Dissertationen zum Thema „Placement de produit“
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Lussier, Dominique. „L'évolution de la pratique du placement de produit dans le cinéma québécois: Une analyse de contenu de films produits entre 1990 et 2007“. Thesis, University of Ottawa (Canada), 2009. http://hdl.handle.net/10393/28062.
Der volle Inhalt der QuelleRossi, Patricia. „Advertising strategies and consumer behavior : how product placement and native ads impact consumer’s perceptions and intentions“. Electronic Thesis or Diss., Reims, 2024. http://www.theses.fr/2024REIME001.
Der volle Inhalt der QuelleIn a media-rich context, where competition between brands and promotional messages is intense, consumers are exposed to unlimited information. Processing this much information becomes challenging. To deal with this reality, brands must find alternative ways to reach and persuade consumers. Therefore, this dissertation investigates the effects of different advertising strategies on consumer behavior. More precisely, this dissertation focuses on the impact of product placement and native ads on consumer attitudes, purchase intentions, and muting behavior. Three essays provide insights into the relevant underlying mechanisms and boundary conditions that can influence the relationship between the focal advertising strategies and consumer behavior. The findings of this research contribute to the research stream that investigates the effectiveness of advertising strategies
Abrahamsson, Jens, und Niclas Lindblom. „Product Placement : A study about Swedes attitude towards product placements in Movies and TV-shows“. Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19051.
Der volle Inhalt der QuelleStrejčková, Jitka. „Analýza integrace product placementu do audiovizuálního díla "Probudím se včera"“. Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-192768.
Der volle Inhalt der QuelleCarcuro, Maturana Katrina, und Navarro Diego Labra. „Product placement“. Tesis, Universidad de Chile, 2004. http://www.repositorio.uchile.cl/handle/2250/114403.
Der volle Inhalt der QuelleEl product placement, “tie in”, inserción de productos o emplazamiento del producto es introducir productos publicitarios donde se pueda distinguir una marca generalmente conocida dentro de algún espacio publicitario que no sea una tanda comercial, es decir; pueden introducirse estas marcas (o productos) tanto en películas como en series de TV, programas estelares, videojuegos, en partidos de fútbol e incluso dentro de letras de canciones (donde se mencionan marcas de productos), con algún fin publicitario. Es de nuestro interés investigar sobre el Product Placement ya que es una nueva forma de publicidad que surge debido a que la audiencia y televidentes empezaron a saturarse de la publicidad tradicional y antes vista. Por ejemplo cuando el televidente se encuentra en la mejor parte de la teleserie se les interrumpe con comerciales la mayoría de las veces largos y repetidos que a vista del ser humano se convierte en una rutina aburrida y persuasiva, siendo el único fin hacer que el televidente consuma el producto. Este tema (PP), tiene argumentos a favor, pero también en contra. Las empresas cinematográficas se encuentran a favor del PP porque les conviene debido a que justamente cuando están en el período de producción de la película (con menos recursos), o series, o juegos, etc. obtienen ingresos por este medio. Pero la otra parte, los que aun no están totalmente convencidos de que el PP es favorable, como por ejemplo los probables auspiciadores no tienen muy clara si esta forma de publicidad en realidad sirve para aumentar la intención de compra, la recordación de la marca, la actitud hacia la marca, etc. De esta manera el objetivo de nuestro seminario es presentar el concepto de product placement, diferenciarlo de otras formas de comunicación, clasificar los tipos de de PP, ventajas y desventajas, sus efectos y regulación, como es el proceso de trabajo y su rentabilidad. También para obtener un mayor conocimiento en esta 5 materia, ya que queremos saber si es efectivo y si funciona el PP, si realmente aumenta la intención de compra, recordación de marca, etc. y si es recomendable que las empresas inviertan en esta nueva forma de introducir la publicidad. Respecto a la justificación nos parece interesante investigar sobre el PP ya que cada vez percibimos que aparece con mayor frecuencia en los cines, en la televisión, video juegos, deportes, libros, etc. y creemos que debido a esta profesión es interesante tener un mayor conocimiento sobre este tema para tomar decisiones acertadas. Método que utilizaremos: Trabajaremos un marco conceptual: Definiciones, Conceptos, Marco Teórico que se elaborará a partir de una revisión de la literatura acerca del tema
Koulová, Lucie. „Product placement v televizní tvorbě“. Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-150380.
