This bachelor thesis is a study and an evaluation of the planning and implementation of the targeted marketing campaign "Småbarnsföräldern" at a public library. The analysis is based on the following questions: What goals does the library have with the marketing campaign "Småbarnsföräldern"? How has the library chosen to plan and implement the marketing campaign "Småbarnsföräldern" and what role have the users had in this process? What is the internal result of the library’s marketing campaign – how did the staff experience the marketing campaign "Småbarnsföräldern"? What is the external result – how did the target group, the parents of young children, experience the marketing campaign "Småbarnsföräldern"? The method is based on a case study of a single library with a series of interviews and document analysis. The study reveals that it´s difficult to plan a marketing campaign against a target group. The target group, the parents of young children, didn’t observe the marketing campaign, two informants had noticed the poster but didn’t pay much attention to it. No informant indicated that the campaign had prompted them to change their way of using the library. Lack of time is one reason.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-19849 |
| Date | January 2012 |
| Creators | Bengtsson, Emma |
| Publisher | Linnéuniversitetet, Institutionen för kulturvetenskaper, KV |
| 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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