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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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Anil, Pillai Deepa. "Essays on Product Placement: An Analysis of Key Executional and Individual Level Factors that Influence the Effectiveness of Product Placements." OpenSIUC, 2011. https://opensiuc.lib.siu.edu/dissertations/364.
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"Product Placement" or "Brand Placement" is the paid inclusion of branded products or brand identifiers, through audio and/or visual means, within entertainment media. This dissertation is a collection of three essays that investigate factors affecting the effectiveness of product placements. The first essay focuses on two measures of product placement effectiveness - audience recall and attitudes toward the placement. Extant empirical studies that address the antecedents of these constructs were integrated through a meta-analysis. Some key findings are as follows. The prominence of placements is a controllable executional factor that was found to have a significant positive relationship with recall. Recall was also affected by modality - audio-visual placements had better recall than audio-only placements which in turn performed better than visual-only placements. Audience attitudes toward placements had a strong relationship with the nature of the product - products that had negative ethical connotations were found to be less acceptable to audiences. However, viewers who were avid consumers of entertainment media tended to have more positive attitudes. Essay 2 focuses on the effect of repetition of placements of the same brand within a single television program. The results from an experiment show that unlike advertising, there was no negative-U relationship between the frequency of placements and audience attitudes toward the brand placed. In the case of visual placements, attitudes actually improved with frequency as a result of the mere exposure effect. However, this effect was not observed in the case of audio placements. Essay 3 addresses "Need for Cognition", an individual level variable that was found to affect audience response toward the brand placed. Data were collected through an online survey and analyzed using structural equation modeling. The mood of the viewer and their parasocial attachment with the character in the program that was associated with the placement had significant positive relationships with their attitude toward the specific placement, which in turn had a strong positive relationship with the attitude toward the brand. However, the latter relationship was moderated by NFC, with the effect being significantly stronger for those viewers who did not engage in, or enjoy analytical activity. Limitations of the studies, the relevance of the findings to marketing practice, and the contribution to scholarly research are discussed.
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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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Kurthakoti, Raghu. "THREE ESSAYS ON MEASURING PRODUCT PLACEMENT EFFECTIVENESS IN MOVIES: ECONOMIC WORTH, FORGETTING AND ATTITUDE TOWARD NEGATIVE PLACEMENTS." OpenSIUC, 2011. https://opensiuc.lib.siu.edu/dissertations/415.
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Product placements are gaining more importance in corporate marketing communication budgets and marketers need to understand the effectiveness of these placements to justify investments into them. Three studies were conducted to study the effectiveness of product placements in movies. Essay one studied the economic worth of product placements on the long term profitability of the firm through an event study. Analysis of 467 placements of movies released during 1968-2007 shows that product placements generate a mean cumulative abnormal return of 0.21% during the (-1, +2) event window. Hierarchical linear modeling of the abnormal returns in cross-sectional analysis indicates that placement duration positively impacts the abnormal returns. Placement blatancy was found to negatively affect placements' worth. We did not find any support for the effect of critical reviews or presence of a star director on the worth of product placements. Crime and comedy genres were found to positively affect abnormal returns of placements. Additional MANCOVA analysis, using different event windows as the dependent variable, suggests that a period of two weeks might be required after a movie's release for the information about placement execution factors to be incorporated by the market in its evaluation of the firm. In essay two we study the effectiveness of product placement from a memory perspective by means of a longitudinal study, using a student subject panel. Subjects were exposed to a full- length movie and recognition was tracked at weekly intervals for a period of four weeks. Results of a dynamic panel analysis using generalized estimating equations indicate that audience recognition for a movie placement significantly diminishes one to two weeks after exposure to the movie. In addition, recognition of placements is enhanced by audiences' attitude toward product placements. Recognition is further affected by placement execution factors. Specifically, we found that audio placements and placements of longer duration positively affect placement recognition. Plot connectivity and character association did not significantly impact recognition over time. Essay three examines the impact of brand-character association on consumer attitude toward the placed brand. A 2x2 within subjects experiment, using a full-length movie as a stimulus, was conducted on a panel of student subjects to assess the interaction effect of character-brand valence on consumer attitude. Results support a significant interaction between character and brand valence. Analyses also indicate that congruency between character and brand valence enhances affective measures toward the placed brand, supporting the congruency theory and Meaning Transfer Model. Additionally, we found that brand familiarity fully mediates the character-valence interaction. Limitations and Implications of the studies were also discussed.
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Sedněvová, Šárka. "Efektivita product placementu v závislosti na známosti značky." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162693.
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Product placement as one of the modern tools of marketing communication has become very important. This is also the case of the Czech Republic, especially after recent legislative changes and related legalization of product placement. The thesis characterizes product placement, states its particular forms and methods of evaluating its effectiveness. The aim of the thesis is to determine the difference between product placement in a situation when in an audiovisual work is presented in the first case known brand, in the second case unknown brand and in the third case fictitious brand. This is examined by the executed experiment based on watching a video with three type situations and filling in a subsequent questionnaire survey. Analysis of the survey results reveals that product placement is the most effective when displaying known brand, using unknown brand is considerably less effective and that the effectiveness of fictitious brand is the lowest. On the basis of statistical hypothesis testing, it is confirmed that there is a statistically significant relation between brand knowledge and its effectiveness.
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Chan, Fong Yee. "The effectiveness of product placement in films across cultures : the role of prominence, brand awareness, prior disclosure and depth of processing." Thesis, University of Kent, 2013. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.604002.
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Product placement is the practice of integrating branded products in media content. Although this practice has been growing rapidly, systematic scholarly work in this area is only two decades old and focuses mainly on the effect of placement strategies and its acceptability across cultures. Yet no research has examined how consumers process product placements, nor is there any research on placement effectiveness across cultures. This research was conducted in the United Kingdom (UK) and Hong Kong (HK). It is argued to be a unique cross-cultural comparison where differences in response are attributed primarily to culture, rather than any other conditions. Specifically, this research addresses three main research questions: 1) Do consumers in the two cultures exhibit different opinions towards the marketing practice of product placement? 2) Do consumers in the two cultures have different exposure to product placement in films? and 3) What are the key determinants of product placement effectiveness? These research questions are addressed with three separate, but complementary studies. Phase 1 addresses research question 1 and involves 32 in-depth interviews in the UK and HK, exploring young consumers' understanding and perception of product placement. Phase 2 addresses research question 2 and consists of a content analysis of brand appearances in the UK and HI<. high grossing films. Significant differences were found between the two markets in relation to exposure of product placement. Phase 3 addresses research question 3 and involves a full-factorial 2x2x2 experiment on 572 participants (283 from the UK and 289 from HK). It was found that high prominence and low brand awareness led to less positive evaluation of placed brands, while prior disclosure did not cause any differences in evaluation. Participants from the more assertive and performance-oriented culture were less positive towards a prominently or a less well-known placed brand. Prominent placements also elicited more extensive processing, which was negatively correlated with brand attitudes. The findings of this research make a contribution to existing literature by showing I) how placement effectiveness varies across cultures; 2) the mediating role of depth of processing on placement effectiveness; and 3) the role of further regulation in product placement.
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Russell, Cristel Antonia. "Popular culture and persuasion: An investigation of product placements' effectiveness." Diss., The University of Arizona, 1999. http://hdl.handle.net/10150/284063.
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This dissertation explores the psychological processes involved with the placement of real brands within television programming. While empirical evidence tells us that television images influence individuals, on the one hand, and that television programs contain references to specific forms of consumption, on the other hand, the psychological effect of specific references to brands has, to date, only been reasoned theoretically (e.g., Levy 1959; McCracken 1988). Because it focuses on individuals' responses to specific brands placed within a popular culture text, the technique of product placement provides an ideal context for studying the relationship between branded products and popular culture elements. Drawing from the psychology literature, I propose that the effectiveness of product placements varies depending on the specifics of the placement. Based on a Tripartite Typology of Product Placement, I make predictions regarding the processing and persuasive impact of each type and combination of placements. This conceptual framework was tested through a newly developed methodology called "the theatre methodology," which used a videotaped original screenplay as the setting for the presentation of stimuli. As predicted, the number of modalities and the degree of plot connection were shown to significantly improve memory. The study further revealed a significant interaction between plot connection and modality, caused by a stronger effect of plot connection on the visual placements than on the auditory placements. In terms of attitude, the results suggest two equally persuasive but dramatically different strategies. Indeed, product placements that were visually placed in the background were as persuasive as placements that relied on both audio and visual modalities and were highly connected to the plot. Contributions to marketing and cognitive and social psychology theory are discussed.
