Dissertations / Theses on the topic 'Industry placement'

Product placement is a relatively new idea within marketing. Despite this, it has become a more accepted and used concept, especially within the motion picture industry. It has been noticed that exposure on screen has had a positive effect on sales of the showed products, even though there are still no clear method to measure its efficiency. Evidence has shown that there is an increased tourism to destinations exposed on screen. For example, the movie Braveheart increased tourism to Scotland, Notting Hill has brought attention to London’s district Notting Hill, and the books of Wallander has benefited Ystad. We therefore see a possible development of product placement, which so far only has incorporated products, to also include placement of geographical places (cities, region or nations etc), i.e. location placement. The exposures that to this point has occurred has been random, with no active participation from marketers or filmmakers.

Our purpose is to investigate if media placement of locations (defined as paying for the placement) is a possible future source of revenue for location marketers as well as film and product placement agencies.

We have interviewed people from three main areas: marketer of a geographical location, product placement agency, and representatives from the film production. Since we had some problems collecting sufficient data, we decided to complement our empirical findings with secondary data.

We see a potential development of location placements. It does however require some conditions to be fulfilled. First, the placement must be seamlessly placed, should lead the story forward and should not be the main focus before the script. Second, the placement must be communicated openly throughout the entire production process and with all parties involved. Finally we see that placement must be founded on good relationships and having the right channels. The actors involved in a location placement are the marketer, product placement agency, location shout, director and other film production crew.

To sum up, a well thought-thru location placement that are consistent with the overall location brand image and the story, would benefit both the location and the film.

This PhD researches the role of product placement in modern Chinese cinema, exploring the shifting discourses and textually-specific practices that are unique to the practice of product placement within the Chinese film industry. Existing studies have focused almost exclusively on the Hollywood film industry, and have analysed product placement in terms of its effectiveness with audiences, and as a potential influence on consumer behaviour, often from a psychological or marketing viewpoint. This study approaches product placement from industrial and textual perspectives, more interested in the process of product placement in film production: how trade press reports, state and industry discourse, and practitioner commentary, frames product placement within the Chinese film experience. Therefore, this is a shift from work on the consequences of product placement, or simplistic notions of good/bad product placement, to an investigation of the discursive and textual strategies used by the Chinese film industry when using product placement in modern film production. This allows the thesis to focus on how the Chinese industry offers an illusion of serving the public, able to use its expertise to position product placement as what an assumed audience wants. Examining different players in product placement deals such as film producers, product placement agencies, brand companies, and the Chinese government, also allows the study to consider the shifting hierarchies of expertise and power. Within this, the study identifies and analyses two specific power relationships: state vs film industry, and creativity vs commercialisation. Alongside industrial commentary, the study examines the textual status of product placement through close mise-en-scène analysis of a range of contemporary Chinese film examples. It identifies three elements – 2 narrative, character, and genre – as key areas where product placement is most overtly displayed, visualised and embodied, and considers the impact this has on narrative coherence. Through this combination of discourse analysis and film analysis, the study is able to critically investigate the role product placement plays within the modern Chinese film industry.

Universities in Zimbabwe have universally adopted a full-year integrated undergraduate student workplace-based learning pedagogy following the precedent set in 1991 by one pioneering university, the National University of Science and Technology. In this explorative study I analyse participants’ views, reflections and understanding of how the full-year model of workplace-based learning enhances quality academic practices and impacts on short, medium and long-term visions and opportunities for students and other stakeholders. I employed the embedded concurrent mixed methods research design (Creswell&Clark, 2007) using interviews with lecturers, university administrators and industry supervisors, as well as open-ended questions in three matched versions of a questionnaire to students, lecturers and industry supervisors respectively. The same questionnaire provided quantitative data that was statistically analysed. Interviews were conducted with 24 participants from the university under study, industry and other universities, while 363 university students, 40 NUST lecturers and 34 industry supervisors responded to the respective questionnaires. Students, lecturers and industry supervisors concurred on the coherence between industry experiences and university learning, the beneficial experiences at the workplace, and the relevance of those experiences to society, confirming the expressed view that industry-based learning promoted quality learning and teaching, and enabled students to become work-ready. However there were perceptions of inadequate student supervision and assessment, unsatisfactory student welfare safeguards, inadequate research enthusiasm among lecturers, and the lack of involvement of the whole spectrum of industry categories. There was an underlying regard for lifelong learning enabling societal transformation into the increasingly dominant industrialised culture. Lecturers indicated an appreciation for a holistic orientation to teaching and learning (Taylor, 2009), and were inclined towards adopting the hermeneutic approach to education (Danner, 2002). It is recommended, among other things, to revitalise effective practices through staff development efforts, increasing student knowledge and empowerment, and strengthening collaborative platforms between the university and its industry partners. Chief among the suggestions for future research is the understanding and promotion of student welfare during their placement in the workplaces.
Thesis (PhD)--University of Pretoria, 2012.
Science, Mathematics and Technology Education
unrestricted

, cinema, , , movie placement
Esta 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

Dans cette these, nous presentons une methodologie de resolution du probleme du placement de formes quelconques en vue de minimiser la chute de matiere dans le processus de decoupe en bande de pieces de vetements. Les contraintes technologiques de la cellule de decoupe et l'objectif de production flexible vis-a-vis du carnet de commande nous a conduit a elaborer un algorithme de placement par bande en temps reel. Dans un premier temps, une methode originale de description des formes quelconques a ete developpee. Elle consiste a echantillonner les sous-contours visibles depuis les quatre cotes du rectangle circonscrit a la forme et a generer quatre peignes de formes. Ensuite, un algorithme d'approximation polygonal supprime les dents redondantes a la description, donnant naissance au peigne de forme reduit. Partant de ce principe, un ensemble d'operateurs a ete construit pour evaluer les caracteristiques d'une forme, pour effectuer une transformation geometrique (rotation, symetrie. . . ), evaluer un coefficient de complementarite et enfin, pour effectuer une concatenation de deux formes positionnees de facon quasi optimale relativement a un critere. Ainsi le placement est vu comme un probleme d'optimisation combinatoire dans un arbre, ou chaque configuration est representee comme un nud de l'espace de representation. La recherche d'une solution est alors ramenee a un parcours d'arbre. La determination d'un chemin sous-optimal dans l'arbre est realisee a l'aide de deux algorithmes d'optimisation que nous avons compares. Le premier, que nous avons adapte au parcours d'arbre, est appele recuit simule. Le second, est l'algorithme -admissible: a#. C'est ce dernier qui a ete retenu pour son efficacite et la faculte de reglage du compromis complexite/admissibilite.

This thesis reports a research study to measure the impact of industrial sponsorship on student, academia, and industry. The thesis provides a review of the literature in the field of engineering education, university-industry collaboration and student sponsorship. It describes the design of the study and methods of data collection and data analysis. It then presents a discussion of the impact of sponsorship. The research project was conducted at Loughborough University from 2006-2009. It has captured existing practice across sponsored and non-sponsored programmes within the Engineering Faculty at Loughborough University together with a small number of national and international sponsorship schemes. Data were collected from the undergraduate engineering students, graduates, sponsoring/non sponsoring companies, and the academic staff of engineering departments using questionnaires, interviews and documentary analysis. This study highlights the values and issues of the relationship between employers and students during their undergraduate study from the perspective of students, employers and academic staff. It takes a mixed-method approach to assess the attitudes and perception of individuals from these parties and identify the barriers which limit further engagement in order to propose guidelines for further improvements. The results show that the majority of the stakeholders valued industrial sponsorship as a way of developing the quality of undergraduate degrees and generating enough of the high quality engineers that the industry needs. There was close agreement on these matters between the parties involved. Overall the findings of the research showed that the parties main expectations of sponsorship schemes were largely met by the reality of sponsorship. Greater awareness of the details of sponsorship schemes, including how they work and what is involved, would make employers more likely to offer sponsorship and encourage more students to apply for sponsorship. Conclusions are drawn on the benefits that sponsorship offers, the incentives for these stakeholders, the role of sponsorship in building a relationship between students and their future employers, its contribution to the attainment of learning outcomes, the degree of sponsorship attractiveness to the investigated companies, the obstructions which limit partnership and recommendations for further developments.

L'énoncé général du problème du placement est le suivant : étant donne un ensemble de ressources, éventuellement sous la forme de plusieurs entités, comment produire au mieux un ensemble d'objets de dimensions inférieures. L'analyse sous contraintes a permis une formulation basée sur les groupes d'isométries directes et ainsi définir l'espace des configurations. L'espace des configurations est représenté par un arbre dont le nombre de noeuds, solutions satisfaisants les contraintes, est fonction des transformations utilisées. Le placement est présenté comme un problème de décision et un problème d'imbrication. L'imbrication, problème local, est basée sur la complémentarité des formes. Le codage des modèles par peignes de contour permet une mesure rapide de l'emboîtement défini comme un ensemble de relations de non précédence entre les formes. Les peignes présentent l'avantage d'une représentation graduelle en fonction de la précision recherchée. Les peignes définissent la déficience convexe des modèles. Les techniques de recherche heuristique dans un graphe et le recuit simule sont utilisés pour résoudre le problème global de placement. Une cellule flexible de coupe en continu pour la confection, développée dans le cadre du pôle productique du Nord-Pas-de-Calais a servi de plate-forme expérimentale.

En el Perú, la realización cinematográfica y la comercialización de cervezas artesanales son dos industrias de considerable crecimiento en esta década, pese a los obstáculos que se les presentan. En la regulación de la publicidad de bebidas alcohólicas, presente en la norma sectorial (Ley Nº 28681) aplicada a través de la Ley de Represión de la Competencia Desleal, hay una traba relevante al desarrollo de ambas, la incertidumbre sobre cómo cumplir con el requisito de la publicidad audiovisual de bebidas alcohólicas de consignar la frase “TOMAR BEBIDAS ALCOHÓLICAS EN EXCESO ES DAÑINO”, al usar la técnica del product placement o emplazamiento del producto; incertidumbre que inhibe al anunciante de utilizar este tipo de publicidad en una obra cinematográfica, así como a su realizador de obtener el financiamiento proveniente. La investigación tiene como objetivo aclarar el concepto del product placement, por un lado, y detectar las debilidades de las normas antes señaladas, proponiendo reformulaciones normativas que aclaren el modo de cumplimiento del requisito mencionado. Se parte de la premisa de que la normativa actual, que data de la década pasada, no ha asimilado los cambios en cuanto a tecnología y comunicación, y no ayuda a desarrollar una publicidad de ese tipo. Se inicia la investigación con el concepto del product placement, para luego analizar las normas vigentes, para tener en el tercer capítulo de esta investigación, como síntesis, lo referido a la propuesta del cambio normativo (razones, entorno y texto sugerido). Existe un desfase, sobretodo en la norma sectorial, respecto de las modalidades de comunicación, y la necesidad de incluir en las definiciones de la Ley de Represión de la Competencia Desleal, la de product placement; sobre la base de dicha conclusión, se hace la propuesta de modificación para cada cuerpo normativo
Tesis

Dans un contexte économique diversifié, complexe et instable, un modèle de gestion de la production et d’organisation du travail mobilisé par la quête de flexibilité est recherché par les entreprises. Cellesci choisissent d’externaliser des activités de production, des activités périphériques ou de recrutement, ce qui engendre la création de deux grandes catégories de travailleurs : les travailleurs internes, directement engagés par l’entreprise et les travailleurs externes, provenant d’une agence ou travaillant pour une entreprise sous-traitante. L’analyse de ces formes d’externalisation, se traduisant par une reconfiguration de la relation d’emploi, invite entre autres à s’interroger sur la définition de celle-ci, sur les conditions de travail et d’emploi qui sont offertes aux travailleurs externalisés ainsi que sur la manière dont ils doivent composer avec la gestion de l’insécurité et du risque. Cette recherche se veut donc une analyse comparée de l’impact de diverses configurations de l’externalisation sur les conditions de travail et d’emploi et sur la relation d’emploi. Plus précisément, elle cherche à savoir en quoi l’externalisation affecte les conditions de travail et d’emploi et elle s’attarde à identifier comment l’externalisation transforme la relation d’emploi. Afin de répondre à ces interrogations, cette recherche s’appuie sur une étude de cas multiple (N=9) menée dans le secteur agroalimentaire et plus précisément dans le segment transformation de la filière de la volaille, une filière qui recourt à diverses configurations de l’externalisation et qui est organisée en chaîne de valeur. La stratégie de collecte des données mobilise cinq sources d’informations (documentation, visite d’une usine, entretiens semi-dirigés, conventions collectives, offres d’emploi publiées). La diversification de l’échantillon permet d’effectuer des comparaisons sur les trois niveaux d’analyse possibles : micro, méso et macro. Il ressort des analyses qu’une détérioration des conditions de travail et d’emploi s’enregistre à mesure que l’on descend dans la chaîne de valeur. Plus précisément, trois facteurs sont susceptibles de faire varier les conditions de travail et d’emploi. Il s’agit effectivement de la position de l’entreprise ou de l’établissement dans la chaîne de valeur (pivot, sous-traitant), mais également de son type d’activité (abattage et première transformation ou seconde transformation) et de la configuration de l’externalisation (agences de placement de personnel ou sous-traitance). De plus, lors de cette recherche, quatre types de relations d’emploi ont pu être observées, soit des relations bipartites typiques, bipartites atypiques, multipartites en sous-traitance et multipartites en agences de placement de personnel. La comparaison de ces diverses modalités a permis de comprendre comment l’externalisation transforme la relation d’emploi classique, ainsi que les effets de cette transformation sur les conditions de travail et d’emploi. En s’intéressant à l’externalisation, cette recherche démontre que ce choix stratégique comporte des enjeux pour le travail et l’emploi (par exemple, difficulté d’application des normes minimales et de santé et sécurité du travail), mais également pour l’ensemble de la société. Elle met de plus en lumière les limites des théories classiques en relations industrielles dans l’explication du phénomène de l’externalisation et invite à leur renouvellement. Mots-clés : externalisation, agences de placement de personnel, sous-traitance, relation d’emploi, conditions de travail.
In an economic context that is diversified, complex and unstable, employers are turning towards production management and work organization models fostered by a quest for flexibility. By choosing to externalize their core, non-core or recruitment activities, they create two categories of workers: “internal workers” that have been hired directly by the company and “external workers” that have been hired through staffing agencies or subcontractors. These externalization strategies bring major changes to the employment relationship. This raises questions about the very definition of the employment relationship, the external workers’ working and employment conditions and the way they manage to deal with insecurity and risk. This research is a comparative analysis of the impact of different types of externalization on working and employment conditions and on the employment relationship. More precisely, this research aims to explain how externalization affects working and employment conditions and how it transforms the employment relationship. This research is based on multiple case studies (N=9) from the food industry. More specifically, companies were chosen in the poultry sector because they are known for externalizing many of their activities and because this sector is structured using the value chain model. Data was collected using five sources of information (business documentation, plant tour, semi-directed interviews, collective agreements and online job postings). A diverse sample made comparisons possible on all levels of analysis: micro, meso and macro. This study shows that working and employment conditions worsen as we move down the value chain. Three variables were found to explain this phenomenon: the company’s or the plant’s location on the value chain, its activities (first-stage and second-stage processing) and the types of externalization (staffing agencies or subcontractors). Four types of employment relationships were found in the poultry industry: two-party, standard relationships; two-party, nonstandard relationships; multiparty with subcontracting and multiparty with staffing agencies. Comparing these types of employment relationships allowed for a better understanding of how externalization transforms the traditional employment relationship and the effects of this transformation on working and employment conditions. By focussing on externalization, this research demonstrates that this strategic choice raises challenges for both work and employment (regarding, for instance, occupational health and safety or labour standards enforcement) as well as for society as a whole. Finally, this research highlights the many limits of the mainstream theories of the field of industrial relations in explaining the externalization phenomenon and argues in favour of their renewal. Keywords: externalization, staffing agencies, subcontracting, employment relationship, working conditions.

Cette thèse est consacrée à la discrimination ethnico-raciale dans les stages organisés sous statut scolaire. Elle aborde ces questions du point de vue de l’école, institution disciplinaire confrontée à des transformations de ses frontières - tant au niveau de la gestion des publics que de la réorganisation de ses rapports avec l’entreprise. Elle traite d’abord du contexte politique et institutionnel de ces questions en France, qui se caractérise simultanément par une banalité des processus d’ethnicisation dans l’école et par la dénégation de l’existence de discriminations ethnico-raciales. Traitant ensuite du cadre particulier des stages, elle analyse la façon dont la discrimination prend forme, avec d’autres illégalités, dans les tensions concrètes entre une pluralité de normes co-présentes, entre l’école et l’entreprise. Elle met en évidence les mécanismes institutionnels et professionnels ainsi que les raisons d’une coproduction et d’une banalisation des discriminations par les agents de l’école. Elle analyse enfin ce que disent et ce que font les élèves des expériences discriminatoires vécues, ainsi que les tactiques à travers lesquelles ils donnent ou non sens et place à la discrimination dans leur trajectoire et dans leur rapport à l’école. Dans une approche de sociologie publique, construite dans un travail avec les acteurs publics au sein de l’institution scolaire, l’analyse s’appuie sur plusieurs enquêtes réalisées de 2004 à 2010 dans différents terrains en France
This thesis is dedicated to the ethnico-racial discrimination in the work experience placements organized under school status. It lands these issues from the school point of view, disciplinary institution confronted with the transformations of its boundaries - as much on the level of the management of the public as on the reorganization of its connections with the company. It is first about the institutional and political environment of these issues in France, wich is simoultaneously characterized by a banality of processes of ethnicisation in the school and by the denial of the reality of ethnico-racial discrimination. Dealing then within the particular framework of professional training, this thesis analyses the way discrimination takes shape, among other illegalities, in the concrete strain between a plurality of standards co-existing in the school and the company. It brings to light the institutional and professional mechanisms as well as the reasons of a coproduction and a banalization of discriminations by school agents. At last, it analyses what the pupils make of these discriminatory experiments they live, as the strategies they will use to make sense or not of these issues, to give them room in their path and in their relationship with school. By a public sociology approach, built through a work with the public actors in the scholar institution, the analysis stands on several investigations led from 2004 to 2010 in different grounds in France

Questo lavoro intende dimostrare in quali modi e tramite quali strumenti la produzione di videoclip sia cambiata nel corso degli anni attraverso le sue trasformazioni nei campi della distribuzione, della legislazione e dei finanziamenti al videoclip. Comprendere cosa voglia dire oggi produrre un videoclip significa constatare come questi tre macro-argomenti abbiano influenzato, secondo diverse sfaccettature, i budget e gli investimenti monetari da parte delle case discografiche. Inoltre, non si vuole dare un giudizio sulla natura stilistica dei videoclip o fare una critica su quelli che stilisticamente si avvicinano a una bellezza cinematografica, ma affermare che una buona produzione e un discreto budget, uniti a una buona collocazione distributiva e l’uso di finanziamenti pubblici e privati, può far sì che il videoclip sia ancora un mezzo remunerativo, sia a livello economico sia a livello di immagine dell’artista. L’obiettivo principale, quindi, del videoclip è riferito alla sua funzione sociale e non alla finalità economica; l’engagement tra artista e audiece non comporta un ritorno ecnomico, ma un guadagno sociale, di immagine e di fidelizzazione perché un’artista, che sia un cantante, un attore o un qualsiasi performer nell’industria dell’entertainment, è possibile assimilarlo a un brand, a un’azienda che ha bisogno di “fedeli seguaci” che supportino il prodotto, il quale, in questi casi, coincide con la persona stessa.

碩士
中原大學
電機工程研究所
89
This paper presents a new method for determining a set of candidate buses which should be considered to be installed passive filters in large industrial distribution systems. Linear programming (LP) was used to evaluate the marginal costs of buses. The objective function for the linear programming is the cost of the slackness for the harmonic standard. The equality constraints consist in the linear harmonic power flow equations. The linearized harmonic standard is formulated as inequality constraints. A large marginal cost obtained from LP flags a requirement for installing filters and its corresponding bus is considered as a candidate bus. A six-bus and an 18-bus industrial power systems were used to be examples for showing the applicability of the proposed method.

碩士
國立臺東大學
休閒事業管理碩士在職專班
102
The purpose of this study was to evaluate B & B industrial marketing placements in Taitung. A total of 257 valid questionnaires were collected to process data analyses and discussions through descriptive statistics, correlation analysis, and factor analysis. The study found five B & B owners’ main marketing considerations including the “communication competency”, “consumption convenience”, “capabilities for market development”, “internal management”, and “cost control”. In addition, selecting marketing placement and operating income had no significant correlation. However, this study still recommended B & B owners to use the five main considerations for marketing.

Over the last two decades, the assembly of printed circuit boards (PCB) has generated a huge amount of industrial activity. One of the major developments in PCB assembly was introduction of surface mount technology (SMT). SMT has displaced through-hole technology as a primary means of assembling PCB over the last decade. It has also made it easy to automate PCB assembly process. The component placement machine is probably the most important piece of manufacturing equipment on a surface mount assembly line. It is used for placing components reliably and accurately enough to meet the throughput requirements in a cost-effective manner. Apart from the fact that it is the most expensive equipment on the PCB manufacturing line, it is also often the bottleneck. There are a quite a few areas for improvements on the machine, one of them being component placement sequencing. With the number of components being placed on a PCB ranging in hundreds, a placement sequence which requires near minimum motion of the placement head can help optimize the throughput rates. This research develops an application using genetic algorithm (GA) to solve the component placement sequencing problem for a single headed placement machine. Six different methods were employed. The effects of two parameters which are critical to the execution of a GA were explored at different levels. The results obtained show that the one of the methods performs significantly better than the others. Also, the application developed in this research can be modified in accordance to the problems or machines seen in the industry to optimize the throughput rates.
Graduation date: 2004

碩士
中原大學
商業設計研究所
98
The television news posted the marketing is these years sells in the technique the innovation, many entrepreneurs used the common populace to think what the newspaper report transmitted was one kind of objective and fair, the real independence and the surveillance maintains the public interest the role, posted the good food news in the television newspaper report content interview, using the television news was the medium, posted the way by the product to achieve the advertisement marketing the goal, let the audience be easy to accept the trust content the authenticity. The television news product posts the effect related research to be many, but aims at the food and beverage industry to post the different technique to have the different effect research to be really few, this research uses the experimental design with to ask the plant mentioned in ancient texts to measure, the independent variable contains “posts the technique” and “to newspaper item's impression”, divides into “the news specialty and ethics” according to the variable and “the expense tendency (wish)”, posted the technique by the single item to make the analysis to compare, discusses what technique to read the listener, had the news specialty and ethics and the news confidence level, avoided posting the technique improper to create reads listener's negative manner, to ask to achieve the advertisement entrepreneur, the news station, to read listens to the audience threeWins the aspect is the goal.

In an era where traditional forms of communication have been losing their effectiveness due to consumer saturation, marketers have been looking for alternative ways to reach their target. Therefore, in a scenario where brands compete fiercely to be seen, heard, but especially remembered in consumers’ minds, product placement presents itself as an attractive and distinctive alternative to be explored. Despite the growth of product placement in recent years, most empirical studies focus solely on assessing viewers recall and attitudes towards product placement. Thus, this research further contributes to existing literature by introducing the dimension of brand recognition. Moreover, it will direct its focus towards cars and computers product placement within movies, allowing for new and unique insights. This procedure also allows for an interesting segmentation of the distinct group of consumers which are likely to recognize brands in this context. The present research is quantitative natured and comprises a brand awareness test and a brand recognition experiment. The brand awareness test allowed to group the brands into three distinct groups of awareness: top-of-mind, spontaneous awareness and the lowest level of awareness (Aaker, 1991). While the brand recognition experiment aimed to study consumers’ ability to identify the brand’s name through visual cues and other brand attributes. The results suggest that there is a direct relationship between brand awareness and brand recognition in both product categories analyzed. It was also possible to identify profiles of brand recognition considering socio-demographic characteristics, viewing frequency of movies, knowledge of the product category, and consumer’s attitude towards product placement.
Numa época em que as formas tradicionais de comunicação têm vindo a perder a sua eficácia devido à saturação do consumidor a estes estímulos, as marcas têm procurado formas alternativas para comunicar com o seu público alvo. Neste cenário, onde as marcas competem ferozmente para serem vistas, ouvidas, mas especialmente lembradas nas mentes dos consumidores, o "product placement" apresenta-se como uma alternativa atrativa e distinta a ser explorada. Apesar do crescimento do product placement nos últimos anos, a maioria dos estudos empíricos concentra-se unicamente na avaliação do "recall" e das atitudes face ao "product placement". Neste sentido, esta pesquisa contribui para a literatura existente introduzindo a dimensão do reconhecimento da marca. Além disso, direcionará o seu foco para o "product placement" de carros e computadores em filmes. Este procedimento permite também uma segmentação de diferentes grupos de consumidores de forma a identificar perfis de reconhecimento. A presente pesquisa é de caráter quantitativo e compreende um teste de notoriedade e um teste de reconhecimento de marcas. O teste de notoriedade permitiu agrupar as marcas em três grupos distintos de notoriedade: "top-of-mind", notoriedade espontânea e notoriedade baixa (Aaker, 1991). Ao passo que o teste de reconhecimento da marca pretendeu estudar a capacidade dos consumidores em identificar o nome da marca através dos seus elementos. Os resultados sugerem que existe uma relação direta entre a notoriedade da marca e o seu reconhecimento, para ambas as categorias de produtos analisadas. Foi também possível identificar perfis de reconhecimento considerando características sociodemográficas, frequência de visualização de filmes, conhecimento da categoria de produto e atitude do consumidor em relação ao "product placement".

碩士
東吳大學
企業管理學系
103
Advertisement has remained the common tactics of marketing strategy so far. As an excellent advertisement in addition to allowing consumers to leave perfect impression, but also persuade consumers to buy. In the television advertisement, information presentation and product placement types are two important factors. This research is also put into the brand awareness as interference variables to moderate the advertising effect. Hope that the brand awareness is useful for providing a frame of reference to guide strategic thinking, and believe that information presentation and product placement types in importance, depending on the brand awareness into which combinations. This research adopts a 2×2×2 between-subjects experimental design. Independent variables were information presentation (rational versus emotional appeal) and product placement types (explicit versus hidden placement), moderate variable was brand awareness (high versus low visibility), and dependent variable was advertising effect (including attitude toward the ad and purchase intention). By using SPSS 22.0 statistical analysis, the result shows that the product placement have significant influence on advertising effect, advertisement with hidden placement results in higher levels of attitude toward the ad and purchase intention than explicit placement. The information presentation and brand awareness, the product placement types and brand awareness have interaction on advertising effect. As for high visibility, advertisement with rational appeal results in higher levels of attitude toward the ad and purchase intention than emotional appeal, advertisement with hidden placement results in higher levels of attitude toward the ad and purchase intention than explicit placement. As for low visibility, advertisement with emotional appeal results in higher levels of attitude toward the ad and purchase intention than rational appeal. Finally, three variables have interaction on advertising effect. As for high visibility, advertisement with rational appeal and hidden placement result in greater attitude toward the ad and purchase intention than other combination. As for low visibility, advertisement with emotional appeal and hidden placement result in greater attitude toward the ad and purchase intention than other combination.

Building the capacity of Australian organisations continues to be a challenge in today’s changing work environments. Increasing concern about the calibre of graduates entering the workforce highlights a ‘disconnect’ between pedagogy and contemporary business practices, as the Higher Education (HE) and Vocational Education and Training (VET) sectors seek to address industry’s demand for employment-ready graduates. In order to meet this challenge, HE and VET educators are expected to have current industry knowledge and skills relevant to their areas of teaching, yet there is considerable difficulty in forging academia-industry partnerships to achieve this. Teacher placement in industry (TPI) schemes are a form of continuing professional development, whereby the teacher spends a predetermined period of time working for a host organisation in situ, immersed in contemporary industry-based processes, whilst working alongside peers. For HE and VET educators, TPI provides opportunities for teachers to upgrade and/or expand their industry knowledge and skills to support teaching and learning. For enterprises, TPI initiatives may contribute to the creation of new knowledge and build organisational capacity through the transfer of information and ideas between educators and firms’ employees. Yet, notwithstanding the acknowledged benefits of TPI, the challenges of implementing such initiatives are at odds with broader policies encouraging education-industry alliances. Constraining forces such as lack of funding, poorly developed HR policies and workforce casualisation raise concerns about the long-term viability of TPI schemes. The research question this study set out to addresses is: In what ways may TPI contribute to the development of individual and organisational capacities? A relativist-constructivist paradigm was applied to a mixed-methodological framework to explore HE, and VET business disciplines managers, and industry managers’ views about the value of TPI schemes, and the benefits and challenges of implementing such initiatives. The theoretical framework employed in the study was drawn from situated theories of workplace learning. This thesis should be of interest to teachers, education managers, senior university management, managers in industry, government policy makers, industry associations and professional/accrediting bodies, as each of these is potentially influenced/impacted by the outcomes of TPI initiatives. The thesis contributes to the research question by revealing several issues, including the need to expand academia-industry partnerships, which would strengthen the workplace proficiency of teachers in HE and VET. The findings from this study indicate that there is considerable goodwill from both academia and industry to engage with each other, as each can see benefits from TPI initiatives. However, there are also a considerable number of challenges that make it difficult in practice, for such engagements to flourish, including issues such as: funding, the setting of goals and objectives, and the evaluation of TPI outcomes. This thesis contributes to the field of workplace learning and capacity building by proposing a number of recommendations to strengthen education-industry alliances through TPI initiatives, including; policy changes; the provision of dedicated funding for sustainable TPI schemes; and the development of a national register of HE, VET, and industry partners.