Der volle Inhalt der QuelleAntonova, Antonina. „Product placement a jeho právní aspekty“. Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-4267.
Der volle Inhalt der QuelleAnil, Pillai Deepa. „Essays on Product Placement: An Analysis of Key Executional and Individual Level Factors that Influence the Effectiveness of Product Placements“. OpenSIUC, 2011. https://opensiuc.lib.siu.edu/dissertations/364.
Der volle Inhalt der QuelleWang, Ping. „Product placement as public relations examining the role of product placement and practitioners' perceived effectiveness of product placement in social media /“. [Gainesville, Fla.] : University of Florida, 2009. http://purl.fcla.edu/fcla/etd/UFE0024645.
Der volle Inhalt der QuelleKurthakoti, Raghu. „THREE ESSAYS ON MEASURING PRODUCT PLACEMENT EFFECTIVENESS IN MOVIES: ECONOMIC WORTH, FORGETTING AND ATTITUDE TOWARD NEGATIVE PLACEMENTS“. OpenSIUC, 2011. https://opensiuc.lib.siu.edu/dissertations/415.
Der volle Inhalt der QuelleFritzell, Erik, Stefan Olstorpe und Tobias Harhoff. „Product Placement : A study of how Swedish children are exposed to product placement in Walt Disney movies“. Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-5170.
Der volle Inhalt der QuelleTitle: Product Placement - A study of how Swedish children are exposed to product placement in Walt Disney Movies.
Authors: Erik Fritzell, Tobias Harhoff and Stefan Olstorpe
Advisor: Venilton Reinert
Type of work: Bachelor dissertation in Marketing
Date: Spring term 2010
Purpose: We will investigate whether or not there are product placements in the movies selected for our research. The selected movies must have children under the age of twelve as one of its target audi-ences. We will do a content analysis of the selected movies to see what kind of product placements there is in those movies.
We feel that this research can help to bring the concept of product placement towards children more into the light and hopefully we can make people more aware of the fact that companies use mov-ies to reach out and affect children with their products and messages.
Research question: In what way are Swedish children exposed to product placements in movies produced by Walt Disney Pictures?
Method & material: Literature about Product Placement and observing movies if they contain placements.
Main result: Children will be exposed by product placement in Walt Disney movies, this can happen through visual, verbal or plot placements, but the age and development is a crucial factor when it comes to receptiveness.
Key words: Product placement, visual placement, verbal placement, plot placement, marketing.
Vaněk, Tomáš. „Product placement - metody měření a vyhodnocování“. Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113203.
Der volle Inhalt der QuellePulliam, Maria Flavia T. „Product Placement Decisions On-Set“. Digital Archive @ GSU, 2012. http://digitalarchive.gsu.edu/communication_theses/93.
Der volle Inhalt der QuelleKobosilová, Irena. „Product Placement v českém filmu“. Master's thesis, Akademie múzických umění v Praze. Filmová a televizní fakulta AMU. Knihovna, 2009. http://www.nusl.cz/ntk/nusl-79166.
Der volle Inhalt der QuelleІлляшенко, Наталія Сергіївна, Наталия Сергеевна Ильяшенко, Nataliia Serhiivna Illiashenko und Ю. А. Доля. „Product Placement як інструмент маркетингу“. Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/14716.
Der volle Inhalt der QuelleHavlíčková, Lenka. „Product Placement ve vybraném díle“. Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-195485.
Der volle Inhalt der QuellePedrotti, Eugenia <1988>. „Il product placement nel cinema“. Master's Degree Thesis, Università Ca' Foscari Venezia, 2013. http://hdl.handle.net/10579/3598.
