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Retargeting: När annonsering bygger lojalitet
Halmstad University, School of Business and Engineering (SET). (Företagsekonomi, Marknadsföring)
Halmstad University, School of Business and Engineering (SET). (Företagsekonomi, Marknadsföring)
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]



Title:                                                Retargeting- When display advertising builds                 loyalty


Authors:                                           Mikaela Johansson och Anna Svensson Kjällberg


Advisor:                                           Thomas Helgesson


Level:                                               Bachelor´s in thesis in Marketing, (15 Swedish       credits) Spring 2014.


Keywords:                                        Retargeting, branding


Question:                                                    In branding, how should small e-enterprises            work with retargeting?


Purpose:                                           The purpose with this essay was to identify how    retargeting should be used in small e-enterprises                             when branding. This was done by comparing two e-enterprises practical use of retargeting, with two                           brand consultants and two retargeting consultants theoretical knowledge within each expertise.  


Method:                                            A qualitative method with a deductive approach    has been used to answer the problem statement.



Theoretical framework:                              Earlier theories about retargeting, brand building    and recommended practices, related to marketing                       on the internet, were presented in the frame of       reference.


Empirical framework:                                 Primary data were presented by two respondents   representing each area: Companies, Retargeting                        consultants and Brand consultants.

Conclusion:                                                   The          marketing tool allows companies and      their               brands to get the chance to appear in                        wide area                      networks on the internet.    The tool is primary used                                                                for a sales                      purpose but the tool also has potential in brand-                                                                       building purposes. Based on primary-                      and secondary data the conclusion of this essay is                        that the tool is considered good when branding      but three main areas need to be concidered while                          working with it in a brand-building purpose;           design, content and frequency. 

Place, publisher, year, edition, pages
2014. , 75 p.
Keyword [sv]
Marknadsföring, Retrageting, Varumärkesuppbyggnad
National Category
Business Administration
URN: urn:nbn:se:hh:diva-25711OAI: diva2:726191
Subject / course
Available from: 2014-06-24 Created: 2014-06-17 Last updated: 2014-06-24Bibliographically approved

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