<p>For years companies have fashioned communication strategies based on print, radio, and TV</p><p>to broadcast their message. But times are changing. This is the Internet era and this, together</p><p>with the fact that consumer electronics business has exploded in the recent years and that new</p><p>digital technologies have produced offspring, have lead to more media opportunities than ever</p><p>before. One of the latest inventions in interactive media technology is podcasting. It seems</p><p>like podcasting is here to stay and it is time for forward-thinking marketers to start looking at</p><p>podvertising.</p><p>Our purpose is to examine the attitudes towards international ad-spots in podcasts among</p><p>Swedish podcast users. This we do by asking the research question ‘Is the use of international</p><p>ad-spots in podcasts a viable marketing strategy in the Swedish market? Why?’</p><p>Based on our theoretical framework, we have identified aspects about advertising in general,</p><p>podvertising and attitudes towards them both. We have also identified aspects that show how</p><p>attitudes differ among age cohorts. These aspects were then tested on Swedish podcast users.</p><p>We can conclude that there are both advantages and disadvantages for international</p><p>companies that wish to use international ad-spots in podcasts as a marketing strategy in</p><p>Sweden. Most podcast users are young and do not like advertising, especially not advertising</p><p>in podcasts. They rather search for information themselves; hence infomercials in the form of</p><p>podcasts could be a better alternative for companies to use to attract the younger audience.</p><p>Generation X was less negative to the thought of being exposed to international ad-spots in</p><p>podcasts and this could indicate that international ad-spots could be a part of a strategy when</p><p>targeting this generation. However, if you consider the fact that international ad-spots are</p><p>either standardized or adapted to the country where they were produced, the effectiveness of</p><p>them can be questioned.</p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:vxu-705 |
| Date | January 2006 |
| Creators | Åslund, Isabelle, Ridåker, Jenny, Yassin, Leila |
| Publisher | Växjö University, School of Management and Economics, Växjö University, School of Management and Economics, Växjö University, School of Management and Economics |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, text |
| Relation | Working paper series : School of Management and Economics, 1404-773X ; |
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