Purpose: The purpose of the study is to investigate how consumers reason about personalized online advertising. Research questions:  Do consumers perceive the risks and benefits of personalized online advertisements? How do consumers adapt their behavior based on the risks and benefits perceived by online personalized advertisements?   Methodology: This study is implemented using a qualitative research method and a deductive approach. The empirical data for the study was gathered through twenty individual semi-structured interviews. The researchers employed thematic text analysis to systematically process the acquired data, which was subsequently examined using behavioral-science theories.  Analysis & Conclusion: According to the findings, consumers believe that they receive more relevant ads as a result of advertisements being tailored to them and are willing to share their personal information in order to receive personalized ads. The risks of personalized advertisements stem from privacy issues. However, there is a difference in perceived risks between consumers, in that consumers who are more aware of how their personal information is used by companies see greater risks with personalization. Consumers' attitudes towards personalized ads from companies that they have never signed up for, interacted with or shopped from differ depending on the communication channel through which the ads are displayed. This is because personalized advertisements via e-mail, as opposed to advertisements on websites, are considered to include more personal information such as customer name and e-mail address. As a result, consumers perceive that it is more worrying to receive personalized emails without having supplied their name or email address to the email senders than seeing personalized advertising on websites with which they have never engaged before.

Purpose – The purpose of this study is to analyse the differences in click-through rate, attention, memory (recall and recognition), and attitude between static and animated advertisements on the social media platform Instagram. This study addresses whether static or animated advertisements are more effective on social media. Research questions – How can animations affect click-through rates compared to static graphics on Instagram advertisements? How can animations affect Instagram users’ memory of advertisements compared to static graphics? How can animations affect the attitude of Instagram users towards the ad compared to static graphics? Method and implementation – Two primary research studies were conducted: an in-depth experiment and an Instagram A/B test. In the in-depth experiment, 30 Jönköping University students were asked to scroll through an imitated Instagram feed with either animated or static ads and then fill out a questionnaire to measure their attention, recall, recognition, attitude, and click-through intention. In the Instagram A/B test, a marketing campaign was conducted on Instagram. An animated and a static version of an ad was used, and the click-through rates were measured. Findings – Compared to static graphics on Instagram advertisements, animations did not yield significantly higher click-through rates, click-through intention or attention. Animations also do not significantly affect the users’ recall, recognition or attitude. The findings contribute to the limited understanding of how animated Instagram ads affect customer behaviour and have laid grounds for further researchin the research area.

La presente investigación diacrónica se ocupa de las formas de tratamiento alocutivo del español en la publicidad de prensa de Mendoza, Argentina, entre los años 1885 y 2014. Dado que la publicidad se presenta como un fenómeno de por sí íntimamente ligado a los modos de ser, estar y pensar en una sociedad, explorar cómo se emplea el tratamiento en este género sirve para arrojar luz sobre las pautas de uso en un momento dado y los cambios que se han ido produciendo en el tiempo. Nuestro objetivo ha sido, entonces, trazar un panorama histórico del tratamiento alocutivo en la zona a partir de su uso en anuncios de prensa. Para esto, exploramos la presencia del tratamiento, su codificación lingüística, y su relación con el rubro, el destinatario y el emisor, valiéndonos de un corpus de 750 avisos publicitarios extraídos del diario Los Andes de Mendoza. El corpus abarca 130 años, desde los primeros años de existencia del periódico y hasta la actualidad, divididos y analizados en tres periodos: 1885-1889, 1950-1954, 2010-2014. Los resultados corroboran que las pautas y los cambios de uso son consistentes con lo que rige para el género publicitario, pero también con el contexto social de cada época así como con los cambios sociohistóricos que van modificando el modo de ver y dirigirse al otro, y que dan cuenta de una consolidación y aceptación progresiva hacia la variedad propia, también en la lengua escrita.

