The thesis aims to identify the weaknesses, threats and opportunities in local marketing activities of the brand Mercedes-Benz in Czech Republic and to suggest ways to upgrade the communication of the company with the current, as well as the potential target groups. The theoretical part of the thesis brings basic knowledge of brand management, consumer behaviour, market research and marketing communications. The practical part of the thesis introduces the company Daimler AG, its historical development, current activities, brand portfolio structure and competition of the brand Mercedes-Benz. This brief presentation of the parent company is followed by description of the Czech daughter company and the positioning, identity and brand image of Mercedes-Benz in the country. The main chapter of the practical part is the analysis, divided into analysis of target groups and analysis of brand communications of Mercedes-Benz Czech Republic in 2011. The following chapter contains recommendations based on the analysis results. The recommendations are related to the optimization of marketing activities of Mercedes-Benz Czech Republic with respect to target groups and planned business activities in the future.

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This study uses focus groups and a questionnaire to examine the information-seeking behaviours of Swedish upper secondary school students. Focus group interviews were conducted among students aged 17-20 at four Swedish upper secondary schools in two different cities. The interviews focused on how the informants themselves experienced their information seeking. In addition, a survey focused on the opinions of upper secondary school teachers regarding the source use of their students. The research questions considered were: What kind of information-seeking behaviour characterizes Swedish upper secondary school students? What kind of information do Swedish upper secondary school students seek when it comes to issues where corporations can be of assistance? How do Swedish upper secondary school students prefer to have information presented? The results of the study provided some valuable insights concerning these questions. The students turned out to use the Internet, and most often Google, in much of their information seeking. However, human contact in the form of face-to-face conversations or presentations was also considered highly important. Furthermore, the information-seeking skills, or information literacy, of secondary school students are not emphasized in their education. The study was performed in cooperation with AstraZeneca in the hope of the results providing the company with valuable information regarding one of their intended target groups.

Abstract The purpose of this report was to study if market segmentation could influence the corporate identity and indirectly the image of a company. The relevance of this purpose was due to a lack of development of the market segmentation theory in a long period of time. There are many authors in this area of research, but not much of a consensus between them. This report therefore delves deeper into one of these market segmentation theories in order to verify the multi-segmentation theory.   During the process of investigation the management of four music festivals were interviewed to see how they use their market segmentation. Several interviews were done with one or more individuals of the organizations. The findings are two-folded. The use of multi-segmentation was proven through the interviews with the festivals. All four festivals used several different market segmentation variables, all focusing greater understanding of the values and personalities of their target group.   The most interesting finding is that from the greater understanding of their customers, the festivals have been able to identify an identity with their target group. Their respective corporate identities have then been build around their target group identities in order to reflect the customers values and believes. This concept of a target group identity may have great impacts on the customers’ perception of the corporate identity and image.

We know that Sweden's HIV communication strategy does not specifically address young women, while Botswana's HIV communication strategy does. The overarching aim of this study is therefore to investigate whether Sweden should and could learn from Botswana with regard to focus on women in the HIV communication strategy. To do so, the methods used are qualitative interviews and focus groups with young women in Sweden and Botswana, expert interviews with representatives from organizations in Sweden and Botswana as well as textual analysis of different HIV prevention strategies from both countries.   The results of this study shows that there seems to be a difference between young women’s risk perception and risk behaviour in Sweden and Botswana, a difference that can partly be explained by hoe respective country work with HIV prevention communication towards this group. This indicates that Sweden could learn from Botswana’s HIV prevention communication concerning how they work with young women as a target group and how gender equality and empowerment of women is part of Botswana’s communication strategy. However, because of the difference in HIV prevalence and because of the limited effect of communication measures, the difference in communication can only be considered a small part of the to why the differences exist.

The study was aimed at discovering the extent to which the education system of Venda satisfies the human resource needs of that area. Chapter one not only outlines the aim of the study but also defines certain terminology used in the text. It also gives an outline of the research methodology. Chapter two identifies the theoretical guidelines with regard to how the education system is related to human resource needs. In defining the education system the chapter indicates that education cannot be divorced from the society in which it exists and therefore must be seen as a social, cultural and economic phenomenon. Chapter three examines the manner in which human resources function as a determinant of the education system. In examining the meaning of human resources it indicates the importance of developing the skills of the people as well as indicating the importance of attitudes towards work of the people, thus showing that skills and attitudes together help create good human resources for the growth and development of society. Chapter four indicates general educational needs as well as the criteria to be used for the purposes of this research. It indicates that basic skills should be developed in all people so that they can be able to adjust properly to the workplace. It emphasises the importance of reading, writing, computation and speaking abilities as the basis for education which intends to develop good human resources. Chapter five is the empirical study. It therefore indicates how the postal questionnaire was used. It also contains the results of the empirical study, and explains them. Chapter six gives the conclusions as well as the recommendations that are a result of this research. It concludes that the education system and society are bound together and should not be separated, that human resource development is an important aim of education systems and therefore development should not be one-sided but should be complete, that is, it should include social and cultural skills and economic development. Thus education in Venda should not ignore this, and should be of a good quality as from the lowest standards, so that whether a person has an education of up to Standard 5, 8 or 10 it should not be an insurmountable handicap to adjustment to the work situation. / Thesis (MEd (Vergelykende Opvoedkunde))--PU vir CHO, 1996

