The purpose of this thesis is to examine and analyze the communication effects from the campaign SAS EuroBonus American Express Card. Our aim is to measure the advertising effectiveness of the campaign. To gather primary data we have conducted a quantitative survey at Arlanda Airport, where the campaign is mainly located. The survey included a total of 253 respondents representing the population at Arlanda Airport. Our conclusion is that there is an awareness of the presence of American Express at Arlanda. The company is clearly dominating among its competitors regarding visibility at the airport. Despite this, only a moderate degree of the travelers recognize the pictures from the campaign. An even lower degree of the respondents could recall the message and the brands of the campaign. Our recommendations, in order to increase knowledge and awareness about the product, the advertising should be better adapted to its product and the advertising objectives.

O panorama internacional das pesquisas em marketing e comunicação estratégica apresenta a autenticidade das organizações como um tema recente de estudo, com artigos publicados a partir dos anos 2000. A principal justificativa destes estudiosos para se voltarem a este tema é o comportamento cético que os consumidores e outros públicos apresentam frente às promessas e declarações organizacionais. Para eles, há saturação nas mensagens organizacionais, pois todas utilizam o mesmo conteúdo de narrativas, o qual produziu uma audiência descrente. Neste cenário de desconfiança e de vultosos esforços para a consolidação de relacionamentos duradouros, a autenticidade organizacional e a sua percepção apresentam-se como vantagem competitiva para as firmas. Com o objetivo de criar um instrumento de mensuração e avaliação da percepção da autenticidade, esta tese desenvolveu uma ampla revisão bibliográfica, que identificou a falta de um conceito que pudesse amparar os estudos da autenticidade organizacional. Assim, a partir da Filosofia, das Ciências Sociais e das Teorias da Comunicação, propôs-se um conceito de Autenticidade Organizacional solidamente definido e teoricamente construído, constituído de três dimensões: Propósito, Coerência e Tradição. De acordo com esta concepção, itens da escala foram criados e testados por meio da validação de conteúdo com especialistas (DeVELLIS, 2003) e utilização da Modelagem de Equações Estruturais com o uso do software SmartPLS (CHIN, 1998). O instrumento proposto foi medido junto a consumidores e validado com alto grau de confiabilidade. As contribuições deste trabalho para os estudos de Comunicação Organizacional apontam a sua relevância: este é o primeiro trabalho, nos cenários nacional e internacional, que, além de definir um conceito de autenticidade confiável e altamente gerenciável, constata a relação positiva entre a autenticidade, a atitude e a lealdade dos consumidores, indicando aos profissionais de comunicação organizacional, que a autenticidade se constitui um ativo importante e estratégico para a área. / The international research on marketing and strategic communication introduces the authenticity of organizations as a recent theme of study with scientific research papers published as of 2000. The main reason why these scholars draw their attention to such a theme is the skeptical behavior consumers and others stakeholders have towards organizational promises and statements. For them, there is a surfeit in organizational messages, all of them delivering the same narrative content, which has led to an incredulous audience. In this scenario of suspicion and of huge efforts to establish, long lasting relationships, organizational authenticity and its perception turn out as a competitive advantage for companies. Aiming at the creation of an instrument for measuring and assessing the perception of authenticity, the present thesis has developed a deep literature review that has identified the lack of a clear concept to support studies on authenticity in organizational contexts. Thus, from Philosophy, Social Sciences, and Communications Theory, a consistently defined and theoretically built concept of Authenticity set forth on three dimensions: Purpose, Coherence and Tradition is proposed. Accordingly, items of the scale have been created and assessed through validation of contents by specialists (DEVELLIS, 2003), as well as by the usage of the Structural Equation Modeling (SEM) with SmartPIs software (CHIN, 1998). The proposed instrument was tested on consumers and validated with high level of reliability. Besides designing a reliable and highly managed concept of Authenticity, the contribution this work has brought to Organizational Communication studies field points out an outstanding finding: the present thesis is the first international and nationwide work that brings up the very positive bond between authenticity, attitude and loyalty of consumers, indicating to Organizational Communication professionals that such Authenticity has become an important and strategic asset for the area.

