Purpose The purpose of this study is to investigate whether a combination of product placement and traditional advertising can enhance the company's marketing. We perform this study because we believe that the consumers consider traditional marketing in many cases obsolete. Theory The study’s theory consists of topics and terms of product placement, traditional marketing, branding and communications. Theories used in this study were the basis to answer the study's research question using empirical data gathered during the study. Method The study has a deductive approach with a qualitative focus, therefore, the study is based on existing research, which was later to use for the data extracted from the interviews. The approach is going to show differences and similarities between how it looks in reality versus theory. Conclusion The results of this study show that product placement can increase the efficiency of traditional marketing. The combination enables the brand to easily be recognizable by the companies target and the type of person the company wants to be associated with. The combination of the two marketing methods shows a tendency to promote business and economic efficiency in marketing.

Syftet med denna studie är att skapa kunskap om hur digitalisering har påverkat marknadsföringsstrategier inom svenska apotek som verkar inom både e-handel och fysisk verksamhet. Två forskningsfrågor har undersökts, vilka är hur marknadsföringsstrategier påverkats av digitaliseringen i svenska apotek samt hur denna utveckling hjälpt apoteken i Sverige att konkurrera med varandra. Kvalitativ metod med abduktiv ansats har använts vid denna studie. Fallstudieformat har applicerats med semistrukturerade intervjuer som datainsamling. Fallstudieobjekten var Meds, Apotea, Apoteket AB och Apotek Hjärtat. Intervjuerna har analyserats genom innehållsanalys och tematisk analys. Resultatet visar att digitaliseringen påverkat en snabb utveckling av marknadsföringskanaler och distribution såsom e-handelsbutikerna för apoteken i Sverige. Vi drar slutsatsen att digitaliseringen gett upphov till nya strategier som ges större utrymme inom marknadsföringsarbetet hos apoteken. Vi kan också se att apoteken i denna studie utgår från traditionella strategier och kompletterar dessa med digitala marknadsföringsstrategier som även ges störst utrymme. Studien fyller ett forskningsgap för apoteksföretagen i Sverige och marknadsföringsstrategierna till följd av digitaliseringen. Studien bidrar till ökad förståelse för hur digitaliseringen påverkat apotekens utveckling och hur marknadsföringen ser ut för samtliga fallföretag. En framtida forskning kring hur apoteken i Sverige utvecklas längre fram i digitaliseringen samt med fler apoteksföretag.

Title: Think inside the Guerrilla box? – A quantitative study of how consumers perceive guerrilla marketing in contrast to traditional marketing Course: European Business, Undergraduate thesis at C-level, 15 Hp. Authors: Jennifer Lundström and Madeleine Sjöbom Question: Based on consumer’s perception, is guerrilla marketing more beneficial than traditional marketing? Purpose: The purpose of this study is to analyse how consumers perceive guerrilla marketing in contrast to traditional marketing, looking at a gender perspective. This to be able to determine whether it is more beneficial for a company to invest in extra energy and time with less money spent and choose guerrilla marketing over traditional marketing. Methodology: A quantitative study, with a deductive approach and extensive structure Theoretical framework: The theoretical framework includes theories concerning the twomethods and gender marketing. A communication stream model has furthermore been developed and modified from existing theories within the concept of marketing and communication. The AIDA model has been used to determine the buying behaviour. Empirical framework: The empirical framework presents the outcome of the primary research such as findings and statistics. Conclusion: Guerrilla marketing shows a clear advantage in most cases except when it comes to credibility. If companies can over win the issue with trust, guerrilla marketing is to prefer over traditional marketing, based on consumer perception. Major gender differences were none to be found.