Στη σύγχρονη κοινωνία, η επιρροή της διαφήμισης είναι αναμφισβήτητα αισθητή, τόσο σε οικονομικά και επιχειρηματικά πλαίσια, όσο και σε ολόκληρο το φάσμα του κοινωνικού γίγνεσθαι. Η Διαφημιστική καμπάνια ως έννοια περιλαμβάνει μια σειρά από διαφημίσεις, καθώς και τις δραστηριότητες που βοηθούν στην παραγωγή τους, οι οποίες σχεδιάζονται για να επιτύχουν αλληλένδετους στόχους. Εξ ορισμού η Διαφήμιση, σαν συναισθηματική ή λογική επικοινωνία, λειτουργεί ακολουθώντας συγκεκριμένους δρόμους βήμα προς βήμα. Τίποτα δεν μπορεί είναι τυχαίο στην οργάνωση μιας διαφημιστικής καμπάνιας και πάντα μελετάται με μεγάλη προσοχή. Οι παράγοντες οι οποίοι παίζουν σημαντικό ρόλο στην οργάνωση και στο σχεδιασμό μιας διαφημιστικής καμπάνιας αριθμούνται ως εξής: α) Διαφημιζόμενος β) Διαφημιστής γ) Μέσα Μαζικής Επικοινωνίας. Για να είναι επιτυχημένη μια διαφήμιση δεν αρκεί μόνο η ύπαρξη του σωστού διαφημιστικού μηνύματος, η διαφημιστική νύξη και το ύφος του μηνύματος, αλλά θα πρέπει να μεταβιβαστεί και με το κατάλληλο μέσο στο κατάλληλο κοινό την κατάλληλη στιγμή. Στην παρούσα έρευνα, αντλήθηκαν 104 ελληνικές διαφημιστικές καμπάνιες για την εμπειρική διερεύνηση τους. Πηγή των δεδομένων αυτών, είναι τα Effie awards. Η εμπειρική διερεύνηση των ελληνικών διαφημιστικών καμπανιών αφορά στο έτος συμμετοχής στα Effie awards το 2008. Η επεξεργασία των δεδομένων για τη διεξαγωγή της έρευνας έγινε με τη δημιουργία 70 μεταβλητών, οι οποίες αναλύθηκαν με το στατιστικό υπολογιστικό πρόγραμμα SPSS. Τα δεδομένα αρχικά αναλύονται με τη χρήση των βασικών περιγραφικών στατιστικών μέτρων για κάθε μία μεταβλητή ξεχωριστά. Στη συνέχεια πραγματοποιείται ανάλυση συσχέτισης μεταξύ επιλεγμένων μεταβλητών όπως η μεταβλητή περίοδος υλοποίησης της διαφημιστικής καμπάνιας με τη μεταβλητή συνολικό κόστος, τη μεταβλητή στόχος ως προς την ηλικία 10-17 με τη μεταβλητή διαφημιστικό ύφος κινούμενα σχέδια, τη μεταβλητή στόχος ως προς την ηλικία 18-24 με τη μεταβλητή διαφημιστικό ύφος μαρτυρίες διασημοτήτων, τη μεταβλητή στόχος ως προς την ηλικία 18-24 με τη μεταβλητή διαφημιστικό ύφος θέαμα, υπερβολή, πρόκληση, τη μεταβλητή στόχος ως προς την ηλικία 36-50 με τη μεταβλητή διαφημιστικό ύφος τρόπος ζωής. Τέλος, γίνεται παραγοντική ανάλυση για να επιτύχουμε τη μείωση του μεγάλου αριθμού των μεταβλητών σε ένα μικρότερο αριθμό σημαντικών παραγόντων με αποτέλεσμα την εύρεση των βασικών παραγόντων που επηρεάζουν την αποτελεσματικότητα της διαφημιστικής καμπάνιας. / --

