Essays On Product Placement
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Essays On Product Placement
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Author : Deepa Anil Pillai
language : en
Publisher:
Release Date : 2011
Essays On Product Placement written by Deepa Anil Pillai and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with categories.
"Product Placement" or "Brand Placement" is the paid inclusion of branded products or brand identifiers, through audio and/or visual means, within entertainment media. This dissertation is a collection of three essays that investigate factors affecting the effectiveness of product placements. The first essay focuses on two measures of product placement effectiveness - audience recall and attitudes toward the placement. Extant empirical studies that address the antecedents of these constructs were integrated through a meta-analysis. Essay 2 focuses on the effect of repetition of placements of the same brand within a single television program and essay 3 addresses "Need for Cognition", an individual level variable that was found to affect audience response toward the brand placed. Data were collected through an online survey and analyzed using structural equation modeling. Limitations of the studies, the relevance of the findings to marketing practice, and the contribution to scholarly research are discussed.
Three Essays On Measuring Product Placement Effectiveness In Movies
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Author : Raghu Kurthakoti
language : en
Publisher:
Release Date : 2011
Three Essays On Measuring Product Placement Effectiveness In Movies written by Raghu Kurthakoti and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with categories.
Product placements are gaining more importance in corporate marketing communication budgets and marketers need to understand the effectiveness of these placements to justify investments into them. Three studies were conducted to study the effectiveness of product placements in movies. Essay one studied the economic worth of product placements on the long term profitability of the firm through an event study. In essay two we study the effectiveness of product placement from a memory perspective by means of a longitudinal study. Results of a dynamic panel analysis using generalized estimating equations indicate that audience recognition for a movie placement significantly diminishes one to two weeks after exposure to the movie. Essay three examines the impact of brand-character association on consumer attitude toward the placed brand. Limitations and Implications of the studies were also discussed.
Toward An Understanding Of The Product Placement Effect
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Author : Brian Christopher Gillespie
language : en
Publisher:
Release Date : 2013
Toward An Understanding Of The Product Placement Effect written by Brian Christopher Gillespie and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with categories.
The third and final essay considers the role of product placement in narrative by proposing that placements can offer benefits to consumers through proper product placement fit. Results indicate that consumers report more favorable brand evaluations when their narrative consumption goals (i.e., goal attainment and enjoyment) are met through exposure to product placement advertising, compared to when their goals are not met through exposure to product placement advertising. Taken together, I argue these essays provide a greater understanding of the product placement effect and validate product placement advertising as a viable promotional method.
Handbook Of Product Placement In The Mass Media
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Author : Mary-Lou Galician
language : en
Publisher: Routledge
Release Date : 2004-05-28
Handbook Of Product Placement In The Mass Media written by Mary-Lou Galician and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-05-28 with Business & Economics categories.
Leading experts present cutting-edge ideas and current research on product placement! The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics is the first serious book in English to examine the wider contexts and varied texts of product placement, related media marketing strateg
Handbook Of Product Placement In The Mass Media
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Author : Mary-Lou Galician
language : en
Publisher: Routledge
Release Date : 2004-05-28
Handbook Of Product Placement In The Mass Media written by Mary-Lou Galician and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-05-28 with Business & Economics categories.
Leading experts present cutting-edge ideas and current research on product placement! The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics is the first serious book in English to examine the wider contexts and varied texts of product placement, related media marketing strateg
The Faces And Stakes Of Brand Insertion
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Author : Sébastien Lefait
language : en
Publisher: Vernon Press
Release Date : 2022-03-22
The Faces And Stakes Of Brand Insertion written by Sébastien Lefait and has been published by Vernon Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-03-22 with Business & Economics categories.
With traditional forms of advertisement facing increasing challenges, brand placement - the integration of a product or brand in a work of art - has exploded. It has become a lucrative phenomenon whose goal is to produce a reaction of purchase in the mind of the receiver (reader, viewer or listener). This volume seeks to complement extant studies of product placement strategies by introducing a methodology more systematically related to the field of cultural studies, especially where the reception and impact of product placement are concerned. It explores the many iterations of brand placement in popular culture, with a consideration of the crossover between advertisement and art in everything from Wes Anderson, "Blade Runner" and the "Fast and Furious" franchise, to music videos, late night shows and plastic art. The book considers the impact of brand placement in TV series on teenagers, as well as the evolution of such placement in literature. The originality of this volume is that, when the impact of the placement is mentioned, it is to be understood as an intended aesthetic impact at least as much as a prompt to buy a product. Consequently, the placement of consumer goods in a cultural production, the book suggests, may both increase the sales of specific products and positively impact the production’s ratings. This book is perfect for researchers and students interested in marketing, brand placement, mass media, art, film, and cultural studies.
Product Placement Die Neue Alternative Zu Werbespots
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Author : Claire Hartmann
language : de
Publisher:
Release Date : 2017-11-06
Product Placement Die Neue Alternative Zu Werbespots written by Claire Hartmann and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-11-06 with categories.
Essay aus dem Jahr 2016 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,5, Karlshochschule International University, Sprache: Deutsch, Abstract: Da immer mehr Marken und Produkte die Märkte überfluten, ist es für Unternehmen von immenser Wichtigkeit, sich einen Bekanntheits- und Imagevorteil zu verschaffen. Aus diesem Grund verwenden sie eine neue Art der Kommunikation - Product-Placement. Doch was genau ist Produkt Placement eigentlich, und welches sind die Möglichkeiten und Grenzen? Diese Fragen werden im Rahmen dieses Essays beantwortet.
Advances In Advertising Research Vol Iv
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Author : Sara Rosengren
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-05-30
Advances In Advertising Research Vol Iv written by Sara Rosengren and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-05-30 with Business & Economics categories.
Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA) which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme “The changing roles of advertising”. The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network.
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.
Essays On Congruence Theory In Marketing
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Author : Robér Rollin
language : en
Publisher: Springer Nature
Release Date : 2022-09-30
Essays On Congruence Theory In Marketing written by Robér Rollin and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-09-30 with Business & Economics categories.
Digital products are intangible goods, mainly presented visually and acoustically to consumers in the form of videos, images, texts, and music that can be bought, downloaded, or streamed via various web stores. Their consumption primarily fulfills hedonic needs. Before purchasing, a consumer's interaction with a digital product is always mediated by technology. Therefore, consumers cannot directly judge the quality through "touch and feel" experiences. This book diminishes the ability to evaluate digital products. Therefore his thesis seeks to answer which product attributes have an impact on consumers' product evaluation, and purchase intention.