The advertising climate is very dynamic; media and the way companies advertise have evolved countless times since the end of the 19thcentury. Advertising spending in print-based media has been steadily decreasing in Europe during the past years, whereas advertising spending online and on television has been increasing.The emergence of social media as an advertising medium has significantly impacted the advertising climate. Even though it is not yet fully matured, some advertisers believe social media to be the ideal medium, and perhaps the primary medium, to be utilized as an advertising channel in the future. Others believe that the enormous amount of online clutter will be its Achilles heel, hindering its effectiveness in the future. The purpose of this degree project was to study how ad-space buyers perceive different media channels and understand how these perceptions influence the selection of media. Our aim was to fill the research gap of whether the task-media fit hypothesis is applicable in an advertising setting.During our research we have conducted a qualitative study, gathering data through semi-structured interviews from some of the largest media agenciesand ad-space buyersin Northern Europe. We have incorporated a deductive research approach, thus incorporating elements from both the inductive and deductive research approaches. During the course of our study, we have developed our theoretical framework based on communication theories.The purpose of this study is to investigate the role media richness has in advertising. We have striven to gain an understanding of how ad-space buyers perceive different media channels in terms of richness and how these perceptions influence the media selection process.We can conclude that ad-space buyers in fact perceive media types to possess different levels of media richness, and that these perceptions influencethe media selection process based on the communication strategy at hand. However, we can also conclude that regardless of how rich the media is,the ad-space buyer will not select it if the price is too high. Thus,the media selection is therefore not cost-effective.

Background: Swedish consumers are daily bombarded with 1500 advertising messages. 22 percent of the Swedish people are avoiding all advertising in traditional media according to SIFO's research. To master this problem innovative methods are a necessity to reach consumers. Guerrilla marketing is such a method. Purpose: The purpose of this dissertation is to describe the components and the activities that asuccessful guerrilla campaign consists of. He purpose is also to examine the motives behind theseactivities, why they were chosen and what objectives they were supposed to accomplish. Theambition is to find success factors for guerrilla marketing that result in publicity and increasedrecognition. Limitations: The Swedish market where a collaboration between two companies, Miami GuerrillaMarketing (Miami) and Stena Line, has been examined in a case study. The case study focuses on two successful guerrilla campaigns, 2008 and 2009, which resulted in publicity and increasedrecognition. Method: Case study Conclusion: A number of factors that lead to successful guerilla marketing, which gains publicityand increased recognition, have been identified in this dissertation. These are to: chose a new marketing communications strategy, chock and surprise the customers, use the novelty effect,generate strong emotions, match the media selection with the target audience and use uncon-­ventional media. Suggestion for further research: Experiment of guerrilla marketing in combination with traditionalmarketing and also studies of the effectiveness of the method.

Marketers attempting to please a large part of the population in order to gain more customers, already have a demanding job. However, things get even more complicated when the population consists of a variety of cultures, such as in Sweden. With the aim to appeal to people belonging to different cultures, more and more campaigns of transcultural and multicultural content are created. Those campaigns, being controversial, do not go unnoticed and generate a division in views. We have therefore decided to investigate: “How do consumers perceive trans-cultural and multicultural marketing campaigns?” ​and “What are the dimensions of these types of campaigns on buyer behaviour?”. This study will attempt to answer the research questions by exploring the themes of culture and ethics alongside. This is done to clarify the reasons behind the differences among customers’ perceptions on the campaigns chosen. In order to explain the difference between transcultural and multicultural campaigns, two campaigns, one by Åhléns and one by H&M, were used. A qualitative research was conducted by interviewing twelve people, six for each campaign. Based on our results, all of the interviewees stated that culture is directly correlated with ethics. The different perspectives on the campaigns were due to matters of ethicality. Half supported the campaigns due to their inclusiveness while the other half deemed them unethical for different reasons. While everyone associated the campaigns with ethicality, the majority does not take ethics into consideration while shopping. Furthermore, corporate social responsibility proved to have a smaller impact on buyer behaviour than a company’s involvement in an unethical activity that weighs more in consumers’ eyes. Last but not least, even though the customer perceptions on these types of campaigns are divided, there is no direct effect on buyer behaviour, but more towards brand loyalty.

This study was an effort to construct and validate an instructional design framework for media content selection that incorporates re-purposing popular media to enhance mathematics and science instruction. The study resulted in the development and validation of a framework that was applicable with novice and expert instructional designers to be used as a stand - alone model or as a supplement to widely-used instructional design models. The framework was developed based on the literature review of four constructs: instructional design models, re-purposing popular media, learning theories and the new generation learners' characteristics, and multidisciplinary or integrated approaches to instruction. The findings of the literature review were used as the theoretical foundation for the construction of the framework for media content selection. During the final step of the study's Phase One, the researcher used the first iteration of the framework to develop a short instructional module that incorporated the re-purposing of popular media. This instruction focused on early mathematics (K-2) and the re-purposing of full-feature children animated films. The goal of this step was the development of documentation to record the process for media content selection that was later used to modify and revise the framework. As the next step, the framework was validated by subject matter experts in the field of instructional design. The framework was then further revised and modified. The findings of this study have implications on the areas that pertain to (a) instructional design models, (b) media selection, (c) media content selection, and (d) curriculum integration. Based on the findings of this study, recommendations to practitioners choosing to use the framework for media content selection were suggested and suggestions for future research were provided. / Ph. D.