Der volle Inhalt der QuelleSchumacher, Pascal. „Effektivität von Ausgestaltungsformen des Product-Placement /“. Wiesbaden : Deutscher Universitäts-Verlag, 2007. http://opac.nebis.ch/cgi-bin/showAbstract.pl?u20=9783835007871.
Der volle Inhalt der QuelleHeuking, Hans Joachim. „Werbung im Zusammenhang mit Kunst : eine wettbewerbsrechtliche Untersuchung von Product-Placement in Kunstwerken /“. Baden-Baden : Nomos Verl.-Ges, 2003. http://www.gbv.de/dms/spk/sbb/recht/toc/372476368.pdf.
Der volle Inhalt der QuelleHlaváček, Josef. „The Forms and Analysis of Product Placement“. Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193810.
Der volle Inhalt der QuelleZhiyu, Chang, Paul Nguyen und Erik Manestam. „Product Placement In Games : A quantitative study of how product placement in games affect on consumers' attitude towardthe brand“. Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85603.
Der volle Inhalt der QuelleHolzapfel, Anette. „Liberalisierung von Product-Placement Bedeutung im Bereich TV, rechtliche Stellung, Auswirkungen einer Liberalisierung“. Saarbrücken VDM Verlag Dr. Müller, 2006. http://d-nb.info/984064818/04.
Der volle Inhalt der QuelleHolzapfel, Anette. „Liberalisierung von Product Placement : Bedeutung im Bereich TV, rechtliche Stellung, Auswirkungen einer Liberalisierung /“. Saarbrücken : VDM Verlag Dr. Müller, 2007. http://d-nb.info/984064818/04.
Der volle Inhalt der QuelleSouralová, Ladislava. „Product placement v českém televizní prostředí“. Master's thesis, Akademie múzických umění v Praze. Filmová a televizní fakulta AMU. Knihovna, 2010. http://www.nusl.cz/ntk/nusl-97108.
Der volle Inhalt der QuelleMika, Jiří. „Product placement jako nástroj marketingové komunikace“. Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-1275.
Der volle Inhalt der QuelleKorčeková, Andrea. „Product placement and its legal aspects“. Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-17010.
Der volle Inhalt der QuelleBEZERRA, Beatriz Braga. „O Product Placement no cinema brasileiro“. Universidade Federal de Pernambuco, 2014. https://repositorio.ufpe.br/handle/123456789/13092.
Der volle Inhalt der QuelleMade available in DSpace on 2015-04-14T13:49:02Z (GMT). No. of bitstreams: 2 DISSERTAÇÃO Beatriz Braga.pdf: 4354315 bytes, checksum: 2776a33313fdbcd7742e0febadb10baf (MD5) license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Previous issue date: 2014
A publicidade objetiva persuadir o consumidor sobre determinado produto ou serviço; o cinema tem por premissa o entretenimento, mas também informa e pode defender uma ideia ou conceito. A constante mudança do perfil dos consumidores, cada vez mais críticos e munidos de diferentes tecnologias que alteram suas práticas sociais – para a publicidade e o cinema – faz com que não só as mensagens persuasivas se adequem ao público e suas exigências, mas também a produção cinematográfica considere um novo potencial a ser trabalhado nas películas. O trabalho pretende investigar de que forma a comunicação persuasiva se insere no ambiente cinematográfico do país e de que maneira esses discursos dialogam. Para alcançar tal objetivo, serão pontuados diversos filmes no intuito de exemplificar os níveis e tipos de inserções existentes e já categorizadas. Anúncios publicitários serão também detalhados buscando localizar as etapas fundantes do roteiro. A pesquisa agrupa referenciais teóricos da publicidade, do cinema e das narrativas, passando por estratégias contemporâneas utilizadas na prática suasória e teorias da linguagem que inspiram o hibridismo entre as áreas. Como culminância, analisa-se um roteiro fílmico nacional, buscando aprofundar o conhecimento sobre as negociações de marca, bem como a interferência das inserções na trama.
Fiori, Laura <1978>. „Product placement e libertà di espressione“. Doctoral thesis, Alma Mater Studiorum - Università di Bologna, 2008. http://amsdottorato.unibo.it/742/1/Tesi_Fiori_Laura.pdf.
