulle också kunna göras i samarbete med en svensk idrottsförening för att testa upplevelseekonomins teoretiska metoder i verkligheten.   Uppsatsens bidrag: Uppsatsen kan bidra med konkreta exempel på hur en idrottsorganisation kan arbeta med att skapa upplevelser i samband med sina idrottsarrangemang. / Our objective of the thesis is to investigate how the Washington Capitals strategically works to create experiences in the context of hockey games and the surrounding events. How does the Washington Capitals create experiences? Is there anything to learn from the Washington Capitals experience strategy? Can their way of work be linked to theories about the experience economy?   Method: Secondary data such as printed sources and books, previous studies and articles.We conducted a qualitative field study in Washington D.C. We interviewed people at the organization of Washington Capitals and carried out participant and non-participant observations at headquarters and in the arena at game events.  Results &amp; Conclusions: Washington Capitals are definitely working with experience economy, this is something that others could learn from. Washington Capitals are not working by any experience economy theories, they had never heard the term previously. However, their way of work is in line with the experience economy theories.   Suggestions for future research: The presentation of this study is limited since it is difficult to highlight events that create impression by writing. A similar study could favourably be presented by a movie. To obtain a better understanding of why the audience attend hockey games further studies could be done about the audience's motivation factors, both in Sweden and in the U.S.. Further studies could also be done in collaboration with a Swedish sports club to test the theoretical methods in reality.    Contribution of the thesis: The essay can provide concrete examples of how a sports organization can work to create experiences in the context of their sporting events.

Currently usability research and practice are facing a challenge. The focus of design concerns is expanding from predominantly functional aspects of IT systems to overall user experience, which has direct implications for the area of usability evaluation. The aim of the study reported in this thesis is to explore the potential of traditional usability evaluation approaches to deal with issues related to user experience, such as fun and entertainment. The empirical study reported in the thesis deals with fun and entertainment, employs concepts and methods of web usability, and specifically focuses on the so-called entertainment web sites (EWSs). Existing studies and the most relevant theories of fun and usability are examined to determine to which extent these can shed light on evaluation of fun and usability. Then apparently to establish if these theories can help operationalize fun and entertainment as aspects of web usability. . It is concluded that evaluation of fun and usability remains an open issue. In the study, traditional usability evaluation methods are applied on EWSs and based on these results the methods are revised. Finally, these revised methods are used in evaluations of EWSs once more. The results of the study indicate that traditional usability evaluation methods can be applied to evaluation of entertainment and fun in the context of web usability. More specifically, existing empirical evaluation and heuristic evaluation methods are found to produce relevant and potentially useful evidence when applied to evaluation of entertainment web sites. Therefore, the main conclusion of the thesis can be formulated as follows; while the underlying concepts and principles of web usability can be employed in evaluation of entertainment and fun, specific evaluation methods need to be revised.

Syftet med uppsatsen har varit att genom kvalitativa intervjuer lyfta fram motpolerna kringdagens konsumtion av digital underhållningsmedia och fastställa om konsumenters syn på värdekan relateras till deras val av att antingen betala för ägandet eller för tillgänglighet av den. Metoden har bestått av åtta stycken kvalitativa intervjuer där respondenter fått frågor om sinkonsumtion av digitala underhållningsmedia inom; musik, video, spel och podcasts. Uppsatsen kommer fram till att konsumenter ser värdet i användningen av mediet och inte iägandet av det. Konsumenterna vill således hellre strömma sin media än att ladda ner den. Deväljer därför mer eller mindre obehindrat den tjänst som har bäst utbud. Konsumenterna menardock att det i dagsläget finns en viss otrygghet i strömningstjänsterna. Otryggheten växer ju merengagemang mediet kräver, vilket gör att spel och video som enligt respondenterna var primäraaktiviteter, vilka kräver högre engagemang, har en tendens att hellre vilja laddas ner avkonsumenterna medan musik och podcast, vilka kräver lägre engagemang, sekundära aktiviteter, hellre strömmas. / Purpose/Aim: The purpose of the thesis was to examine if consumers perceived the value of digital media entertainment in the access of the media and/or the ownership of it. Material/Method: The material consisted of 8 qualitative interviews which was presented in anarrative form. The interviews investigated consumers digital media entertainment habits and inparticular if the consumers downloaded or streamed their content. Main results: Consumers perceived the value of digital media entertainment through the accessof it, value-in-use, rather than in the ownership of it, value-in-exchange. On the other hand, themore engaged the consumers were in their use of the media, the more concerned they were withdownloading the content rather than streaming it.

Eighteenth-century London was a hotbed for instrumental arrangements, and many of these works were derived from the operas of George Frideric Handel (1685-1759). Thirty-one of his operas, in whole or in part, were arranged for recorder or flute, and there were over seventy keyboard transcriptions of the overtures to these operas. While the transcriptions of Handel overtures have been thoroughly examined, opera aria transcriptions have never received an appropriate level of study and analysis. The Ladys Banquet or The Lady’s Entertainment provides an excellent starting point. Not only does it include numerous opera aria arrangements, but its volumes were re-issued several times, suggesting a wide circulation. Its study raises a number of issues, including publication and authorship of Handel transcriptions, gendered music of the eighteenth century and analysis of opera transcriptions. The Ladys Banquet or The Lady’s Entertainment is a collection of six volumes of keyboard music published by John Walsh in the first half of the eighteenth century. The first two books were issued in 1704 and 1706 respectively, and included many undemanding pieces by fashionable composers such as Jeremiah Clarke (c.1674-1707) and Henry Purcell (1659-1695). The Third and Fourth Books followed in circa 1715 and 1716 and contain predominantly dance tunes and popular songs revised for the keyboard. When, in the early 1730s, the Fifth and Sixth Books appeared, the original four volumes were revised, and included wholly different material than the first editions. The publications of John Walsh are notoriously confusing owing to their lack of publication dates, repeated use of title pages, and misleading advertisements. The Ladys Banquet, as a whole, is especially bewildering because of the reissues of the collection and the changing repertoire. My research focuses on the Fifth Book of The Ladys Banquet, first printed around 1734, due to its abundance of opera aria transcriptions and consistency of content within editions. This document compiles relevant background information and offers a lucid guide to The Ladys Banquet. It provides historical context, examination and discussion of the contents of each volume, with specific details about the music in the Fifth Book, as well as analysis of the Handel aria transcriptions.

Eighteenth-century London was a hotbed for instrumental arrangements, and many of these works were derived from the operas of George Frideric Handel (1685-1759). Thirty-one of his operas, in whole or in part, were arranged for recorder or flute, and there were over seventy keyboard transcriptions of the overtures to these operas. While the transcriptions of Handel overtures have been thoroughly examined, opera aria transcriptions have never received an appropriate level of study and analysis. The Ladys Banquet or The Lady’s Entertainment provides an excellent starting point. Not only does it include numerous opera aria arrangements, but its volumes were re-issued several times, suggesting a wide circulation. Its study raises a number of issues, including publication and authorship of Handel transcriptions, gendered music of the eighteenth century and analysis of opera transcriptions. The Ladys Banquet or The Lady’s Entertainment is a collection of six volumes of keyboard music published by John Walsh in the first half of the eighteenth century. The first two books were issued in 1704 and 1706 respectively, and included many undemanding pieces by fashionable composers such as Jeremiah Clarke (c.1674-1707) and Henry Purcell (1659-1695). The Third and Fourth Books followed in circa 1715 and 1716 and contain predominantly dance tunes and popular songs revised for the keyboard. When, in the early 1730s, the Fifth and Sixth Books appeared, the original four volumes were revised, and included wholly different material than the first editions. The publications of John Walsh are notoriously confusing owing to their lack of publication dates, repeated use of title pages, and misleading advertisements. The Ladys Banquet, as a whole, is especially bewildering because of the reissues of the collection and the changing repertoire. My research focuses on the Fifth Book of The Ladys Banquet, first printed around 1734, due to its abundance of opera aria transcriptions and consistency of content within editions. This document compiles relevant background information and offers a lucid guide to The Ladys Banquet. It provides historical context, examination and discussion of the contents of each volume, with specific details about the music in the Fifth Book, as well as analysis of the Handel aria transcriptions.

Our study shows if and how Swedish public service television has changed its content from the time when SVT had monopoly until this day when the competition is greater than ever. We got an insight in what has been presented to the audience by studying TV schedules from 1975 to 2009. The study examines four weeks during the years when the two main channels SVT1 and SVT2 have been broadcasting. One week each of these following years have been examined: 1975, 1985, 1995 and 2009. These years have been chosen to get an insight in what content the TV schedules presented before and after SVT got competition in the Swedish TV market. A total of 28 days and 56 TV schedules have been examined. This was done with a quantitative analysis and with an own model of ten categories that has helped us to sort the TV shows based on their content. Even though it was not a great difference, the result shows that the percentage of news has decreased since 1975. But it was not possible to see if the TV shows that replaced the news in the TV schedule was of an entertaining kind. The study also shows that a new kind of TV shows have taken a large spot in the schedules. Nowadays it is common that a TV show mix different kind of categories during its broadcasting time. One example is Gomorron Sverige. Furthermore we have seen that live debates take a large place in the TV schedules in 2009, especially during the day time. Besides that, the sizes of the categories have been pretty even during the 34 years. SVT has not made any significant changes since the monopoly was broken and the competition became a reality. We have also noticed that the broadcasting time has increased a lot since 1975. It is particularly obvious in the day time where there many years ago were no broadcasting at all. Our main purpose with the study was to examine if there is less news today in favour of TV shows of a more entertaining kind.

This dissertation presents innovative demand management techniques for service systems with limited resources. The first study analyzes demand management policies of animal shelters with limited Kennel space as a set of interacting stochastic queueing systems. In practice, there are two main policies being used, which we call "Kill" and "No-Kill" policies. In a "Kill" system, animals may be euthanized if a shelter is full. Many shelters have moved to a "No-Kill" policy, where they avoid killing for space and adopt other approaches to reduce supply and demand mismatch. Our goal is to provide insights on how No-Kill policies, such as coordination, adoption and neutering campaigns, help reduce the animals' killing rate so that the shelter management can choose the way to effectively solve their problems. In the second part, we consider a topic of demand management for the Sports and Entertainment (S&E) industry, called "Scaling the house", i.e., how to divide seats into zones for different prices to maximize revenue across the venue. From the data obtained from several performance venues in the U.S., we find ticket demand is impacted by locations of seats as well as by price. We characterize closed-form solutions for the optimal two-dimensional zoning decision (with row and column cuts) and the one-dimensional decision (with row cuts), and explore when each model should be applied. The third study considers pricing as a tool to manage demand for the S&E tickets. We develop dynamic pricing with demand learning models where demand is also affected by time left until the show dates. Since the show's popularity is usually uncertain to the seller, we propose a method to learn the overall popularity via Bayesian updates. We perform computational experiments to understand properties of the model solutions and identify when demand learning is most beneficial.