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Internet advertising of banks in Sweden during the present financial crisis
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2009 (English)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

The purpose of this study is to provide the view on the online advertising’s characteristics during the present financial crisis in Sweden. To achieve the purpose, multiple case study of four main Swedish banks is used with the predominance of descriptive method. The main finding of this study is close interaction between the advertising character and market trends impact. This main observation has a great impact on the character of the analysis and affects almost every functional aspect of the advertising. Besides that, also five other main observations were made. Following them, it is especially worth to mention that advertising can be a source of competitiveness, a way of differentiation or a way of conditioning customer. From all the study findings, clear image of ads typical features, functions and roles in the banks’ prosperity arises.

Place, publisher, year, edition, pages
Högskolan i Halmstad/Sektionen för Ekonomi och Teknik (SET) , 2009.
Keyword [en]
Advertising, financial crisis
Identifiers
URN: urn:nbn:se:hh:diva-4213Local ID: 2082/3528OAI: oai:DiVA.org:hh-4213DiVA: diva2:306378
Uppsok
Social and Behavioural Science, Law
Available from: 2009-12-08 Created: 2009-12-08 Last updated: 2009-12-08

Open Access in DiVA

fulltext(6364 kB)549 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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