Der volle Inhalt der QuelleFiori, Laura <1978>. „Product placement e libertà di espressione“. Doctoral thesis, Alma Mater Studiorum - Università di Bologna, 2008. http://amsdottorato.unibo.it/742/.
Der volle Inhalt der QuellePiteira, Filipa Raquel Nunes. „A influência do perfil do consumidor na resposta ao product placement nas séries televisivas“. Master's thesis, Universidade de Évora, 2019. http://hdl.handle.net/10174/26491.
Der volle Inhalt der QuelleMahyari, Parisa. „The effectiveness of marketing communication within the immersive environment“. Thesis, Queensland University of Technology, 2010. https://eprints.qut.edu.au/33256/1/Parisa_Mahyari_Thesis.pdf.
Der volle Inhalt der QuelleSchneider, Christoph. „Positioning products in business-to-consumer electronic commerce : differential effects of product positioning on affect and cognition“. Online access for everyone, 2007. http://www.dissertations.wsu.edu/Dissertations/Summer2007/c_schneider_070907.pdf.
Der volle Inhalt der QuelleRuoss, Sven. „Product Placement als Werbeform Idee - Konzept - Wirkung /“. St. Gallen, 2005. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/02600278001/$FILE/02600278001.pdf.
Der volle Inhalt der QuellePeñafiel, Cánez Joe Adrián. „El product placement en la industria cinematográfica“. Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653302.
Der volle Inhalt der QuelleEsta investigación analiza cuál es la percepción del público frente al product placement en las películas como herramienta de publicidad y reforzamiento de la imagen de las marcas exhibidas dentro de los largometrajes. Por otra parte, se busca describir las estrategias de product placement empleadas en la industria cinematográfica y estudiar como repercute dicha estrategia publicitaria en el mundo audiovisual. De modo que, utilizando la pregunta de investigación y objetivos específicos, se podrá constatar si el product placement funciona o no como una herramienta de publicidad eficaz en la industria de la cinematografía.
This research analyzes the public's perception of product placement in films as a tool for advertising and reinforcing the image of the brands exhibited in feature films. On the other hand, it seeks to describe the product placement strategies used in the film industry and study how this advertising strategy has repercussions in the audiovisual world. So, using the research question and specific objectives, it will be possible to verify whether or not the product placement works as an effective advertising tool in the film industry.
Trabajo de investigación
Lazouski, Anton. „Product placement v České republice a Rusku“. Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-163045.
Der volle Inhalt der QuellePuff, Alexandra Sophia Martha. „Product-Placement die rechtlichen Aspekte der Produktplatzierung“. Baden-Baden Nomos, 2008. http://d-nb.info/993613136/04.
Der volle Inhalt der QuelleArnold, Harry C. „Product Placement during the Family-Viewing Hour“. Digital Commons @ East Tennessee State University, 2006. https://dc.etsu.edu/etd/2238.
Der volle Inhalt der QuelleSILVEIRA, VITOR DA CUNHA. „PRODUCT PLACEMENT MAKES IT REAL: A SEMIOTIC ANALISYS OF COCA-COLA PLACEMENTS IN FIRST SEASON TV GLOBO S MISTER BRAU SITCOM“. PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2017. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=32555@1.
Der volle Inhalt der QuelleIn this decade, pulled by mobile devices such as smartphones and tablets, the number of hours spent watching videos globally grows. At the same time it also produces more scripted content and invests more in product placement. Brazil is a country that stands out worldwide in this type of advertising, but does not produce many academic papers on the subject. This dissertation proposes to make a literature review on product placement and analyze the case of Coca-Cola s six placements in first season of Mister Brau sitcom broadcasted by TV Globo between September and December 2015. For this analysis, was used part of the tool of French Semiotics. The results indicate that the actions happened at the most superficial levels of the generative path of sense developed by Greimas. This work points to suggestions on how Coca-Cola could have integrated itself at a deeper level by understanding the core values of the show. It is also proposed a working process through briefing and product placement project where the advertiser, agency and producer of the content can negotiate more clearly what and how the values are transmitted to the brand, taking the prominence out of the focus of placements negotiation and evaluation.
