Understanding The Effectiveness Of Product Placement
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Understanding The Effectiveness Of Product Placement
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Author : Kavita Jayaraman
language : en
Publisher:
Release Date : 2007
Understanding The Effectiveness Of Product Placement written by Kavita Jayaraman and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Product placement in mass media categories.
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.
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. ...]
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 [...]
Effectiveness Of Product Placement
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Author : Seoyoon Choi
language : en
Publisher:
Release Date : 2007
Effectiveness Of Product Placement written by Seoyoon Choi 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.
In addition, the results suggest that many factors should be considered when evaluating the effectiveness of a placement.
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 Effectiveness Of Product Placement In Films
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Author : Patricia Klerks
language : en
Publisher:
Release Date : 2004
The Effectiveness Of Product Placement In Films written by Patricia Klerks and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Branding (Marketing) categories.
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.
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.
The Effectiveness Of Product Placement In The Movie Industry
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Author :
language : en
Publisher:
Release Date : 2011
The Effectiveness Of Product Placement In The Movie Industry written by 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.