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Challenges facing the advertising world in the digital era:  A comparison between Dutch and Swedish advertising agencies
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2013 (English)Independent thesis Advanced level (degree of Master (One Year)), 40 credits / 60 HE creditsStudent thesis
Abstract [en]

Date:

June 7th of 2013

Level:

Master thesis in marketing, 15 ECTS

Institution:

School of Business, Society and Engineering, Mälardalen University

Authors:

Tapio Heinonen & Marc Rozenveld

18

thof November 1988 & 16th

of June 1990

Title:

Challenges facing the advertising world in the digital era.

Subtitle:

A comparison between Dutch and Swedish advertising agencies.

Tutor:

Peter Selegård

Keywords:

media logic, advertising industry, advertising agencies, advertising and digital marketing

Research question:

How are professionals in advertising agencies in Sweden and the Netherlands experiencing and addressing the challenges of the on-going Internet era?

Purpose:

The purpose of this research, its primary concern, is both descriptive and predictive: to examine the challenges of the evolving digital era faced upon the advertising world, especially the advertising agencies and their professionals. It is focused on the way professionals behave and adjust to this fast changing environment. In order to shed light on this, a model provided and re-interpreted by Deuze is used as a fundament in this research.

Method:

The qualitative study is based on secondary data from books and articles within the subject of advertising. Interviews, conducted in Sweden and the Netherlands, are used as a source of primary data. Throughout the research, an interpretative approach is the main methodological stance.

Place, publisher, year, edition, pages
2013. , 130 p.
Keyword [en]
media logic, advertising industry, advertising agencies, advertising, digital marketing
National Category
Economics and Business Sociology (excluding Social Work, Social Psychology and Social Anthropology) Media Studies
Identifiers
URN: urn:nbn:se:mdh:diva-20085OAI: oai:DiVA.org:mdh-20085DiVA: diva2:635061
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2013-07-08 Created: 2013-07-02 Last updated: 2013-07-08Bibliographically approved

Open Access in DiVA

CHALLENGES FACING THE ADVERTISING WORLD IN THE DIGITAL ERA(1123 kB)2902 downloads
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File name FULLTEXT01.pdfFile size 1123 kBChecksum SHA-512
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Economics and BusinessSociology (excluding Social Work, Social Psychology and Social Anthropology)Media Studies

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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
  • rtf