Dispositionen i artikeln är som följer: först kommer artikeln förklara varför undersökningen genomfördes. Därefter följer en redogörelse av vad det är för verktyg som används för att besvara studiens syfte. Detta användes också för att formulera påståenden. Därefter följer en redogörelse för hur den här studien genomfördes i verkligheten, som också är nästa punkt. Det hela avslutas med tolkningen av insamlat empiriskt material följt av ett slutgiltigt svar på använda påståenden och problemfrågor. Studien har två mål. Det första är att besvara om sociala medier, i detta fall Facebook, kan användas för att ge framtida studenter information om högskolestudier och Internationella Marknadsföringsprogrammet på Mälardalens Högskola i Västerås. Studiens andra mål är att besvara varför och hur sociala medier skall ingå i programmets framtida promotionsmix. Studiens två mål besvarades med hjälp av påståenden som dragits från vald litteraturstudie. Studien har en experimentell ansats och påståenden undersöktes genom en studie av första- andra- och tredjeårselever elever från samtliga inriktningar på John Bauergymnasiet i Västerås. För att öka validiteten genomfördes en datatriangulering som bestod av fokusgruppsintervjuer, en enkätundersökning och observationer. Fyra av de sex testade påståendena deklarerades som positiva. Undersökningen visar att Facebook bör inkluderas i IMFs promotionsmix. Studien ger också förslag på vad som bör beaktas vid inkluderingen av en Facebooksida i promotionsmixen.

There is an information surplus in the marketplace today and finding marketing resources that are both effective and affordable is difficult. As quantity and price has lost its competitive power and quality and symbolic meaning has become increasingly important, storytelling as a marketing mean can be one concept to apply, especially in the service sector. The hospitality industry is one of the largest service sectors, facing fierce competition. Many hotels have a story to share and storytelling is today a buzzword in the industry, but it has not received much attention in the academic world. Therefore, little is known about storytelling from a business administration perspective, more specifically marketing communication, which is our field of interest in this thesis. The purpose of this thesis is to study and analyze storytelling and how it is used as marketing communication in the Swedish hospitality industry. To fulfill our purpose, a qualitative study with an inductive approach was chosen as suitable. Primary data was gathered through interviews with managers from nine different hotels, which all work actively with storytelling. Theories regarding service marketing, marketing communications, and storytelling helped us to collect appropriate empirical data and also to structure the analysis. Storytelling in the hospitality industry is an identity or an image, and the purpose of using storytelling is to be remembered and to mediate a feeling. As a concept, it requires attributes and a certain level of truth is important to remain trustworthy. Furthermore, storytelling facilitates the communication process between the hotels and their customers and it often strengthens customers’ attitudes towards the hotel. Both private and business customers are attracted by stories, but it is easier to communicate the story to large groups during a conference. It is however difficult to mediate the whole concept through marketing communication tools as it is too compound. Storytelling facilitates an integrated marketing communication as it becomes an image and word of mouth is increased due to that people talk about the unexpected.

Guided by integrated marketing theory, the foundation of integrated marketing is the understanding of market and customers. The first step is the utilization of marketing tools. This study analyzed the sales data from 2009 to 2011 and focused on the salience of four main marketing tools used by Heinz. Primary information and data come from inside of the company. Our analysis has shown Heinz’s profit structure, regional characteristics of the Chinese market, and the effectiveness of promotional activities. The main finding of this study is that regional factors significantly influence the company’s marketing strategy in the Chinese business environment. Also, cultural divergences do have an impact on the company’s business operations. The limitation of our study is that this data set spanning three years cannot represent the situation in the long run or holistically.

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Executive summary Purpose: Current research [1] compared the differences in terms of perception of trustworthiness and emotional appeal of traditional and consumer generated marketing media and [2] evaluated the correlation between factors of the recently developed relationship communication framework (Finne & Grönroos, 2009) with the perception of a marketing action by actual customers of a firm, to see whether these factors should be considered in firm’s marketing communication strategy. Additionally, the researchers compared the correlations between traditional and consumer generated media types to the relationship communication factors, effectively combining the two researched subjects.        Design and execution: The research utilized quantitative research approach relying on simple random sampling technique within fitness and recreational settings.   Findings/Implications: Data analysis confirmed that there is a consistent difference between traditional and consumer generated media in terms of perception of trustworthiness and partial and not consistent difference in terms of emotional appeal. Mild correlation between consumer unique factors of relationship communication framework (Finne & Grönroos, 2009) and perception of the marketing action have been confirmed, with these correlations remaining consistent between traditional and consumer generated media. The findings suggest that traditional and consumer generated media have varying impacts on consumer’s perception of marketing action and that incorporating consumer unique factors of relationship communication framework (Finne & Grönroos, 2009) in marketing communication strategy may benefit the firm in relationship building and integrated marketing communication.

