eReading advertising as a part of integrated marketing communications: advertiser's perspective

dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.authorKännö, Hanna
dc.contributor.departmentDepartment of Marketingen
dc.contributor.departmentMarkkinoinnin laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Economicsen
dc.date.accessioned2012-06-02T01:30:43Z
dc.date.available2012-06-02T01:30:43Z
dc.date.dateaccepted2012-04-27
dc.date.issued2012
dc.description.abstractObjectives of the Study This study has two objectives. First, the purpose of the thesis is to provide an insight into integrated marketing communications and the role of eReading advertising in this context. Second, from a managerial perspective the study aims to provide an understanding of the current state of eReading advertising in the Finnish media market and to identify related challenges and opportunities. Research Methods The research approach is qualitative. The research data was collected in the fall 2011 through eight semi-structured interviews. The interviews were targeted at digital marketing professionals in media agencies. The sampling method was judgment sampling. The interviews resulted in a total of 627 minutes of interview data, which was analyzed using thematic analysis technique. Findings The study pointed out that integrated marketing communications is a strategic approach to marketing communications planning. It was found that eReading advertising is at an early stage of development in the Finnish media market and its role in integrated marketing communications is minor so far. Different media evaluation models were discussed and it was shown that media selection is a multifaceted resource allocation decision. The analysis of research data revealed that the major challenges of eReading advertising concern low reach, high costs, inadequate measurement system and limited know-how. A dynamic media environment and diverse advertising opportunities were addressed as the main advantages.en
dc.ethesisid12815
dc.format.extent77
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/3542
dc.identifier.urnURN:NBN:fi:aalto-201206031741
dc.language.isoenen
dc.locationP1 I
dc.programme.majorMarketingen
dc.programme.majorMarkkinointifi
dc.subject.heleconmarkkinointi
dc.subject.heleconmarketing
dc.subject.heleconviestintä
dc.subject.heleconcommunication
dc.subject.heleconmobiilitekniikka
dc.subject.heleconmobile technology
dc.subject.helecontietokoneet
dc.subject.heleconcomputers
dc.subject.heleconmedia
dc.subject.heleconmedia
dc.subject.heleconsuunnittelu
dc.subject.heleconplanning
dc.subject.keywordeReading advertising
dc.subject.keywordtablet
dc.subject.keywordintegrated marketing communications
dc.subject.keywordmedia planning
dc.titleeReading advertising as a part of integrated marketing communications: advertiser's perspectiveen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.dcmitypetexten
dc.type.ontasotMaster's thesisen
dc.type.ontasotPro gradu tutkielmafi
local.aalto.idthes12815
local.aalto.openaccessno
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