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Att nå ut med banners: En studie i hur företag i mediebranschen arbetar för att nå fram med sina budskap på Internet
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.
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 [sv]

Flera studier har tidigare visat på en motvilja eller ett undvikande beteende på Internet gällande annonseringsformatet banner hos Internetanvändare. Denna studie utgår från tre teorier som ämnar beskriva varför det här problemet existerar. De tre teorierna är hindrande av arbetsuppgift, upplevt mediebrus och tidigare negativa erfarenheter. Kvalitativa intervjuer med både medie- och webbyråer samt en annonsförmedlare inom webbmedia har genomförts för att skapa en uppfattning om hur företag inom mediebranschen arbetar med och hanterar fenomenet som kallas banner blindness. Insamlad data jämförs med de teoretiska begreppen och analysen visar på en medvetenhet hos respondenterna om fenomenet och dess bakomliggande orsaker. I resultaten av studien belyses annonsens utformning och placering, antalet annonser i annonsmiljön samt minimering av störande annonser som viktiga faktorer att ta hänsyn till vid Internetannonsering.

Abstract [en]

A number of previous studies have shown a resistance or avoidance on Internet towards the ad format called banner among the users of Internet. This study is based upon three main theories that aim to describe why this problem exists. These theories are perceived goal impediment, perceived ad-clutter and prior negative experiences. Qualitative interviews, with both media- and web agencies as well as ad-providers in web-media, were performed to gather an insight of how firms in the media business works and deals with this phenomenon called banner blindness. The collected data has been compared with the theories and the analysis reveals an awareness of the phenomenon and its underlying sources, by the respondents. The results of the study emphasizes the design and placement of the banner, the amount of banners in the advertising environment as well as a reduction of interfering banners as important factors to consider in Internet advertising.

Place, publisher, year, edition, pages
2010. , p. 35
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-144877OAI: oai:DiVA.org:uu-144877DiVA, id: diva2:394618
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2011-02-03 Created: 2011-02-03 Last updated: 2011-02-03Bibliographically approved

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