Andrle, Štěpán. „Praxe product placementu v české tvorbě“. Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-149817.
Der volle Inhalt der QuelleWong, Winnie Won Yin 1978. „Manufacturing realisms : product placement in the Hollywood film“. Thesis, Massachusetts Institute of Technology, 2002. http://hdl.handle.net/1721.1/70744.
Der volle Inhalt der QuelleIncludes bibliographical references (p. 104-113).
Through an examination of filmic portrayals of the trademarked product as a signifier of real ownerships and meanings of commodities, this paper is concerned with the conjunction of aesthetic and economic issues of the Product Placement industry in the Hollywood film. It analyzes Product Placement as the embedding of an advertising message within a fictional one, as the insertion of a trademarked object into the realisms of filmic space, and as the incorporation of corporate remakings of the world with film fictions. Product Placement images are therefore seen as a systematic surfacing of frameworks and discourses - legal, corporate, economic, and filmic - as both seamless and disruptive layers in film images and film making.
by Winnie Won Yin Wong.
S.M.
Kvitko. „TECHNOLOGIES OF PRODUCT PLACEMENT IN INTEGRATED MARKETING COMMUNICATION“. Thesis, Київ 2018, 2018. http://er.nau.edu.ua/handle/NAU/33784.
Der volle Inhalt der QuelleParkinson, Jonathan R. „Optimizing product variant placement to satisfy market demand /“. Diss., CLICK HERE for online access, 2007. http://contentdm.lib.byu.edu/ETD/image/etd1805.pdf.
Der volle Inhalt der QuelleParkinson, Jonathan Roger. „Optimizing Product Variant Placement to Satisfy Market Demand“. BYU ScholarsArchive, 2007. https://scholarsarchive.byu.edu/etd/855.
Der volle Inhalt der QuelleAnderson, Caitlin. „Recall and Recognition of Brand-Modified Product Placement in Movies“. Diss., CLICK HERE for online access, 2006. http://contentdm.lib.byu.edu/ETD/image/etd1580.pdf.
Der volle Inhalt der QuelleSCHWARTZ, HAYLEY ANN. „A COMPARATIVE STUDY OF FANTASY BRANDS VERSUS PRODUCT PLACEMENT IN DRIVING CONSUMER PURCHASE:“. Thesis, The University of Arizona, 2016. http://hdl.handle.net/10150/614174.
Der volle Inhalt der QuelleTsvetkova, Kristina. „Let us entertain you : branded entertainment als neuer Hoffnungsträger der Werbebranche in der digitalen Zukunft /“. Saarbrücken : VDM, Müller, 2007. http://deposit.d-nb.de/cgi-bin/dokserv?id=2929203&prov=M&dok_var=1&dok_ext=htm.
Der volle Inhalt der QuelleSchmalz, Jan Sebastian. „Werbung als Unterhaltung wie branded Entertainment und advertainment Werbung mit Unterhaltung verschmelzen“. Saarbrücken VDM, Müller, 2006. http://deposit.d-nb.de/cgi-bin/dokserv?id=2942301&prov=M&dok_var=1&dok_ext=htm.
Der volle Inhalt der QuelleKrieg, Roland. „Protagonist placement and pseudo protagonist placement : merging elements of sponsorship, product placement and endorsement in one powerful marketing communication tactic“. Thesis, University of Warwick, 2012. http://wrap.warwick.ac.uk/59326/.
Der volle Inhalt der QuelleBeam, Brooke W. „Agricultural Brand Placement in Film“. The Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1396823381.
Der volle Inhalt der QuelleKuhn, Kerri-Ann. „The impact of brand and product placements in electronic games“. Thesis, Queensland University of Technology, 2008. https://eprints.qut.edu.au/36375/1/Kerri-Ann_Kuhn_Thesis.pdf.
Der volle Inhalt der Quelle