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Reach Out: En studie om synkronisering som marknadsföringsverktyg i musikindustrin
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose with this study is to understand how the synchronizing process in the music industry works and see how it can be used as a marketing tool.  The study was done through a qualitative method with an inductive approach. As previous studies on this subject are very few, the inductive approach felt like a natural choice for us. Through interviews we got to know how the music industry sees the subject. Our result shows that the synchronization process can be done in various ways.  Synchronization can also be considered as a marketing communication tool. It also shows that a synchronization can be seen as a kind of product placement as music can be seen as a product. It can also be linked to co-branding. The importance of congruence between the brands is highlighted. If it is not congruent the synchronization can be negative for both parts.

Abstract [sv]

Syfte och forskningsfrågor: Syftet med denna uppsats är att förtydliga synkroniseringsprocessen och ur ett musikbranschperspektiv se huruvida det används som en form av marknadskommunikation för en artist.

 

Metod: Studien genomfördes genom en kvalitativ metod med en induktiv ansats. Då tidigare forskning kring detta ämne är bristfälligt uppstod induktionen som ett tydligt val. Genom   kvalitativa intervjuer kunde vi nå en kunskap om personer i musikbranschens syn på ämnet. Alla intervjuer är semistrukturerade.

 

Slutsats:

Genom studien har vi förtydligat synkroniseringsprocessens olika tillvägagångssätt samt se hur det synkronisering kan användas som marknadsföringsverktyg. Vår studie visar att synkronisering som fenomen uppfyller flera kriterier för att kunna betraktas som marknadsföringsverktyg. Studien visar också på samband mellan synkronisering, produktplacering och Co-branding. Resultatet visar även på vikten av kongruens mellan varumärken.

Place, publisher, year, edition, pages
2017. , p. 69
Keyword [sv]
Co-branding, Musikbranschen, Produktplacering, Synkronisering, Varumärke
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-70195OAI: oai:DiVA.org:lnu-70195DiVA: diva2:1178169
Subject / course
Business Administration - Marketing
Educational program
Music & Event Management Programme, 180 credits
Supervisors
Examiners
Available from: 2018-02-09 Created: 2018-01-29 Last updated: 2018-02-09Bibliographically approved

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CiteExportLink to record
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Citation style
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