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Internet and mobile advertiser - an unknown media technique in the advertising industry
2001 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

Ericsson is a global telecommunication company that has developed a new media technique called Internet and Mobile Advertiser. The media technique enables advertisers to send individualized commercial messages to consumers’ personal computers and mobile phones. Since Ericsson is a previously unknown supplier of media techniques in the advertising industry, executives have decided to make plans for future marketing activities towards media consultants. The overall purpose of this thesis is to facilitate Ericsson’s strategic marketing decisions by increasing the knowledge about different aspects concerning media consultants. In order to fulfill this purpose we made a literature search which enabled us to transcribe the purpose into four more detailed research questions. The nature of those four research questions gave rise to a qualitative research where ten face-to-face interviews were conducted during one week in December 2000. The respondents were employed within different media consulting agencies and confronted new media techniques. The conclusions that can be drawn from the research results indicates that when media consultants make their decisions whether to include or use additional media techniques or not, they could be restricted by their advertising customers and affected by other companies within the advertising industry. In respect of these aspects, Ericsson should not consider media consultants in a general way when making their strategic marketing decisions. Further, due to media consultants co-operating activities with advertisers and advertising agencies, Ericsson will have to take this aspect into consideration by including all involved parties in their marketing activities and not just media consultants. Two particular aspects, which seemed to be of greater importance, are the desire to reach a sufficient number of consumers through the media technique, that is a critical mass, and the actual performance of the media technique. Ericsson should regard these aspects as crucial because media consultants are basing their decision to use Internet and Mobile Advertiser in future campaigns on the critical mass and the actual performance of the media technique.

Place, publisher, year, edition, pages
2001. , 65 p.
Identifiers
URN: urn:nbn:se:kau:diva-51988Local ID: FEK D-34OAI: oai:DiVA.org:kau-51988DiVA: diva2:1100487
Subject / course
Business Administration
Available from: 2017-05-29 Created: 2017-05-29

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CiteExportLink to record
Permanent link

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Cite
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
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