The diploma thesis introduces Guerilla marketing as an unconventional method of commercial communication. The basics of traditional marketing are described in the first part of the work. Afterwards, the types of Guerilla marketing are presented whereas their advantages and possibilities are identified using practical examples. The consumers attitude toward the unconventional commercial communication is analyzed with the help of executed survey.

For the last five years, Sweden has seen a quite remarkable milk war between the traditional Arla serving dairy products and the innovative Oatly offering vegan milk substitutes. The purpose of this thesis was to investigate how consumers’ attitudes are affected by firms’ involvement in brand rivalry, where the conflict between Arla and Oatly served as a case. A conceptual model based on previous research was created to shed light on essential elements that affect consumers’ attitudes. Empirical data was collected through a qualitative content analysis as well as two focus group interviews. Findings resulted in three main insights concerning consumers’ attitudes. Firstly, consumers’ attitudes depend on how the brands decide to leverage and influence consumers’ emotions, where humorous content can smooth over smear campaigns. Secondly, consumers’ attitudes are influenced by their degree of knowledge regarding the conflict, where knowledgeable consumers are often more critical to the content communicated in advertisements. Lastly, consumers’ attitudes are negatively affected if a brand’s core values do not cohere with its engagement in rivalry. This dissertation has contributed to additional insights into brand rivalry initiatives from a consumer perspective. Brands should consider a public conflict more carefully to avoid negative attitudes among consumers.

The value of fashion week’s physical presence has been questioned in connection with the Covid-19 pandemic, when fashion week became fully digital. Once the pandemic subsided, the digital attributes were retained and combined with the physical space, resulting in a phygital fashion week. This new phenomenon, the contemporary fashion week that combines on-site and online activities, has therefore received little academic research. There is a lack of academic knowledge about how the post-pandemic setting of fashion week affects the physical value. The purpose of this study is to analyze how the post-pandemic setting of fashion week has affected the value of physical presence in regards to marketing communication through the lens of Copenhagen Fashion Week (CPHFW). By conducting a case study of CPHFW, the goal is to bridge the gap by providing new research within the field of fashion marketing. A qualitative research approach was used to provide an in-depth perspective of CPHFW. The chosen data collection techniques were a combination of ethnographic and netnographic methods. The ethnographic methods were conducted on-site, physically at the AW 23 season of CPHFW, while the netnographic methods analyzed activities online, thus communication through social media platforms as well as press coverage. The results of this study indicate that there is a strong interdependence between the digital and physical fashion week, where the digital do not have an obvious position of power because it is dependent on the physical presence. Fashion week has evolved into a phenomenon conducted physically, with the aim of reaching a digital audience through the creation of spectacular on-site moments being shared online. This points to a complex power relationship between the two. Therefore, the value of physical presence remains strong in a post-pandemic setting of fashion week in regards to marketing communication. In terms of Copenhagen, the emerging fashion capital, the translation of the physical presence to the digital realm becomes even more important as it promotes its fashion week to a global audience. It enables CPHFW to communicate elements of differentiation digitally, thus strengthening the attractiveness of the physical presence.

