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Attityd till reklam i tidningar
KTH, School of Computer Science and Communication (CSC).
KTH, School of Computer Science and Communication (CSC).
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Allt fler tidningar har utökat sin verksamhet till fler plattformar, den ökade användningen av internet och

surfplattor har gjort att möjligheten att annonsera inom tidningsbranschen har vuxit. Hur förhåller sig

konsumenterna till annonsering i de olika publiceringskanalerna?

Uppsatsen ämnar undersöka om det finns en skillnad i attityd och beteende mellan annonser i digitala

tidningar och papperstidningar. Huvudfrågan som utretts i uppsatsen är:

Finns det en skillnad i konsumentens

attityd och beteende kring annonsering i papperstidning kontra dess motsvarighet i surfplatta och på webben?

För att besvara problemformuleringen bestod undersökningsprocessen av bland annat tester och

användarintervjuer samt en studie av befintlig litteratur och forskning kring området. En intervju hölls även

med en person från annonsavdelningen på Dagens Nyheter, med syfte att ta reda vad tidningsbolaget har för

strategi kring annonshantering i deras olika mediekanaler. Utifrån resultaten från undersökningen kan

slutsatsen dras att attityden till annonsering i papperstidningar verkar vara mer positiv än attityden mot

annonsering i ipad- och webbtidningar. Attityden mot annonsering i ipadtidningar är emellertid inte lika

negativ som i webbtidningar. Läsarens grundattityd till mediekanalen i sig är en betydande faktor för attityden

mot annonseringen.

Abstract [en]

More and more newspapers have expanded their business to new platforms, the increasing use of the internet

and tablets has led to new opportunities for advertising in the newspaper industry. What do consumers think

of advertising in the different publishing channels?

This paper aims to examine whether there is any difference in the attitude and reading behaviour considering

advertising in digital newspapers and the conventional printed newspapers. The main question of this

Bachelor’s Thesis:

Is there a difference in attitude and reading behaviour of the reader when it comes to advertising in

newspapers in paper, Ipads and at the web?

The investigation process consisted of tests and discussions with our interviewees, and a study of the existing

literature and research on the subject. An interview was held with a person from the department of

advertising sales at the Swedish magazine company Dagens Nyheter in order to find out what the company’s

strategy was regarding advertising in the different media channels. Based on the results of the study, it can be

concluded that the general attitude of our readers towards advertising in printed media is more positive than

the attitude of digital advertising. However, the attitude towards advertising in Ipad newspapers is not as

negative as of the online newspapers

Place, publisher, year, edition, pages
2013.
Series
Kandidatexjobb CSC, K13218
National Category
Media Engineering
Identifiers
URN: urn:nbn:se:kth:diva-136850OAI: oai:DiVA.org:kth-136850DiVA: diva2:677330
Educational program
Master of Science in Engineering - Media Technology
Supervisors
Examiners
Available from: 2013-12-13 Created: 2013-12-09 Last updated: 2013-12-13Bibliographically approved

Open Access in DiVA

Attityd till reklam i tidningar(6624 kB)125 downloads
File information
File name FULLTEXT01.pdfFile size 6624 kBChecksum SHA-512
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Type fulltextMimetype application/pdf

Other links

http://www.csc.kth.se/utbildning/kandidatexjobb/medieteknik/2013/rapport/ingvar_elisabeth_OCH_nordling_cim_K13019.pdf
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School of Computer Science and Communication (CSC)
Media Engineering

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf