It¡¦s common to see sex indicated advertisements on TV. Some of them have overemphasized the element of sex attraction. It¡¦s interesting to find out how receivers response to such kinds of advertisements. This thesis studied the relationship among advertising cognition, advertising attitude and buying desire in sex indicated TV advertisement. Research result shows advertising cognition apparently affects advertising attitude. Advertising attitude apparently affects buying desire. Population characteristic partially affects advertising attitude. Within relationship between advertising cognition and advertising attitude, advertisement acceptance and ethic were discussed. For advertisement acceptance, product related to sex or not doesn¡¦t apparently affect acceptance. Lower product involvement gets higher acceptance. Higher sex indication gets lower acceptance. More graceful advertisement has better acceptance. For ethic influence, no matter high product sexual relationship, high product involvement, or high sexual indication, receivers think they will have worse impact to ethic. However, more graceful advertisement has less ethic impact. Within relationship between advertising attitude and buying desire, receivers have higher buying desire while they have higher advertisement acceptance, but ethic impact doesn¡¦t affect their buying desire. From population point of view, there is no difference in advertisement acceptance no matter the receiver is male or female, also no matter whether the receiver has child or hasn¡¦t. However, female receivers think sex indicated advertisement affect ethic more than male receivers. Receivers who have child also think it affects ethic more than the one who have no child.

As consumers, we are bombarded daily with companies advertising their products and services. A growing concern is the unethical use of partially-clothed or nude models and their effects on consumers who often are not even actively searching for information about these products or services. No matter the ethical implications many companies choose this method of promoting their products to the general population. Much research has been done to study the effects that these risqué images have on consumers' self-image and feelings, most commonly though, on females. This research focuses on males as consumers and their attitudes towards advertisements and how it compares to the female consumer. Only when we understand the attitudes toward advertisements can we effectively inform our customer of products and services. The purpose of this thesis is to explore males and how their self-image and exposure to images in advertising can affect their attitude towards the advertisement. Through the analysis of consumer surveys completed by both males and females, this thesis evaluates how males feel towards authentic advertisements and compare that to their female counterpart. Evidence shows that a consumer's attitude towards an advertisement has an impact on their attitude towards the brand. By discovering how males' attitudes towards advertisements are formed and comparing that to females' attitudes towards advertisements, this thesis aims to make an impact in the marketing discipline to improve advertiser's knowledge and ability to create advertisements that serve a purpose and are considered appealing by consumers- leading them to purchase.

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.

Women are active travel consumers, yet travel advertising notoriously depicts women stereotypically. If consumers react negatively to these stereotypical portrayals in advertising, they may disregard the ad or brand and purchase a different travel product. The purpose of this study is to determine if consumers react differently to stereotypical versus non-stereotypical depictions of women in travel advertising. The study will examine these reactions, by measuring attitude toward the ad, attitude toward the brand, purchase intention, and cognitive responses to carefully prepared advertisements that are characterized as ―stereotypical‖ or ―non-stereotypical.‖ Ads are defined as stereotypical by utilizing Goffman‘s (1979) framework for analyzing images of women in advertising. Results overwhelmingly indicate that consumers in this study display more favorable attitudes to the non-stereotypical depictions of women in travel advertising. Attitudes toward the advertising, brand, purchase intention, and cognitive responses were all significantly more favorable among the non-stereotypical advertising condition. The results have theoretical benefit to the travel advertising industry, since these findings support the affect transfer hypothesis and dual mediation hypothesis. No studies to date have examined such research in travel advertising and results indicate a possible need for action among advertisers.

Tidigare forskning om upplevelser och attityd till reklam i podcaster har varierat i sina resultat. Det finns studier som tyder på att annonsformatet värdläst reklam bidrar till den bästa lyssningsupplevelsen för konsumenterna. Samtidigt finns det andra studier som visar att traditionell radioreklam istället bidrar till en bättre lyssningsupplevelse. Eftersom podcastlyssnandet ökar i Sverige kan det därför vara av intresse att undersöka konsumenternas attityder till dessa två annonsformat i podcaster både för företag som funderar på att sponsra en podcast men även ur ett producentperspektiv. Studien strävar efter att undersöka det här genom 14 kvalitativa intervjuer som transkriberats, tolkats och genomgått en tematisk analys. Resultatet visade att de flesta har en negativ inställning till reklam i podcaster men har en förståelse att reklamen behöver inkluderas ur ett ekonomiskt perspektiv. Det uttrycktes som positivt när ett reklaminslag upplevdes som humoristiskt och informativt av informanterna. Negativa åsikter uttrycktes när reklaminslagen upplevdes för monotona och säljande. Generellt var attityden och upplevelsen av den värdlästa reklamen mer positiv på grund av det personliga tillvägagångssättet där det fanns mer utrymme för humor, information och delgivning av privata detaljer från podcasvärden. Med studiens resultat vill författarna presentera upplevelsen och attityden till reklam ur en konsuments perspektiv och på så vis bidra med förståelse och inspiration till fältet inom marknadskommunikation, men även företag och producenter i podcastbranschen. Studien är skriven på svenska. / Previous research on experiences and attitudes towards advertising in podcasts has varied in its results. There are studies that indicate that the host-read advertising format contributes to the best listening experience for consumers. On the other hand, there are studies that show that traditional radio advertising contributes to a better listening experience instead. Since podcast listening has increasing in Sweden, it may therefore be of interest to investigate consumers’ attitudes towards these two advertising formats in podcasts, both for companies that are considering sponsoring a podcast but also from a producers perspective. This study aim to investigate this through 14 qualitative interviews that have been transcribed, interpreted and subjected to a thematic analysis. The results showed that most consumers of this study have a negative attitude towards advertising in podcasts but at the same time have an understanding that advertising needs to be included from an economic perspective. A positive attitude were expressed when an advertising feature was experienced as humorous and informative by the informants. Negative opinions were expressed when the advertising elements were perceived as too monotonous and selling. In general, the attitude and experience of the host-read advertisement was more positive due to the personal approach where there was more room for humor, information and the sharing of private details from the podcast host. With the results of the study, the researchers want to present the experience and attitude to advertising from a consumer's perspective and thus contribute with understanding and inspiration to the field of marketing communication, but also companies and producers in the podcast industry. The study is written in Swedish.

Tato diplomová práce z oblasti marketingu zkoumá možnost využití alternativního reklamního média zvaného GreenGraffiti jako dalšího komunikačního nástroje. Protože je pro Českou republiku a tím i české klienty tento typ reklamního média nový, je důležité vysvětlit, co přesně GreenGraffiti je, odkud pochází a jak se objevilo v České republice. Tato diplomová práce bude také zkoumat, zda je GreenGraffiti vhodným reklamním médiem pro český trh ,a které problémy je třeba vyřešit před tím, než bude zařazen do komunikačního mixu společnosti. Tato práce je napsána na základě znalostí získaných během stáže ve Studio Tomato s.r.o., které vlastnilo licenci na GreenGraffiti pro Českou republiku a také na základě informací získaných od Jima Bowese, zakladatele GreenGraffiti Holding BV.