The purpose of this thesis is to examine and analyze the communication effects from the campaign SAS EuroBonus American Express Card. Our aim is to measure the advertising effectiveness of the campaign. To gather primary data we have conducted a quantitative survey at Arlanda Airport, where the campaign is mainly located. The survey included a total of 253 respondents representing the population at Arlanda Airport. Our conclusion is that there is an awareness of the presence of American Express at Arlanda. The company is clearly dominating among its competitors regarding visibility at the airport. Despite this, only a moderate degree of the travelers recognize the pictures from the campaign. An even lower degree of the respondents could recall the message and the brands of the campaign. Our recommendations, in order to increase knowledge and awareness about the product, the advertising should be better adapted to its product and the advertising objectives.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-143541 |
| Date | January 2010 |
| Creators | Stenvinkel, Maria, Granlund, Malin |
| Publisher | Uppsala universitet, Företagsekonomiska institutionen, Uppsala universitet, Företagsekonomiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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