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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Brandt, Kia", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2017-05-15T07:23:56Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2017-05-15T07:23:56Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2017", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1701721", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/53937", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkimuksen tarkoituksena on tarjota syv\u00e4llisemp\u00e4\u00e4 ymm\u00e4rryst\u00e4 suomalaisten mainonnan alan ammattilaisten ajatuksista ja kokemuksista mainonna suhteen.\r\n\r\nMainonta on ollut hyvin yleinen tutkimusaihe akateemisesti, mutta akateemisten tulosten k\u00e4ytett\u00e4vyytta ja sovellettavuutta haluttiin selvitt\u00e4\u00e4 tarkemmin. Tutkimuksen taustalla toimi kaksi aiempaa tutkimusta, jotka oli suoritettu Englannissa vuonna 2006 ja Yhdysvalloissa vuonna 2009. Tutkimusrakenne noudatteli osittain n\u00e4it\u00e4 kahta tutkimusta, mutta siihen lis\u00e4ttiin my\u00f6s n\u00e4k\u00f6kulma mainonnan nykyisest\u00e4 suhteesta pr:\u00e4\u00e4n.\r\n \r\nTutkimus keskittyi n\u00e4in ollen kahteen teemaan: akateemisten mainonnan teorioiden k\u00e4ytett\u00e4vyyteen sek\u00e4 mainonnan ja pr:n v\u00e4liseen suhteeseen. Tutkimuskysymykset olivat 1a) Hy\u00f6dynt\u00e4v\u00e4tk\u00f6 ammattilaiset teorioita? 1b) Mink\u00e4 periaatteiden mukaan he ty\u00f6skentelev\u00e4t? 2) Onko mainonnassa tekij\u00f6it\u00e4, jotka muistuttavat PR:\u00e4\u00e4?\r\n \r\nTutkimus toteutettiin puolistrukturoituina haastatteluina, ja tutkimusmateriaali analysoitiin teemoittelemalla litteroitu materiaali. Tutkimuskysymyksiin haluttiin saada mainonnan alan asiantuntijoiden omia kokemuksia ja ajatuksia, joten toteutustavaksi valittiin laadullinen menetelm\u00e4. Aineisto ker\u00e4ttiin 5 haastattelulla.\r\n\r\nTarkastelemalla mainonnan muutosta on mahdollista n\u00e4hd\u00e4 kuinka mainonta ja PR ovat l\u00e4hentyneet. Osa teorioista limitt\u00e4ytyy sek\u00e4 selkeit\u00e4 samankaltaisuuksia on n\u00e4ht\u00e4viss\u00e4 haastateltavien mukaan. Vaikka t\u00e4m\u00e4n tutkimuksen tulokset eiv\u00e4t ole yleistett\u00e4viss\u00e4, haastateltavat antoivat viitteit\u00e4 siit\u00e4, ett\u00e4 mainontaa voidaan k\u00e4ytt\u00e4\u00e4 luomaan syvempi ja monipuolinen asiakassuhde.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The goal of this research is to provide deeper understanding of the Finnish advertising professionals\u2019 thoughts and experiences on advertising.\r\n\r\nAdvertising has been a very popular subject to study in academic field, but it was seen interesting to find out more about the usability and possibility to apply academic results. The research is based to two previous studies that were conducted in the UK in 2006 and in the US in 2009. The research structure followed partly these studies but there was added also an angle of advertising\u2019s current relationship with PR.\r\n\r\nThe research focused to these two themes: the usability of advertising theories and the relationship between advertising and pr. Research questions were 1a) Do practitioners utilize theories? 1b) What are the principles they work with? 2) Are there factors about advertising that are resembling public relations? \r\n\r\nThe research was conducted with semi-structured in-depth interviews and the data was analyzed by using thematic coding with the transcripted material. The goal was to gain advertising professionals\u2019 experiences and thoughts on the research questions, so qualitative methods were chosen to be used. Data was collected with 5 interviews.\r\n\r\nBy looking at the change of advertising as a function it is possible to see advertising and public relations moving even closer to each other. Some overlap can be found on the theories and there are clear similarities in the eyes of the interviewees. Even though the results of this research cannot be generalized, the interviewees pointed in the direction that advertising can be used to create deeper and diverse relationship with customers.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Kia Brandt (kipabran) on 2017-05-15 07:23:56.359922. 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 2017-05-15T07:23:56Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201705152340.pdf: 572113 bytes, checksum: dd77be9d1d412ecc5e7612707ae3de71 (MD5)\r\nlicense.html: 4821 bytes, checksum: 35b69327eafe13db3e254ba35c371c84 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2017-05-15T07:23:56Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201705152340.pdf: 572113 bytes, checksum: dd77be9d1d412ecc5e7612707ae3de71 (MD5)\r\nlicense.html: 4821 bytes, checksum: 35b69327eafe13db3e254ba35c371c84 (MD5)\r\n Previous issue date: 2017", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (70 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": "Mainonnan teoriat", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "mainonta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "PR:n teoriat", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "PR", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Advertising theories and practice : experiences of Finnish practitioners", "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-201705152340", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": 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