Pharmaceutical product claim and help-seeking advertisements have prompted the types and purposes of medical dermatology service(s) that patients have used in the United States. Indeed, researchers have demonstrated that 94% of working nurse practitioners affirmed receiving from their patients a request for a cancer drug advertised. However, adult dermatology patients members of Saint Nicholas Catholic Church or/and patients at MedStar Clinic in Houston, Texas, have not been of interest for any study so far. The purpose of this quantitative study was to assess the relationship between product claim, help-seeking, types, and purposes of medical dermatology services used amongst males and females aged at least 18 years. Prospect theory (PT) was the theoretical framework used to analyze the purpose of this study. A cross-sectional survey approach permitted to collect primary data from 120 participants who were members of Saint Nicholas Catholic Church or/and patients at MedStar Clinic. The results, based on a forced entry multiple regression analysis at 95% confidence interval, indicated that product claim and help-seeking significantly explained (p -?¤ .05) the variances of certain types and purposes of medical dermatology services used. Thus, product claim and help-seeking predicted the types and purposes of medical services used by the study population. Pharmaceutical announcers may benefit from the results of this study by using the study results to create new direct-to-consumers advertisements for the dermatology health promotion. The study population may benefit healthy skin, hairs, and nails by using medical dermatology services after exposure to the new pharmaceutical direct-to-consumer advertisements.

This master's thesis describes development of information system for management of printed paper advertisements, including the problem description, definition of requirements, design, implementation and discussion of planned extensions. During design and implementation, special attention was paid to intuitive and easy user interface. System is programmed in Java language. Hibernate is used for data persistence. Graphical user interface makes use of the Swing framework. MySQL is used as the database system.

Advertisements affect our daily lives and as technology and the practice of marketing has developed over the course of history, we have become exposed to greater amounts of product and service campaigns. The purpose of advertisements is to educate the consumer with the goal of ultimately selling the product, and many companies and organizations would not be able to survive without the use of advertisements. Ultimately, it is a necessity for a business to prosper in a competitive market, but there are possible side-effects for the consumer that are beyond the intentions to buy. The purpose of this thesis is to explore the effects advertisements play on the college student in particular. Different static/multi media advertisements have been shown to various college students ranging in gender and background to discover the comprehensive ramifications of specific promotions to study the moral and ethical impact that advertisements play on students' moral intent. An analysis and conclusion will be given, along with ideas for possible future studies. Recommendations will also be stated for marketers to be morally responsible for the advertisements they portray so the audience is not effected in a way that can lead to unwanted consequences. Ultimately, the results did not support the original hypotheses, leading to thought- provoking questions concerning our current marketing practices and the effectiveness of static and multimedia advertisements on college students. Future studies need to take place to reveal the accuracy of the study and to ultimately answer the question, "Are current advertisements influencing the audience at hand?"

Development of technical and methodological support has been identified as a key area for future research and development within the search and rescue (SAR) of missing persons in Sweden. Previous studies have demonstrated the feasibility of using Wi-Fi signals to locate a missing person, and also developed hardware and software for SAR systems based around Unmanned Aerial Vehicles (UAV). This thesis empirically studies the actual transmission behaviour of three non-connected smartphones over Wi-Fi and Bluetooth Low Energy (BLE), under the assumption that a missing person could be carrying a smartphone with them. Furthermore, the thesis studies the range of relatively low-cost off-the-shelf Wi-Fi and BLE devices in a “best-case” scenario with free line-of-sight and a slightly elevated transmitter. Finally, the thesis studies how antennas and other factors impact range. The results show that all of the tested smartphones transmit so called Wi-Fi probe packets when Wi-Fi is enabled. Though, these probes are, in most cases, transmitted during short events separated by intervals of 5 to 9 minutes, depending on the smartphone. Furthermore, in most cases only a few packets are transmitted in each event. The interval lengths and scarce packets imply significant limitations to the usability of Wi-Fi in SAR. BLE broadcast transmissions, on the other hand, require that some kind of advertising service is enabled, but are transmitted at least every 10.5 seconds, due to the strict regulation in the Bluetooth standard. This was also demonstrated with the studied iPhone that continuously transmitted BLE packets every two seconds. Roughly 60 % of the smartphones in use in Sweden today are Apple devices, thus a significant portion of all the smartphones in use are likely to be detectable via BLE within brief time intervals. In the tested “best-case” scenario with free line-of-sight and a slightly elevated transmitter, at least 80 % of the transmitted Wi-Fi probes are detected up to 500-600 meters with a maximum range, with sparsely detected packets, of up to about 700 meters. Correspondingly, at least 80 % of the BLE advertisements are detected up to 60-110 meters with occasional packets detected up to a maximum range of approximately 210 meters. However, the ranges for both Wi-Fi and BLE are highly dependent on the receiving device. In addition to the receiver device and standard, it is found that the transmission power and antenna directivity of the transmitter have a potentially substantial impact on the range with a possible combined difference in directed transmitted power of up to 49 dB. This corresponds to the difference between a strong signal and no detected signal at all. In summary, there are clear differences between the properties of BLE and Wi-Fi, both in terms of range and how different devices transmit broadcast packets (transmission behaviour), resulting in both having advantages and disadvantages in SAR applications. There are also a number of factors on the transmitter and receiver devices that could have considerable impact on the possibility of detecting a device. Concludingly, both BLE and Wi-Fi could fill a role in SAR of missing persons, but both also have major drawbacks that are severely limiting their possible use. / <p>Examensarbetet är utfört vid Institutionen för teknik och naturvetenskap (ITN) vid Tekniska fakulteten, Linköpings universitet</p>

