Dissertations / Theses on the topic 'Product placement'
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Carcuro, Maturana Katrina, and Navarro Diego Labra. "Product placement." Tesis, Universidad de Chile, 2004. http://www.repositorio.uchile.cl/handle/2250/114403.
Full textEl product placement, “tie in”, inserción de productos o emplazamiento del producto es introducir productos publicitarios donde se pueda distinguir una marca generalmente conocida dentro de algún espacio publicitario que no sea una tanda comercial, es decir; pueden introducirse estas marcas (o productos) tanto en películas como en series de TV, programas estelares, videojuegos, en partidos de fútbol e incluso dentro de letras de canciones (donde se mencionan marcas de productos), con algún fin publicitario. Es de nuestro interés investigar sobre el Product Placement ya que es una nueva forma de publicidad que surge debido a que la audiencia y televidentes empezaron a saturarse de la publicidad tradicional y antes vista. Por ejemplo cuando el televidente se encuentra en la mejor parte de la teleserie se les interrumpe con comerciales la mayoría de las veces largos y repetidos que a vista del ser humano se convierte en una rutina aburrida y persuasiva, siendo el único fin hacer que el televidente consuma el producto. Este tema (PP), tiene argumentos a favor, pero también en contra. Las empresas cinematográficas se encuentran a favor del PP porque les conviene debido a que justamente cuando están en el período de producción de la película (con menos recursos), o series, o juegos, etc. obtienen ingresos por este medio. Pero la otra parte, los que aun no están totalmente convencidos de que el PP es favorable, como por ejemplo los probables auspiciadores no tienen muy clara si esta forma de publicidad en realidad sirve para aumentar la intención de compra, la recordación de la marca, la actitud hacia la marca, etc. De esta manera el objetivo de nuestro seminario es presentar el concepto de product placement, diferenciarlo de otras formas de comunicación, clasificar los tipos de de PP, ventajas y desventajas, sus efectos y regulación, como es el proceso de trabajo y su rentabilidad. También para obtener un mayor conocimiento en esta 5 materia, ya que queremos saber si es efectivo y si funciona el PP, si realmente aumenta la intención de compra, recordación de marca, etc. y si es recomendable que las empresas inviertan en esta nueva forma de introducir la publicidad. Respecto a la justificación nos parece interesante investigar sobre el PP ya que cada vez percibimos que aparece con mayor frecuencia en los cines, en la televisión, video juegos, deportes, libros, etc. y creemos que debido a esta profesión es interesante tener un mayor conocimiento sobre este tema para tomar decisiones acertadas. Método que utilizaremos: Trabajaremos un marco conceptual: Definiciones, Conceptos, Marco Teórico que se elaborará a partir de una revisión de la literatura acerca del tema
Koulová, Lucie. "Product placement v televizní tvorbě." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-150380.
Full textWang, 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 textAntonova, Antonina. "Product placement a jeho právní aspekty." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-4267.
Full textAbrahamsson, Jens, and Niclas Lindblom. "Product Placement : A study about Swedes attitude towards product placements in Movies and TV-shows." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19051.
Full textPulliam, Maria Flavia T. "Product Placement Decisions On-Set." Digital Archive @ GSU, 2012. http://digitalarchive.gsu.edu/communication_theses/93.
Full textKobosilová, Irena. "Product Placement v českém filmu." Master's thesis, Akademie múzických umění v Praze. Filmová a televizní fakulta AMU. Knihovna, 2009. http://www.nusl.cz/ntk/nusl-79166.
Full textІлляшенко, Наталія Сергіївна, Наталия Сергеевна Ильяшенко, Nataliia Serhiivna Illiashenko, and Ю. А. Доля. "Product Placement як інструмент маркетингу." Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/14716.
Full textHavlíčková, Lenka. "Product Placement ve vybraném díle." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-195485.
Full textAnil, 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.
Full textVaněk, Tomáš. "Product placement - metody měření a vyhodnocování." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113203.
Full textSchumacher, Pascal. "Effektivität von Ausgestaltungsformen des Product-Placement /." Wiesbaden : Deutscher Universitäts-Verlag, 2007. http://opac.nebis.ch/cgi-bin/showAbstract.pl?u20=9783835007871.
Full textFritzell, Erik, Stefan Olstorpe, and Tobias Harhoff. "Product Placement : A study of how Swedish children are exposed to product placement in Walt Disney movies." Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-5170.