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Dietrich, Felix. "Effectiveness of product placement in TV Shows." Master's thesis, 2016. http://hdl.handle.net/10400.26/16859.
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This study represents a field experiment on the effectiveness of product placement in TV Shows. The author investigates whether product placement enhances brand awareness, positive attitude change and increased purchase intention. If this is found to be true, in which way should the product be presented to influence the consumer in the most desirable way? The results in this study show that the hypothesis is true and it is key for marketers to pick the right type of product placement for their brand to increase either brand awareness, positive attitude change and/or increased purchase intention. The results further show that marketers need to examine the target audience of a TV show to determine the right mixture of modality for the product placement. The mixture can consist of prominent, subtle, plot-connected, purely audio or visual or both audio-visual product placements and has to take into consideration multiple psychological processes which are discussed in this study.
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Tseng, Fan-Hsuan, and 曾凡嫙. "The Effectiveness of Product Placement in the Microcinema." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/3hm5y8.
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碩士國立臺北科技大學
經營管理系碩士班
101
In order to attract the consumer''s attention and memory, advertising trying through many imaginative and creative approaches to make them impressive, but what is a successive advertising? How consumers memorize the advertising, and have a positive attitude and willingness to buy is the real purpose of advertising. Due to the rise of “Micro-film”, many companies use product placement in the films to affect consumers, because of heart touching story. The aim of this study is to explore whether “Micro-film” can attract consumer’s attention and bear in mind, and transform to positive attitude on advertising and brand of consumers, or intrigue their purchase intention. “Dive in” which creates breaking 100 million CTR in one month by telling the love story people concern and placing the product cleverly. Therefore we want to figure out the main reason why people like and effect behind the advertisement. We try to analysis people’s attitude after watching the film, and use AMOS doing structural equation model verify the results. Finding out when story people highly concerned and empathetic to the characters is a better way to persuade.
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Yang, Chan, and 楊展. "The Advertising Effectiveness of Product Placement Types -Moderating of Product Involvement." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/77259174137205779930.
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碩士國立中興大學
行銷學系所
103
Consumers used different media to watch their favorite idol drama in recent years, due to technical development, many consumers chose to skip the traditional TV advertisement. Therefore, companies had to find other ways to promote their brand. Product Placement (PPL) became the best way to promote brand value. There were three different types of Product Placement in idol drama such as, integrated explicit PPL ,which placed the brand into the story line, non- integrated explicit PPL which put the brand name beside the program name, and Implicit PPL ,which shown the brand by props or background. Few researches were found in TV advertisement effectiveness of integrated explicit PPL and non- integrated explicit PPL in Taiwan. The main purpose of this research was comparing the advertisement effectiveness of this two new PPL. This research also added the product involvement and product category to discuss the change of PPL effects. The research method used in this research was experimentation method. Respondents were divided into three groups based on the PPL types. Each group was tested by watching two 90 seconds commercial videos. There were totally 306 respondents taking parts in this experiment. The results shown that, the time of TV PPL would not change consumers’ attitude or buying intention, however, brand recall did changed. The brand recall of integrated explicit PPL was the best among all three PPL. By using integrated explicit PPL commercial could be increase the brand awareness of consumers more effectively than other PPLs.
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張家瑜. "The impact of product placement effectiveness on mobile brand stickers design and product placement methods-- example LINE." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/yncbb2.