Mémoire en recherche-création / Depuis les années 1920, les discours des publicités de produits menstruels sont rythmés par des normes stigmatisantes. Ces normes s’inscrivent dans un système paradoxal et contradictoire. Ainsi, Josefin Persdotter propose l’emploi du néologisme menstrunormativité, afin de dépeindre ce système qui différencie les bonnes menstruations des mauvaises. Dans les années 1960, divers.e.s artistes et activistes féministes s’approprient les discours menstruels afin de remettre en question les normes s’y trouvant. Au cours des années 2010, une révolution menstruelle et artistique émerge sur la plateforme Instagram et tend à transgresser la menstrunormativité, notamment par l’illustration. Sur Instagram, les marques de produits menstruels se réapproprient les discours féministes et partagent le travail d’illustrateur.rice.s tout en réitérant la menstrunormativité par la diffusion de normes contradictoires. Cette recherche met en lumière la rencontre complexe entre artistes féministes et marques de produits menstruels sur le média social. Ces artistes participent à la déconstruction des normes, tout en prenant part au paradoxe composant les comptes Instagram de ces marques. Au long de cette recherche, j’ai imaginé puis organisé un atelier de création avec une illustratrice féministe, créant principalement autour des menstruations. Cet atelier offrait à l’artiste un espace de réflexion autour des sujets traités par cette recherche, tout en illustrant la manière dont elle percevait l’art/illustration menstruel dans le contexte publicitaire. Ce mémoire tend à participer aux critical menstruation studies, en explorant les stratégies mobilisées par les artistes menstruel.le.s afin de subvertir la menstrunormativité. / Since the 1920s, the discourses of menstrual product advertisements have been punctuated by stigmatizing norms. These norms are part of a paradoxical and contradictory system. Thus, Josefin Persdotter proposes the use of the neologism menstrunormativity, in order to depict this system that differentiates good menstruation from bad. In the 1960s, various artists and feminist activists appropriated menstrual discourses in order to question the norms found therein. During the 2010s, a menstrual and artistic revolution emerged on the Instagram platform and tended to transgress menstrunormativity, particularly through illustration. On Instagram, menstrual brands reappropriate feminist discourses and share the work of illustrators while reiterating menstrunormativity through the diffusion of contradictory norms. This research highlights the complex encounter between feminist artists and menstrual brands on social media. These artists participate in the deconstruction of norms, while taking part in the paradox composing the Instagram accounts of these brands. Throughout this research, I imagined and then organized a creative workshop with a feminist illustrator, creating primarily around menstruation. This workshop offered the artist a space to reflect around the topics addressed by this research, while illustrating how she perceived menstrual art/illustration in the advertising context. This dissertation aims to participate in critical menstruation studies by exploring the strategies mobilized by menstrual artists to subvert menstrunormativity.