Full textTitle: Product Placement - A study of how Swedish children are exposed to product placement in Walt Disney Movies.
Authors: Erik Fritzell, Tobias Harhoff and Stefan Olstorpe
Advisor: Venilton Reinert
Type of work: Bachelor dissertation in Marketing
Date: Spring term 2010
Purpose: We will investigate whether or not there are product placements in the movies selected for our research. The selected movies must have children under the age of twelve as one of its target audi-ences. We will do a content analysis of the selected movies to see what kind of product placements there is in those movies.
We feel that this research can help to bring the concept of product placement towards children more into the light and hopefully we can make people more aware of the fact that companies use mov-ies to reach out and affect children with their products and messages.
Research question: In what way are Swedish children exposed to product placements in movies produced by Walt Disney Pictures?
Method & material: Literature about Product Placement and observing movies if they contain placements.
Main result: Children will be exposed by product placement in Walt Disney movies, this can happen through visual, verbal or plot placements, but the age and development is a crucial factor when it comes to receptiveness.
Key words: Product placement, visual placement, verbal placement, plot placement, marketing.
Souralová, Ladislava. "Product placement v českém televizní prostředí." Master's thesis, Akademie múzických umění v Praze. Filmová a televizní fakulta AMU. Knihovna, 2010. http://www.nusl.cz/ntk/nusl-97108.
Full textMika, Jiří. "Product placement jako nástroj marketingové komunikace." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-1275.
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 textBEZERRA, Beatriz Braga. "O Product Placement no cinema brasileiro." Universidade Federal de Pernambuco, 2014. https://repositorio.ufpe.br/handle/123456789/13092.
Full textMade available in DSpace on 2015-04-14T13:49:02Z (GMT). No. of bitstreams: 2 DISSERTAÇÃO Beatriz Braga.pdf: 4354315 bytes, checksum: 2776a33313fdbcd7742e0febadb10baf (MD5) license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Previous issue date: 2014
A publicidade objetiva persuadir o consumidor sobre determinado produto ou serviço; o cinema tem por premissa o entretenimento, mas também informa e pode defender uma ideia ou conceito. A constante mudança do perfil dos consumidores, cada vez mais críticos e munidos de diferentes tecnologias que alteram suas práticas sociais – para a publicidade e o cinema – faz com que não só as mensagens persuasivas se adequem ao público e suas exigências, mas também a produção cinematográfica considere um novo potencial a ser trabalhado nas películas. O trabalho pretende investigar de que forma a comunicação persuasiva se insere no ambiente cinematográfico do país e de que maneira esses discursos dialogam. Para alcançar tal objetivo, serão pontuados diversos filmes no intuito de exemplificar os níveis e tipos de inserções existentes e já categorizadas. Anúncios publicitários serão também detalhados buscando localizar as etapas fundantes do roteiro. A pesquisa agrupa referenciais teóricos da publicidade, do cinema e das narrativas, passando por estratégias contemporâneas utilizadas na prática suasória e teorias da linguagem que inspiram o hibridismo entre as áreas. Como culminância, analisa-se um roteiro fílmico nacional, buscando aprofundar o conhecimento sobre as negociações de marca, bem como a interferência das inserções na trama.
Fiori, Laura <1978>. "Product placement e libertà di espressione." Doctoral thesis, Alma Mater Studiorum - Università di Bologna, 2008. http://amsdottorato.unibo.it/742/1/Tesi_Fiori_Laura.pdf.
Full textFiori, Laura <1978>. "Product placement e libertà di espressione." Doctoral thesis, Alma Mater Studiorum - Università di Bologna, 2008. http://amsdottorato.unibo.it/742/.
Full textHlaváček, Josef. "The Forms and Analysis of Product Placement." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193810.
Full textZhiyu, Chang, Paul Nguyen, and Erik Manestam. "Product Placement In Games : A quantitative study of how product placement in games affect on consumers' attitude towardthe brand." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85603.
Full textStrejčková, Jitka. "Analýza integrace product placementu do audiovizuálního díla "Probudím se včera"." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-192768.
Full textAndrle, Štěpán. "Praxe product placementu v české tvorbě." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-149817.
Full textRuoss, Sven. "Product Placement als Werbeform Idee - Konzept - Wirkung /." St. Gallen, 2005. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/02600278001/$FILE/02600278001.pdf.
