Toward An Understanding Of The Product Placement Effect
DOWNLOAD
Download Toward An Understanding Of The Product Placement Effect PDF/ePub or read online books in Mobi eBooks. Click Download or Read Online button to get Toward An Understanding Of The Product Placement Effect book now. This website allows unlimited access to, at the time of writing, more than 1.5 million titles, including hundreds of thousands of titles in various foreign languages. If the content not found or just blank you must refresh this page
Toward An Understanding Of The Product Placement Effect
DOWNLOAD
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 Vol Iv
DOWNLOAD
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.
Handbook Of Product Placement In The Mass Media
DOWNLOAD
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
Product Placement
DOWNLOAD
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 [...]
Impact Of Product Placements In Films On Consumers Behaviour
DOWNLOAD
Author : Maëlys Debatisse
language : en
Publisher: LAP Lambert Academic Publishing
Release Date : 2015-06-17
Impact Of Product Placements In Films On Consumers Behaviour written by Maëlys Debatisse and has been published by LAP Lambert Academic Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-06-17 with categories.
While traditional advertising has been compromised and discredited by consumers, product placement is becoming an important tool used by marketers and communicators. The alternative to use such a technique in entertainment media, especially in films, is seducing, even for consumers. This book aimed at investigating on the impact of product placements in films toward consumers' behaviour. It also goes deeper in its ability to create brand awareness, brand recall but also factors which trigger purchase intention. Results of this book have been supported by a primary and secondary research made on French filmgoers.
The Psychology Of Entertainment Media
DOWNLOAD
Author : L. J. Shrum
language : en
Publisher: Routledge
Release Date : 2012
The Psychology Of Entertainment Media written by L. J. Shrum and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Business & Economics categories.
First Published in 2012. Routledge is an imprint of Taylor & Francis, an informa company.
Perceived Influence Parasocial Relationships And The Power Of Product Placement
DOWNLOAD
Author :
language : en
Publisher:
Release Date : 2014
Perceived Influence Parasocial Relationships And The Power Of 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 2014 with categories.
The practice of product placement, the embedding of goods and services within media, has experienced a resurgence of interest in recent years both from the stand point of the practitioner seeking additional avenues by which to reach the elusive consumer, and by scholars seeking to better understand the influence that media have on the consumptive practices of the audience. Many practitioners, and some scholars, have taken the stance that the practice of product placement may currently be the most influential form of advertising and persuasion. By moving the analysis of product placement effects beyond simple persuasion and incorporating theories addressing the role others, both real and imagined, play in the persuasive process and incorporating individual predispositions toward group-oriented behavior, this dissertation provides a more fully described model for understanding the effects observed from product placements. It also applies more developed survey methodologies to existing measures of parasocial connections, allowing for the disentangling of this key concept. An initial study (Study 1) was conducted to validate the development of an altered parasocial connection measure, one that disentangles the relationship with the actor from that with the character. Results of this study demonstrate that the revised scale accurately taps into the parasocial relationships in question, and supports the theorized mental division between the actor and character when determining social connections. The results of an experiment (Study 2) incorporating this scale in conjunction with measures of purchase intention, perceptions of others' exposure and product desire, and individual predispositions toward self-monitoring behavior demonstrated the complex nature of the persuasive process engendered by exposure to product placements. The change in purchase desire was found to be moderated both by our perceptions of our close social group and by our parasocial connections to the character interacting with the product. Additionally, individual levels of self-monitoring mediated the effect of the social group, and significant differences were observed between the impact of the actor and the character. These results have wide-ranging implications for researchers and practitioners.
Three Essays On Measuring Product Placement Effectiveness In Movies
DOWNLOAD
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.
The Effects Of Product Placement Type And Brand Awareness On The Attitudes Toward The Advertorials In Print Media
DOWNLOAD
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.
Essays On Product Placement
DOWNLOAD
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.