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IMC: the use of print and TV ads within an IKEA campaign
2007 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In today’s world of advertising there is increasing competition for attention from consumers. Therefore the advertiser who can differentiate himself in a positive way will be able to capture the consumer’s attention more effectively than his competitors. The war is fought for the consumers’ attention through all the promotion channels. The concept of Integrated Marketing Communication (IMC) is focused on sending one consistent and integrated message to the market through the chosen promotion channels. The purpose of this thesis is to provide a deeper understanding on how print and TV are used in an IMC campaign. In order to reach this purpose, research questions focusing on how print ads, as well as TV ads can be described, were stated. These research questions guided a review of the relevant literature, resulting in a conceptual framework. This framework in turn guided the data collection. A qualitative, case study approach was used in order to collect the necessary data from an IKEA ad campaign that used both print and television advertising. Through qualitative content analysis of the print and TV ads, the study found that the different advertisement elements were combined in different ways to obtain attention, highlight certain elements of the ads, and to communicate different appeals. The study found that TV ads primarily use TV advertising elements such as color, motion, sound and spokesperson to send a message rather than using text. The study also found out that TV ads make use of advertising elements in a way that is not in the same traditional way as the theory describes it, in order to obtain attention. Overall the study showed that the different advertisement elements of TV and print advertisements were powerful tools to configure effective and powerful messages. But it also showed that in an IMC campaign these elements need to be carefully used so as to not to lose the integration of the different messages sent in these different communication channels. The thesis ends with implications for future research, theory and managers.

Place, publisher, year, edition, pages
2007.
Keyword [en]
Social Behaviour Law, television, printed advertisments, advertising, IMC
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
Identifiers
URN: urn:nbn:se:ltu:diva-55354ISRN: LTU-CUPP--07/171--SELocal ID: c3b3b30f-d178-4d0f-9885-b32bcd51bf66OAI: oai:DiVA.org:ltu-55354DiVA: diva2:1028736
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Examiners
Note
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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