<p>Title: Traditional marketing vs. Internet marketing: A comparison</p><p>Problem: Marketing is an important strategy for businesses and it contains numerous effective tools. Traditional marketing has been in use for many years and nowadays Internet has brought new ways of doing business for companies and that has affected marketing. What are the main differences between Internet marketing and traditional marketing? Which one of the two approaches contains the most used and effective marketing tools according to chosen companies in this thesis?</p><p>Purpose: The aim of this study is to compare traditional marketing and Internet marketing and show the differences of characteristics between them. And to find out what marketing tools are effective for some chosen companies in the fashion industry.</p><p>Method: The information gathered in this study was obtained through qualitative research from textbooks, websites, articles and interviews. Some quantitative data such as statistics were also gathered. The authors conducted interviews with few companies operating in the fashion industry to collect information needed for the analysis in this study.</p><p>Conclusion: By analysing different aspects of theory, comparison and interview answers, the authors came to a conclusion. Using the advantages of both Internet marketing and traditional marketing according to the goals of the company, is considered to be the most effective way of marketing. Comparing the two approaches, Internet seemed to be a complementary tool to traditional marketing.</p>

Title: Traditional marketing vs. Internet marketing: A comparison Problem: Marketing is an important strategy for businesses and it contains numerous effective tools. Traditional marketing has been in use for many years and nowadays Internet has brought new ways of doing business for companies and that has affected marketing. What are the main differences between Internet marketing and traditional marketing? Which one of the two approaches contains the most used and effective marketing tools according to chosen companies in this thesis? Purpose: The aim of this study is to compare traditional marketing and Internet marketing and show the differences of characteristics between them. And to find out what marketing tools are effective for some chosen companies in the fashion industry. Method: The information gathered in this study was obtained through qualitative research from textbooks, websites, articles and interviews. Some quantitative data such as statistics were also gathered. The authors conducted interviews with few companies operating in the fashion industry to collect information needed for the analysis in this study. Conclusion: By analysing different aspects of theory, comparison and interview answers, the authors came to a conclusion. Using the advantages of both Internet marketing and traditional marketing according to the goals of the company, is considered to be the most effective way of marketing. Comparing the two approaches, Internet seemed to be a complementary tool to traditional marketing.

Marketing is a broad subject with many different areas. Part of the marketing that has been of great importance is the 4P:s also known as the marketing mix. Marketing mix is included in one of the traditional marketing approaches. In recent years there have been some changes and have begun looking at new ways of looking at marketing. One of the ways is entrepreneurial marketing to the effect that the company tries to use its resources optimally. For example, usage of network marketing and creative resource-commercial, which is useful for small and resource-poor firms. The purpose of this study is to investigate and understand how entrepreneurial companies market and establish themselves. The survey methodology in the study is a qualitative case study. A study of four interviews with innovative companies. The companies included in the study are Creality, Avtal24, FlexGrip and Brottsportalen.se. The interviews were recorded with a dictaphone and has since become the basis of empirical data in the work.From data collected in the empirical data was then carried out an analysis in which empirical evidence and theories were contrasted and analyzed. The findings showed that companies in the study were innovation-oriented and was based on themselves and their ideas when they created businesses, something that came naturally to an entrepreneurial companies and individuals have created. They also showed that companies had deliberately positioned itself but that it was a process that evolved. Advertising was also something that was a low priority because of lack of resources meant that the companies used the methods that are affordable and natural resources, such as joint-ventures with other companies. Instead of the traditional methods for collecting information, companies have used the personal network and contacts with potential customers to obtain information on the market. The companies in this study has shown signs of making use of an entrepreneurial marketing, while also using techniques that may belong to a traditional way of marketing themselves. / Marknadsföring är ett brett ämne med många olika områden. En del av marknadsföringen som har haft stor betydelse är de 4P:na även kallat marknadsmixen. Marknadsmixen ingår i ett av de traditionella marknadsföringssynsätten. Under senare år har det skett en del förändringar och man har börjat titta på nya sätt att se på marknadsföring. Ett av de sätten är entreprenöriell marknadsföring som går ut på att företaget försöker utnyttja sina tillgångar optimalt. Exempelvis användande av nätverket i marknadsföring och kreativ resurssnål marknadskommunikation, vilket kan vara användbart för mindre och resursfattiga företag.Syftet med denna studie är att undersöka och förstå hur entreprenöriella företag marknadsför och etablerar sig på nya marknader.Undersökningsmetoden i studien är en kvalitativ fallstudie. En studie med fyra intervjuer med innovativa företag. Företagen som ingår i studien är Creality, Avtal24, FlexNgrip och Brottsportalen.se. Intervjuerna spelades in med diktafon och har sedan blivit grunden för empirin i arbetet.Från data som samlades in till empirin gjordes sedan en analys där empiri och teorierna ställdes mot varandra och analyserades.Slutsatserna visade att företagen i studien var innovationsorienterade och utgick från sig själva och sina idéer när de skapade företagen, något som kom naturligt för ett entreprenöriellt företag som privatpersoner har skapat. De visade även på att företagen inte medvetet hade positionerat sig utan att det var en process som växte fram. Reklam var även något som var nedprioriterat då bristen på resurser medförde att företagen använde sig av metoder som är överkomliga och resurssnåla till exempel samarbeten med andra företag. Istället för traditionella marknadsundersökningar för inhämtning av information har företagen använt av sitt personliga nätverk och genom kontakter med potentiella kunder för att få information om marknaden. Företagen i studien har i sin marknadsföring visat tecken på att använda sig av en entreprenöriell marknadsföring, samtidigt som de även använder tekniker som kan tillhöra ett traditionellt sätt att marknadsföra sig.