Full textPeñafiel, Cánez Joe Adrián. "El product placement en la industria cinematográfica." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653302.
Full textEsta investigación analiza cuál es la percepción del público frente al product placement en las películas como herramienta de publicidad y reforzamiento de la imagen de las marcas exhibidas dentro de los largometrajes. Por otra parte, se busca describir las estrategias de product placement empleadas en la industria cinematográfica y estudiar como repercute dicha estrategia publicitaria en el mundo audiovisual. De modo que, utilizando la pregunta de investigación y objetivos específicos, se podrá constatar si el product placement funciona o no como una herramienta de publicidad eficaz en la industria de la cinematografía.
This research analyzes the public's perception of product placement in films as a tool for advertising and reinforcing the image of the brands exhibited in feature films. On the other hand, it seeks to describe the product placement strategies used in the film industry and study how this advertising strategy has repercussions in the audiovisual world. So, using the research question and specific objectives, it will be possible to verify whether or not the product placement works as an effective advertising tool in the film industry.
Trabajo de investigación
Lazouski, Anton. "Product placement v České republice a Rusku." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-163045.
Full textPuff, Alexandra Sophia Martha. "Product-Placement die rechtlichen Aspekte der Produktplatzierung." Baden-Baden Nomos, 2008. http://d-nb.info/993613136/04.
Full textArnold, Harry C. "Product Placement during the Family-Viewing Hour." Digital Commons @ East Tennessee State University, 2006. https://dc.etsu.edu/etd/2238.
Full textHeuking, Hans Joachim. "Werbung im Zusammenhang mit Kunst : eine wettbewerbsrechtliche Untersuchung von Product-Placement in Kunstwerken /." Baden-Baden : Nomos Verl.-Ges, 2003. http://www.gbv.de/dms/spk/sbb/recht/toc/372476368.pdf.
Full textHolzapfel, Anette. "Liberalisierung von Product-Placement Bedeutung im Bereich TV, rechtliche Stellung, Auswirkungen einer Liberalisierung." Saarbrücken VDM Verlag Dr. Müller, 2006. http://d-nb.info/984064818/04.
Full textHolzapfel, Anette. "Liberalisierung von Product Placement : Bedeutung im Bereich TV, rechtliche Stellung, Auswirkungen einer Liberalisierung /." Saarbrücken : VDM Verlag Dr. Müller, 2007. http://d-nb.info/984064818/04.
Full textWong, Winnie Won Yin 1978. "Manufacturing realisms : product placement in the Hollywood film." Thesis, Massachusetts Institute of Technology, 2002. http://hdl.handle.net/1721.1/70744.
Full textIncludes bibliographical references (p. 104-113).
Through an examination of filmic portrayals of the trademarked product as a signifier of real ownerships and meanings of commodities, this paper is concerned with the conjunction of aesthetic and economic issues of the Product Placement industry in the Hollywood film. It analyzes Product Placement as the embedding of an advertising message within a fictional one, as the insertion of a trademarked object into the realisms of filmic space, and as the incorporation of corporate remakings of the world with film fictions. Product Placement images are therefore seen as a systematic surfacing of frameworks and discourses - legal, corporate, economic, and filmic - as both seamless and disruptive layers in film images and film making.
by Winnie Won Yin Wong.
S.M.
Kvitko. "TECHNOLOGIES OF PRODUCT PLACEMENT IN INTEGRATED MARKETING COMMUNICATION." Thesis, Київ 2018, 2018. http://er.nau.edu.ua/handle/NAU/33784.
Full textParkinson, Jonathan R. "Optimizing product variant placement to satisfy market demand /." Diss., CLICK HERE for online access, 2007. http://contentdm.lib.byu.edu/ETD/image/etd1805.pdf.
Full textParkinson, Jonathan Roger. "Optimizing Product Variant Placement to Satisfy Market Demand." BYU ScholarsArchive, 2007. https://scholarsarchive.byu.edu/etd/855.
Full textPiteira, Filipa Raquel Nunes. "A influência do perfil do consumidor na resposta ao product placement nas séries televisivas." Master's thesis, Universidade de Évora, 2019. http://hdl.handle.net/10174/26491.
Full textMahyari, Parisa. "The effectiveness of marketing communication within the immersive environment." Thesis, Queensland University of Technology, 2010. https://eprints.qut.edu.au/33256/1/Parisa_Mahyari_Thesis.pdf.
