This study presents a design framework for helping Chinese companies and designers to create effective animated cartoon characters for promoting brands. Previous research has demonstrated that animated characters which companies use to promote their brands appear to have a good chance of gaining and holding consumers’ attention. However, most relevant research in this area was conducted decades ago and focused on TV advertisements. There is little relevant research into new media advertisements featuring animated characters in an international context even though online advertising is growing. Furthermore, several academic researchers in China have begun to explore this topic without the benefit of practical research. As a result, the Animated Cartoon Promotional Characters (ACPC) are rarely developed and used although the animation industry has boomed in the Chinese market. ACPC for client companies which are created by commercial designers or design studios are not always in accordance with the preferences of their target customers. A design framework is therefore needed to provide a detailed design procedure for potential customer involvement. In order to achieve this, the Sanyuan Foods Company has been involved as a case study in this research. A series of surveys and focus groups with potential customers and interviews with Sanyuan and professional animators have been employed to improve the design process, to explore and identify more effective design procedures and to develop a design framework for the production of ACPCs. Secondary research has also been conducted in order to trace the historical issues and growth of promotional characters which have been employed successfully by selected companies; to determine the design process and fundamental features, functions and narrative for these animated promotional characters; and to discuss the relationship between different age groups and promotional characters, customers' favour and loyalty. The final framework has been evaluated by the development and testing of a “family“ of 2D and 3D hybrid computer characters for Sanyuan Foods and a series of short promotional animations and web site. Results show positive agreement with theoretical predictions and significant improvement over previous efforts. The research presented here has significant implications for future studies on branding strategy.

Due to changes which are occurring in the information technology sector, the way businesses are being carried out and also the development of the Internet. I have set out in this dissertation to identify the perception of customers regarding Internet as a promotional medium. Primarily, I set out to give an overview of marketing issues related to promotion, issues including the customer's perception, buying influences and the decision process, placing a highlight on the marketing mix influences particularly on promotion. I proceeded by giving an outline of the e- commerce and e-business, identifying the different categories within e-commerce, the steps involved in developing e-business within an organisation. The study identified a number of findings related to the perception of customers regarding the Internet as a promotional medium. Some of the most relative findings indicate that customers still perceived the traditional method of advertising as the best type. A positive feedback has been received regarding the Internet as a marketing tool but there seems to be a lack of trust, which has to be dealt with by companies to make customers overcome this obstacle. Finally customers feel that the human interaction is an important element which has to be made present on website.Companies have to do their best to make utmost use of latest technologies and developments, such as the Internet, so as to maximise organisations goals. To do this the whole organisation has to be committed and the implementation has to be a comprehensive one. Furthermore companies have to ensure that such a development should be used not only to communicate to the customers, but with the customers, benefiting from their feedback.

Manufacturer's promotional support is an important factor in buyers' selection of their suppliers. Research into retail customers' needs examined apparel retail buyers' attitude and acceptance behavior toward manufacturer's promotional support, and the effects of retail organization's characteristics (i.e., orientation, size, and degree of centralization) on the attitude and acceptance behavior toward the promotional support. Promotional support items were categorized into four through literature review (i.e., promotional materials, monetary support, selling aids, motivation of salespeople). Differences between importance perception and offering frequency of promotional support, and differences between importance perception and acceptance and cooperation level with promotional support were also examined. A mail survey (postal or fax) was designed to collect data. Apparel retail buyers from one hundred apparel retail organizations with annual sales volume over $100 million, randomly selected from Hoovers Online Search on the internet, participated in the survey. Forty-eight organizations agreed to participate. A total of 397 questionnaires were mailed, with follow-up phone calls to increase the response rate. Data analysis was conducted on the 137 questionnaires out of 141questionnaires returned (response rate: 35.52%). Pearson's correlation coefficient revealed a positive relationship between importance perception and offering frequency of promotional support, and between importance perception and acceptance or cooperation level. Analysis of variance (ANOVA) revealed the existence of significant differences among levels of orientation and degree of centralization in apparel retail buyers' attitude and acceptance behavior toward three promotional support components (i.e., promotional materials, selling aids, motivating salespeople). Specific differences in attitude and acceptance behavior among levels of organizational variables are discussed, and some recommendations for apparel manufacturers' promotional support strategies to their specific retail customers are proposed. / Master of Science