Bristen på kvinnor inom IT-branschen är något som uppmärksammats i många år. I Sverige finns det fortfarande en underrepresentation av kvinnor inom branschen, och företag har därför svårt att rekrytera kvinnor. Ett sätt för företag att locka kandidater kan vara genom platsannonser, men tidigare forskning visar att platsannonsernas formulering kan påverka män och kvinnor olika. Syftet med studien är att skapa en förståelse för hur kraven i platsannonser inom programmeringsyrken upplevs av kvinnliga programmeringsstudenter, samt undersöka om det finns några skillnader i hur kvinnliga och manliga studenter upplever kraven. Med hjälp av denna förståelse ämnar studien att identifiera några faktorer i upplevelsen av krav, som företag skulle kunna ha i åtanke vid utformandet av platsannonser. Empirin som ligger till grund för denna studie är insamlad via kvalitativa intervjuer och en kvantitativ enkätstudie. Resultatet av undersökningarna visar att kvinnliga programmeringsstudenter upplever att det är svårt att avgöra nivån på kraven i platsannonser, och huruvida de når upp till den nivå som efterfrågas. Hur nivån upplevs kraven kan påverkas av sättet kraven benämns och formuleras i annonsen. Utformningen av kraven som listor är något som kvinnorna i studien föredrar framför krav skrivna i löpande text. Kraven upplevs liknande i flera aspekter mellan kvinnorna och männen. Till exempel har båda upplevt att platsannonser ställt för höga krav, att det är svårt att avgöra nivån på kraven, och båda upplever att de oftare uppfyller de personliga egenskaperna än de tekniska kunskaperna. Däremot finns det vissa skillnader. Exempelvis är kvinnorna i studien mindre benägna att söka en tjänst än vad männen är när de inte uppnår samtliga krav i en platsannons. Kvinnorna i studien verkar även generellt vara mer osäkra kring frågor om arbetssökandet än vad männen är. Faktorer som företag skulle kunna ha i åtanke vid skapandet av platsannonser är antalet krav, ordningen på kraven, benämningen av kraven, förtydligandet av skall-krav och meriterande krav, samt kontextualiserandet av kraven och arbetslivserfarenheten. / The lack of women in the IT industry has been discussed for many years. There is still an underrepresentation of women within the field in Sweden, and companies find it difficult to recruit women. One way for companies to attract candidates could be through job advertisements. However, previous research show that men and women can be affected differently by the wording of job advertisements. The purpose of this study is to create an understanding of how female programming students experience the requirements in job advertisements within programming professions, and whether there are any differences between how female students and male students experience job requirements. Using this understanding, the study aims to identify factors that companies could consider when designing job advertisements. This is investigated through qualitative interviews and a quantitative survey. The results show that the female students find it difficult to determine the level of the requirements in job advertisements and whether they reach the required level. How the level is perceived can be affected by the wording of the requirements. The women in this study prefer requirements that are written as lists rather than running text. Several aspects showed a similarity between how the women and men experienced the requirements. For example, both genders have experienced difficulties in determining the level of the requirements, and they have also experienced the required level as too high. Both genders experience that they meet the personal requirements more often than the technical ones. However, there are also some differences. For example, the women in this study are less likely than the men to apply for a job if they do not meet all the requirements in a job advertisement. The women in this study also generally seem to be more uncertain about questions concerning job searching compared to the men. Factors that companies could keep in mind when creating job advertisements are the number of requirements, the order of the requirements, the wording of the requirements, the differentiation of preferred skills from required skills, the contextualization of the requirements and the required work experience.

The following research focuses on the dualism between standardization and localization of advertisement content. The analysis focuses on two pieces of advertisement content designed for the Chinese market and the US market by an electronics manufacturing company that follows a business-to-business strategy. The analysis will be supported by an extensive theoretical background and interviews conducted among the employees. The research aims at finding out which approach, between standardization and globalization, is most viable for the company and whether or not the theory supporting localization and cultural values diversity is valid or needs to be reconsidered and re adapted to the modern business scenario. Keywords: cross-cultural analysis, standardization, localization, advertisements, business-to-business.