Full textTiavin, Kiril, Frederic Köllisch, and Vili Nurminen. "Product placement in Hollywood blockbusters: brand recognition and attitude towards the practice : A case study on product placement attitudes among international students." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26742.
Full textKrieg, Roland. "Protagonist placement and pseudo protagonist placement : merging elements of sponsorship, product placement and endorsement in one powerful marketing communication tactic." Thesis, University of Warwick, 2012. http://wrap.warwick.ac.uk/59326/.
Full textRubenstein, Linsey (Linsey Jill). "Intelligent product placement strategies for Amazon.com's worldwide fulfillment centers." Thesis, Massachusetts Institute of Technology, 2006. http://hdl.handle.net/1721.1/37246.
Full textPage 66 blank.
Includes bibliographical references.
Online retail has radically changed traditional supply chain operations by providing a direct-to-consumer model that eliminates the need for traditional brick-and-mortar retail stores. With this new order, retailers have had to design warehouse solutions that fit the changing operational requirements of online retail. Over the last several years, Amazon.com has become a market leader, capturing almost 8% of all online retail sales in 2005. As Amazon grows in size and scope it is faced with unique challenges in warehouse system design and strategy. A significant portion of Amazon's total fulfillment cost is in the "picking" process which is where associates pick items to fulfill customer orders. Picking costs are directly influenced by the upstream stowing process which determines where to physically store Amazon's retail items. Currently, Amazon's fulfillment centers stow inventory according to "profiling" rules which direct inventory to various locations in the warehouse in order to optimize the space utilization of the facility. However, these profiling rules do not account for the impact of the stowing decisions on the cost to pick and replenish products downstream.
(cont.) While facility space reaches capacity during peak season, the fulfillment centers are well below their physical space capacity the remainder of the year. Due to the cyclical nature of customer demand at Amazon, the current profiling strategy of optimizing space utilization may be sub-optimal during the low demand periods when space capacity is not a constraint. This thesis will test this hypothesis by exploring alternative product placement strategies for Amazon's fulfillment centers.
by Linsey Rubenstein.
S.M.
M.B.A.
Omar, Ismael Mahomed. "Commercial vs. product placement: a study with young children." Master's thesis, NSBE - UNL, 2010. http://hdl.handle.net/10362/10290.
Full textThe aim of this study is to investigate how young children (5-7 years old) are affected by commercials and product placements regarding the detection of advertising content, brand awareness and brand choice. We also wanted to study the relation of those variables with age (children before and after entering into primary school) and gender. For it, 75 children were presented to a controlled experimental approach called “the theatre methodology”. Surprisingly, no differences among ages were verified in the detection of advertising as well as significant difference among the effect of advertisement between genders. Other important considerations for advertisers, parents and policy makers are presented in this report.
Lengsfeld, Jörn. "Product Placement : Wirkungsanalyse am Beispiel der Buchpräsentation im Fernsehen /." Bamberg : [s.n.], 2007. http://aleph.unisg.ch/hsgscan/hm00201019.pdf.
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 textYou, In-Myoung. "Product placement belief and product usage behavior in South Korea and the United States." [Gainesville, Fla.] : University of Florida, 2004. http://purl.fcla.edu/fcla/etd/UFE0009021.
Full textBeam, Brooke W. "Agricultural Brand Placement in Film." The Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1396823381.
Full textUrbanová, Michaela. "Problematika Product Placement ve filmové tvorbě v EU a ČR." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-2668.
Full textSCHWARTZ, HAYLEY ANN. "A COMPARATIVE STUDY OF FANTASY BRANDS VERSUS PRODUCT PLACEMENT IN DRIVING CONSUMER PURCHASE:." Thesis, The University of Arizona, 2016. http://hdl.handle.net/10150/614174.
Full textKurthakoti, 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.
Full textTsvetkova, Kristina. "Let us entertain you : branded entertainment als neuer Hoffnungsträger der Werbebranche in der digitalen Zukunft /." Saarbrücken : VDM, Müller, 2007. http://deposit.d-nb.de/cgi-bin/dokserv?id=2929203&prov=M&dok_var=1&dok_ext=htm.
Full textMartin, Nadia, and Karine Lacroix. "How people react to product placement: A comparative study between normal product placement and non-ethical product placement." Thesis, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-22433.
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