This Masters Thesis deals with an analysis of promotion mix of the company Enterprise. The objective of this thesis is to introduce company Enterprise Holdings along with its marketing and communication strategies. Furthermore, it includes a survey that was conducted in order to discover respondents awareness of Enterprise Rent A Car marketing activities and additional products. The recommendations are introduced on the basis of the surveys results. Moreover, in the theoretical part there are explained the basic marketing terms, e.g., integrated marketing communication, marketing mix, SWOT analysis and communication strategies. These strategies are crucial for understanding the thesis practical part. The marketing research and the methods of information collection are explained in the last chapter of the thesis theoretical part. The practical part is divided into three main chapters. The company Enterprise Holdings is introduced in the first chapter including its brands. There were conducted two analyses in the first chapter: a competitive analysis and SWOT analysis. The second and also the most elaborated part is focused on the marketing and communication strategies of the company. Additionally, the objectives of the entire company are described there as well as the goal achievement. The conclusion does not include only the survey evaluation but also the authors recommendations. These recommendations target at companys weak points and try to increase awareness of the company among European citizens.

Consumers consistently set goals for themselves. Despite good intentions, consumers often deviate from their goals. If consumers understand the benefits that arise from goal success, then why do most consumers fail to accomplish goals? Often, temptations are more appealing than achievement of goals; temptations are tangible while the benefits of a goal are difficult to grasp. An individual who uses his/her imagination to visualize goal success makes the goal more present-minded and attainable (Oettingen 2000). Thus, imagination facilitates self-efficacy, the belief in one’s ability to reach a goal. Higher self-efficacy, then, provides an individual with the willpower to achieve a goal (Taylor, Pham, Rivkin, and Armor 1998). Whereas previous work has examined temptations’ relationship with goals (e.g. Fedorikhin and Patrick 2010; Wilcox, Vallen, Block, and Fitzsimons 2009; Zhang, Huang, and Broniarczyk 2010; etc.), the scope of this dissertation study differs. Rather, the research aim is to identify how consumers can overcome visceral temptations. Thus, the main objectives include: contributing new perspectives on goal research by merging the literatures on imagination and visceral cues, outlining how imagination regulates the impact of visceral temptations, and identifying the underlying mechanism that explains how imagination regulates the relationship between visceral cues and ad-evoked thoughts, through self-efficacy.

This diploma thesis deals with the communication strategy of STUDENT AGENCY Company. The main aim is to analyze and describe all the principles, possibilities and targets of marketing communication, as well as show how the communication mix can be set and optimized. The theoretical part of the paper shows basic instruments of marketing known as 4P, one of which is promotion (as well known as marketing communication). Here we can find all the instruments of communication mix which can be used, as well as other needed information about the factors which affect the management of marketing communication. The practical part deals with a concrete situation in STUDENT AGENCY Company, explains relationships between the competitors and the whole transportation industry. Because the company operates also in tourism sector, these business activities are mentioned, too. The basic promotional mix of STUDENT AGENCY is introduced, as well as the most important reproaches. At the end the future line of marketing communication is foreshadowed. The main benefit of this paper is the complex vision of the company and its marketing communication, which helps to create a compact opinion to the present and future condition of the communication strategy of STUDENT AGENCY.

Various tax impacts of advertising are analysed in the thesis. Advertising is perceived as an instrument serving the purposes of searching customers and supporting sales, and it may subsist in many particular forms. The tax deductibility of adverisement costs for the determination of income tax base are analysed, and consequently the tax implications of various advertising forms are introduced from both of the income tax and VAT view. From the tax point of view, the differentiation between the advertising and entertainment is important. Cost-free provision of promotional items forms a special exception. Furthermore, the gifts are diversified from the sponzoring and also the tax impact on the side of the recipient is mentioned. A special attention is paid to tax impacts of advertising through the means of promotional samples and tasting, price reductions and fidelity schemes. Also the legislation limitation of the marketing competitions are analysed. The respective theme is also influenced by the EU-harmonisation of advertising and tax areas, from which the possible progress in this field may be deducted.

