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Design - a cure for poor advertising?
Stockholm University, Faculty of Social Sciences, School of Business.
Stockholm University, Faculty of Social Sciences, School of Business.
2002 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The differentiation of a product offer can be created by many different means. We have detected a slight change from product focus to advertising focus in the differentiation development. A too strong emphasis on the advertising and too little attention on differentiating the actual product may result in a slap on advertising, or what we call "air advertising". This means advertising with little or no connection to product characteristics, or benefits. The thesis examines design as a tool of differentiation ranging from functional to emotional benefits, as an alternative too this kind of development in the quest for a differentiated product offer. The world of design compared to the world of advertising in Stockholm is targeted in the empirics resulting in the identification of obstacles in selling, buying and using design as a strategic tool. The outcome of the thesis is a system that adresses the evaluation of the level of differentiation of a product design and its communication, which together aim at overcoming the mentioned obstacles in design.

Place, publisher, year, edition, pages
2002.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-3154OAI: oai:DiVA.org:su-3154DiVA: diva2:192380
Uppsok
samhälle/juridik
Available from: 2007-01-05 Created: 2007-01-05

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