Kaohsiung, developed from many heavy industries, was described as a cultural desert. The Kaohsiung City Government has tried to change the image and to build a civilised city in the recent years by drawing up new policies, including transportation, arts, tourism, film and television. The triumphs of the trendy drama "Black and White" and the film "NO PUEDO VIVIR SIN TI," which won prizes from Golden Bell Award and Golden Horse Award individually, became successful city marketing strategies promoting Kaohsiung through the film and television industry. In order to encourage the cinema culture industry, Information Bureau of Kaohsiung City Governmenat found Kaohsiung Film Archive and held Kaohsiung Film Festival. The goals of this festival are not only to proclaim the art and culture, but also to enhance audiences¡¦ chances to watch different kinds of movies. This study is focused on how to apply the communicate tools to reach these audience and what the strategies to choose. By using "2009 Kaohsiung Film Festival" as a case, this study exam it¡¦s marketing strategy with the theory of integrated marketing communication. Some in-depth interviews are conducted to collect crucial information. The purposes of this study include: (1) to understand the current situation and promotion results of Kaohsiung Film Festival; (2) to analyze "2009 Kaohsiung Film Festival" with integrated marketing communication. After the analysis, it will also provide some suggestions to the festival.

With the advances of Internet technologies, Internet users can not only deliver instant text message through the Instant Messenger (IM), but enhance the effect of messages delivered with showing lively mood symbols or other pictures on IM. Moreover, Internet users can deliver their looks and voice to other users through webcam and microphone with IM, and IM business also provides convenient daily information through it. At present, Internet users haven¡¦t been charged with IM service yet, but IM business has used the popular software on business, including Internet advertisement and the information service of strategy cooperation. IM plays several roles as a product, information service plat, and marketing channel. It becomes a new commercial tool. The study takes Microsoft MSN Messenger as an applied empirical example. The purpose of this study is to analyze the MSN Messenger marketing strategy with the theory structure of IMC to construct the integrated marketing plan model of MSN Messenger; through the questionnaire survey for MSN Messenger users, the study approves the marketing strategy effect of ¡§MSN Messenger club¡¨ website, and provides the workable suggestions of marketing strategy for MSN business. The study finds that the MSN business unit is highly aware of IMC, and it takes integrated and multi marketing communication plans on MSN Messenger. According to the result of the analysis, the suggestions of marketing strategy includes to enhance the long-term interactive relationship with the resources and stakeholders, and explore more originally interactive advertisements and activities to gather the loyalty of MSN Messenger users. As for the website promotion of ¡§MSN Messenger Club¡¨, this study also suggests to develop more creative Internet suggestions advertisements with instant messenger, add the website¡¦s hyperlink on MSN Messenger or add the information tab service to enhance the relationship connection between website and software, and MSN can actively converge another related pictures resources to enrich the club website.

In the 21st century, the global economy is the era of knowledge-driven economy, focusing on innovation. Every culture has been influenced by the trend of globalization which makes a lot of traditional industries possess the potentiality to recreate. Therefore, many countries are trying hard to combine the creative products with commercial mechanism in order to reflect the characteristics of one's own culture. By doing so, it can strengthen people¡¦s identity with their own culture and incresase the additional value of the industries. When facing the trend of globalization, Taiwan has lunched the plan of the local cultural hall, which is the most representative local culture assets producing the cultural products of the extremely rich intention. And with the diversified marketing methods, Taiwan desires to build and construct a new kind of economy attitude which promotes the prominent Taiwanese international culture image. The local cultural hall has combined the local characteristic industry and specialize marketing strategies, to promote the development of economy of the local cultural industry and extend the function of cultural continuity. This research hopes to plan the way by combining concept and Strategic Planning Model of Integrated Marketing Communication, and make suggestion of marketing and promotion on the strategy to take the place of and raise the Hengchun Folklore Hall while setting up. This research is to go on by way of case study, collecting domestic and international relevant documents and case background materials and designing the foundation as the questionnaire at first. Then the researcher investigated through Delphi Method to understand, analyse and offer the way of Integrated Marketing Communication on the suggestion of local cultural industry practical operation. This research applied Delphi Method to the research approach. The respondents of the questionnaire represent the educational circle related to local cultural industry and the practice circle. The practice circles amounts to 20 people including relevant staff member and folk persons who are engaged in Integrated Marketing Communication and actually responsible for the business in the local cultural industry, the academia amount to 4 is by inviting professor's correlated curriculum or the scholars of the relevant topic of research. Analyse and process via statistical method, the main research findings will be described as follows:

Darbo tikslas Sukurti įmonės “Baltijos Pramogų Informacija” integruotos rinkodaros komunikacijos strategiją. Darbo uždaviniai - Situacijos analizės metu įvertinti įmonės vykdomą išorinę komunikaciją; - Empiriškai įvertinti esamų bei potencialių klientų požiūrį į eb.lt duomenų bazę, nustatyti aktualiausias duomenų bazių savybes bei išsiaiškinti priemones, kuriomis būtų galima lengviausiai pasiekti esamus bei potencialius klientus; - Remiantis situacijos analize bei empirinio tyrimo duomenimis, parengti UAB „Baltijos Pramogų Informacija“ integruotos rinkodaros komunikacijos strategiją. / Work goal To develop integrated marketing communication strategy at UAB “Baltijos Pramogų Informacija”; Work objectives - Evaluate company’s communication; - Empirically evaluate customers’ point of views towards eb.lt database, most important database features and identify most effective ways for reaching customers. - Develop intergrated marketing communication strategy based on situation and empirical analysis.

Temos aktualumas Prekės ženklas yra ilgaamžiškiausias įmonės turtas, sukuriantis pridėtinę vertę ir padedantis įgyti konkurencinį pranašumą rinkoje. Tačiau sukurti sėkmingą prekės ženklą nėra lengva. Tam reikia ne tik originalių idėjų, bet ir nemenkų investicijų, kadangi prekės ženklo stiprinimas yra nuolatinis procesas. Kitaip tariant, vien sukurti sėkmingą prekės ženklą neužtenka. Nuolatinė konkurencija, vartotojų poreikių pokyčiai verčia nuolatos peržiūrėti prekės ženklo struktūrą ir priimti tam tikrus sprendimus dėl prekės ženklo stiprinimo. Šiais laikais televizija, radijas, žurnalai, internetas ir kt. masinės informacijos priemonės gali apimti didelę auditoriją vartotojų, tačiau reklaminės kampanijos kainuoja dideles pinigų sumas. Tačiau vis dėlto įmonės nevisuomet sulaukia tokio grįžtamojo rezultato, kurio tikėjosi. Taigi, kyla poreikis išsiaiškinti kaip teisingai parengti prekės ženklo stiprinimo programą, skatinančią vartotoją rinktis būtent šį prekės ženklą, bei kaip pasitelkti naujausių informacinių technologijų galimybes ir taip minimaliomis išlaidomis pasiekti kuo didesnę auditoriją ir gauti norimus rezultatus. Darbo objektas- prekės ženklas socialiniuose tinklapiuose. Darbo tikslas - išnagrinėti ir įvertinti prekės ženklo stiprinimo galimybes socialinėse medijose. Darbo tikslui pasiekti numatomi tokie uždaviniai: 1. Išanalizuoti prekės ženklą ir jo stiprinimo metodus. 2. Išnagrinėti integruotąsias marketingo komunikacijas. 3. Išanalizuoti socialinių medijų... [toliau žr. visą tekstą] / The Relevance of the paper. The brand name is the most durable of company‘s assets creating added value and helping to gain a competitive advantage in the market. Though creating a successful brand is not as easy as it seems. This requires not only original ideas but also a considerable investment because the brand-building is a continuous process. In other words, it is not enough only to create a brand name of the product. Constant competition and changes in consumer demands force the analysis of brand name structure and makes it take certain decisions on the enforcement of the brand building. Nowadays television, radio, magazines, the internet and other mass media can cover a large audience of consumers, though commercial campaigns cost a fortune. However companies do not ussually receive an expected feedback. Thus, there is an increasing demand to find out the right way of brand name building program which encourages choosing exactly this brand name for the consumer and also how to use the opportunities of new infomational technologies and in this way to reach as wider audience as possible with minimal cost and to acquire desired rezults. The object of the paper- the brand name in social networks. The aim of the paper- to examine and evaluate the opportunities of brand name strengthening in social media. Set goals in order to achieve the aim of the paper: 1. To analyze the brand and the methods of the brand strengthening. 2. To analyze the communications of the integrated... [to full text]