Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE credits
With the explosion of technology we are finding that our methods of communication are
changing rapidly year to year. The way that we interact with each other from personal
levels to more formal business is all being affected. With the birth of the internet we have
seen continuous growth of communication methods via this medium and most recently is
the boom of the Internet Based Networking Websites (IBNWs) that allow the, over
300million, users to interact with each other. Websites like Facebook, Linkedin, and
Twitter are very good examples of IBNWs that provide great platforms for communicating
messages and advertising companies regardless of where in the world they are. Geography
is quickly becoming an obstacle of the past as IBNWs allow business to reach people based
on their demographic rather then location. Through the use of IBNWs people can target,
segment, and filter according to the people they wish to advertise to, all for free. This in
turn is now having a huge impact on the advertising industry as ad agencies are being
pressured to change their more traditional marketing structures to fit the modern
environment, as people, especially young entrepreneurs, are finding a plethora of ways to
advertise online for free.
Because of this huge reshape of the advertising industry we have chosen to look in to how
this all affects the entrepreneur and therefore have taken on the task of answering the
How do IBNWs affect the process of advertising in the development of new ventures?
In this thesis we delve in to the topic of modern advertising in relation to traditional forms
of advertising (T.V, Radio, Print) to see how and in what ways IBNWs are having an
impact of company start-ups. With the use of many authors and concepts we build a
theoretical perspective to help us analyze the data retrieved from 10 entrepreneurs from
around the world. The theoretical perspective is made of four key elements: Cost, Clutter,
Interactivity, and Objectives of advertising. With a qualitative interpretivist approach we
have constructed an in-depth case study that explores the development of 10 different
ventures from the perspective of the entrepreneurs running them. However to aid us in our
analysis and understanding of the industry of advertising and business development we
interviewed the Chief Creative officer at Ogilvy&Mathers, and an Manager at International
The final goal of the study is to generate an original framework for entrepreneurs in modern
advertising. What we found was that due to the lack of resources by the entrepreneurs
IBNWs provide a great cost effective method of reaching a large and relevant audience.
Among other findings we found that IBNWs are a great starting point for all entrepreneurs
in their process of advertising due to its cheap and easy to use platform. In conclusion we
found that IBNWs do have a huge impact on the process of advertising in the development
of new ventures.
Keywords: IBNWs, Advertising, Cost, Clutter, Interactivity, Advertising Objectives
2012. , 87 p.
Business Development, Advertising, Social Networks, Facebook, Entrerpeneurship