Browsing by Subject "Advertising"
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Item Restricted Below the line advertising in the telecommunications industry : analysis for the case of Germany(2020) Talha Altaf, Muhammad; Behar Villegas, Erick; Mantel, Peter; bachelor thesis in Business Administration"This study is conducted with the aim of finding, understanding and analyzing the relationship between below the line advertising and consumer purchase intention in the telecommunication industry in Germany. The study also describes the relationship between above the line advertising and below the line advertising and how the latter has started to become a more profitable and efficient option. Due to the fact that below the line advertising includes many different promotional activities, this study only focuses on the three main branches, i.e. Billboards, Sponsorships and Sales Promotion. The study was carried with the help of the primary data collection which was obtained by the use of questionnaire answers and also with the help of secondary data obtained from different sources. The connection between the said below the line advertising activities and consumer purchase intention in the telecom industry was then analyzed and the results identified how significant sponsorships and sales promotions are in altering a customer's purchase intention in the telecom industry, meanwhile, billboards did not prove to be as effective. The study cannot be considered as the only answer to the question due to the limitations faced. Different factors such as the different localities and norms of the respondents, limited access to information and other external factors can have different implications on the findings of the study."Item Restricted Gender Stereotypes in the Design of Toys and Toy Packaging(2022) Mina Brattsti Bache-Mathiesen; Anwandter, Juan Almarza; Wittner, Benjamin; Faculty of Architecture and Design; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: Children are exposed to gender stereotypes from a young age, and these stereotypes are evident in various aspects of their lives, including achievements, education, and toy preferences. Toys play a significant role in children's development and learning, but the use of gender stereotypes by toy designers and manufacturers perpetuates the notion that there is only one correct way to be a boy or a girl. This thesis investigates the effects of gender stereotypes on children through toys and explores the relationship between innate desires and learned behavior. It examines the development of gender-specific toy design and the approaches employed by designers and manufacturers. The thesis aims to benefit graphic designers by promoting a cautious design approach, parents by encouraging progressive upbringing, and toy manufacturers by advocating for inclusive design, marketing, and advertisement. The scope of the thesis focuses specifically on gender stereotypes in toys for children, considering their impact on cognitive abilities, imagination, creativity, and consumer purchasing decisions. The research encompasses children between the ages of two and twelve, acknowledging that this is a crucial period for social influence. The thesis draws upon data from Western civilizations, primarily the United States and Europe. It acknowledges the existence of other gender identities beyond male and female but limits the analysis to these two genders due to the limited available data. The methodology employed consists of a literature review, examining existing publications, articles, and studies on gender stereotypes, cultural aspects, gender relations, and children's behavioral habits. It also explores the historical background of gender signifiers such as pink and blue. Additionally, the thesis investigates toy design, marketing, and advertising, considering children's preferences and gendered design. The data collection involves analyzing books, journals, case studies, articles, and videos. Keywords: gender stereotypes, children, toys, toy design, gender-specific design, literature review, cultural aspects, gender relations, cognitive development, marketing, advertising