Effective Product Placement
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Effective Product Placement
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Author :
language : de
Publisher:
Release Date : 2006
Effective Product Placement written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with categories.
Product Placement
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Author : Johanna Bueß
language : en
Publisher: diplom.de
Release Date : 2004-06-04
Product Placement written by Johanna Bueß and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-06-04 with Business & Economics categories.
Inhaltsangabe:Abstract: Product placement has become increasingly common in recent years. This paper analyses the practice of placing brands in films and television programmes from different perspectives. From the marketers point of view the development of product placement as a marketing communication instrument is analysed. It is also shown how filmmakers can use it to add realism to a film and save production costs. Putting the product placement strategy into practice is found to be a complex process. Furthermore, the way of compensation varies from case to case. The analysis of costs per thousand reveals that product placement is a cost-effective marketing communication instrument. This analysis of the marketers and the filmmakers point of view is supported by interviews with marketing departments, product placement agencies and film production companies. On the other hand viewers ethical concerns about product placement are investigated and it is studied how they are included in legal restrictions. The outcome is that there are some areas with no regulations and areas with rules that have limitations. Therefore, recommendations for improvement are made. Also, ways are established how marketers can take viewers concerns into consideration when placing their brand in a film. Finally the effectiveness of product placement in marketing communications is analysed on the basis of academic research. It is found that product placement can be successful in regard to brand recall and recognition and to some extent in regard to brand attitude and purchasing behaviour. However, the effectiveness depends on the type and exposure time of the placement, the kind of film and supporting advertising. Summing up, product placement can be used effectively for marketers and filmmakers, while not having predominantly negative effects on viewers. However, this is only the case when it is planned carefully and a number of aspects are taken into consideration. Inhaltsverzeichnis:Table of Contents: INTRODUCTION4 AIMS AND OBJECTIVES4 METHODOLOGY5 PART 1:BACKGROUND7 1.1DEFINITION OF THE TERM PRODUCT PLACEMENT7 1.2THE HISTORY OF PRODUCT PLACEMENT9 1.3REASONS FOR THE INCREASING USE OF PRODUCT PLACEMENT10 1.3.1REASONS FOR MARKETERS10 1.3.2REASONS FOR FILMMAKERS10 1.4USE OF PRODUCT PLACEMENT TODAY AND FUTURE FORECAST11 1.4.1MARKETS11 1.4.2CATEGORIES12 1.4.3NEW POSSIBILITIES AND FUTURE FORECAST12 PART 2:MARKETERS' AND FILMMAKERS' VIEW: PLANNING [...]
Product Placement As An Effective Tool For The Brand Positioning
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Author : Hanna Górska-Warsewicz
language : en
Publisher:
Release Date : 2017
Product Placement As An Effective Tool For The Brand Positioning written by Hanna Górska-Warsewicz and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with Economics categories.
Brand is currently one of the most important tools in the battle for the consumer. Therefore, positioning of the brand nowadays is a priority element in the marketing strategy of the enterprises. Each of them strives to effectively reach the consumer through various sources of marketing communications. The alternative to traditional advertising in the press or television has become the nontraditional marketing communications such as product placement and branding. This tool is much more effective because of the ability to direct the relevant marketing message to selected audience group at the right time and place. The aim of this chapter is to present selected aspects of product and brand placement as an unconventional tool for brand positioning. The special attention was given to define product and brand placement as well as to present its role in the creation of brand value for customers. This chapter consists of four parts related to (1) "introduction"; (2) "brand positioning and its role in product and brand placement"; (3) "product placement as one of the unconventional promotional tools with special attention given to definition, advantages and disadvantages, effectiveness, as well as some examples related to movies, printed publications, and video games"; and (4) "conclusion."
The Effectiveness Of Product Placement For The Automobile Industry And Its Impact On Consumer Behavior
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Author : Frank Günnemann
language : en
Publisher: GRIN Verlag
Release Date : 2008-09
The Effectiveness Of Product Placement For The Automobile Industry And Its Impact On Consumer Behavior written by Frank Günnemann and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09 with Business & Economics categories.
