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Keep it real and Quick: En undersökning om hur företag bör kommunicera mot 80-talister
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Today we live in a more or less globalized society where borders do not pose the same obstacle as before. This is why it is interesting to examine whether different countries have similar views on how to communicate with a specific audience

Purpose: The purpose of this thesis is to use the data gathered to inform businesses with information. The information can then be used to assist companies when it comes to advertising, the design of messages and the choice of media channels when communicating with people born during the 80’s. Furthermore, the investigation intends to find out if there really is a global market for people born during the 80’s.

Method: The authors believe that a purely quantitative or qualitative approach is not appropriate. For this reason a combination of these two approaches is used in order solve the problem.

Conclusions: When communicating to people born during the 80’s the messages should be simple and quick and the arguments used should be more of the holistic kind. When it comes to the choice of media channels the Internet and its tools are the obvious choices of today. The key is to capture the target group directly and also to engage the audience in question. There is a suggestion that it is a global market for people born during the 80’s and that communication can be standardized. The authors cannot confirm with certainty that it is indeed a global market since the spread of respondents cannot be considered to be exhaustive. However, the authors argue that Europe and North America have similar ideas when it comes to message and choice of channels when communication is intended for consumers born during the'80s.

Place, publisher, year, edition, pages
2009. , 64 p.
Keyword [en]
Globalization Generation Y Advertising Messages Channels
Keyword [sv]
Globalisering 80-talister Reklamutformning Kanal Budskap
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-4777OAI: oai:DiVA.org:mdh-4777DiVA: diva2:139797
Presentation
(English)
Uppsok

Supervisors
Available from: 2009-02-20 Created: 2009-01-26 Last updated: 2009-02-20Bibliographically approved

Open Access in DiVA

fulltext(1854 kB)494 downloads
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CiteExportLink to record
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Cite
Citation style
  • apa
  • 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
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