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Sammanfattning Titel: Hur påverkar Gerillamarknadsföring Generation Y?  Ämne/Kurs:  Företagsekonomi - Kandidatuppsats Handledare:  Lars Haglund Nyckelord: Marknadsföring, Gerillamarknadsföring, Generation Y, Annonsering, Word-of-mouth, Buzz- marknadsföring, varumärkesattityd, varumärkesengagemang, engagemang online, kommunikation. Bakgrund: Marknadsföring handlar om att skapa och utveckla lönsamma kundrelationer. I dagens samhälle så sker marknadsföring runtom omkring oss hela tiden. På grund av detta har Generation Y utvecklat strategier som automatiskt sorterar bort överflödig och onödig information. Genom att använda oss av Gerillamarknadsföring så vill vi studera om det går att skapa en bättre attityd och ett större engagemang hos Generation Y gentemot varumärke. Kunskapen och förståelsen för hur generationens beteende påverkas kan ge möjlighet för företag att utveckla sin marknadsplan och anpassa verksamheten mot den aktuella generationen Y. Problemformulering: Kan den okonventionella Gerillamarknadsföringen visa sig vara mer effektiv och framgångsrik på ungdomar gentemot traditionell annonsering? Syfte: Genom att belysa problemet som dagens marknadsförare har med den reklamkritiska generationen Y så är syftet att undersöka om en modern och udda marknadsföringsmetod kan vara en av lösningarna på problemet. Metod: Uppsatsen är av kvalitativ karaktär och urvalsmetoderna är bekvämlighetsurval och påstana urval. Genomförandet sker till största del enligt en autoetnografisk metod som handlar om att komma till insikt av den sociala verkligheten för att skapa sanningsenliga uttalanden. Primärdata består i huvudsak av tre intervjusituationer med fokusgrupp, Gerillabyrå och på plats vid Gerillaevent. Teorier: I denna uppsats använder vi oss utav teorier inom följande ämnen, Gerillamarknadsföring, Word-of- mouth, Buzz-marknadsföring, Generation Y, Konsumentbeteende inriktat mot attityd och engagemang. Analys: I analysen har vi sökt efter framträdande mönster som uppstår mellan empiri och teori. Vi kan urskilja ett mönster som talar om för oss att vi kan se positiva effekter vid användning av Gerillamarknadsföring mot Generation Y, dock inte som en ensam metod i marknadsföringsmixen. Slutsats: De centrala delarna i uppsatsen visar ett mönster där användning av Gerillamarkandsföring främst påverkar Generation Y utifrån variablerna; attityd och engagemang gentemot varumärke. Vi ser även att Gerillamarknadsföringen har en större funktion som ett externt kompletterande marknadsföringsmedel. / Abstract How does Guerrilla Marketing Affect Generation Y?  Subject/Course: Business Administration – Bachelor Thesis Mentors:  Lars Haglund Keywords: Marketing, Guerrilla Marketing, Generation Y, Advertising, Word-of-mouth, Buzz-marketing, Brand attitude, Brand engagement, commitment online, communication. Background: Marketing is about creating and developing profitable customer relationships. In today's society marketing and advertising is around us all the time. Because of this, Generation Y has developed strategies that automatically sorts out unneeded and unnecessary information. Through the use of Guerilla Marketing, we want to study whether it is possible to create a better attitude and a greater commitment towards the brand. The understanding of how behavior is influencing the Generation can provide the opportunity as a company to develop a better marketing plan and adapt more towards the Generation Y. Problem: Can the unconventional methods of Guerrilla Marketing prove to be more effective and successful at Generation Y towards traditional advertising? Purpose: By highlighting the issue that today's marketers have with the advertising-critical Generation Y, the purpose is to investigate whether a more modern and quirky marketing method can be one of the solutions to the problem.  Method: The thesis is based on a qualitative method and the selection methods are convenience sample and ”on town” selection. The implementation follows an autoethnographic method that is about to come to the knowledge of the social reality, in order to create truthful statements. Primary data consists mainly of three interview situations with focus group, Guerrilla marketing agency, and on-site at the Guerillaevent. Theories: In this report, we use theories from following subjects, Guerrilla Marketing, Word-of-Mouth, Buzz Marketing, Generation Y, Consumer behavior oriented in attitude and commitment. Analysis: In the analysis we looked for distinct patterns that occur between empirical and theoretical framework. We can discern a pattern that tells us that we can see positive effects from the use of Guerrilla marketing to Generation Y, but not as a comprehensive method of the marketing mix. Conclusion:  The central parts of the essay shows a pattern in which the use of Guerrilla marketing is affecting Generation Y based on the variables; attitude and commitment towards the brand. We also see that Guerrilla marketing has a major function as an external additional marketing method.

Il y a de nouveaux défis dans l'administration et dans la conception des systèmes pour optimiser la gestion des ressources des applications basées en nuage Cloud Computing. Certaines applications demandent des performances rigoureuses (par exemple, par rapport aux retards et aux limites de la gigue), tandis que d'autres applications présentent des charges de travail en rafale (volatiles). Cette thèse propose un framework inspiré dans un modèle épidémique (et basé sur des Chaînes de Markov à Temps Continu), qui peut reproduire la volatilité de la charge de travail, à savoir les effets de buzz (quand il y a une augmentation soudaine de la popularité d'un contenu) d'un système de Vidéo à la Demande (VoD). Deux méthodes d'estimation (basés sur des heuristiques et des Chaînes de Markov Monte Carlo - MCMC) ont été également proposées dans ce travail, de façon à ajuster le modèle selon les comportements de la charge de travail. Les paramètres du modèle obtenus à partir des procédures d'étalonnage révèlent des propriétés intéressantes du modèle. Basé sur des simulations numériques, la précision des deux procédures a été analysée, en montrant que les deux présentent des performances raisonnables. Toutefois, la méthode MCMC dépasse la performance de l'approche heuristique. Cette thèse compare également le modèle proposé avec d'autres modèles existants, tout en examinant la qualité de l'ajustement de certaines propriétés statistiques sur des traces réelles de la charge de travail. Finalement, ce travail propose une approche probabiliste de provisionnement des ressources, basée sur le Principe de Grandes Déviations (LDP). LDP caractérise statistiquement les effets de buzz, qui causent de la volatilité extrême de la charge de travail. Cette analyse exploite les informations obtenues en utilisant le LPD du système VoD pour la définition des politiques de gestion des ressources. Ces politiques peuvent être intéressantes pour toutes les acteurs dans le nouveau contexte de l'informatique en nuage. / There are some new challenges in system administration and design to optimize the resource management for a cloud based application. Some applications demand stringent performance requirements (e.g. delay and jitter bounds), while some applications exhibit bursty (volatile) workloads. This thesis proposes an epidemic model inspired (and continuous time Markov Chain based) framework, which can reproduce workload volatility namely the "buzz effects" (when there is a sudden increase of a content popularity) of a Video on Demand (VoD) system. Two estimation procedures (heuristic and a Markov Chain Monte Carlo (MCMC) based approach) have also been proposed in this work to calibrate the model against workload traces. Obtained model parameters from the calibration procedures reveal some interesting property of the model. Based on numerical simulations, precisions of both procedures have been analyzed, which show that both of them perform reasonably. However, the MCMC procedure outperforms the heuristic approach. This thesis also compares the proposed model with other existing models examining the goodness-of-fit of some statistical properties of real workload traces. Finally this work suggests a probabilistic resource provisioning approach based on a Large Deviation Principle (LDP). LDP statistically characterizes the buzz effects that causeextreme workload volatility. This analysis exploits the information obtained using the LDP of the VoD system for defining resource management policies. These policies may be of some interest to all stakeholders in the emerging context of cloud networking.

