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[{"key": "dc.contributor.author", "value": "Tolvanen, Kristiina", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2011-11-08T19:17:20Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2011-11-08T19:17:20Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2011", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1188314", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/36916", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Stakeholders\u2019 expectations can define the future of the media. Due to advertising revenues, producing audiences desirable for advertisers has been considered as a central function of media. Furthermore, it has been claimed that mass media today would not exist without advertisers. If media organizations want to survive, they will have to acknowledge the expectations that their stakeholders such as advertisers have towards them in the new media environment. Even though meeting stakeholders\u2019 expectations can be crucial for an organization\u2019s future in terms of legitimacy and reputation, expectations have been an understudied topic in organizational communication. \r\n\r\nThe aim of this research was to shed light on whether the new media environment has changed advertisers' expectations towards the media, and find out if there is a gap between advertisers\u2019 experiences of the media and expectations towards the media. Furthermore, the aim was to explore whether social media have changed advertisers\u2019 expectations. All in all, the research objective was to find out if advertisers\u2019 expectations towards the media now resemble more those of public relations. The research was conducted as an empirical study using a qualitative research approach. 10 organizational representatives of large advertisers in Finland were interviewed. In addition, a social media observation was undertaken to further explore themes rising from the research interviews. \r\n\r\nThe research results suggested that advertisers direct diverse expectations towards the media. Through media advertisers expect to reach and affect consumers and increase the organization\u2019s sales. Advertisers also expect long-term and close relationships with the media. In addition, the media are expected to provide advertisers measurability of advertising gains as well as tailored and holistic services. Social media had to some extent raised expectations towards the media in terms of dialogue with consumers. All in all, these expectations of advertisers had been met well by the media. Minor expectation gaps were revealed in tailored and holistic services, and measurability. The ethos of advertising was still strong in the advertisers\u2019 fundamental expectations towards the media such as reaching consumers and increasing the organization\u2019s sales. However, the main findings of the thesis suggested that advertisers\u2019 expectations are shifting towards expectations of public relations in terms of the rising expectation of dialogue. Hence, the results propose a need for a holistic view on advertising and public relations.", "language": "", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Kristiina Tolvanen (krsotolv) on 2011-11-08 19:17:18.160422. Form: Pro gradu -lomake (1 tekij\u00e4) (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake-1-tekijae). JyX data:", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2011-11-08T19:17:20Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-2011110811645.pdf: 975867 bytes, checksum: a6bd40a75ac3d6facb513ce5cbf263d6 (MD5)\r\nlicense.html: 5023 bytes, checksum: e64d732a8ed05b8c87cae6f718f222e6 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2011-11-08T19:17:20Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-2011110811645.pdf: 975867 bytes, checksum: a6bd40a75ac3d6facb513ce5cbf263d6 (MD5)\r\nlicense.html: 5023 bytes, checksum: e64d732a8ed05b8c87cae6f718f222e6 (MD5)\r\n Previous issue date: 2011", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "110 sivua", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "expectations", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "public relations", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "advertising", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Dialogue instead of a monologue : advertisers' expectations towards the media", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-2011110811645", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.dcmitype", "value": "Text", "language": "en", "element": "type", "qualifier": "dcmitype", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Communication", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Yhteis\u00f6viestint\u00e4", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Organizational Communication", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2011-11-08T19:17:20Z", "language": "", "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": "fi", "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "3131", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "odotukset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "suhdetoiminta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", 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