Master's Thesis from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A (1,0), Hawai'i Pacific University, 80 entries in the bibliography, language: English, abstract: The use and practice of product placement - also referred to as brand placement - has risen dramatically over the last few years. Here, especially the automobile industry is a major player by spending millions of dollars for strategically placing products and brands not only in blockbusters and movies, but increasingly also in various television programs, print media, and video games. This research paper investigates the effective of product placement for the automobile industry and its actual effect on consumer behavior. However, consumers' attitudes, perceptions, and values tend to differ depending on their culture; thus, further research shall concentrate on the possible differences between American, European, and Asian consumers. First, the introduction will state the objective of the study as well as research purposes. Next, the background of the study will present a conceptual framework, theoretical foundations on which the research will be based, development of research questions that are to be answered, and a hypotheses development. As it follows, the research methodology will formulate the information needs and data collection methods, the questionnaire development, and the sample design. The data analyses and findings part will use descriptive statistics and present the results from the quantitative research as well as other findings. Ultimately, in the conclusion the findings and results will be discussed, limitations of the study will be acknowledged, and possibilities for future research will be stated. ...]
Effective Product Placement
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Author : Hans H. Bauer
language : en
Publisher:
Release Date : 2006
Effective Product Placement written by Hans H. Bauer and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with categories.
The Effectiveness Of Product Placement For The Automobile Industry And Its Impact On Consumer Behavior
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Author : Frank Günnemann
language : en
Publisher: GRIN Verlag
Release Date : 2008-08-29
The Effectiveness Of Product Placement For The Automobile Industry And Its Impact On Consumer Behavior written by Frank Günnemann and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-08-29 with Business & Economics categories.
Master's Thesis from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: A (1,0), Hawai'i Pacific University, language: English, abstract: The use and practice of product placement – also referred to as brand placement – has risen dramatically over the last few years. Here, especially the automobile industry is a major player by spending millions of dollars for strategically placing products and brands not only in blockbusters and movies, but increasingly also in various television programs, print media, and video games. This research paper investigates the effective of product placement for the automobile industry and its actual effect on consumer behavior. However, consumers’ attitudes, perceptions, and values tend to differ depending on their culture; thus, further research shall concentrate on the possible differences between American, European, and Asian consumers. First, the introduction will state the objective of the study as well as research purposes. Next, the background of the study will present a conceptual framework, theoretical foundations on which the research will be based, development of research questions that are to be answered, and a hypotheses development. As it follows, the research methodology will formulate the information needs and data collection methods, the questionnaire development, and the sample design. The data analyses and findings part will use descriptive statistics and present the results from the quantitative research as well as other findings. Ultimately, in the conclusion the findings and results will be discussed, limitations of the study will be acknowledged, and possibilities for future research will be stated. [...]
The Factors That Influence Product Placement As An Effective Means Of Advertising In Television Sitcoms
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Author : Tracy Marek Stayton
language : en
Publisher:
Release Date : 2007
The Factors That Influence Product Placement As An Effective Means Of Advertising In Television Sitcoms written by Tracy Marek Stayton and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with categories.
Product Placement For Everyone
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Author : Christopher Gröning
language : en
Publisher:
Release Date : 2014
Product Placement For Everyone written by Christopher Gröning and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with categories.
The Factors That Influence Product Placement As An Effective Means Of Advertising In Television Sitcoms
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Author :
language : en
Publisher:
Release Date : 2006
The Factors That Influence Product Placement As An Effective Means Of Advertising In Television Sitcoms written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with categories.
The factors that influence product placement as an effective means of advertising in television sitcoms.
Branded Entertainment
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Author : Jean-Marc Lehu
language : en
Publisher: Kogan Page Publishers
Release Date : 2007
Branded Entertainment written by Jean-Marc Lehu and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Business & Economics categories.
Product placement has evolved from a novel marketing tactic to a key marketing strategy on a global scale. This work explains the: history and development of product placement; advantages of this form of brand advertising; and methods employed by different brands.