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[{"key": "dc.contributor.advisor", "value": "Suoranta, Mari", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Suontausta, Kimmo", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-08-27T12:38:10Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-08-27T12:38:10Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2015", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1493750", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/46716", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Median- ja teknologian murrokset ovat vaikuttaneet sek\u00e4 kuluttajien median k\u00e4ytt\u00f6\u00f6n, ett\u00e4 yritysten mediamainontaan: median k\u00e4ytt\u00f6 on pirstaloitunut ja digitaaliset v\u00e4lineet ovat yh\u00e4 merkitt\u00e4v\u00e4mm\u00e4ss\u00e4 roolissa ihmisten el\u00e4m\u00e4\u00e4. Tekninen kehitys on my\u00f6s mullistanut yritysten markkinointiviestinn\u00e4n luonteen ja toteuttamisen. Kehityksen seurauksena yksitt\u00e4iset, perinteiset mediakanavat eiv\u00e4t palvele markkinoijia tai kuluttajia en\u00e4\u00e4 entiseen tapaan.\n\nT\u00e4ss\u00e4 tutkimuksessa tarkastellaan keskisuomalaisten pk-yritysten markkinointiviestinn\u00e4n suunnitteluaja mediamainontaa nykyisess\u00e4 toimintaymp\u00e4rist\u00f6ss\u00e4. Tutkimus toteutettiin haastattelemalla kahdeksan yrityksen markkinoinnista vastaavia henkil\u00f6it\u00e4, jotka kertoivat yritystens\u00e4 toimintatavoista ja markkinointiviestinn\u00e4n tavoitteista. Laadullisessa tutkimuksessa tarkasteltiin yritysten k\u00e4yt\u00e4nt\u00f6j\u00e4 erityisesti markkinointiviestinn\u00e4n suunnittelun ja mediavalintojen teorioiden pohjalta. Aineisto ker\u00e4ttiin puolistrukturoiduilla teemahaastatteluilla ja sit\u00e4 analysoitiin teemoittelemalla.\n\nTutkimuksessa k\u00e4vi ilmi, ett\u00e4 kohdeyrityksilt\u00e4 puuttuu sek\u00e4 resursseja, ett\u00e4 osaamista toteuttaa uudenlaista integroitua markkinointiviestint\u00e4\u00e4. Yritysten markkinointiviestinn\u00e4n suunnittelu perustui tyypillisesti aiempien vuosien valintoihin ja markkinointia toteutettiin p\u00e4\u00e4s\u00e4\u00e4nt\u00f6isesti yritysten omista tarpeista l\u00e4htien. Markkinointiviestinn\u00e4n hankalimpana osa-alueena kohdeyritykset kokivat tulosten arvioinnin. T\u00e4m\u00e4 korostui erityisesti imagollisissa kampanjoissa. Yhten\u00e4 merkitt\u00e4v\u00e4n\u00e4 tekij\u00e4n\u00e4 t\u00e4h\u00e4n oli se, ett\u00e4 yritysten kampanjoilta puuttuivat selke\u00e4t mitattavat tavoitteet, joihin saavutettuja tuloksia olisi voitu verrata.\n\nKohdeyritykset kokivat markkinointiviestinn\u00e4n suunnittelun ja toteuttamisen yleisestikin hyvin haastavana. T\u00e4st\u00e4 huolimatta l\u00e4hes jokainen yrityksist\u00e4 oli onnistunut kasvattamaan omaa markkinaosuuttaan vaikeassa taloudellisessa tilanteessa. Yhten\u00e4 merkitt\u00e4v\u00e4n\u00e4 tekij\u00e4n\u00e4 t\u00e4lle voidaan n\u00e4hd\u00e4 aktiivisesti toteutettu mediamainonta, josta yritykset tutkimusten mukaan hy\u00f6tyv\u00e4t edelleen taloustilanteen j\u00e4lleen parantuessa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Kimmo Suontausta (kisasuon) on 2015-08-27 12:38:09.651304. Form: Pro gradu -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake). JyX data: [jyx_publishing-allowed (fi) =True]", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2015-08-27T12:38:10Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201508272767.pdf: 2364768 bytes, checksum: b5df9653a9246ed961646cdc63d09677 (MD5)\nlicense.html: 4848 bytes, checksum: e4c8afff6d5ae0c7ce868f5e080425c4 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-08-27T12:38:10Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201508272767.pdf: 2364768 bytes, checksum: b5df9653a9246ed961646cdc63d09677 (MD5)\nlicense.html: 4848 bytes, checksum: e4c8afff6d5ae0c7ce868f5e080425c4 (MD5)\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (88 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": "fin", "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": "Mediamurros", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "integroitu markkinointiviestint\u00e4", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "mediamainonta", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "mediakanavat", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "alueellinen mainonta", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "pk-yritys", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Pk-yritysten n\u00e4kemyksi\u00e4 markkinointiviestinn\u00e4st\u00e4 ja alueellisesta mediamainonnasta", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": 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