<p>Information mellan myndigheter och unga människor (i det här fallet människor under 25 år) kan ibland vara otydlig och missförstånd kan uppstå, då man har olika sätt att uttrycka sig på. För att missförstånd ska undvikas är det av stor vikt att den externa kommunikationen fungerar mellan dessa. För att den externa kommunikationen ska fungera krävs det att budskapet som ska ut är internt förankrat, om organisationen själv visar att det tror på det, då gör förhoppningsvis också målgruppen det. Effektivast blir kommunikationen när flera informationskanaler kombineras och i dagens samhälle är elektroniska kanaler som till exempel Internet ofta en självklar källa att använda sig av.</p><p>Undersökningen i den här uppsatsen handlar om att ta reda på hur körkortsaspiranterna tar del av information om körkorts-tagning och sammanhållet förarprov B. I undersökningen som är halvårsutvärderingen av Vägverkets informationsinsatser kring sammanhållet förarprov, tar jag även reda på vad som kan förbättras. Undersökningen bestod av en kvantitativ metod i form av en enkät, som körkortsaspiranterna fick svara på, om hur de tagit del av informationen.</p><p>Resultatet av studien visar att den externa kommunikationen blir som mest effektiv när flera informationskanaler kombineras. Möjligheten att nå hela målgruppen blir då stor.</p><p>Studien visar även att unga människor (körkortsaspiranterna) idag mestadels använder sig av Internet när de vill söka information, men de använder sig även av andra källor såsom broschyrer och informationsblad samt genom att prata med till exempel personal på trafikskolor eller Vägverkets kundtjänst för körkortsfrågor. I övrigt har själva idén med sammanhållet förarprov blivit positivt mottagen, vilket även speglas i analysen.</p><p>I teoridelen tas teorier om kommunikation, planerad och integrerad kommunikation upp. Jag redogör kort för internkommunikation, då detta har betydelse för den externa kommunikationen. När det gäller extern kommunikation behandlar jag i huvudsak dess informationskanaler och även lite om marknadskommunikation, i synnerhet social marknadsföring, då undersökningen handlar om en informationskampanj. Jag har även några korta avsnitt om omvärldsbevakning, visuell och skriftlig profil. Inom organisationsområdet redovisar jag teorier som rör organisationskulturer och kommunikationsklimat, vilket hänger samman med kommunikation i organisationen. Även ett kort avsnitt om situationssynsättet och kunskapsorganisationen ingår i kapitlet. I metoddelen redogör jag för typen av undersökning och hur den genomförts. I de sista kapitlen finns resultat och analys av enkäterna.</p>

<p>The purpose of this essay is to draw attention to a rather new phenomena, virtual bullying amongst young people. Bullying has been known for a long time but today, bullying has found new ways of expression. New technology, which includes the Internet and cell phones, has given the bullies new weapons to use in their bullying.</p><p>The study I have done has been qualitative and contained interviews. Represents from two communities, Playahead and LunarStorm, and two organisations, BRIS and Friends, all together five persons (two persons from LunarStorm) have been interviewed and had the opportunity to tell me their view on virtual bullying.</p><p>The results show that young people see the new technologies as a valuable prolongation of their reality that they won’t give up if they don’t need to. I have also discovered that the young people hide behind something they think is anonymity. When you bully on the Internet for example, you can choose to be anonymous to the ones you bully but you aren’t anonymous to everyone. The Internet-page owners know who the bully is and can trace IP-numbers and confront the bullies. </p><p>Something my study also has shown is how important it is that adults know what their kids do on the Internet and on their cell phones. They aren’t aware of that their son or daughter can just as well get in trouble at home as out on the town a Friday night. Some future research I would find interesting is how bullying changes and adapts to new environments and what a preventive work against virtual bullying could look like.</p> / <p>Denna uppsats avser att ta upp mobbning bland unga på Internet och via mobiltelefon. Mobbning har varit känt sedan länge men nu har mobbningen funnit nya vägar att uttrycka sig. Ny teknik som innefattar Internet och mobiltelefoner har gett mobbarna nya uttryckssätt och arenor att utföra sitt mobbande på. </p><p>Undersökningarna jag har gjort har varit kvalitativa och bestått av intervjuer. Representanter från två communities, Playahead och LunarStorm, samt två organisationer BRIS och Friends, totalt fem stycken (två representanter från LunarStorm), har intervjuats och fått tillfälle att ge sin syn på virtuell mobbning.</p><p>Resultaten har visat att ungdomar ser den nya tekniken som en betydelsefull förlängning av deras verklighet som många ogärna avstår.</p><p>Jag har även upptäckt att de ungdomar som mobbar gömmer sig bakom något de tror är anonymitet. När man mobbar på exempelvis Internet kan man välja att vara anonym för den man mobbar men man är inte anonym för alla. Sajtägarna vet vem mobbaren är och kan spåra IPnummer och ställa mobbarna till svars.</p><p>Något min undersökning också visat är hur viktigt det är för vuxna att veta vad deras barn gör på Internet och på sin mobiltelefon. De är inte medvetna om att deras dotter eller son kan råka lika illa ut i hemmets lugna vrå som ute på torget en fredagskväll. Intressanta framtida forskningsområden tycker jag skulle kunna vara hur mobbningen förändras och anpassas till nya miljöer, hur mobbare i den virtuella världen ser ut jämfört med den verkliga samt hur ett förebyggande arbete mot virtuell mobbning kan se ut.</p>