Aim: The aim of the study is to determine if the traditional services marketing mix influence the students, when selecting a university. Methodology: The work adopts a case study approach using qualitative method in the collection of data via the use of structural interviews. The sampled populations were the university’s administrations and the students. An inductive approach is applied in the data analysis. Result &amp; Conclusion: Findings from the study show that, the HE uses different marketing mix strategies in the recruitment of students. The study also found out that the marketing mix elements have a positive impact in the student’s choice of a university. The programme, Promotional mix, place, price, people and Physical Evidence are directly related to the student’s choice of the HE. Implication of the studies There are two implication of the studies, one for the university and the other for the students. It is essential for the universities to understand the needs, motive of the students, the current and future job market demands. Also, the students need to be informed about the different universities offerings coupling with the current and future job demands.   Limitations of the study: Time factor, the non-probability sampling method are some of the limitation of this study. Suggestion for future Research: The effects of University choice to the student’s satisfactions. Contribution of the Research: The research provides know-how on the HE marketing in Sweden and the student’s choice of the University. / <p>                            <strong>ACKNOWLEDGMENT</strong></p><p>The success of this research could not be accomplished without the collective effort of the department of Business and Economics studies at the University of Gavle in Sweden. Throughout my study programme, they have influenced my study life with knowledge and wisdom in the strategic business world and thus building analytic mindset with positive and critical thinking.</p><p> </p><p>Also, I extend my special thanks to <strong>Sarah Philipson</strong>, supervisor and <strong>Maria Fregidou-Malama,</strong> my examiner for their tireless efforts in guiding me to write this paper. I say thank you to my fellow students who criticized my work constructively. My special thank goes to the students and school administrators who participated in the interviews their contribution has been a great asset to this work.</p><p> </p><p>I also thank the Swedish government for providing me with a “First class” quality MBA education for tuition free.</p><p> </p><p>I will personally thank my family, both at home and abroad for their financial contribution which has permitted me to complete my studies. I also extend gratitude to my very good friend <strong>Samuel Doh Njinowoh</strong> who encouraged me to come and study at Gavle University.</p><p>Finally, I thank God the Almighty for giving me the strength so that I’m able to complete my MBA study safely.</p><p> </p> / Master Thesis

<p>Problem: How do Barilla position and communicate its brand in the Swedish market and how do Swedish consumers recognize the Company’s positioning? Do they perceive the Brand in line with the intended positioning?</p><p>Purpose: Investigating in which way and to which extents Barilla achieves and communicates a suitable positioning in the Swedish market. On the other hand, assessing how consumers and potential customers perceive the brand Barilla, evaluating if they perceive it in line with its intended positioning.</p><p>Method: The research is mainly based on primary data: the Company´s perspective through a personal interview with Barilla´s brand manager; the consumers´ perspectives through 300 questionnaires distributed outside ICA Maxi in Hälla (Västerås).</p><p>Theories: Brand equity; Brand positioning; Promotional mix.</p><p>Conclusions: Barilla pursues a suitable positioning in Sweden, positioning itself on attributes which are valuable, and sought by customers. Consumers´ perception of the intended positioning is generally correct, since the main aspects which the Company focused on are commonly identified and considered familiar by the public</p>

Millions of dollars are spent each year on sales promotion in grocery retailing. Despite this, no one really knows wheter promotions for individual items have positive, neutral, or negative effects on the store’s total profits. In this dissertation, an attempt is made to build a framework model that can be used to predict and evaluate how specific promotions affect item-level, category-level, and store-level profits. One major contribution is that the proposed model specifically incorporates store-traffic and cannibalization effects. The book consists of four parts: the first part is a review of the literature on sales promotion. The second part describes the development of a model for measuring the profit of retailer promotions. The third part shows the impact of sales promotion on profits for a number of hypothetical products. The fourth part measures the profit impact of sales promotions for 15 items in three product categories. The data used in this study were collected in a Swedish supermarket in cooperation with ICA. / Diss. Stockholm : Handelshögskolan, 1995