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.
Full textKorčeková, Andrea. "Product placement and its legal aspects." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-17010.
Full textSharma, 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.
Full textHang, 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.
Full textBrinte, 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.
Full textThis 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.
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.
Full textTitle from document title page. Document formatted into pages; contains v, 55 p. : ill. (some col.). Includes abstract. Includes bibliographical references (p. 45-46).
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.
Full textAnderson, 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.
Full textSörling, 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.
Full textProduct 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.
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.
Full textMaster of Arts
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.
Full textEriksson, 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.
Full textSténson, 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.
Full textPlacering 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.
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.
Full textENGLISH 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.
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.
Full textBrown, 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.
Full textKong, 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.
Full textRowe-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.
Full textCarr, 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.
Full textSource: Masters Abstracts International, Volume: 45-06, page: 2705. Typescript. Abstract precedes thesis as 2 leaves (iii-iv). Includes bibliographical references (leaves 69-75).
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.
Full textSchneider, 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.
Full textBanchuen, 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.
Full textPatel, 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.
Full textHaldane, 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.
Full textVictorin, 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.
Full textAbstract
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
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.
Full textKuhn, 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.
Full textWu, 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.
Full textMangs, Melinda. "Morgondagens marknadsföring." Thesis, Uppsala University, Media and Communication, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-7807.
Full textPurpose/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.
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.
Full textWydick, 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.
Full textBlomquist, 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.
Full textReklam 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.
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.
Full textAubrun, Frédéric. "Crise(s), publicité et marque : l'emergence de nouveaux modèles." Thesis, Lyon 2, 2015. http://www.theses.fr/2015LYO20156.
Full textThis 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
Hamilton, Marilyn Ann Louise. "Mathematics Boot Camps: A Strategy for Helping Students to Bypass Remedial Courses." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1194.
Full textWu, 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.
Full textSchneider, 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.
Full textGustavsson, 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.
Full textPoddradiolyssnandet 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.
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.
Full textRolínek, Igor. "Body Image v kontextu soudobé společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9185.
Full textJúnior, 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/.
Full textBecause 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.
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/.
Full textTavares, Filipe Emanuel Ferreira. "Brand placement on social media influencer content." Master's thesis, 2018. http://hdl.handle.net/10400.14/26258.
Full textDe 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.
RAMAN, NIKHIL. "MEDIA PLACEMENT OF PRODUCT AND LOCATIONS IN MOVIES." Thesis, 2013. http://dspace.dtu.ac.in:8080/jspui/handle/repository/17224.
Full textGangadharbatla, Harshavardhan. "Alternative media strategies: measuring product placement effectiveness in videogames." Thesis, 2006. http://hdl.handle.net/2152/2691.
Full textHsieh, 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 text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.
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 textEffective 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.
Júlio, Bianca Brecha. "Oliveira da Serra plot placement: case study." Master's thesis, 2012. http://hdl.handle.net/10071/5042.
Full textEste 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.
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 text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.
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 textPurpose - 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.