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- W632526623 abstract "Purpose: The purpose of this study is to examine how an organization can change the attitude from an audience towards an organization through effective marketing communication.Method: The study has a qualitative research strategy in the shape of a case study with an inductive research approach. Interviews, surveys and observations were used as methods for the research. A subjective selection was made in the process of choosing respondents and employees. The empirical evidence from the presentations was collected during two different occasions.Conclusions: Effective marketing communication affects the audience attitude through school presentations. There is three components that is forming an audiance’s attitude. Cognitive- and emotional components have a greater effect on the audience´s attitude than conative components. The audience is too young to start working yet, which means that they are too young to start getting organizationally involved. They will probably wait until they are ready to start working. However, the audience is being positively affected towards the LO-region in Stockholm because the information that has been communicated has reached them. The information that are being communicated have a positive connection towards LO and the labor union, which leads to that the audience gets a positive connection to the organization. They also feel a security and an emotional connection to the organization after the presentation." @default.
- W632526623 created "2016-06-24" @default.
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- W632526623 date "2014-01-01" @default.
- W632526623 modified "2023-09-27" @default.
- W632526623 title "Som man ropar får man svar : Hur en organisation använder sig av effektiv marknadskommunikation för att påverka attityden hos åhörare" @default.
- W632526623 hasPublicationYear "2014" @default.
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