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碩士國立政治大學
廣告學系
104
With the popularity of mobile stickers, many companies begin to pay attention to LINE stickers’ marketing influences and consider them as new means of marketing placement. Brand-related stickers design, usually cute and interesting, makes brands attract users to download and use stickers so that brands naturally slip into users’ private conversation space. In this way, millions of users not only become fans of the brand, but also are fond of stickers and the brand itself. To maximize the stickers marketing benefits, how to design useful brand-related stickers is the crucial part. In this research, the experimental design is used to investing the marketing evaluation affected by sticker’s animated spokes-character design (brand-related vs. brand-unrelated), brand exposure (prominent vs. subtle), and context integration (integrated vs. non-integrated). Then, 2x2x2 factorial design is conducted and 8 different scenarios are created online. Questionnaire is set to find the product placement effectiveness including cognition, emotion and behavior. The result indicates that brand-related character design is the crucial factor in sticker’s placement effectiveness. This reflected that stickers use animated spokes-character to attract user’s notice, feelings, and behaviors. Besides, brand-related character and high brand exposure has the best effect. And other factors all influence cognition effect.
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Gangadharbatla, Harshavardhan. "Alternative media strategies: measuring product placement effectiveness in videogames." Thesis, 2006. http://hdl.handle.net/2152/2691.
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Chen, Ching-Ying, and 陳靜瑩. "A study of product placement effectiveness in Music Video." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/775hh9.
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碩士淡江大學
企業管理學系碩士在職專班
102
Nowadays is the era of multimedia. The impact of the traditional TV ads is much less effective than the past. In recent years, with the widespread usages of the internet & the faster speed of broadband connection, to promote products or services online has gradually become the major sources of marketing. In particular, the advancement in online video and audio technology makes it easier to watch things online. Therefore, the usage of the multimedia such as the movie, TV, radio, and electronic display board creates the versatile forms of marketing. The traditional TV can only use seconds of time to impress the consumers. The timeframe is really short. When more and information is passed on to the consumers through the advertisements, consumers only pay attention to the information they are interested. Only the advertisements that catch the consumers'' attention is effective. The research on placement marketing mainly focuses on the traditional media. Although some scholars investigate the differences of various types of medias, their research is largely confined to the comparisons between movie & TV. Little research had been performed on MV (Music Video) as a kind of placement marketing. The research on the methods of advisement mainly focuses on improving the attention of the consumers and the understanding of the ads and products so as to increase the consumers'' purchase desires. Also, the brand placement marketing centers on the memorization of the brand for viewers. However, little had been done to measure the consumer''s brand attitude. In the research on the traditional marketing, the strength of brand concept image on the placement brand attitude had not been given enough attention to. The research on these areas are nearly blank. This study focuses on the MV as the brand placement media. The participants will be tested to see if they accept the products because they like the singer in the movie, in order to create the interconnection between the singer and the brand placement. Through the Internet questionnaires, this study investigates the connection between the visual effect and the plot of the MV & the brand placement, and the process of the changing brand attitude by the consumers who are impressed with the advertisement.
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吳家州. "A Study on Marketing Communication Effectiveness of Product Placement." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/39712313415608677603.
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碩士國立政治大學
科技管理研究所
90
Abstract Recently, the use of product placement in movies and TV programs is getting common. Product placement has become a new communication tool for firms. To understand the communication effectiveness of product placement is needed for marketers. The purpose of this study is to examine the impact of brand awareness, degree of connection to the plot, and the number of products placed within a film on brand recall, recognition and attitude. A 2 (degree of connection to the plot: high/low)Ⅹ2 (brand awareness: high/low)Ⅹ2 (the number of products placed within a film: many/few) factorial design was used to test the hypotheses. Eight editions of experimental films, about 14 minutes, were produced for the study. The total sample consisted of two hundred and fifty-six students in National Chengchi University. The conclusions are as follows: 1. Brand recall and recognition of product placement with high degree of connection to the plot are higher than those of product placement with low degree of connection to the plot. However, The effect of degree of connection to the plot on viewers’ brand attitude is not significant. 2. Product placement with high brand awareness leads to higher brand recall and recognition than product placement with low brand awareness. 3. The more products placed within a film appear, the lower brand recall and recognition viewers have. The number of products placed within a film does not influence significantly viewers’ brand attitude.
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沈曉翠. "The study on the effectiveness of product involvement and product placement on television drama." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/07129578591568769438.
