The Effects Of Product Placement Type And Brand Awareness On The Attitudes Toward The Advertorials In Print Media
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The Effects Of Product Placement Type And Brand Awareness On The Attitudes Toward The Advertorials In Print Media
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Author : 蔡筱潔
language : zh-CN
Publisher:
Release Date : 2004
The Effects Of Product Placement Type And Brand Awareness On The Attitudes Toward The Advertorials In Print Media written by 蔡筱潔 and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 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 [...]
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.
Advances In Advertising Research Ix
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Author : Verolien Cauberghe
language : en
Publisher: Springer
Release Date : 2018-07-04
Advances In Advertising Research Ix written by Verolien Cauberghe and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-07-04 with Business & Economics categories.
This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.
Handbook Of Research On Transmedia Storytelling Audience Engagement And Business Strategies
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Author : Hernández-Santaolalla, Víctor
language : en
Publisher: IGI Global
Release Date : 2020-04-24
Handbook Of Research On Transmedia Storytelling Audience Engagement And Business Strategies written by Hernández-Santaolalla, Víctor and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-04-24 with Business & Economics categories.
As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium’s methods are so young that their potential and effectiveness is not yet fully understood. Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.
Advertising In New Formats And Media
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Author : Patrick De Pelsmacker
language : en
Publisher: Emerald Group Publishing Limited
Release Date : 2016-04-06
Advertising In New Formats And Media written by Patrick De Pelsmacker and has been published by Emerald Group Publishing Limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-04-06 with Business & Economics categories.
The advertising universe is changing rapidly. Communication technologies have given advertisers new platforms to communicate and promote their messages. This book provides conceptual overviews, literature reviews, research work, and developing viewpoints on the key issues, providing a valuable overview of insights into modern advertising practice.
Consumer Behavior
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Author : John C. Mowen
language : zh-CN
Publisher: 清华大学出版社有限公司
Release Date : 2004
Consumer Behavior written by John C. Mowen and has been published by 清华大学出版社有限公司 this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Consumer behavior categories.
责任者译名:莫温。
Market Driven Political Advertising
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Author : Andrew Hughes
language : en
Publisher: Springer
Release Date : 2018-06-14
Market Driven Political Advertising written by Andrew Hughes and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-06-14 with Business & Economics categories.
Exploring the new era of political advertising beyond television and print, this book focuses on the mediums of the new millennia that are transforming campaigning and communications in political systems around the world. The author illustrates how the use of social, digital and mobile advertising enables political marketers to deliver messages more accurately and strengthen relationships between stakeholders such as voters, supporters and candidates. Examining digital and social media platforms such as Facebook, Twitter and YouTube, this innovative book analyses the changing political marketing landscape and proposes conceptual models for implementing more successful and effective political communications in the future.
Product Placement In Print Media And Its Effect On Children And Their Responses
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Author : Deepa Sharma Acharya
language : en
Publisher:
Release Date : 2009
Product Placement In Print Media And Its Effect On Children And Their Responses written by Deepa Sharma Acharya and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Advertising and children categories.
[Truncated abstract] Children have become an important consumer segment for marketers because of their potential in purchasing and the influence they have on family purchasing decisions. Marketers may not only want to influence children's spending today, but they are also grooming them for long term loyalty. Children are surrounded by sophisticated promotional techniques such as product placements which are presumed to be capable of influencing their purchase and request decisions. It has been argued that the processing of product placements works differently to traditional advertising. Placements are thought to form an impression in the mind of consumers without them being aware of this happening. These impressions may influence their purchase decisions. The consumer's inability to remember incidental exposure to a brand, or to know that these prior exposures are influencing their judgment, is an important factor that defines the effectiveness and potential deceptiveness of product placement. Young children, with more limited cognitive abilities than adults, could perhaps face more difficulty in grasping the difference between promotional and editorial content in the form of a children's magazine placement. Their inability to distinguish commercial from non-commercial content, and the intent of the promotion message, would appear to make young children vulnerable to the effects of the placement message. Children's processing of persuasion knowledge, or their ability to differentiate commercial from non-commercial and the knowledge of commercial intent, are suggested to be less vulnerable to the message. Three different studies (Study I, Study II and the main study on children) using the samples of children's magazines and children themselves were conducted. ... This stored information may have been used in a favourable way at the time of decision-making which may have influenced young children to like the placed brand. A possible explanation of such behaviour could be that as the child becomes deeply bonded with the magazine material, that child could have social interaction with friends who share a similar bond. This could result in a child having a greater influence on their friends. One of the implications of this study for a marketing organisation is the potential usefulness of material connectedness to a magazine when purchasing advertising space in children's magazines. It may also suggest a construct that may form criteria to use across media. Connectedness may be a surrogate for a measure of media 'engagement.' Product placement normally does not identify a sponsor. Placements have been criticised as an unethical practice because this technique attempts to trick vulnerable child consumers. If a majority of children in the sample knew the commercial nature and intent of a product placement, then it is difficult to rationalise this form of execution as misleading because it was placed. This study offers insights and information on the ways children make decision after exposure to a product placement, a technique which has been criticised as a deceptive 'masked' method of communication. Perhaps, product placement may not be as deceptive as many critics claim. This study found that public policy makers should revisit the policy on children's media, especially on masked techniques like product placement.
Cambridge International As A Level Psychology Study And Revision Guide Third Edition
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Author : David Clarke
language : en
Publisher: Hachette UK
Release Date : 2023-09-29
Cambridge International As A Level Psychology Study And Revision Guide Third Edition written by David Clarke and has been published by Hachette UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-09-29 with Study Aids categories.
Stretch yourself to achieve the highest grades, with structured syllabus coverage, varied exam-style questions and annotated sample answers, to help you to build the essential skill set for exam success. - Benefit from expert advice and tips on skills and knowledge from experienced subject authors. - Effectively manage your revision with a brand-new introduction that clearly outlines what is expected from you in the exam. - Keep track of your own progress with a handy revision planner. - Use the new glossary-index section to identify and address gaps in knowledge. - Consolidate and apply your understanding of key content and skills with short 'Test yourself' and exam-style questions.