<p>Every day consumers are bombarded with different marketing messages from all possible directions. At the same time consumers starts to actively and consciously avoid these messages. Therefore, marketers have to start thinking outside the box and find new ways to get consumers' attention. One of these methods is called guerilla marketing. The strength of guerilla marketing is its way to be unexpected and unusual. In comparison to traditional marketing guerilla marketing many times is less expensive, but requires however, more energy and creativity. This thesis aims to examine the effectiveness of guerilla marketing in comparison to traditional marketing. Is it worth to spend the extra energy and time it may require? The survey was conducted in the form of a case study of Karlstads studenttidning (Karlstad student newspaper). In the first part of the case study traditional marketing activities was used to market the newspaper, and in the second part guerilla marketing. To make the survey measurable both promotional activities was designed to attract target audience to visit Karlstads studenttidning`s website. The results then got analyzed by site visitors and traffic sources with the help of a web analysis tools. The results were then compared with each other, and second, with periods of no advertising implemented. The main conclusions of this thesis are the result of guerilla marketing and traditional marketing were very similar when it came to the site's visitors. Guerilla marketing, however, gave a more direct result than the traditional. It was also concluded that both marketing types increased the number of visitors on the website site remarkably in comparison with periods when no promotional activity carried out.</p>

<p>Genom massmedierna kan hela samhällen bli influerade. Med tanke på medieteknikutvecklingen så har det varit intressant att ta reda på om medietekniken har bidragit till utvecklingen av psyops användande. Med medieperspektivet som bakgrund har uppsatsen svarat på om det första informationskriget, Operation Desert Shield/Desert Storm, har följts upp med ännu mer användande av psyops.</p><p>Med slutsatser så som att psyops har fått en mer framträdande roll i krigföringen och att förändringarna kan härledas till medieteknikutvecklingen kan också frågeställningen besvaras.</p><p>Slutsatsen är att Operation Desert Shield/Desert Storm har följts upp med ännu mer användande av psyops. Med medietekniken som bakgrund är denna en av anledningarna till att psyops utvecklats men också vice versa.</p><p>För att besvara dessa frågor har en faktainhämtning gjorts på området för att sedan kunna jämföra de olika operationernas mål, medel och metoder.</p>

Every day consumers are bombarded with different marketing messages from all possible directions. At the same time consumers starts to actively and consciously avoid these messages. Therefore, marketers have to start thinking outside the box and find new ways to get consumers' attention. One of these methods is called guerilla marketing. The strength of guerilla marketing is its way to be unexpected and unusual. In comparison to traditional marketing guerilla marketing many times is less expensive, but requires however, more energy and creativity. This thesis aims to examine the effectiveness of guerilla marketing in comparison to traditional marketing. Is it worth to spend the extra energy and time it may require? The survey was conducted in the form of a case study of Karlstads studenttidning (Karlstad student newspaper). In the first part of the case study traditional marketing activities was used to market the newspaper, and in the second part guerilla marketing. To make the survey measurable both promotional activities was designed to attract target audience to visit Karlstads studenttidning`s website. The results then got analyzed by site visitors and traffic sources with the help of a web analysis tools. The results were then compared with each other, and second, with periods of no advertising implemented. The main conclusions of this thesis are the result of guerilla marketing and traditional marketing were very similar when it came to the site's visitors. Guerilla marketing, however, gave a more direct result than the traditional. It was also concluded that both marketing types increased the number of visitors on the website site remarkably in comparison with periods when no promotional activity carried out.

Hard competition amongst the editorial world of magazines today has led to increased differentiation of the content as well as the visual communication. In this study, the graphic elements of the magazine cover was analyzed to establish how the magazines character is being conveyed by the cover design. In a case study the covers of the Swedish publications of fashion magazine BON and ELLE was semantically analyzed. The conclusion was made that the logotype plays the biggest part in conveying the magazine’s character. Secondly, the front cover headlines shape and size matter a great deal for the overall impression. Both magazine covers were designed along conventions of how fashion magazines usually are designed. The character is recognized in the details that differ from the convention. Throughout this conclusion it is clear that the magazines do not differ a great deal from the convention of a magazine cover.

