<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.

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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.

Abstract Örebro University Department of Humanities Media and Communication Studies Bachelor Thesis, Spring 2007 Title: Bajen is the name – The study of the information business of a professional soccer club By: Erik Johansson and Markus Welin Supervisor: Göran Eriksson Purpose The purpose of this essay was to examine how a professional and multinational sport organisation works to present a positive image of it. The object of our study was Hammarby, one of the by media most intensive covered Swedish clubs. We have also investigated the relation between the sport communication strategies and the media. Theories We have used prior research in the areas of sport and media, Sport Management, journalism and Public Relations. We have also applied Public Relations and Marketing theories. Method We chose to use the methods of qualitative interviews, and participant observations. Our interview targets were Urban Rybrink, the information director of Hammarby, and Robert Laul, prominent sport journalist. On the top of that, we expanded the study with observations of two press conferences connected to Hammarby’s matches. We also gathered together two weeks of press releases from the club along with online media material about Hammarby at the websites of two of the biggest newspapers in Sweden. Results The communication work at Swedish soccer clubs is still under development, and Hammarby need to continue to expand it further to reach the level of business companies and government institutions. The crisis communication strategies have to become more developed. In relation to other Swedish soccer clubs, however, Hammarby is rather well developed in the communications area since they actually have hired an information director. The relation between Hammarby’s communications director and media is defined as good by both parts, even if they do not agree on everything we have examined. Keywords Sport, Public Relations, Sport Promotion, Media, Journalism, Qualitative interviews

Högskolan för Lärande och Kommunikation, HLK Medie &amp; kommunikationsvetenskap 15 hp Sammanfattning Populärmagasin -vad kännetecknar ett säljande omslag? Anna Larsson och Johanna Angeria Tidskriftsmarknaden har förändrats och utgör idag en betydande del av mediesystemet. Trots detta har det ägnats förhållandevis lite intresse inom medieforskningen. Det man vet är hur magasinomslagens layout bör utformas och att detta har betydelse för försäljningen. En potentiell köpares uppmärksamhet måste fångas på några få sekunder och det är här som vår undersökning har en avgörande roll. Eftersom omslagets layout och innehåll har en viktig roll. Vad är det på omslaget som slutligen fångar köparen? Syftet med undersökningen är att granska magasinens omslag och urskilja vad det är som kännetecknar dem omslag som sålt bäst och jämföra dessa med dem som sålt sämst. Frågeställningarna rör hur layouten på omslagen är utformad samt dess innehåll och form. Vi har gjort en kvalitativ text- och bildanalys och tittat på vilka retoriska grepp som kan vara av betydelse. Vi har sammanlagt analyserat totalt tolv nummer av två olika magasin. De magasin som ingått i vår undersökning är MåBra och Leva och båda riktar sig till kvinnor. Resultatet tyder på att omslagen är utformade efter rådande teorier om layout. Det som skiljer de magasin som sålt bäst från dem som sålt sämst är istället textpuffarnas placering och innehåll samt bildens betydelse på omslaget. När det gäller Leva är det innehållet i textpuffarna och deras placering som haft betydelse för försäljningen. Båda magasinens omslag innehåller även många inslag av retoriska grepp. I Leva urskiljer vi att logos dominerar i textpuffarnas innehåll. Logos betyder inom retoriken att något är av upplysande karaktär samt vädjar till förnuftet. I magasinet MåBra dominerar pathos vilket väcker känslor och inger hopp. Tidningsmakarna är väl medvetna om vilka verktyg man bör använda sig av men de lyckas dock inte alltid med harmonin i helhetsintrycket. Nyckelord: marknadsföring, layout, retorik, populärmagasin, bilder, omslagsutformning Högskolan för Lärande och Kommunikation, HLK Box 1026 551 11 Jönköping Telefon: 036-15 77 00 / University of Education and Communication, HLK Media and Communication, 15 hp Abstract Popular magazine -what distinguishes a selling cover? Anna Larsson and Johanna Angeria The markets for magazines have changed and today constitute a major part of the mediasystem. Despite of that, very little interest has been devoted to mediascience. Today we know how to layout a selling cover for a magazine and its importance for selling the magazine. Magazine covers have only a few seconds to get a potential buyer’s attention, which is one of the most important reasons why the cover layout is of importance. This makes our examination relevant. Since the layout is of great importance. What exactly is it that finally attracts the buyer? The aim of this examination is to revise the covers and discern what distinguishes the best sold magazines from those that sold worst. The question at issue consider how the cover layout is designed, its content and shape. We have done a qualitative text- and picture analyzes and also a rhetorical analyze. We have analyzed twelve different magazine covers; the magazines used are MåBra and Leva. The results show that the picture and the placement of the text are distinguishing features that have been of importance for the selling of the best sold magazines. For Leva also the content of the text and its placement have been of importance for selling. The magazine uses a lot of rhetorical approach to affect buyers. Leva use logos while MåBra uses pathos. The magazine makers are well aware of which tools to use but they do not always know the way to use them. Keywords: marketing, layout, rhetorical, popular magazine, pictures, coverdesign University of Education and Communication, HLK Box 1026 551 11 Jönköping Phone: 036-15 77 00