No description available.

Does the choice of a medium, by which a company’s advertising message is carried, communicate something about that company’s commitment to act responsibly towards the green environment? Does the choice of a medium that consumers perceive as more harmful for the green environment impact ad and brand evaluations more negatively than a medium that they perceive as less harmful? If so, to what extent do companies have knowledge of such change in consumer media behavior and thereby take into account the green environmental aspect with media selection? Driven by such questions, and by way of an experiment, secondary data analysis, interviews and surveys this thesis explores green media selection and its impact on communication effectiveness from the consumer’s and marketing manager’s perspective. Building on theories of advertising planning and media selection the thesis contributes with four empirical studies to increase the understanding of green advertising media and how consumers’ eco-harmful media perceptions impact communication effectiveness. The findings shed light on the importance of taking the green environmental aspect into account when practitioners select advertising media. This is particularly valid for companies that are committed to act responsibly toward the green environment, by for instance having documented green environmental policies, and wish to be associated as such through their brands and marketing communication thereof. / <p>Diss. Stockholm : Handelshögskolan, 2013</p>

With the new technological advances on the eve of the end of the 19th century, a multitude of intrinsic and extrinsic instructional media became available to both teachers and pupils. For effective use of the available instructional media it became increasingly necessary to become both audio and visually literate in order to interpret and understand messages from audio-visual materials/instructional media. This, however, confronted teachers with the urge to become more acquainted with the ways of how to address media selection and integration in a proper way. History as a subject taught at school lends itself to the application of instructional media in a variety of forms. Since the selection of the appropriate or the available media for the teach• ing situation is no easy task, a literature study was undertaken with the purpose of identifying factors that become apparent from media selection models and that need to be considered when instructional media are selected for the teaching of history. Apart from the prob• lem of the lack of an instructional media selection model designed specifically for history teaching, it was possible to propose suitable guidelines based on research findings for the selection of instructional media for history teaching. As far as the empirical research contained in chapter three is concerned, a questionnaire has been developed to determine to what extent history teachers in the present school situation use instructional media, and whether the media available is used effectively. A random sample of fifty (50) schools in the northern region of the Free State was used. Teachers with three years or more experience were asked to complete the questionnaire. An evaluation of the situation was created from the results. One of the most important findings was that a limited number of teachers received training in the effective use of instructional media, or in instructional media science. It appears that the choice of instructional media is considered no easy task by them. Chapter four is devoted to the practical application of instructional media in the teaching of history at the junior secondary level. There lessons have been prepared according to the model that has been developed in this project, which contain aspects of the new outcomes based on education. During the process a selection of media has also been made, ranging from what would be applicable in a school that is fairly adequately equipped with media, to schools that are only partially equipped with media. The study is concluded with a synthesis of all the findings as set out in chapters one through four, where the applicable guidelines for the teaching of history are confirmed. / Thesis (MEd (Vakdidaktiek))--PU vir CHO, 1997

With the new technological advances on the eve of the end of the 19th century, a multitude of intrinsic and extrinsic instructional media became available to both teachers and pupils. For effective use of the available instructional media it became increasingly necessary to become both audio and visually literate in order to interpret and understand messages from audio-visual materials/instructional media. This, however, confronted teachers with the urge to become more acquainted with the ways of how to address media selection and integration in a proper way. History as a subject taught at school lends itself to the application of instructional media in a variety of forms. Since the selection of the appropriate or the available media for the teach• ing situation is no easy task, a literature study was undertaken with the purpose of identifying factors that become apparent from media selection models and that need to be considered when instructional media are selected for the teaching of history. Apart from the prob• lem of the lack of an instructional media selection model designed specifically for history teaching, it was possible to propose suitable guidelines based on research findings for the selection of instructional media for history teaching. As far as the empirical research contained in chapter three is concerned, a questionnaire has been developed to determine to what extent history teachers in the present school situation use instructional media, and whether the media available is used effectively. A random sample of fifty (50) schools in the northern region of the Free State was used. Teachers with three years or more experience were asked to complete the questionnaire. An evaluation of the situation was created from the results. One of the most important findings was that a limited number of teachers received training in the effective use of instructional media, or in instructional media science. It appears that the choice of instructional media is considered no easy task by them. Chapter four is devoted to the practical application of instructional media in the teaching of history at the junior secondary level. There lessons have been prepared according to the model that has been developed in this project, which contain aspects of the new outcomes based on education. During the process a selection of media has also been made, ranging from what would be applicable in a school that is fairly adequately equipped with media, to schools that are only partially equipped with media. The study is concluded with a synthesis of all the findings as set out in chapters one through four, where the applicable guidelines for the teaching of history are confirmed. / Thesis (MEd (Vakdidaktiek))--PU vir CHO, 1997

No description available.