Change search
CiteExportLink to record
Permanent link

Direct link
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
  • rtf
Den digitala TV-teknikens påverkan på marknadsföring - analys av hot och möjligheter ur en annonsörs perspektiv
2004 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

This essay handles the way marketers are affected by the transition from analogue TV to digital TV. Our purpose is to analyse the threats and opportunities of the new technique and how those will affect the marketers of today. Our research has two parts: one part is a literature study and the other consists of five interviews with experts that know the marketing and/or digital TV business. Our result explains how there will be no changes on a larger scale in the transition stage to digital TV. The digital technique principally means a new way of distributing TV-information, but looked at in a future perspective, the technique will imply new opportunities and threats and those are described in our analyses. How that will affect the marketers depends on how the consumers respond to the technique, and we consider that the most important thing for the marketers to do is to work from the basis of the consumers knowledge and usage of the digital TV technique.

Place, publisher, year, edition, pages
2004. , 54 p.
Identifiers
URN: urn:nbn:se:kau:diva-57404Local ID: MKV C-37OAI: oai:DiVA.org:kau-57404DiVA: diva2:1122015
Subject / course
Media and Communication Studies
Available from: 2017-07-12 Created: 2017-07-12

Open Access in DiVA

No full text

Search outside of DiVA

GoogleGoogle Scholar

CiteExportLink to record
Permanent link

Direct link
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
  • rtf