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碩士國立政治大學
新聞研究所
101
Because of our government’s restriction, in the past few years, product placement has always been a debated issue. Due to these restrictions, our TV and movie industries are always lack of funding to produce high quality content. Fortunately, on 2012 August, NCC finally agreed gradually deregulation. However, our development of product placement still falls behind other countries and the charging standard is still in a mess. In order to provide domestic firms a charging reference, we started this research, hoping to understand the effect of every location. Instead of using questionnaire as our only measurement, we also use eye tracking to help us understand the effect more clearly. According to the references, we found out product placement and involvement as our independent variables and divided our subjects to four groups. Those are high involvement explicit, low involvement explicit, high involvement implicit and low involvement implicit. The research outcome shows that different location would bring to significantly different degree of recall. People who were exposure to the explicit drama clip would have higher degree of recall than those who were exposure in the implicit drama clip. And we also found out that if our product was a low involvement product, the product would not be noticed especially in the implicit drama clip. We also found that when people saw a drama, the most important factor to affect their memory was the product’s connection with the plot. Other factors were color, size, placement and competition. We suggested that when domestic firms want to make a product placement, they could consider their own product’s attribute and all these factors together to make the best product placement effect.
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Kuo, Hsin-I., and 郭馨憶. "The Study on Advertising Effectiveness of Product Placement Under Different Level of Product Involvememt." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/71820655033301409341.
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碩士國立臺北大學
企業管理學系
93
In resent years, whether domestic and international enterprises increase the use of “product placement” into movies, the TV programs, Trendy dramas etc.. as a good marketing promote tools. What is Product Placement? It means that the film tactically put products, brand tool or CIS into communication medias to reach and combine the life style and situation, and to improve consumer's impression on the products, in order to set up partiality degree of brands or the products. This research is to investigate the advertising effect that including product attitude, adverting attitude and purchase intention of consumer who has different product involvement. To know that if using different methods of product placement（prominent placement / subtle placement）and different product involvement（high level of involvement / low level of involvement） in the trendy drama can really persuade the target audience who contact the attribute of product from the trendy drama to change their advertising effect successfully. Research method is experiment design. The findings are that using prominent placement are the better ways to influence audiences advertising effect. Besides, whether the products are high level of involvement or low level of involvement, prominent placement is the better way to influence audience product attitude and purchase intension. Finally, expecting this research can provide the practical marketing strategy of product placement for the marketing staff of a firm and the advertising agency.
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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.
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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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Yang, Zi-Yi, and 楊子億. "The Impacts of Branded Entertainment and Product Placement on Advertising Effectiveness." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/qnnxqt.
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碩士國立臺灣科技大學
企業管理系
107
Due to the emergence of the online media, an advertising tsunami has led to consumers’ distraction as consumers are becoming hard to reach. To gain more exposure, brands started to take up product placement, incorporating advertising messages into TV programs, films and other media. However, with the development and evolution of product placement techniques, branded entertainment surfaces as a new concept. Now, more and more brands also employ branded entertainment as a new marketing tool to attract consumers to consume contents voluntarily. Then what are the differences between branded entertainment and product placement? Previous studies demonstrated that branded entertainment should be separated from product placement, but little has been done to compare the differences of advertising effectiveness between the two. Thus, this study aims to compare the differences of between the effectiveness of branded entertainment and that of product placement. An experiment is designed to draw a distinct comparison. Questionnaires are distributed online; the total effective collections are 220. The study uses the following statistical methods to analyze the sample data: descriptive statistical analysis, reliability analysis, validity analysis and an independent samples t-test. The result indicates branded entertainment can lead to better attitude towards advertising and attitude towards the brand and purchase intentions than product placement can.
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Wei, Yu-Kai, and 魏昱愷. "A Study of Advertising Effectiveness between Product Placement and Traditional Commercials." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/23867506112052741875.