Färg och form kan bidra till att skapa uppmärksamhet, förmedla budskap och skapa känslor som i sin tur kan öka sannolikheten av att kunden genomför köpet. Förpackningens färg och form bör synkronisera för att budskapen inte ska motsäga varandra, och det är mycket viktigt att designen lämpar sig till målgruppen. Färg kan ses som ett språk som kommunicerar med konsumenten, och att förstå detta språk kan vara ett starkt redskap inom marknadsföring och design. Det är vanligt att förpackningsdesign riktas mot något eller bägge könen och att ge produkten en karaktär av maskulint eller feminint kan vara ett effektivt tillvägagångssätt att särskilja produkten från resterande sortiment. I samband med färg och form är det nödvändigt att förstå konsumentens behov samt användning av produkten, och det är viktigt att skapa en god design riktad mot rätt målgrupp. Det är viktigt att förstå vad konsumenten attraheras till och vad som lockar till att genomföra ett köp. Syftet med denna studie var att ta reda på varför förpackningsdesign för duschcreme specificerade för kvinnor respektive män skiljer sig, och vad som anses vara kvinnligt och manligt när det kommer till färg och form, i samband med duschcremesförpackningar. För att ta reda på detta genomfördes en visuell innehållsanalys samt en enkätundersökning. Resultatet som genererades av dessa metoder sammanfattades i tabeller och diagram, som tydligt visar de färger som anses vara maskulina samt feminina. Mörka färger, som svart och blått, anses vara maskulina medan ljusa färger och rosa toner anses vara feminina. Mjuka grafiska element och former kopplas till femininitet medan motsatsen kopplas till maskulinitet. Slutsatsen av detta är att anledningen till att förpackningarna skiljer sig är för att lättare kommunicera med målgruppen, och i detta fall via färg och form. / Color and shape may contribute to creating attention, conveying messages and create feelings, which in turn can increase the likelihood that the customer makes the purchase. Packaging color and shape should synchronize so that the messages don’t contradict each other, and it is very important that the design is suitable to the targeted audience. Color can be seen as a language that communicates with the consumer, and understanding this language can be a powerful tool in marketing and design. It is common that packaging design is directed towards one or both sexes and to give the product a character of masculine or feminine can be an effective approach to distinguish the product from the remaining range. In conjunction with the color and shape, it is essential to understand the needs and use of the product for the consumer, and it is important to create a good design targeted towards the right audience. It is important to understand what consumers are attracted to and what attracts to make a purchase. The purpose of this study was to find out why packaging design for shower gel specified for women and men differ, and what is considered feminine and masculine when it comes to color and shape, in conjunction with shower gel packaging. To find out about this, a visual content analysis and a survey were performed. The results generated by these methodologies were summarized in tables and charts, which clearly shows the colors that are considered masculine and feminine. Dark colors, such as black and blue, are considered masculine while bright colors and pink tones are considered feminine. Soft graphic elements and shapes are linked to femininity while the opposite is linked to masculinity. The conclusion is that the reason that the package designs are different is to make it easier to communicate with the targeted audience, and in this case through color and shape.

The aim of this diploma thesis was to create a communication campaign based on the priority goals of a municipality and to address the target group through this campaign to achieve the goals.

The aim of this study is to learn about and demonstrate the process in which Försäkringskassan (The Swedish Social Insurance Agency) customizes texts and the texts linguistics influence on a potential beneficiary. I use three different questions to fulfill the purpose of the study. I examine what the manuals writers of Försäkringskassan use say about the issues of sentence length, addressing the beneficiaries and wording – three language features that represent different perspectives within plain language research. Furthermore, I examine how decision texts are created and tailored for its beneficiary group and how the language in decisions is perceived by potential beneficiaries. The study’s main method is a case study, which is composed of three data collection methods – comparative text analysis, unstructured interview and survey analysis. The purpose with the different data collection methods is to produce a variety of data that can be discussed in relation to previous research in areas relevant to the purpose of this study. The manuals used by the social insurance staff seem to have a peripheral position on the issue of sentence length, although the survey respondents are expressing criticism towards too long or too short sentences. The study shows that Försäkringskassans decision process is effective, since decisions are created through collaboration of language experts, lawyers and insurance specialists – a collaboration which has also been praised by Språkrådet. However, certain problems arise with the legal language and in some cases Försäkringskassan have to resign themselves to use words and concepts that cannot be described as plain language. The study also demonstrates the need of continuous text reviewing, since the texts should follow current research in plain language and Föräkringskassans guidelines. The fact that Försäkringskassans role as a text transmitter affect the perception of language and content is clear due to results of the survey, a fact which is also supported by previous research. How language is perceived by a beneficiary depends both on the recipient's background knowledge and by his or her attitude towards Försäkringskassan as a text sender.