Buzz-pollination or pollination by vibration occurs in several families of angiosperms including some important commercial crops such as potatoes and tomatoes. Buzz-pollinated flowers release pollen via small pores or slits on the anther’s tip that require the use of vibrations by specialized pollinators, usually bees, to remove the pollen. Some buzz-pollinated species have elaborate floral morphologies including dimorphic anthers within the same flower (heteranthery), and mirror-image flowers (enantiostyly) where the style is reciprocally deflected to either the left or right side of the floral axis. The complex floral morphology and buzz-pollination syndrome seen in these species require a close physical interaction between the sexual organs of the flowers and the bodies of insect visitors. Despite the broad taxonomic distribution of buzz-pollination in angiosperms (more than 60 families are buzz-pollinated) relatively few studies have described the pollination ecology of these species under natural conditions. The main goal of the present work was to characterize the pollination biology, mating patterns and antagonistic interactions (e.g. pollen theft) in natural populations of a buzz-pollinated species. For this purpose, I studied Solanum rostratum (Solanaceae), a buzz-pollinated, self-compatible, annual weed with complex floral morphology (both enantiostylous and heterantherous flowers). This species usually grows in disturbed areas in its native range (Mexico) and has become invasive around the world. My research was divided into three components. First, I characterized the pollination and reproductive biology of natural populations in Mexico. I performed floral manipulations in six natural populations of S. rostratum to estimate fruit and seed set. In three of these populations, I carried out 115 hours of pollinator observations and quantified the incidence of pollinators versus pollen thieves. I also measured the efficiency of a subset of floral visitors in triggering fruit set after single visits. Second, I investigated whether morphological correspondence between the size of the pollinator’s body and floral morphology influences pollen transfer. In experimental arrays, I exposed flowers of S. rostratum that varied in the distance between their sexual organs, to bumblebees (Bombus terrestris) of different sizes, and recorded pollen deposition and fruit and seed production. Finally, I determined the mating system (i.e. the proportion of self- and cross-fertilized offspring) of natural populations in Mexico and of introduced populations in the United States of America, using newly developed microsatellite markers. My results show that S. rostratum is visited by a wide range of bees of different sizes (0.9–9.8 mm in thorax diameter), but that only a small subset of these visitors act as pollinators. Most visitors act as pollen thieves, consuming pollen while effecting little or no pollination. I also found that correspondence between a pollinator’s size and the separation of the S. rostratum sexual organs determines pollen deposition and fruit production; pollen deposition decreased when bees were small relative to the distance between the sexual organs visited the flowers. My genetic analyses show that natural populations of S. rostratum maintain a relatively high outcrossing rate (tm = 0.75 ± 0.03) across the native and introduced range. Furthermore, genetic diversity is reduced in invasive populations, but this is not accompanied by changes in mating system. My work shows that the morphological fit between the pollinator and the flowers is important in determining the dynamics of pollen transfer and fruit production in this buzz-pollinated plant. Distinguishing between pollinators and pollen thieves in buzz-pollinated plants is essential for understanding the evolution of buzz-pollination, as pollen theft could be a major selective force for these species.