<p>Background</p><p>Marketing spending has grown dramatically over the last decade but the traditional market-ing strategies such as advertising in TV, on billboards and posters might not be as effective as they used to be. The phenomena, how to work with marketing with the use of limited capital, has attracted attention in different contexts lately. It may sound hopeless to reach all the way through by the use of limited capital but it although exist examples of compa-nies that have succeeded with this; they are doing more with less.</p><p>Purpose</p><p>The main purpose of this thesis is to examine how firms, by the use of no or limited finan-cial resources, could market themselves successfully and how such a marketing process look like. The other purpose is to identify or map out the difference among traditional marketing and doing more with less.</p><p>Method</p><p>With a more inductive research approach and a qualitative research method the data was collected for this thesis. Four companies were carefully selected and interviewed over the phone. The chosen respondents are; Tomas Gustafsson representing Brämhults, Per Holk-nekt at Odd Molly, Jan Gustafsson at Saltå Kvarn and Hanna Lundgren at WeSC.</p><p>Conclusion</p><p>We have concluded that many strategies can be successful in doing more with less. The strategies found in this study are; Public Relations, Brand Management, Packaging, Product Placement, Event Marketing and Unique Selling Propositions. A coherent pattern or proc-ess could not be identified but it exist similarities in the way that companies make use of marketing strategies concerning doing more with less. Moreover we came up with the con-clusion that the difference between traditional marketing and the strategies identified as do-ing more with less, besides the obvious cost aspect, is the connection that they are often presented in a way which is not as easy for the potential consumer to perceive as commer-cial.</p>

Background Marketing spending has grown dramatically over the last decade but the traditional market-ing strategies such as advertising in TV, on billboards and posters might not be as effective as they used to be. The phenomena, how to work with marketing with the use of limited capital, has attracted attention in different contexts lately. It may sound hopeless to reach all the way through by the use of limited capital but it although exist examples of compa-nies that have succeeded with this; they are doing more with less. Purpose The main purpose of this thesis is to examine how firms, by the use of no or limited finan-cial resources, could market themselves successfully and how such a marketing process look like. The other purpose is to identify or map out the difference among traditional marketing and doing more with less. Method With a more inductive research approach and a qualitative research method the data was collected for this thesis. Four companies were carefully selected and interviewed over the phone. The chosen respondents are; Tomas Gustafsson representing Brämhults, Per Holk-nekt at Odd Molly, Jan Gustafsson at Saltå Kvarn and Hanna Lundgren at WeSC. Conclusion We have concluded that many strategies can be successful in doing more with less. The strategies found in this study are; Public Relations, Brand Management, Packaging, Product Placement, Event Marketing and Unique Selling Propositions. A coherent pattern or proc-ess could not be identified but it exist similarities in the way that companies make use of marketing strategies concerning doing more with less. Moreover we came up with the con-clusion that the difference between traditional marketing and the strategies identified as do-ing more with less, besides the obvious cost aspect, is the connection that they are often presented in a way which is not as easy for the potential consumer to perceive as commer-cial.

Problembakgrund: Content Marketing är ett marknadsföringsverktyg som kan användas i syfte att skapa värde och lojalitet. Digitaliseringen har utformat tekniska konsumenter som är skeptiska till traditionella reklambudskap. Skepticismen beror på mängden information som går att hitta på internet vilket gör att det blir en utmaning för marknadsförare att nå ut med värde till sin målgrupp. Digitaliseringen har dock medfört att konsumenterna blir enklare att nå på grund av den stora användningen av sociala medier vilket kan ge varumärken fördelar gentemot sina konkurrenter. Marknadsförare kan använda Content Marketing för att skapa indirekt försäljning vilket leder till lojalitet och lönsamhet för varumärket. Syfte: Syftet med denna studie är att beskriva hur konsumenter upplever Content Marketing inom kosmetika, kopplat till upplevda värden och hur det kan påverka den upplevda lojaliteten. Teoretisk referensram: Den teoretiska referensramen behandlar Content Marketing, Värde och Lojalitet. Metod: Studien grundar sig i en kvalitativ metod med semistrukturerade intervjuer. Respondenter är kvinnor som är användare på Instagram och är utvalda utifrån dess användande, ålder och kön på Instagram. Resultat: Desto fler värdeaspekter som marknadsförare trycker på inom Content Marketing, desto större chans till lojalitet. Content Marketing trycker på de olika aspekterna av värde genom inspiration, interaktion, information och identifiering. Slutsats: Studiens slutsatser visar att Content Marketing kan skapa värde för konsumenterna vilket i sin tur leder till lojalitet och positiv varumärkesuppfattning. / Content Marketing on social media is a marketing tool which can be used to increase value and create brand loyalty. The emergence of digitalization has led to technical consumers who are skeptical towards traditional advertisement. Considering the skepticism, marketers get a challenge to reach out with brand messages which argues for new marketing tools. Due to the digitalization marketers can easily reach the target group through Social Media which can give them advantage towards the competing brands. Marketers can use Content Marketing to create indirect sales through value creation which leads to brand loyalty and profitability for the organization. The purpose of the study is to describe how consumers experience Content Marketing in the cosmetics industry, towards perceived value and perceived brand loyalty. A qualitative method is used to fulfill the purpose of the study, through semi-structured single interviews. The respondents were selected through suitability considering Instagram usage, cosmetics usage, age and gender. The result of the study indicates that Content Marketing is beneficial by using the different perceived value functions to create loyalty. By using Content Marketing, marketers can reach consumers perceived value by inspiration, interaction, information and identification. The conclusions of the study indicate that Content Marketing creates value to consumers which will lead to brand loyalty and positive brand perception.

Since the advent of the Internet, the number of individuals and organisations using tools such as the World Wide Web and cell phones has increased, and is continuing to grow at a rapid pace. Social media has provoked fundamentally different ways of doing business, and organisations rapidly had to get on this social media bandwagon to stay up to date with the latest market trends and ahead of the competition. Although social media is already broadly used among South African businesses, the perception regarding the use of social media as a promotional mix element has not been investigated sufficiently in South Africa. The primary purpose of this study was therefore to determine the perception of star-graded accommodation establishments, operating in the Western Cape province of South Africa, regarding the use of social media as a promotional mix element. A broad and in-depth literature review was conducted on the use of social media and social media as a probable promotional mix element. An empirical study was conducted, in which data was collected from star-graded accommodation establishments operating in the Western Cape by means of a web-based (computer-assisted) self-administered questionnaire. A quantitative approach was followed in order to satisfy the research objectives of this study. The results of this research study indicate that social media is perceived to be an instrumental marketing element in star-graded accommodation establishments and can indeed be considered an element of the promotional mix. / Business Management / M. Com. (Business Management)