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Planning Integrated Advertising Campaigns: Multinational enterprises acting on national markets
University of Gävle, Department of Business Administration and Economics.
2007 (English)Independent thesis Advanced level (degree of Magister), 10 points / 15 hpStudent thesis
Abstract [en]

This research paper reviews the topic of Planning Integrated Advertising Campaigns – Multinational enterprises acting on national markets. It examines the relevant theoretical background, the country of Sweden and a concrete business case of the multinational enterprise Dr. Oetker and its activities on the Swedish market. After an introduction, the first section of this work outlines the theoretical framework which is a necessary base for the research topic. Resultant, two models are developed: one regarding campaign phases and another concerning influences on national environments. These frame the theoretical findings in a concentrated form. In the following section, the empirical findings regarding the country of Sweden and the investigated company Dr. Oetker are depicted. The focus lies on Dr. Oetker’s company structure and the consequential influence on the manner of advertising and on the operations on the Swedish market. The analysis reveals information which can be split into two parts. Initially the empirical findings are evaluated based on the theoretical framework. Subsequently, a phase model which combines the two previous models with the empirical findings is developed. Its objective is to guide multinational enterprises through the planning process for successful national advertising campaigns. After this thorough analysis, a conclusion and recommendations for further theoretical and practical studies are given.

Place, publisher, year, edition, pages
2007. , p. 95
Keywords [en]
Planning, Advertising, Campaign, Multinational enterprises
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hig:diva-197Archive number: E3BA: DiVA 078/07OAI: oai:DiVA.org:hig-197DiVA, id: diva2:119750
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2007-08-23 Created: 2007-08-23

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf