Dissertations / Theses on the topic 'MEDIA PLACEMENT'
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Wang, 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.
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Korčeková, Andrea. "Product placement and its legal aspects." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-17010.
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The thesis deals with analysis of legal aspects of product placement. First, it looks at product placement from a general point of view. The work explains past legal framework where product placement was a part of "unfair competition" both in EU and Czech Republic. Then, it analyzes particular articles of directive 2007/65/EC which regulates the term product placement as the first in the history. The analyses showed that there are a lot of vague and disputable terms, e. g. "significant value", provision "free of charge", or ensuring that viewers are "clearly informed" about existence of product placement. Further, the work analyzes an implementation of the directive to the czech law and its comparison with Slovakia. Product placement was translated into czech law as "umístění produktu". The implementation is reflected in the "on-demand audiovisual media services Act" but also in the amendment of Act Nr. 231/2001 Sb. By contrast, Slovakia did not create a new special Act for non-linear audiovisual media services, just amended Act Nr. 308/2000 Z.z. and some other affecting laws. Finally, the work confronts the legal theory with praxis. This is done by a survey. The most important result of the survey showed that almost a half of the respondents think that product placement is not a commercial practice. This fact highlights the importance of ensuring that viewers are "clearly informed" about the existence of product placement and also the provision of consumer protection.
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Sharma, Acharya Deepa. "Product placement in print media and its effect on children and their responses." UWA Business School, 2009. http://theses.library.uwa.edu.au/adt-WU2009.0131.
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[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.
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Hang, Haiming. "Video games, processing fluency and children's choice : Exploring product placement in new media." Thesis, Lancaster University, 2008. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.533056.
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Brinte, Elin. "Stigmatiseringsprocessen : Två fallstudier kring stigmatiseringsprocessen bland ungdomar på behandlingshem." Thesis, Uppsala universitet, Sociologiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-215854.
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Uppsatsen ämnar belysa brännmärkningsfenomenet utifrån ett ungdomsperspektiv samt bidra till ökad kunskap inom området. Syftet med studien är att finna en eventuell koppling mellan ungdomar som blivit placerade på ett hem samt deras upplevelser kring brännmärkning. Detta kopplas följaktligen till Erving Goffmans stigmateori. Frågeställningarna omfattade huruvida ungdomarna upplever och påverkas av sin eventuella brännmärkning samt hur placerade ungdomar upplever att samhället uppfattar dem, bland annat speglat via medier. Uppsatsen har utgått ifrån en kvalitativ ansats där nio intervjuer genomförts och bearbetats. Tre av intervjuerna gjorda med ungdomar som placerats och de återstående sex gjordes med kunnig personal och ansvariga för olika hem i södra och mellersta Sverige. Studien har även kompletterats med litteratur och tidigare forskning inom området. Resultaten visar bland annat att ungdomarna uppfattar sig som missförstådda och stigmatiserade utav samhället.This paper intends to highlight the branding phenomenon from a youth perspective and contribute to increased knowledge within the field. The purpose of this study is to find a possible link between young institutionalized people and their experiences of branding. This is linked to Erving Goffman's Stigma theory. The questions included whether young people perceive and are affected by their potential branding and how institutionalized adolescents feel that society perceives them, among other things, reflected through the media. The thesis has been based on a qualitative approach where nine interviews were conducted and processed. Three of the interviews done with the young institutionalized people and the remaining six done with skilled professionals and managers of homes in southern and central Sweden. The study was also supplemented with literature and previous research within the field. The results show among other things that young people see themselves as misunderstood and stigmatized out of society.
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Hornick, Leigh Ann. "The evolution of product placement consumer awareness and ethical considerations /." Morgantown, W. Va. : [West Virginia University Libraries], 2006. https://eidr.wvu.edu/etd/documentdata.eTD?documentid=4542.
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Thesis (M.S.)--West Virginia University, 2006.Title from document title page. Document formatted into pages; contains v, 55 p. : ill. (some col.). Includes abstract. Includes bibliographical references (p. 45-46).
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Kulin, Elin, and Linnéa Blomgren. "Credible or not : A study on the factors influencing consumers' credibility assessment of product placements on Instagram." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-30063.
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Background: To align with the new trend of using social media in the marketing mix, product placement has been adapted to social media platforms as one strategy to create attention. Especially on Instagram, product placements have gained popularity among companies. While scholars have focused on measuring the effectiveness of the strategy, suggesting that credibility is one component necessary for success, a gap in the research is illuminated when focusing on what makes a product placement on Instagram credible. Previous studies regarding credibility and its relation to traditional media have concluded that there are some factors essential in consumers’ credibility evaluation process. Since social media differs from traditional media, there was a need to investigate the applicability of credibility to the social media platform Instagram. Purpose: The purpose of this thesis was to examine key factors of product placement on Instagram that influence credibility. Method: To meet the purpose of this thesis a study with a mixed method research design was conducted. The qualitative data was collected through semi-structured interviews with the intention to discover how consumers evaluate credibility. The scales and items developed from the findings of the qualitative study were tested using a questionnaire to identify which factors that have the most influence on consumers’ credibility assessment. Conclusions: The overall findings indicate that consumers evaluate credibility based upon source, message and receiver characteristics. The empirical evidence suggests that the Expertise of influencer, Professionalism of picture, Trustworthiness of influencer, Connection to influencer and Causes of irritation are the factors that have the most influence on consumers’ credibility assessment of product placement on Instagram. The findings further implies that it is not only the factor itself that influence, credibility can additionally be transferred from one factor to another.
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Anderson, 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.
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Sörling, Marie-Louise, and Viktor Wallgren. "Media Placement of Locations : An Exploratory Study of the Possible Trends within the Film Industry." Thesis, Jönköping University, JIBS, Business Administration, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-159.
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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.
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Bizri, Siwar. "Word Use and Placement Associating Arabs and Arab-Americans with Terrorism in the American Media." Thesis, Virginia Tech, 2007. http://hdl.handle.net/10919/35950.
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Terrorism and conflict is ongoing, and in today’s world it appears to be increasing, however, numerous people have blamed the swell in violence on specific sources. In regards to September 11 and similar terrorist incidents, for example, it is quite easy for the media, as well as other sources, to place responsibility in the hands of a specific group or religion. In this case, Islam, Arabs or the Middle East region seems to be connected to these violent incidents. The reality of the situation may place responsibility in some sources within this region, however, an overgeneralization in regards to a diverse religion and culture may be occurring due to “overall, ideological judgments” by various entities including the news media. According to numerous perspectives, it has become possible for a few carefully chosen words within the media to trigger racially-driven prejudices and actions by agencies, institutions, and the public. Our language seems to be powerful enough to let a single phrase spin a news story into a national warning against a certain group. In other words, the power of association, in particular here between words and perceptions, allows the public to believe in their mind something that may or may not be true. In this case, various studies have shown the tendency for the public to associate Arabs with violence, particularly terrorism. The combination of negative media framing and common ethnic schemas of Arabs and Muslims have resulted in a long history of socialization and activation in the American and perhaps, wider culture. Therefore, this study will mainly focus on an assumed semantic implication of word associations in the media based on shared ideological and socially shared knowledge, rather than measure any explicit statements of racial and ethnic schemas.Master of Arts
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Bozzolo, Anita Marie. "A cognitive momentum analysis of program context and media placement as determinants of advertising effectiveness." The Ohio State University, 1993. http://rave.ohiolink.edu/etdc/view?acc_num=osu1374686301.
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Eriksson, Madeleine, and Evelina Tertelyté. "Text Placement in SNS forEffective Communication : A qualitative study investigating the most favourable text placement onmedia sharing SNS advertisements to best communicate informationthrough text." Thesis, Tekniska Högskolan, Jönköping University, JTH, Datateknik och informatik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49541.
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The aim of this thesis is to conduct a qualitative study investigating the mostfavourable text placement on social networking sites (SNS) to best communicateinformation through text. To discover a suitable placement for text, we utilizeconscious and unconscious visual gaze points from participants. To discover thevisual gravity of participants, the research methods of eye tracking and survey areused. The eye tracking supplies unpretentious and real-time behavioral insight asgaze points. Whereas the survey supplies subjective conscious visual gravity data.Previous research suggests that users are drawn to elements containing text.Furthermore, another theory describes users seeking task-relevant information, agoal is to uncover where is the best placement to aid users seeking task-relevantinformation. The conclusion of this thesis uncovered that users are drawn to textelements unconsciously, but conscious visual gravity could be based on imageexposure. Furthermore, the most favourable placement for text is centered along avertical axis on a 1:1 image and slightly higher than the horizontal axis line.
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Sténson, Carl. "Object Placement in AR without Occluding Artifacts in Reality." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-211112.
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Placement of virtual objects in Augmented Reality is often done without regarding the artifacts in the physical environment. This thesis investigates how placement can be done with the artifacts included. It only considers placement of wall mounted objects. Through the development of two prototypes, using detected edges in RGB-images in combination with volumetric properties to identify the artifacts, arreas will be suggested for placement of virtual objects. The first prototype analyze each triangle in the model, which is an intensive and with low precision on the localization of the physical artifacts. The second prototype analyzed the detected RGB-edges in world space, which proved to detect the features with precise localization and a reduce calculation time. The second prototype manages this in a controlled setting. However, a more challenging environment would possibly pose other issues. In conclusion, placement in relation to volumetric and edge information from images in the environment is possible and could enhance the experience of being in a mixed reality, where physical and virtual objects coexist in the same world.Placering av virtuella objekt i Augumented Reality görs ofta utan att ta hänsyn till objekt i den fysiska miljön. Den här studien utreder hur placering kan göras med hänsyn till den fysiska miljön och dess objekt. Den behandlar enbart placering av objekt på vertikala ytor. För undersökningen utvecklas två prototyper som använder sig av kantigenkänning i foton samt en volymmetrisk representation av den fysiska miljön. I denna miljö föreslår prototyperna var placering av objekt kan ske. Den första prototypen analyserar varje triangel i den volymmetriska representationen av rummet, vilket visade sig vara krävande och med låg precision av lokaliseringen av objekt i miljön. Den andra prototypen analyserar de detekterade kanterna i fotona och projicerar dem till deras positioner i miljön. Vilket var något som visade sig hitta objekt i rummet med god precision samt snabbare än den första prototypen. Den andra prototypen lyckas med detta i en kontrollerad miljö. I en mer komplex och utmanande miljö kan problem uppstå. Placering av objekt i Augumented Reality med hänsyn till både en volymmetrisk och texturerad representation av en miljö kan uppnås. Placeringen kan då ske på ett mer naturligt sätt och därmed förstärka upplevelsen av att virtuella och verkliga objekt befinner sig i samma värld.
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Govender, Kerensa A. "Towards the development of a framework for measuring the effectiveness of product placement." Thesis, Stellenbosch : Stellenbosch University, 2014. http://hdl.handle.net/10019.1/97608.
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Thesis (MBA)--Stellenbosch University, 2014.ENGLISH ABSTRACT: A product placement or placement occurs when a brand is integrated into a film, game or sitcom for advertising purposes. This integration can either be in the form of a visual placement, verbal placement or both. The practice of product placement has become popular due to the loss of advertising effectiveness of traditional media channels. This is due to the advent of technology, which allows the consumer to avoid advertisements. Marketers have therefore sought alternative, more effective forms of advertising, leading to an increase in spending on product placement. As product placement becomes more popular, there is a growing need to justify the large amounts spent on this practice. This research addressed this need by developing a framework for practitioners to use in order to determine the effectiveness of a placement. The framework will help to provide an understanding of the returns gained from investing in a product placement strategy. This research, which is in the form of a qualitative study, has made use of both primary and secondary data sources to meet this research objective. The primary data source is based on the findings from an interview conducted with a placement-practitioner, while the secondary data was based on all published literature regarding the means of measuring the effectiveness of product placement. The study begins by reviewing the literature in order to gain an understanding of advertising effectiveness and how it has been measured by past researchers. This review and analysis led to the discovery of three stages of measuring advertising effectiveness, these are the cognitive, affective and conative stages. These three stages were used as the starting point for the development of the framework which measures the effectiveness of product placement. The literature was then analysed with the aim of determining the measures used for each stage to determine the effectiveness of a placement. These measures were grouped according to the stage within which they belonged, i.e. either the cognitive, affective or conative stages. For example, brand awareness, which was found to be a measure of product placement effectiveness, was grouped under the cognitive effects of a placement. The results of the literature analysis were validated by conducting an interview with a product placement practitioner. The aim of this interview was to gain an understanding of how the industry determines the effectiveness of a product placement. An additional category, namely financial impact, was extracted from this interview. The end result was the creation of a framework, with four categories, which can be used to determine the effectiveness of a product placement.
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Fargel, Yasmin M. "Mitarbeiter-Placement : eine fit-orientierte Perspektive /." Wiesbaden : Dt. Univ.-Verl, 2006. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=014884956&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.
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Brown, Matthew Jay. "Media Meets Science: The Experience of a Media Teacher and Science Teacher as They Implement Media Literacy in a Science Classroom." BYU ScholarsArchive, 2012. https://scholarsarchive.byu.edu/etd/3263.
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This qualitative action research study looked at my collaboration with a science teacher as we combined a Television Production class with an Advanced Placement Environmental Science class. This cross-curricular case study explored the implementation of the principles of media literacy, defined by the National Association for Media Literacy Education, into the science classroom where media literacy has traditionally been a non-factor. The impact of media and technology on everyone's daily lives is making it necessary for us to become media literate. The use of media literacy tools and strategies in a combined media production class and an AP science class created opportunities to explore cross-curricular understandings of media literacy education that would not have existed otherwise.
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Kong, Sze Kei Fanny. "Product placement in television drama : effects of information overload and character attributes." HKBU Institutional Repository, 2011. http://repository.hkbu.edu.hk/etd_ra/1264.
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Rowe-Cernevicius, Brittany. "As Seen on TV: Brand Placement and Its Influence on the Identity of Emerging Adults." Bowling Green State University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1321669523.
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Carr, David Jasun. "An investigation into the comparative cognitive impact of conventional television advertising and product placement." Instructions for remote access. Click here to access this electronic resource. Access available to Kutztown University faculty, staff, and students only, 2005. http://www.kutztown.edu/library/services/remote_access.asp.
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Thesis (M.S. )--Kutztown University of Pennsylvania, 2005.Source: Masters Abstracts International, Volume: 45-06, page: 2705. Typescript. Abstract precedes thesis as 2 leaves (iii-iv). Includes bibliographical references (leaves 69-75).
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Gageler, Lisa, and der Schee Jolien van. "Product Placement on Social Media : a study on how Generation Y's brand perception and purchase intention are influenced." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-30374.
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With increasing restrictions, saturated advertisement markets and advanced technology, the conditions of the communication politics have significantly changed and outdated the classical instruments. In order to bypass these developments, marketers started to strategically promote their products through appearances in movies and television than through conventional commercial spots. Additionally, social media has developed to one of the latest and most effective communication tools, especially among Generation Y, which businesses try to take advantage of. The combination of these two instruments created product placement on social media. Extensive market research on product placement in movies and television has shown that it can be an effective marketing tool if applied correctly. However, the research on product placement on social media is limited. Therefore, this paper will investigate whether product placement on social media is as effective as in movies and television, by answering the following research question: What is the impact of product placement on social media on the end-consumer’s brand perception and purchase intention? To address this issue we developed an online survey based on the theoretical background and methodology. The target group was set to social media users of the Generation Y worldwide. Subsequently, within a timeframe of three weeks we collected 217 valid responses that were analyzed with SPSS in order to answer the research questions and give managerial implications. Our analysis shows that product placement on social media can have a positive influence on consumer brand perception and purchase intention. This is particularly compounded if the celebrity is liked. However, the analysis also indicates clear signs that the Generation Y perceives product placement on social media as unethical. However, all in all, it can be said that product placement on social media is a good marketing tool if several suggestions and restrictions are taken into account.
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Schneider, 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.
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Banchuen, Woraphat. "A comparative study of product placement in movies in the United States and Thailand." CSUSB ScholarWorks, 2007. https://scholarworks.lib.csusb.edu/etd-project/3265.
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The purpose of this research was to compare the presence of product placement in movies across two different cultures, namely the U.S. and Thailand. In particular, this research examined the frequency of product placement in movies, the position of product placement in movies, and the target audiences in the U.S. and Thailand.
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Patel, Narendra H. "Undergraduate Internship Program Structures for Effective Postgraduation Employability: A Case Study of a Mass Media Arts Internship Program." DigitalCommons@Robert W. Woodruff Library, Atlanta University Center, 2015. http://digitalcommons.auctr.edu/cauetds/16.
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As a best practice, many postsecondary institutions in the United States use internships to provide students the option of maximizing their classroom learning with practical experiences. These experiences are not only intended to enhance students’ classroom learning but also to increase their employment marketability upon graduation. The internship process involves three stakeholders—the institution, the students, and the employers—and is often managed by curricular and co-curricular departments. However, the manner in which the program is structured varies from institution to institution and even within the institution. Thus, understanding which structures of undergraduate student internship programs are most effective as an academic component of experiential learning is critical for the overall success of the internship programs.
This mixed-methods case study research was designed to examine the Mass Media Arts Department internship structure at the selected institution to identify the components most effective in the students’ experiential learning experience. The study investigated the alignment between the institution’s academic and co-curricular programs, as well as their participating interns’ preparedness and their partner employers readiness. The study also examined the industry’s best practices used by other institutions and recommended by national professional associations to align these variables.
Based on the findings of this study, the following four emergent themes were identified to effectively align and integrate the curricular and co-curricular departments, the interns, and the employers: (a) program structure, (b) student preparation, (c) employers’ relations, and (d) program evaluation.
Future researchers can further examine these emerging themes to improve the relationship between student preparation as part of human capital and the roles of faculty and administration in aligning internship program processes.
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Haldane, Jayne. "Nelson Mandela Metropolitan University students' perceptions of celebrity endorsement and product placement within music videos." Thesis, Nelson Mandela Metropolitan University, 2013. http://hdl.handle.net/10948/d1020294.
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It has become conventional to use product placement in music videos. Big brands have started marketing themselves through product placement, for example, brands such as BMW, VitaminWater and Virgin Mobile. Placing products in music videos could be perceived as the brands linking themselves with celebrities. This product placement could either have a positive or negative effect on the celebrity and/or the brand. This research study aimed to provide the world of brands with insights into 18-28-year-olds’ perception of product placement in music videos, and whether placing their product in a music video where the audience is not partial to the celebrity, could be detrimental or not. This research study aimed to determine the selected sample’s (Nelson Mandela Metropolitan University students) perceptions of the product placement of three specific brands (VitaminWater, BMW and Virgin) in three specific music videos, namely: Jessie J and David Guetta “Laserlight” http://www.youtube.com/watch?v=syxd2n8S4AE JLo’s “Get on the Floor” http://www.youtube.com/watch?v=t4H_Zoh7G5A Lady Gaga and Beyoncé “Telephone” http://www.youtube.com/watch?v=GQ95z6ywcBY An electronic survey questionnaire was concluded with both closed and open-ended questions relating to the use of product placement in these three music videos. The survey questionnaire helped to determine what the selected sample’s perceptions were of each brand and celebrity, what they were after the respondents and seen the relationship between the brand and celebrity and finally, of product placement in general. A semiotic analysis of screen shots from each music video was conducted to determine what kind of nature the product placement occurred in in each music video.
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Victorin, Axel. "Varumärkesexponering i televisionen : - en jämförelse mellan SVT och TV4 2003 och 2006." Thesis, Uppsala University, Media and Communication, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-9188.
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Abstract
Title: Brand exposure in television. A comparison between SVT and TV4 2003 and 2006.
Number of pages: 57 including appendix
Author: Axel Victorin
Period: Spring 2008
Course: Media and Communication studies C
University: Division of Media and Communication, Department of Information Science, Uppsala University
Purpose/aim: The aim of this study is to evaluate the prevalance of brand exposure in Swedish public service television, SVT and TV4. The Swedish public service TV broadcasting company, Sveriges Television (SVT) advertises itself as purveyor of free television, without commercial or political interference. A B-level essay, written some years ago, showed that the SVT policies were not always observed throughout the entire organisation. The aim of this essay is, by using quantitative research, to study whether SVT is letting commercial interests have their say in the programmes by exposing brand names and logotypes.
Material/method: The study is performed through examining 40 hours of television from SVT and 40 hours from TV4, as reference. TV4 is a Swedish commercially funded broadcaster, working under similar legislation as SVT. A quantitative method has been developed for this study.
Results: The results of the study shows that while TV4 stays on a fairly steady level concerning brand exposure, brand exposure in SVT has decreased significantly between 2003 and 2006. The reason for this is beleived to be increased awareness of the issue in the SVT organisation, possibly due to product placement being more debated and acknowledged in recent years.
Keywords: SVT, TV4, product placement, brand name exposure, television, marketing
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El, Damanhoury Kareem R. "In-Film Product Placement an Emergent Advertising Technique: Comparative Analysis between Top Hollywood and Egyptian Films 2010-2013." Ohio University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1427889898.
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Kuhn, 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.
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In an environment where it has become increasingly difficult to attract consumer attention, marketers have begun to explore alternative forms of marketing communication. One such form that has emerged is product placement, which has more recently appeared in electronic games. Given changes in media consumption and the growth of the games industry, it is not surprising that games are being exploited as a medium for promotional content. Other market developments are also facilitating and encouraging their use, in terms of both the insertion of brand messages into video games and the creation of brand-centred environments, labelled ‘advergames’. However, while there is much speculation concerning the beneficial outcomes for marketers, there remains a lack of academic work in this area and little empirical evidence of the actual effects of this form of promotion on game players.
Only a handful of studies are evident in the literature, which have explored the influence of game placements on consumers. The majority have studied their effect on brand awareness, largely demonstrating that players can recall placed brands. Further, most research conducted to date has focused on computer and online games, but consoles represent the dominant platform for play (Taub, 2004). Finally, advergames have largely been neglected, particularly those in a console format. Widening the gap in the literature is the fact that insufficient academic attention has been given to product placement as a marketing communication strategy overall, and to games in general. The unique nature of the strategy also makes it difficult to apply existing literature to this context.
To address a significant need for information in both the academic and business domains, the current research investigates the effects of brand and product placements in video games and advergames on consumer attitude to the brand and corporate image. It was conducted in two stages. Stage one represents a pilot study. It explored the effects of use simulated and peripheral placements in video games on players’ and observers’ attitudinal responses, and whether these are influenced by involvement with a product category or skill level in the game. The ability of gamers to recall placed brands was also examined. A laboratory experiment was employed with a small sample of sixty adult subjects drawn from an Australian east-coast university, some of who were exposed to a console video game on a television set. The major finding of study one is that placements in a video game have no effect on gamers’ attitudes, but they are recalled.
For stage two of the research, a field experiment was conducted with a large, random sample of 350 student respondents to investigate the effects on players of brand and product placements in handheld video games and advergames. The constructs of brand attitude and corporate image were again tested, along with several potential confounds. Consistent with the pilot, the results demonstrate that product placement in electronic games has no effect on players’ brand attitudes or corporate image, even when allowing for their involvement with the product category, skill level in the game, or skill level in relation to the medium. Age and gender also have no impact. However, the more interactive a player perceives the game to be, the higher their attitude to the placed brand and corporate image of the brand manufacturer. In other words, when controlling for perceived interactivity, players experienced more favourable attitudes, but the effect was so weak it probably lacks practical significance. It is suggested that this result can be explained by the existence of excitation transfer, rather than any processing of placed brands.
The current research provides strong, empirical evidence that brand and product placements in games do not produce strong attitudinal responses. It appears that the nature of the game medium, game playing experience and product placement impose constraints on gamer motivation, opportunity and ability to process these messages, thereby precluding their impact on attitude to the brand and corporate image. Since this is the first study to investigate the ability of video game and advergame placements to facilitate these deeper consumer responses, further research across different contexts is warranted. Nevertheless, the findings have important theoretical and managerial implications.
This investigation makes a number of valuable contributions. First, it is relevant to current marketing practice and presents findings that can help guide promotional strategy decisions. It also presents a comprehensive review of the games industry and associated activities in the marketplace, relevant for marketing practitioners. Theoretically, it contributes new knowledge concerning product placement, including how it should be defined, its classification within the existing communications framework, its dimensions and effects. This is extended to include brand-centred entertainment. The thesis also presents the most comprehensive analysis available in the literature of how placements appear in games. In the consumer behaviour discipline, the research builds on theory concerning attitude formation, through application of MacInnis and Jaworski’s (1989) Integrative Attitude Formation Model. With regards to the games literature, the thesis provides a structured framework for the comparison of games with different media types; it advances understanding of the game medium, its characteristics and the game playing experience; and provides insight into console and handheld games specifically, as well as interactive environments generally. This study is the first to test the effects of interactivity in a game environment, and presents a modified scale that can be used as part of future research. Methodologically, it addresses the limitations of prior research through execution of a field experiment and observation with a large sample, making this the largest study of product placement in games available in the literature. Finally, the current thesis offers comprehensive recommendations that will provide structure and direction for future study in this important field.
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Wu, Xiangran. "Investigating Chinese audience-consumers' responses towards TV character fashion content : a study of second screen communication context." Thesis, University of Manchester, 2018. https://www.research.manchester.ac.uk/portal/en/theses/investigating-chinese-audienceconsumers-responses-towards-tv-character-fashion-content-a-study-of-second-screen-communication-context(e814944c-ec3c-41e5-9f0f-f826b7c6fb9c).html.
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Second-screen viewing - the use of smartphones, tables and laptops while watching television program - has increased dramatically in the last few years, which multi-screen usage could be considered as a new opportunity for marketing communication. This study will investigate the social media (as second screen) communication effects of TV drama series focussing on the effectiveness of characters' fashion content in leading to consumers' impulsive buying. Narrative transportation theory, use and gratification theory, flow theory, social comparison theory and para-social theory are developed and adopted in an S-O-R framework in this study. A quantitative research approach will be used to conduct online survey focusing China second screen marketing phenomenon. Results of the study provide a guide to understand the newly emerging second screen process with theoretical and managerial perspectives.
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Mangs, Melinda. "Morgondagens marknadsföring." Thesis, Uppsala University, Media and Communication, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-7807.
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Purpose/Aim: The purpose of this study was to investigate future marketing channels from the perspective of professional marketers.
Material/Method: The study is based upon interviews with six professional marketers.
Main results: Traditional marketing is not being put aside but needs to be combined with new methods. There are several new and exciting ways to gain attention from the audience, all depending on the purpose of the campaign. Mobile technology is considered upcoming and target group defining is a key issue.
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Eriksson, Marie, Petra Grundström, and Jeanette Josefson. ""Does that look like a Ford to you?" : Företagsimage i spelfilm och reklamfilm." Thesis, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-5821.
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Studies show that product placement is becoming a more and more common method for companies to use when communicating with consumers. The results of this study can’t confirm nor deny that claim, but instead we offered the observation that as a communication method, product placement and TV-commercials are more similar than revealed at first glance. Cars of the brand Ford appeared in seven out of the 50 motion pictures that made up the sample material in this study. In several instances the values that were communicated regarding the brand matched, completely or in large parts, the values communicated about the Ford brand in Ford’s own commercials. This doesn’t hold true for all companies. The similarities between Ford’s commercials and Ford’s appearances in motion pictures were only found after disregarding several companies whose appearances on screen didn’t amount to more than a flash of their logotype or a passing mention of a brand name. Still, the possibility to use the appearance of brands in motion pictures in a way equal to the communicative effort that’s taking place in a commercial is very much a reality.
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Wydick, James R. "The impact of in-game advertising on players' attitudes and purchasing behavior towards video games." View electronic thesis, 2008. http://dl.uncw.edu/etd/2008-3/wydickj/jameswydick.pdf.
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Blomquist, Eric. "Variety versus Recurrence of Advertisement in Cross Reality Experiences." Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-251317.
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Advertisement is funding a lot of the digital landscape we interact with on a day-to-day basis. As our digital landscape evolve and the field of Cross Reality is maturing, it is of value to examine its compatibility with this mean of monetization. With the perspective of three major stakeholders in mind (advertisers, developers and end-users) this study examines the impact of two different sets of advertisements, one set from a variety of brands and one set from a single brand, in a Virtual Reality experience. A user study is conducted with data being collected through a questionnairesupported interview as well as the advertisement software within the virtual experience. The results show very little impact on the user experience in general, however the data suggests a significant advantage for a variety of advertisement in terms of subconsciously reaching the user.Reklam finanansierar stora delar av det digitala landskap vi interagerar med dagligen. Allt eftersom tekniken utvecklas och området Cross Reality mognar, är det av värde att undersöka dess kompabilitet med denna typ av finansiering. Ur perspektivet av tre huvudintressenter (annonsörer, utvecklare och slutanvändare), undersöker denna studie inverkan från två olika uppsättningar av reklam. Den ena uppsättningen består av reklam från en variation av varumärken och den andra uppsättningen består av reklam från ett enskilt varumärke. En användarstudie genomförs med data som insamlas via en enkät-stöttad intervju samt genom mjukvaran som levererar reklamen inom den virtuella upplevelsen. Resultaten visar väldigt liten inverkan på den generella användarupplevelsen, dock antyder datan att det finns en signifikant fördel för en variation av reklam när det gäller aspekten att undermedvetet nå användarna.
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Forsberg, Olivia. "Underhållning eller reklam? : En studie av produktplaceringar i "Finaste familjen"." Thesis, Stockholms universitet, Institutionen för mediestudier, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-138508.
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Every day people get in contact with thousands of messages. On the radio, on the train, on the street and through the television. Not too infrequently messages in the form of advertising for products and services from businesses companies. The need for product placement partnerships are increasing as the traditional advertising decreases in efficiency in parallel with the film productions that require increasingly large budgets. More products and services on the market is leading to bigger competition between companies about the consumers interest. It is increasingly important to be creative and to find modern strategies for successful marketing. A way to market a product or service is through product placement, a phenomenon in which a brand, service or product occurs in a context that is not really the intended. The main purpose of the study was to investegate the extent of product placements appearing in the swidish comedy series "My perfect family" and how product placements are used and what signification product placements have for both brands and identity. The analysis is based on scenes from the series' first episode where brand products appear (Samsung, Volkswagen, Tsarine, Porsche, Ferrari and Instagram). The selection is based on how eye-catching the products are. The clearer product placement the bigger opportunity to influence the film's character. To answer the first question a compilation of the clearest and most abundant investments during the first episode of "My perfect family" was made. The selected brands formed the basis for the semiotic analysis used to answer question nubmer two and three (how product placements are used and what significance they have for both brand and identity). One or two different scenes belonging to each brand were selected and analyzed. The analysis shows different types of product placement and product placement methods, based on Lehus (2007) and Russells (2002) different categorizations. The study of "My Perfect family" shows that both brands and brand identity are important for the character and identity. Characteristics that are associated with the brand strengthens the character's identity. Product placements provide the ability to define characters and enrich, clarify and illustrate the series based on a cultural context. Ill-conceived product placements can have an adverse effect if the placed brand product not fill a natural feature.
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Aubrun, Frédéric. "Crise(s), publicité et marque : l'emergence de nouveaux modèles." Thesis, Lyon 2, 2015. http://www.theses.fr/2015LYO20156.
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Cette recherche part des profondes modifications de l’espace sociétal cristallisées par la crise économique et sociale de 2008 dans nos sociétés occidentales. L’objectif de cette étude est d’inscrire la crise de la publicité et des marques dans une mutation sociétale plus profonde, avec une remise en cause du modèle capitaliste de consommation de masse. Dans un contexte de crises, nous sommes en droit de nous interroger sur l’avenir de la marque : va-t-elle évoluer vers un modèle alternatif correspondant davantage aux mutations sociétales en cours ? Notre réflexion s’inscrit dans le champ des sciences de l’information et de la communication en étudiant l’évolution du concept de marque d’un point de vue sociosémiotique, c’est-à-dire en considérant le contexte économique et social comme un cadre primaire analytique au sens de Goffman. Il s’agit de partir d’occurrences concrètes de communication (alter-marque, insertions de produits et de marques dans la série The Big Bang Theory, webséries de marque, publicité native dans le Huffington Post) pour mieux comprendre la société qui constitue leur espace de mutation. Nos travaux mettent en évidence la capacité de la marque à s’extraire du cadre commercial à travers des procédés d’insertion ou de mimétisme médiatique. En mettant en perspective des concepts issus des recherches en sciences de l’information et de la communication contemporaines avec les interprétations de certains experts en stratégie des marques, nous avançons l’hypothèse d’un nouvel ordre de la marque, médiatique et culturel. En effet, la marque mute progressivement vers un modèle culturel et médiatique pour répondre à sa « crise de sens » (Semprini, 2005), notamment en instaurant un imaginaire de marque davantage ancré dans la culture médiatique du public. McLuhan (1967) affirmait dans les années 60 que le médium était le message : aujourd’hui, la marque ne tend-elle pas à devenir elle aussi un média et faire sens en tant que tel dans l’espace public ?This research emanates from the deep the social changes that our Western societies faced in a context of economic and social crisis, which peaked in 2008. The objective of this study is to demonstrate how the media and brand crisis is part of a deeper social mutation and question the capitalist model of mass consumption. In this context of crisis, we can question the future of brand marketing: is it going to evolve towards an alternative model, more in line with current social changes? Through our study of the evolution of the brand concept from a socio-semiotics angle, we will consider the economic and social environment from the analytical primary framework as defined by Goffman. Therefore, our research is firmly anchored in the field of information and communication sciences. We focus on specific communication occurrences (alter-brand, brand placements in The Big Bang Theory series, brand webseries, native advertising in The Huffington Post) in order to better understand the society that constitutes their environment of transformation. Our research highlights the capacity of the brand to extricate itself from a commercial aspect through insertion or media imitation processes. By focusing on concepts emerging from research in contemporary information and communication sciences, and by putting in perspective experts’ interpretations of brand strategy, we explore the hypothesis of the emergence of a new order of media and cultural brand. Indeed, the brand gradually shifts towards a cultural and media model in order to respond to its “meaning crisis” (Semprini, 2005), in particular by establishing an imaginary around the brand, more anchored in media culture. McLuhan (1967) suggested in the sixties that the medium was the message: today, the brand seems to tend to become a media and establish itself as an integral part of the public sphere
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Hamilton, Marilyn Ann Louise. "Mathematics Boot Camps: A Strategy for Helping Students to Bypass Remedial Courses." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1194.
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Many community colleges struggle to find the best strategy to help incoming at-risk students prepare for the placement test. The purpose of this quantitative quasi-experimental study, was to answer the question as to which of 2 programs, a 2-week, face-to-face mathematics refresher program, Math Boost-Up, or an online-only program, might increase the ACCUPLACER posttest scores of incoming community college students. The study used archival data for 136 students who self-selected to either participate in the Math Boost-Up program (the experiment group), or in the online-only program (the comparison group). Knowles's theory of adult learning, andragogy, served as the theoretical framework. Spearman, Kruskal-Wallis, Mann-Whitney, and chi-square tests were used to measure the effect of 4 moderator variables (age, high school GPA, number of minutes spent in MyFoundationsLab, and number of days spent in face-to-face sessions) on the pre- and posttest scores of students in each group. The results indicated that students in the Math Boost-Up program experienced statistically significant gains in arithmetic and elementary algebra than did those students in the online-only program. The results also indicated that the 4 moderator variables affected gains in posttest scores. Additionally, the results disproved the andragogical premise that students would be self-directed and would self-select to participate in the intervention. A recommendation was that participation in the face-to-face refresher program should be mandatory. The study contributes to social change by providing evidence that short-term refresher programs could increase the scores of students on placement tests.
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Wu, Yifan. "Varumärkesplacering i digitala spel : Inverkan av interaktiv belöning och bestraffning på spelarens inställning till och minnesbilder av varumärken." Thesis, Högskolan i Skövde, Institutionen för informationsteknologi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-9413.
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Varumärkesplacering i digitala spel i samband med belöning och bestraffning harundersökts i denna studie. Resultat från tidigare studier på varumärkesplacering i spelanvändes i utformningen av undersökningen. Tidigare undersökningar av belöningoch bestraffning och dess inverkan på minnet studerades också. Detta kan vara förstagången som varumärkesplacering i digitala spel undersöks i samband med interaktivbelöning och bestraffning.Två versioner av spelet Supertuxkart skapades för undersökningen; den ena medbelönings- och bestraffningsåterkoppling och den andra utan. Deltagare från Kina ochSverige medverkade i experimentet.Undersökningen visade att varumärken med belöning eller bestraffning har tydligaeffekter på deltagarnas memorering av varumärken. Detta verkar gälla oberoende avdeltagarnas kulturella bakgrund, genus eller erfarenhet av digitala spel. Resultatetvisade även att bestraffning inte nödvändigtvis leder till en negativ inställning hosdeltagarna i samband med varumärkesplacering. Vidare studier behövs för att bättreförstå inställningsförändring i detta sammanhang.
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Schneider, Carri Anne. "When Journalism and Scholarship Collide: A Critical Analysis of Newsweek’s Annual Report on America’s Top High Schools." University of Cincinnati / OhioLINK, 2007. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1178554216.
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Gustavsson, Ann, and Elin Henriksson. "It's 'like' a #perfectday : En fallstudie om hur och varför lyssnare av poddradion sprider budskap om produkter vidare på sociala medier." Thesis, Karlstads universitet, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-35257.
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Recent years have seen a dramatic increase in podcast listening in Sweden. As a result, podcasts has become attractive in marketing purposes among enterprises and organizations. It has also been revealed that the messages about products advertised in podcasts not only spread among the listeners, but also among their friends when publishing on social media. Research in this area has shown that messages spread on social media is a process which not only involve the transmitter and the receiver but also a third party, that is other individuals in the receivers network. This study reveals possible reasons to how and why listeners of the podcast spread commercial messages on social media. In order to identify general trends and to acquire an understanding of the phenomenon about podcasts a case study on Fredagspodden, produced by Hannah Widell and Amanda Schulman, was done. The purpose was to spread light on how and why listeners spread messages regarding the product placement of the producer’s own products, the Perfect Day wines, on social media. This study’s most significant finding is how listeners of the podcast tend do have a greater acceptance towards advertising messages regarding the producers own products when they experience the producer as a friend. Because of this parasocial relationships the listeners also seem to become more willing of spreading the commercial messages on social media. To visualize this process of communication we have created a model called Several-step-hypothesis.Poddradiolyssnandet har ökat i Sverige under de senaste åren. Till följd av detta har poddradion blivit en attraktiv kanal för företag och organisationer att utnyttja i marknadsföringssyfte. Det har dessutom uppdagats att reklambudskap som annonseras i poddar inte enbart når dess lyssnare, utan att lyssnarna även sprider budskapen vidare på sociala medier. Forskning inom detta område har visat att budskapsspridning genom sociala medier är ett skeende som inte bara involverar sändare och mottagare utan även en tredje part, det vill säga andra individer i mottagarens nätverk. I denna studie redogörs för hur och varför lyssnare av poddradion sprider reklamens budskap vidare på sociala medier. För att finna generella tendenser och införskaffa förståelse om fenomenet kring poddradion genomfördes en fallstudie på Hannah Widell och Amanda Schulmans podd Fredagspodden. Där undersöktes hur och varför lyssnarna spred budskap om producenternas produkter, vinerna Perfect Day, vidare på sociala medier. Studiens mest slående resultat är hur lyssnare, då de upplever poddradioproducenten som en vän, tenderar att sprida reklambudskap om dennes produkter vidare på sociala medier. Det handlar alltså om hur parasociala relationer kan öka lyssnarens acceptans till reklam i poddradion då det gäller producentens egna produkter. För att gestalta hur reklambudskapen sprids på sociala medier har vi skapat en modell vid namn Flerstegshypotesen.
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Garcia, Bonilla Alvaro Antonio. "Ex-vivo Equine Medial Tibial Plateau Contact Pressure with an Intact Medial Femoral Condyle, with a Medial Femoral Condylar Defect, and After Placement of a Transcondylar Screw through the Condylar Defect." The Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1397472874.
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Rolínek, Igor. "Body Image v kontextu soudobé společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9185.
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The thesis focuses on body image - defines the main characteristics of this area, describes cultural influences and body image history and explains basic quantitative values (Body Mass Index, Waist Hip Ratio, Bioelectrical Impedance Analysis). Furthemore the thesis deals with media influence on body ideal formation process, especially in gay subculture. The research part explores recent situation of body image in gay subculture compared with heterosexual males. This section includes the content analysis of mainstream gay movies which compares media presentation of gays and the real situation and examines media influence on gay body image formation.
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Júnior, Luiz Paulo dos Santos Salgado. ""Avaliação da contração de polimerização de uma resina composta fotopolimerizável de uso universal, variando-se a técnica de inserção do material medida por picnômetro a gás"." Universidade de São Paulo, 2004. http://www.teses.usp.br/teses/disponiveis/23/23134/tde-22092004-183442/.
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RESUMO Dada sua versatilidade e excelência estética, a resina composta é o material restaurador direto mais utilizado nas intervenções da clínica odontológica. Uso tão intenso levou pesquisadores e fabricantes a trabalharem na evolução deste material, conferindo-lhe aumento em sua resistência à compressão e abrasão, bem como melhora em seu comportamento estético. Infelizmente, um problema intrínseco da resina, a contração de polimerização é sua principal desvantagem, e caracteriza-se pela alteração volumétrica que sofre quando as moléculas de seus monômeros se unem para a formação das cadeias poliméricas. Uma das principais técnicas para combater os efeitos nocivos desta alteração volumétrica é a inserção incremental do material na cavidade a ser restaurada. Nesta pesquisa, a contração de polimerização de uma resina composta de uso universal (Charisma Heraeus Kullser) será avaliada variando-se a técnica de inserção do material na cavidade em incremento único ou três incrementos oblíquos, através do método da picnometria a gás. O picnômetro Accupyc 1330 (Micromeritics) permite medições rápidas e fiéis do volume da resina composta antes e após a fotoativação. Os resultados mostram que ocorreram diferenças estatísticas entre as duas técnicas, sendo a técnica de único incremento a que apresentou menor contração de polimerização.Because of its versatility and aestetic excellency, composite resin is one of the most utilized direct restorative materials. Because of the resin intense use, the number of researches to improve its performance are numerous, and can be verified by the resin aestethetic behavior and its compressive and abrasion strenght increase. In spite of the mentioned developments, the polymerization shrinkage inherent of the material had been a major deficiency, and can be understood by the alteration in volume of the material after the polymerization process. In the present study, the polymerization shrinkage of the restorative material Charisma (Heraes Kulzer), was evaluated using bulk and incremental placement techniques and measured by gas pycnometer. Accupyc 1330 (Micromeritics, USA) pycnometer measures the helium displacement with great precision, allowing fast and accurate measurements of the volume of the composite resin before and after polymerization, without interference of the moisture or temperature. The results showed statistically significant diferences between the two placement techniques, with the bulk technique showing lower polymerization shrinkage than the incremental technique.
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Ranni, Davide. "La produzione di videoclip attraverso le sue trasformazioni economiche, sociali e distributive." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2021. http://amslaurea.unibo.it/23538/.
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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.
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Tavares, Filipe Emanuel Ferreira. "Brand placement on social media influencer content." Master's thesis, 2018. http://hdl.handle.net/10400.14/26258.
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For some years now, social networks have gained increasing importance for corporate
marketing, becoming a space where not only people but also brands can play an active role and
communicate themselves with their target audience, gaining not only greater visibility but also
strengthening relations with consumers.
Regarding marketing strategies to be used in social networks, the placement of brands in the
contents published by the so-called social media Influencers is one of the techniques that
arouses greater interest, not only due to the high number of followers they have, as well as the
influence that they exert on them, allowing brands to gain more visibility and involvement from
consumers.
Therefore, this dissertation aims at analyzing the factors related to the production and design of
the content to be published in the social network Instagram, as well as the characteristics of
the Influencers, that have more impact in the performance of this type of marketing strategies.
Among several conclusions to be drawn from the study, it should be noted that the presence
of Influencer in published content has a positive effect on the performance of the campaigns in
question. In addition, influencers’ characteristics affect the way we perceive brands, in which
there is a tendency for people who are exposed to these types of marketing strategies to associate
the Influencers’ attributes to the brand.De alguns anos a esta parte as redes sociais têm ganho uma importância crescente para o marketing das empresas, passando a ser um espaço onde não só as pessoas como também as marcas podem ter um papel ativo e elas próprias comunicarem com o seu público-alvo, ganhando não só maior notoriedade como permite fortalecer as relações com os consumidores. No que se refere a estratégias de marketing a serem usadas nas redes sociais, a colocação das marcas nos conteúdos publicados pelos chamados social media Influencers é uma das técnicas que suscita maior interesse, não só devido ao numero elevado de seguidores que estes têm como também pela influencia que exercem sobre eles, permitindo às marcas ganhar mais visibilidade e envolvimento por parte dos consumidores. Posto isto, esta dissertação visa analisar quais os fatores relacionados com a produção e design dos conteúdos a serem publicados na rede social Instagram, bem como as próprias características dos Influencers, que mais impacto têm na performance deste tipo de estratégias de marketing. De entre várias conclusões a retirar do estudo elaborado, importa salientar que a presença do Influencer no conteúdo publicado tem um efeito positivo na performance das campanhas em questão. Para além disso, as características dos influencers afetam a forma como percecionamos as marcas, havendo uma tendência para as pessoas que são expostas a este tipo de estratégias de marketing, associarem os atributos da pessoa à marca.
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RAMAN, NIKHIL. "MEDIA PLACEMENT OF PRODUCT AND LOCATIONS IN MOVIES." Thesis, 2013. http://dspace.dtu.ac.in:8080/jspui/handle/repository/17224.
Full textAbstract:
The aim of this thesis is to highlight the phenomenon of product placement and relate this to the possible evolution of the concept of media placement of locations in film. We also aim to highlight the need for marketers and filmmakers to establish a closer relationship in order to facilitate location placements. 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.
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. We see a potential development of location placements.
Research has shown a relationship between movies and increased tourism. Destinations shown in movies stimulate an empathy and affective destination image, to some degree familiarity and an interest to visit these places. Many destination resorts, states and municipalities have discovered this opportunity and encourage the use of their locations as settings of movie and TV productions. Product Placement and hence also media placement of geographical places, i.e. location placements, is assumed to be a relatively low-cost advertisement (in terms of CPM, i.e. cost per thousand comparison of medium efficiency) for the municipalities. A product placement reaches many potential visitors over a long period of time. However, the initial cost may be high and the outcome is uncertain. Companies benefit from a new source of income and it becomes easier to find suitable locations with the support of the municipality.
The purpose of this thesis is to investigate whether media placement of locations (defined as paying for the placement) a possible future source of revenue for location marketers as well as filmmakers and product placement agencies. We have chosen to focus on one medium, the motion picture industry, in order to get a deeper analysis and understanding than would be possible with a broad range of media. Moreover, motion pictures are regarded as the most powerful medium when it comes to describing a place.
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Gangadharbatla, Harshavardhan. "Alternative media strategies: measuring product placement effectiveness in videogames." Thesis, 2006. http://hdl.handle.net/2152/2691.
Full text
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Hsieh, Yu-hui, and 謝宥慧. "A Study on Brand Attitude Effectiveness of Product Placement in Media." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/68056354976952652073.
Full textAbstract:
碩士東吳大學
企業管理學系
91
This research is to investigate the brand attitude of consumer who has different product involvement. To know that if using different methods of product placement in the movie can really persuade the target audience who contact the attribute of product from the movie into change their brand attitude or purchasing intention successfully. Using recent movies from Hollywood which were sponsored by the firms with well-known brands and had their product appeal in the movie to be the sources of experiment. Editing the different plots of movies which use different methods（audio, video and combined audio and video）of product placement to appeal the high/low and think/feel products to be several complete short stories. And the sample of this experiment is the trend tracer whose age is from 18 to 34. There were 174 participants divided into 4 groups to participate the experiment, all of them are the graduate and undergraduate students of Soo-chow University. And 25 graduate and undergraduate students of National Taipei University participated this experiment as the controlled group by answering the e-mail questionnaires without seeing the short movies. Through ANOVA analysis and LSD analysis, the results show that: (1) Using product placement in the movie to influence the brand attitude of target audience is not a suggestive marketing strategy for High involvement/ think and High involvement/ feel products.(2) For low involvement/ think product, using audio and combined audio-visual placement are the better ways to influence the brand attitude of target audience.(3)Using combined audio —visual placement such as the actors’ dialogue describe the attribute of the product when using it in the screen, is the best method of product placement to change the consumer’s brand attitude. This research provides the practical marketing strategy of product placement for the marketing staff of a firm and the advertising agency.
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Yin, H., X. Zhang, T. Y. Zhan, Y. Zhang, Geyong Min, and D. O. Wu. "NetClust: A Framework for Scalable and Pareto-Optimal Media Server Placement." 2013. http://hdl.handle.net/10454/9761.
Full textAbstract:
NoEffective media server placement strategies are critical for the quality and cost of multimedia services. Existing studies have primarily focused on optimization-based algorithms to select server locations from a small pool of candidates based on the entire topological information and thus these algorithms are not scalable due to unavailability of the small pool of candidates and low-efficiency of gathering the topological information in large-scale networks. To overcome this limitation, a novel scalable framework called NetClust is proposed in this paper. NetClust takes advantage of the latest network coordinate technique to reduce the workloads when obtaining the global network information for server placement, adopts a new Kappa -means-clustering-based algorithm to select server locations and identify the optimal matching between clients and servers. The key contribution of this paper is that the proposed framework optimizes the trade-off between the service delay performance and the deployment cost under the constraints of client location distribution and the computing/storage/bandwidth capacity of each server simultaneously. To evaluate the performance of the proposed framework, a prototype system is developed and deployed in a real-world large-scale Internet. Experimental results demonstrate that 1) NetClust achieves the lower deployment cost and lower delay compared to the traditional server selection method; and 2) NetClust offers a practical and feasible solution for multimedia service providers.
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Júlio, Bianca Brecha. "Oliveira da Serra plot placement: case study." Master's thesis, 2012. http://hdl.handle.net/10071/5042.
Full textAbstract:
This case study has the objective of presenting the successful example of the plot placement of a Portuguese olive oil – Oliveira da Serra. The brand had the objectives of increasing their advertising awareness, emotionally involve their consumer and reach market leadership.
When both the olive oil category and the advertising scene are saturated, this imposed a double challenge to successfully communicate and impact sales of products in this category. In order to cut through the advertising clutter and reach the consumer in an innovative manner the brand collaborated with a TV station, embedding the product in the plot of the telenovela Laços de Sangue, which resulted in a media first in the Portuguese market – a plot placement.Este estudo de caso tem como objetivo apresentar o exemplo de sucesso do plot placement de um azeite português – Oliveira da Serra. A marca tinha o desejo/os objetivos de chegar a líder de mercado, envolver emocionalmente o seu consumidor e aumentar a sua notoriedade publicitária. Numa altura em que tanto a categoria de azeites como o cenário publicitário estão num ponto de saturação, impõe o duplo desafio de comunicar com sucesso e impactar as vendas de produtos nesta categoria. De forma a ultrapassar o ruído publicitário e atingir o consumidor de uma forma inovadora, a marca colaborou com uma estação televisiva, incorporando o produto no enredo da telenovela Laços de Sangue, resultando num media first no mercado português – um plot placement.
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Lee, Yu-Chen, and 李育誠. "A Study for Factors Influencing the Product Placement of Taiwan Media Service Company." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/5d9fa5.
Full textAbstract:
碩士銘傳大學
傳播管理研究所碩士班
94
There are lots of researches about the effect of the PPL before, but few are focus on the production face. This study discusses the factors that Taiwan Media Services workers pay attention when implement Product Placement with TV station workers. First, putting relevant factors by reviewing the literature related, in addition, use open questionnaire grant and recovery, complement by the way of interview industry person, collect several influence of PPL. Second, adopt “Method of Questionnaire”, asking media planners and media buyers of Taiwan media service companies, summed up to the factors that they pay attention to while retrieving the questionnaires. The sample is 178 and a total of 148 questionnaires were collected. Findings as follows: 1. They care more about the brand image placement in News program. 2. They care more about the channel position in News program, and placement toward live audiences in Entertainment program. 3. They use more audio placement in News program; and more visual placement in Entertainment program. 4. They care more about using Event sales in News program. 5. They care more about moral and social responsibility in News program, law restrict in drama program, and other competitions’ strategies in Entertainment program. We also found and conferred the part of significant differences about the factors that between different work seniority, job functions, and program genres.
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Reis, Maria Cláudia Caldeira. "How can commercial media literacy change the influence of product placement on children." Master's thesis, 2013. http://hdl.handle.net/10362/17564.
Full textAbstract:
Field lab in marketingPurpose - The goal of this research is to analyze how the introduction of commercial media literacy programs can reduce the influence of product placement on children by giving them tools to easily identify it and understand its persuasive intent. Methodology - An experimental design with 147 children was performed, in order to compare if children that had a class about product placement were less influenced by it and could better identify its presence and understand its purpose. Findings - Results suggest that commercial media literacy is indeed effective mitigating some effects of product placement on children, since it contributed to decrease children’s preference for the placed brand. Moreover, it increased their understanding of the advertisements’ persuasive intent and product placement awareness on TV shows. Research Limitations – Further research should include children from other countries and ages. The medium and long-term effects should be analyzed as well. Besides, a longer intervention could be performed. Value – Previous research had already found that product placement is very effective in influencing children’s consumer behaviors due to their vulnerability. Nonetheless, this is the first study that seeks to solve this problem and overcomes the existing literature gap concerning the effectiveness of commercial media literacy on mitigating the effect of this subtle type of advertisement.