O panorama internacional das pesquisas em marketing e comunicação estratégica apresenta a autenticidade das organizações como um tema recente de estudo, com artigos publicados a partir dos anos 2000. A principal justificativa destes estudiosos para se voltarem a este tema é o comportamento cético que os consumidores e outros públicos apresentam frente às promessas e declarações organizacionais. Para eles, há saturação nas mensagens organizacionais, pois todas utilizam o mesmo conteúdo de narrativas, o qual produziu uma audiência descrente. Neste cenário de desconfiança e de vultosos esforços para a consolidação de relacionamentos duradouros, a autenticidade organizacional e a sua percepção apresentam-se como vantagem competitiva para as firmas. Com o objetivo de criar um instrumento de mensuração e avaliação da percepção da autenticidade, esta tese desenvolveu uma ampla revisão bibliográfica, que identificou a falta de um conceito que pudesse amparar os estudos da autenticidade organizacional. Assim, a partir da Filosofia, das Ciências Sociais e das Teorias da Comunicação, propôs-se um conceito de Autenticidade Organizacional solidamente definido e teoricamente construído, constituído de três dimensões: Propósito, Coerência e Tradição. De acordo com esta concepção, itens da escala foram criados e testados por meio da validação de conteúdo com especialistas (DeVELLIS, 2003) e utilização da Modelagem de Equações Estruturais com o uso do software SmartPLS (CHIN, 1998). O instrumento proposto foi medido junto a consumidores e validado com alto grau de confiabilidade. As contribuições deste trabalho para os estudos de Comunicação Organizacional apontam a sua relevância: este é o primeiro trabalho, nos cenários nacional e internacional, que, além de definir um conceito de autenticidade confiável e altamente gerenciável, constata a relação positiva entre a autenticidade, a atitude e a lealdade dos consumidores, indicando aos profissionais de comunicação organizacional, que a autenticidade se constitui um ativo importante e estratégico para a área. / The international research on marketing and strategic communication introduces the authenticity of organizations as a recent theme of study with scientific research papers published as of 2000. The main reason why these scholars draw their attention to such a theme is the skeptical behavior consumers and others stakeholders have towards organizational promises and statements. For them, there is a surfeit in organizational messages, all of them delivering the same narrative content, which has led to an incredulous audience. In this scenario of suspicion and of huge efforts to establish, long lasting relationships, organizational authenticity and its perception turn out as a competitive advantage for companies. Aiming at the creation of an instrument for measuring and assessing the perception of authenticity, the present thesis has developed a deep literature review that has identified the lack of a clear concept to support studies on authenticity in organizational contexts. Thus, from Philosophy, Social Sciences, and Communications Theory, a consistently defined and theoretically built concept of Authenticity set forth on three dimensions: Purpose, Coherence and Tradition is proposed. Accordingly, items of the scale have been created and assessed through validation of contents by specialists (DEVELLIS, 2003), as well as by the usage of the Structural Equation Modeling (SEM) with SmartPIs software (CHIN, 1998). The proposed instrument was tested on consumers and validated with high level of reliability. Besides designing a reliable and highly managed concept of Authenticity, the contribution this work has brought to Organizational Communication studies field points out an outstanding finding: the present thesis is the first international and nationwide work that brings up the very positive bond between authenticity, attitude and loyalty of consumers, indicating to Organizational Communication professionals that such Authenticity has become an important and strategic asset for the area.

This diploma thesis deals with the communication mix of Garnier, one of the most famous global brands of the cosmetic company L'Oréal. The goals are to analyze brand's communication , especially TV advertisments and their effects. The main goal is to find out more about consumer perception of the ads and brand as such. The thesis also contains my own marketing research on the main topics mensioned above, which basically means revealing the communication effects of the TV ads.