Made available in DSpace on 2016-04-25T16:44:37Z (GMT). No. of bitstreams: 1 Wesley Moreira Pinheiro.pdf: 1467200 bytes, checksum: 46f3fd4eaa9228ccf949df1db5c64f66 (MD5) Previous issue date: 2013-12-12 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Higher education in Brazil has increased demand for places from the beginning of this century. In recent years competition has increased among higher education institutions, especially among private character . Education has a public good, to be treated also as an economic good. The insertion of marketing in educational institutions is notorious. And the strategies for attracting students have been heavily focused on the social networks on the internet , especially as a form of investment cheap and popular. The problem of this research is aimed to investigate the influence of online social networks in the process of student enrollment in higher education. Characterized as a case study, the research is framed as quantitative and qualitative. Discusses how students newly enrolled in journalism courses, Advertising and Publicity, Radio, TV and Video, and Public Relations FIAM - FAAM University Center, seek information, relate the networks and realize the influence of virtual networks in their choice by an institution or a college. The survey results show how it is possible to generate word of mouth through social networks on the internet and how buzz marketing assists the promotion process. Consequently, the data confirm the understanding as is the use of online social networks can impact the student's choice, influencing the process of uptake of higher education institutions in Brazil / O ensino superior no Brasil apresenta crescimento na demanda por vagas desde o início desse século. Nos últimos anos a concorrência tem aumentando entre as instituições de ensino superior, especialmente entre as de caráter privado. A educação passou de um bem público, para ser tratada também como um bem econômico. A inserção do marketing nas instituições de ensino é notória. E as estratégias de captação de alunos vão ao encontro das redes sociais na internet, sobretudo como uma forma de investimento barata e popular. O problema dessa pesquisa está voltado para a investigação da influência das redes sociais digitais no processo de captação de alunos no ensino superior. Caracterizada como estudo de caso, a pesquisa é enquadrada como quantitativa e qualitativa. Discute como os alunos, recém matriculados, dos cursos de Jornalismo, Propaganda e Publicidade, Rádio, TV e Vídeo e, Relações Públicas, do FIAM-FAAM Centro Universitário, buscam informação, se relacionam pelos sites de relacionamento e, percebem a influência das redes virtuais na sua escolha por uma instituição ou por um curso superior. Os resultados da pesquisa apontam como é possível perceber o boca a boca pelas redes de relacionamento na internet e como o buzz marketing auxilia o processo de promoção. Consequentemente os dados corroboram o entendimento sobre como o uso das redes sociais digitais pode impactar a escolha do aluno, influenciando o processo de captação das instituições de ensino superior no Brasil

<p>Title: Creating high awareness – A study in how a company can create awareness with cost efficient marketing methods. (Skapande av hög medvetenhet – En studie i hur ett företag kan skapa medvetenhet med kostnadseffektiva marknadsförings metoder).</p><p>Authors: Alexander Edlund and Fredrik Hansson</p><p>Aim: Our aim is to reveal the pros and cons of cost efficient marketing and decide which cost efficient method works best in creating awareness. We also want to determine if the methods can be integrated in a successful way to achieve greater awareness.</p><p>Method/Material: We have made a qualitative approach by conducting three in depth interviews with the company Bluetooth SIG’s marketing director Anders Edlund. Our theoretical foundation is mainly built on theory from the databases and library supported by Uppsala University.</p><p>Main results: We discovered that co-branding and PR are the two most cost efficient methods in creating awareness for the company Bluetooth SIG. We also found the possibility of integrating the methods in a way that effectively strengthens and reinforces the awareness. We recommend future research in both areas to further examine our results.</p><p>Number of pages: 32 pages including abstract and references</p><p>Course: FEK C, Bachelors thesis</p><p>University: Department of Business Studies, Uppsala University</p><p>Period: 2007, Spring semester</p><p>Tutor: Olivia Kang</p><p>Keywords: Awareness, cost efficient marketing, integrating, Bluetooth, co-branding, PR, online-marketing, word-of-mouth/buzz marketing</p>

Title: Creating high awareness – A study in how a company can create awareness with cost efficient marketing methods. (Skapande av hög medvetenhet – En studie i hur ett företag kan skapa medvetenhet med kostnadseffektiva marknadsförings metoder). Authors: Alexander Edlund and Fredrik Hansson Aim: Our aim is to reveal the pros and cons of cost efficient marketing and decide which cost efficient method works best in creating awareness. We also want to determine if the methods can be integrated in a successful way to achieve greater awareness. Method/Material: We have made a qualitative approach by conducting three in depth interviews with the company Bluetooth SIG’s marketing director Anders Edlund. Our theoretical foundation is mainly built on theory from the databases and library supported by Uppsala University. Main results: We discovered that co-branding and PR are the two most cost efficient methods in creating awareness for the company Bluetooth SIG. We also found the possibility of integrating the methods in a way that effectively strengthens and reinforces the awareness. We recommend future research in both areas to further examine our results. Number of pages: 32 pages including abstract and references Course: FEK C, Bachelors thesis University: Department of Business Studies, Uppsala University Period: 2007, Spring semester Tutor: Olivia Kang Keywords: Awareness, cost efficient marketing, integrating, Bluetooth, co-branding, PR, online-marketing, word-of-mouth/buzz marketing