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”Ibland måste man ändra utsidan för att folk ska upptäcka insidan”: En undersökning av Lidls PR-kampanj Dill
Umeå University, Faculty of Arts, Department of culture and media studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
”Sometimes you have to change the outside for people to discover the inside” : A studie of Lidls PR campaign Dill (English)
Abstract [en]

One increasingly and relatively new marketing method used in the PR industry is called stealth marketing. This past year we have in Sweden been exposed to at least three major campaigns that received much attention in both traditional and social media. The purpose of this study was to examine how one of the campaigns, Lidls restaurant Dill, was framed in three of Sweden's largest newspapers. To answer this I used a qualitative method in form of a textual analysis of a number of articles about the campaign. Another purpose of the study was to examine how a group of students in Umeå thought about the campaign. For this a quantitative research method in form of a survey answered by a total of 100 respondents was used. The theoretical framework of the study involved both the framing theory and two different perspectives of Public Relations. The result of the study showed that the newspapers often used a negative angle and focused on the unethical of the method instead of the actual campaign. The study also revealed that the majority of students were either neutral or positive to the campaign and the method in general, as long as the company didn’t lie to the media. 

Place, publisher, year, edition, pages
2014. , 43 p.
Keyword [sv]
PR stealth marketing gestaltningsteorin lidl dill
National Category
Communication Studies
URN: urn:nbn:se:umu:diva-87961OAI: diva2:712617
Educational program
Programme in Media and Communication Studies: Strategic Communication
Available from: 2014-04-22 Created: 2014-04-15 Last updated: 2014-04-22Bibliographically approved

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Simon, Viklund
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