「傳媒外部性」是指傳媒在生產其內容、或閱聽人於消費該內容的過程中，對於非關該市場交易之第三人產生影響，致使傳媒活動可能侵害第三人的權益，抑或可能創生公共利益的現象。作為一種傳播效果，以及一種構成市場失靈、從而需要公共政策介入的概念工具，「傳媒外部性」可以作為聯繫「傳播效果」與「媒介政策」的研究橋樑，因此對於拓展跨學科的溝通，具有潛在貢獻。 外部性是衍生自主流經濟學的概念，其測量無法不涉及量化指標（如貨幣），惟本研究亦闡明：該概念之內涵不可能、亦不應該完全以量化標準來看待；就此檢討後，本研究參照公法學教授Edwin Baker所提之十種傳媒外部性類目，同時酌量採納傳播效果研究的部分成果，提出本研究分析傳媒外部性的類目指標，並試圖使經濟學與傳播研究在對話中，能豐富各自的內涵。 透過相關文獻的檢視與分類，並針對《壹週刊》內容所創生的外部性予以歸納分析，本研究將歷來對於傳媒外部性的回應方式，分做三類八種。第一類是指行政立法部門的「傳播政策」回應，又可略分為宏觀結構管制（傳播哲學、產權與財源的確立）、微觀結構管制（庇古稅及津貼）、經由政府授權以形成三方對傳媒的共管，以及對傳媒內容的規範等；第二類則為民事與刑事等對於特定傳媒內容之「司法仲裁」回應；第三類回應則涉及「市場規則」，又可略分為媒體素養課程之推廣、媒體監督組織的運作、及傳媒與外部性承受者間的私下協商等。由於傳播政策可以是統合或中介前述三類回應的關鍵，本研究最後就公共政策介入以創生優質傳媒環境的作用，提出初步的反省。 / During the production and consumption process of media content, a certain ‘media externality’ is inevitably created that may benefit or harm the third parties who actually are not present in the market exchange relationship between the producers and their audience. Therefore it’s reasonable to conceive ‘media externality’ as one aspect of communication effects, and as a factor that contributes to market failure, as such, this thesis suggests that we employ ‘media externality’ as a conceptual tool bridging ‘communication research’ and ‘media-policy research’ in a way that both disciplines can contribute to each other. To measure ‘externality’, it’s not possible that quantitative indicators such as ‘money’ be not invoked, meanwhile it’s neither desirable nor feasible if economic calculation or consideration exhausts what we mean by ‘media externality’. Having established this methodological principle, and in addition to bringing in relevant communication effect researches, the author builds and expands upon Edwin Baker’s categorization and proposes my own framework for measuring ‘media externality’. It is hoped that communication science and economics can enrich respective tradition via this dialogue. The ‘Next Weekly’ is then subject to a careful investigation and its externality is subsequently assessed. In all, to deal with media externalities, three models with eight variants can be discerned. To begin with, there is a ‘policy dimension’ comprising macro-structural regulation that attends to communication philosophy, arrangements of media property rights and finances of media production. The second policy element is of a micro-structural regulation nature, including Pigouvian tax or subsidy. Also, the state may stipulate that its regulatory power be shared with the industry and the audience’ alike. The second model indicates civilian or criminal lawsuits. Lastly there is a market response to media externality, be it the promotion of media literacy, operations of media watch groups or individual victim’s compromise with the media. This thesis ends in a reflection, since by its definition communication policy is bound to step in all the other variants, that evaluates the relationship between public policy and a more healthy media ecology.

Bakgrund: Tidigare studier indikerar på en attitydförändring till konsumtionslån, där konsumtionslån blir en allt mer socialt accepterad lösning. Det vittnas även om att mängden konsumtionslån har ökat de senaste åren. En del av problemet som belysts, är även att aggressiv marknadsföring skulle kunna bidra till denna attitydförändring. Tidigare studier och rapporter vittnar om att ålder är en aspekt som spelar roll för hur utsatt olika grupper är, vilket gör det till ett viktigt ämne att undersöka. Med utgångspunkt i problembakgrunden formuleras frågeställningen. Syfte: Syftet med studien är att beskriva vilka kommunikationseffekter som kan urskiljas från  reklam om konsumtionslån, samt vilka attityder till konsumtionslån som kan urskiljas. Huruvida generationstillhörighet påverkar kommunikationseffekter från reklam om konsumtionslån samt konsumtionslån i sig. Metod: Genom en kvalitativ metod samlades empiriska data in, detta i form av 16 intervjuer. Intervjupersonerna utgjordes av konsumenter från Generation Y, Generation X och Generation Baby boomer. Slutsats: Studien visar att det finns variationer gällande hur de olika generationerna förhåller sig till reklam gällande konsumtionslån, samt dess attityder till att ta konsumtionslån. Generation Y verkar vara mer utsatta då de inte verkar ha en lika befäst attityd till ämnet, jämfört med de äldre generationerna. Hos de intervjupersoner som medverkar i studien finns inga direkta indikationer på att konsumtionslån skulle vara en accepterad lösning, vilket inte påvisar en attitydförändring. / Background: Previous studies indicate an attitude change to consumer loans, where consumption loans become an increasingly socially accepted solution. It is also testified that the amount of consumer loans has increased in recent years. Part of the problem highlighted, is also that aggressive marketing could contribute to this attitude change. Earlier studies and reports testify that age is an aspect that plays a role in how vulnerable different groups are, which makes it an important subject to investigate. Based on the problem background, the question is formulated. Purpose: The purpose of the study is to describe which communication effects that can be distinguished from advertising on consumer loans, and which attitudes for consumer loans that can be distinguished. Whether generation affiliation affects communication effects from advertising on consumer loans and consumption loans in itself. Method: Through a qualitative method, empirical data were collected, this in the form of 16 interviews. The interviewees consisted of consumers from Generation Y, Generation X and Generation Baby boomer. Conclusion: The study shows that there are variations regarding how the different generations relate to advertising regarding consumer loans and its attitudes towards taking consumer loans. Generation Y seems to be more vulnerable as they do not seem to have an equally strong attitude to the subject, compared to the older generations. In the interviewees who participate in the study, there are no direct indications that consumption loans would be an accepted solution, which does not indicate an attitude change.