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碩士國立中興大學
行銷學系所
101
Integrated marketing communication has been rapidly grown in the recent years. In order to cater to the development of the multiple marketing tools, the advertisers tried numerous ways to disseminate the message to their target audience. In Taiwan, there was a trend which product placement was used to replace the tradition TV commercials. However, what if the product placement cannot effectively catch attention of customers, and cannot increase the awareness of customers. Is it still worth of the advertisers investing in product placement than traditional TV commercial? In Taiwan, there were little researches that comparing product placement to tradition TV commercial. Therefore, the aim of this thesis was to discuss the attitudes of Taiwanese customers towards these two marketing tools. The research method used in this research was experimentation method. Respondents were divided into three groups based on the product categories. Each group was tested by watching two commercial videos, Product Placement and the traditional one. There were totally 110 respondents take parts in this experiment. The results shown that, product categories had effects to these two marketing tools. According to the results of this research, if the advertisers want to advertise durable goods, the method of traditional commercials was better than product placement. In another way, product placement was better than traditional commercials when advertising non-durable goods. When apply to service products, there was no difference between these two marketing tools. It was interesting to highlight that when companies want to develop potential customers or those customers with lower product knowledge, there was a good chance using product placement tool. In the end, if the company wanted to increase awareness and reputation of the customers, by using traditional TV commercial could be more effectively.
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Lin, Wei-Kai, and 林為楷. "A study of factors influencing the effectiveness of product placement in movie." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/64421788806674193723.
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Hassim, Rehana. "Marketing to the postmodern consumer: advertising effectiveness of product placement in reality television." Thesis, 2014. http://hdl.handle.net/10539/15569.
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Thesis (M.M. (Strategic Marketing))--University of the Witwatersrand, Faculty of Commerce, Law and Management, Graduate School of Business Administration, 2014.The world as we know it is rapidly transforming into what is frequently referred to by many scholars as the era of „postmodernism‟. The postmodern consumer is more flexible, instinctive, more individualistic in preference and needs, and builds an identity through the products he/she consumes. Postmodern consumers are exposed to increased levels of advertising clutter and are becoming difficult to reach via traditional media. As a result, marketers have found alternative methods to get their message across and have looked at innovative ways to engage postmodern consumers and have turned their attention towards non-conventional advertising practices such as product placement within mass media entertainment. Reality television has emerged as a prominent genre in South Africa among young adults (Generation Y) and the incidence of product placements within these shows has grown substantially over the past few years. With marketing spend allocated to traditional television advertising (when marketing to Generation Y), the research aims to explore if traditional television advertising is effective compared to product placement in reality television in creating brand awareness and brand identity. It also aims to identify if product placement in reality television can be integrated as an element in IMC strategies.
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Yun-ju, Chen, and 陳韻如. "The Advertising Effectiveness of Product Placement in Video Advertisements Applying to YouTube Platform." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/29725965861094791492.
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碩士大葉大學
管理學院碩士在職專班
99
The rapid development of the network environment, Internet population continues to increase; driving the development of E-commerce, and online advertising sales is growing all the way. The video advertisement with sound and light characteristics, which be able to attract visitors’ attention, and favored by the manufacturers. Most of video platform, YouTube is not only widely popular, but also the vendors prefer to place advertisements. However, there are many video advertisements in the YouTube platform. How to let advertising image to deeply rooted in the minds of consumers, and maximize the effectiveness of, is an important issue. Therefore, this study will explore the advertising effectiveness of product placement in video advertisements applying to YouTube platform. An experiment of advertising messages presentation (embedded, watermarks), product involved (high, low) and product placement (explicit, implicit) 2x2x2 factorial design is conducted. We adopt independent t-test and two way analysis of variance method to understand the main and interactive effects of these factors on advertising effectiveness. The research findings that on the YouTube platform, although the presentation of advertising messages will interfere with consumers, which will not significantly influence advertising effectiveness. However, if the advertising messages and video content is highly relevant, under the influence of video content, consumers are willing to understand more about product information by clicking the advertising messages. When consumers view video advertisement, explicit product placement is better than implicit placed; video advertisements have better advertising effectiveness to the high degree of product involvement of consumers. This study recommends that advertising vendors to do the market segments for different levels of involvement of consumer, and low-involvement of consumers should not use implicit product placement on video advertisement. Advertising content should be designed with a clear description of product functions and characteristics, to improve consumers’ impression of the product. In addition, advertisers should be careful to consider the advertising message presentation associated with the content of video advertisement, to avoid the negative perceptions of the consumers.
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Yu, Pei-Fen, and 余佩芬. "The impact of product placement type of advergaming and gaming environment on advertising effectiveness." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/28315996948872183614.
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碩士國立東華大學
企業管理學系
93
ABSTRACT The game industry was the fast growing entertainment industry for the past years. In recent years, the advertisers use game to attract the technical young people being fickle in affection. Advergaming is an integration of advertising messages and online games（Fangh and Qlaos, 2002）. The most attractive characteristic of “advergaming” is not only letting the consumers stay on the website for a long time, but giving the enterprises the opportunity further to transmit new product information to their customers. However, the studies about product placement in games are few. Therefore, this study investigates how product placement type and the gaming environment impact on the brand recall, the brand attitude and the purchase intention. The study uses the experimental design separated into four scenarios（2*2）. One of the independent variables which have two degrees is product placement type, and the other is gaming environment. We use the game attitude as the moderating variable. The experimental product is the OREO chocolate cookies and the sampling way is convenience sampling from the students of NDHU. We send out 200 questionnaires and the number of valid response is 171. The result indicates that（1）the 3D gaming environment has higher advertisement effect than the 2D gaming environment;（2）there is no difference in the communication effect of product placement type;（3）there is no difference between the communication effect of product placement type, the gaming environment and game attitude.
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Wang, Tsui-Ying, and 王翠英. "The Study of Brand Alliance Effectiveness : Taking Product Placement in Music Video as an example." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/70673183683702186091.
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碩士淡江大學
企業管理學系碩士在職專班
101
In general, marketing researches in regards to product placements around the world substantially are conducted within medias such as television dramas or movies, and in turn their aftermath of consciousness and brand recognition. On the contrary, researches in connection with product placements into music videos via brand alliances and in sequence alter viewers’ brand images toward said products are comparatively uncommon. This research mainly studies whether product placements via brand alliances into music videos have significant effects on viewers’ attitudes toward said products, and in turn alter consumers’ brand concept images. The research was conducted in convenience sampling with online surveys to investigate viewers awareness towards the linkage between products or brands, and furthermore their better brand concept images. This research proves that when product placements via brand alliances are implemented into music videos, the brand concept consistency appears stronger, with closer match of product categories, consumers lean to process information through peripheral routes and further response with different information digestion according to audio-visual effects in music videos. In addition, in regards to choosing persuasion routes for information processing, consumers tend to possess higher brand concept image from central routes rather than peripheral routes.
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Ferguson, Nakeisha Shannell 1980. "Bling-bling brand placements : measuring the effectiveness of brand mentions in hip-hop music." 2008. http://hdl.handle.net/2152/17959.
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This dissertation contributes to the body of literature on consumer behavior and marketing communication by exploring how brand mentions in music influence memory, attitudes, and purchase intentions. Even though the definitions of product placement have expanded to include a variety of media, there is no scholarly literature that explores this phenomena. More importantly, there are conceptual differences between product placement and brand mentions that differentiate this form of promotion. Thus, two studies were conducted to test the influence of brand mentions on hip-hop consumers ages 18-36. Study One (n=204) used a hip-hop song created specifically for this research with four brands in the lyrics with varying degrees of prominence in the song and congruence with hip-hop culture. Three fictitious press releases were also used to manipulate perceived initiator. A 3x2x2x2 repeated measures with between subjects design was employed to analyze the effects of the executional factors (prominence and congruence), perceived initiator and primary beneficiary, along with involvement on the dependent variables. In Study Two, 30 in-depth interviews were conducted to gain a deeper understanding of the phenomena in Study One. The overall findings suggests that brand mentions may be an effective tool to increase brand awareness. In Study One, highly prominent, incongruent brands were remembered more in comparison to high prominent congruent brands, but this effect was reversed in the low prominent conditions. In addition, 87% of the subjects were able to recall at least one brand mentioned in the song. Highly involved participants had more favorable attitudes towards the brands than low involved participants. However, the difference was most evident in the rating of congruent brands. The hypothesized interaction between perceived initiator and involvement was not supported. Additionally, the findings did not support the predicted effects of perceived primary beneficiary. However, findings in Study Two reveal possible explanations. Study Two also revealed four emergent themes that influence the effectiveness of brand mentions in hip-hop music: third person effect, authenticity, consumer skepticism, and ethics. The current research is the first attempt to tackle this phenomena empirically. Thus, there were some limitations as well as many future research directions.text