Change search
CiteExportLink to record
Permanent link

Direct link
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
  • text
  • asciidoc
  • rtf
Reklameffektivitet: En studie av kampanjen SAS EuroBonus American Express Card på Arlanda flygplats
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this thesis is to examine and analyze the communication effects from the campaign SAS EuroBonus American Express Card. Our aim is to measure the advertising effectiveness of the campaign.

To gather primary data we have conducted a quantitative survey at Arlanda Airport, where the campaign is mainly located. The survey included a total of 253 respondents representing the population at Arlanda Airport.

Our conclusion is that there is an awareness of the presence of American Express at Arlanda. The company is clearly dominating among its competitors regarding visibility at the airport. Despite this, only a moderate degree of the travelers recognize the pictures from the campaign. An even lower degree of the respondents could recall the message and the brands of the campaign.

Our recommendations, in order to increase knowledge and awareness about the product, the advertising should be better adapted to its product and the advertising objectives.

Place, publisher, year, edition, pages
2010. , p. 61
Keywords [en]
American Express, communication effects, advertising effectiveness, transit advertising, recognition, recall
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-143541OAI: oai:DiVA.org:uu-143541DiVA, id: diva2:390413
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2011-01-21 Created: 2011-01-21 Last updated: 2011-01-21Bibliographically approved

Open Access in DiVA

fulltext(13398 kB)471 downloads
File information
File name FULLTEXT01.pdfFile size 13398 kBChecksum SHA-512
7747178902c034711980b01ca5047a02037f4da9322d69a057cef16ac42c21266dd738735eee1bd8825a4ad120f7b19d64dcc8ecd3c10456d812e6e53da03f46
Type fulltextMimetype application/pdf

By organisation
Department of Business Studies
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 471 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 639 hits
CiteExportLink to record
Permanent link

Direct link
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
  • text
  • asciidoc
  • rtf