The purpose of my study is to give a good picture of what social media really is and how companies can make use of it, in their marketing strategy. It gets more important for every day that companies fully understand how social media works and how to act in the new digital channels. To be an updated marketer today, you need to fully understand social media and how it can be implemented in the company marketing strategy. This study gives you a snapshot over todays situation in the area of social media marketing. I have interviewed four different persons, who I believe have a great competence and are highly qualified for this kind of study. All of the interviewed persons work with social media marketing at a daily basis. One of those is Lena Carlsson, who founded the social media agency Kreafon and is also the first author to write a book in Swedish about social media marketing. My study results show that social media are for people and that companies need to have this in mind when they enter the new digital channels to convince people about their products. They can’t continue with the traditional ways of marketing in social media, because here it is all about talking with people not to them. There are no big risks for companies to go in to social media. But if you choose to, you need to be there for your customers to 100%. The customers demand that you to listen and respond to both positive and negative criticism.

No description available.

AbstractTitle: Brand identity vs. Brand image – a study of Löfbergs Lila, ZOÉGAS and Classic.Number of pages: 38Author: Jessika Löwling HelmerskogTutor: Peder Hård af SegerstadCourse: Media and communication sciencePeriod: Spring semester 2010University: Informatics and media, media and communication science, Uppsala University.Aim: The aim is to study the brand identity as well as the brand image for each of the brands:Löfbergs Lila, ZOÉGAS and Classic. Furthermore the aim is to determine whether the brandsidentity comport with the brands image. Ultimately the study will establish whether or not thebrands can be considered as strong brands.Method/Material: This thesis will first and foremost explain a number of theories related tothe subject which will give a deeper understanding in the subject as well as providing thereader with necessary knowledge to fully understand the study.To create a broad and correct picture of each brand interviews have been made with both thepeople behind the brand as well as with the consumers.The interviews with the brand makers have been made by a questionnaire with questionsabout the brand and its identity.The interviews with the consumers have been made through focus group interviews; twogroups with four people in each group. The layout of the interview was structured where theinterviewer asked a number of questions which the people in the group were given theopportunity to discuss open with each other.After the interviews the collected material was analyzed through the chosen theories,particularly the CBBE-model which worked as a model for the analysis.Main Results: The main results are that even though all three brands are successful incommunicating their values and qualities to the consumer, not all of them can be consideredto be strong brands. The study showed that ZOÉGAS and Classic almost only got positivefeedback from the consumers while Löfbergs Lila got negative feedback overall. However, allbrands were considered strong brands by the consumers, with the exception that Löfbergs Lilawasn’t considered a strong coffee brand.The conclusion I reached was that ZOÉGAS and Classic without doubt can be consideredstrong brands whereas Löfbergs Lila cannot. The reason for this is simply the consumersoverall negative feelings and the lack of loyal customers.Keywords: Brands, strong brand, brand identity, brand image, CBBE-model, Löfbergs Lila,ZOÉGAS, Classic.

Sammanfattning Syftet med denna c-uppsats är att belysa den påverkan som media har på sina användare. Frågeställningen är: Finns det något samband mellan rapporteringen på Aftonbladet.se och det slutgiltiga resultatet i Melodifestivalens final? För att få svar på frågeställningen har jag gjort en undersökning i två delar. Den första är en kvantitativ innehållsanalys där jag har undersökt hur ofta och på vilket sätt bidragen har framställts i artiklarna. Den andra delen är en kvalitativ diskursanalys där jag har analyserat språkbruket och hierarkin i artiklarna. I undersökningen har jag analyserat 26 artiklar från Aftonbladet.se som alla handlar om ett eller flera bidrag från finalen i Melodifestivalen. Artiklarna är skrivna av journalister och är allmänt tillgängliga på Internet. Resultatet jag har kommit fram till är att det finns indikationer på att Aftonbladet.se:s rapportering kan ha påverkat utgången i Melodifestivalen. Av de artiklar som publicerades veckan innan finalen nämndes The Ark i flest antal artiklar, följt av Andreas Johnson och Måns Zelmerlöw. Det är även dessa tre artister/grupper som har nämnts ihop med flest värdeladdade ord. / Abstract The purpose of this essay is to illustrate the effects that media has on its users. My question is: Is there a connection between the reporting at Aftonbladet.se and the result in the finals of Melodifestivalen. To answer my question I have done an investigation in two parts. The first one is a quantitative content analysis where I have analysed how often and in what way the contest entries are described in the articles. The second part is a qualitative discourse analysis where I have analysed the linguistic usage and the hierarchy in the articles. The investigation contains 26 articles from Aftonbladet.se and they are all about one or more of the contest entries in the finals of Melodifestivalen. The articles are written by journalists and they are available to the public on the Internet. The result of the investigation is that Aftonbladet.se’s reporting may have affected the result in the finals of Melodifestivalen. In the articles that were published during the week before the finals, The Ark was mentioned the most, followed by Andreas Johnson and Måns Zelmerlöw. It is also these three artists/groups that has been mentioned along with the most emotionally charged words.