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Lussier, Dominique. "L'évolution de la pratique du placement de produit dans le cinéma québécois: Une analyse de contenu de films produits entre 1990 et 2007". Thesis, University of Ottawa (Canada), 2009. http://hdl.handle.net/10393/28062.
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Cette étude a pour but d'établir le portrait de la pratique du placement de produits dans le cinéma québécois depuis 1990. Plus particulièrement, elle s'attarde à la fréquence des placements de produits ainsi qu'à leur intégration dans le contenu cinématographique. Une analyse de contenu a été effectuée sur un ensemble des films québécois produits entre 1990 et 2007 et ayant connu un succès au box-office québécois. Le codage, effectué par la chercheuse, a été réalisé selon une grille comprenant douze catégories. Les résultats de l'étude indiquent que, durant les années 90, la pratique misait sur la quantité plutôt que sur la qualité des placements alors que, depuis les années 2000, les placements sont moins nombreux, mais intégrés de manière plus réfléchie et créative. Cette étude est la première à examiner la place de cette stratégie de communication dans le cinéma québécois.
2
Rossi, Patricia. "Advertising strategies and consumer behavior : how product placement and native ads impact consumer’s perceptions and intentions". Electronic Thesis or Diss., Reims, 2024. http://www.theses.fr/2024REIME001.
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Dans un contexte riche en médias, où la concurrence entre les marques et les messages promotionnels est intense, les consommateurs sont exposés à une quantité surabondantes d'informations. Traiter une telle quantité d'informations devient un véritable défi. Pour faire face à cette réalité, les marques doivent trouver d'autres moyens d'atteindre et de persuader les consommateurs. C'est pourquoi cette recherche étudie les effets de différentes stratégies publicitaires sur le comportement des consommateurs. Plus précisément, cette thèse se concentre sur l'impact du placement de produit et des publicités natives sur les attitudes des consommateurs, les intentions d'achat et le comportement de ‘muting’. Trois essais donnent un aperçu des conditions limites pertinentes et des mécanismes sous-jacents de la relation entre les stratégies publicitaires étudiés et le comportement du consommateur. Les résultats contribuent à mieux comprendre l'efficacité des stratégies publicitairesIn a media-rich context, where competition between brands and promotional messages is intense, consumers are exposed to unlimited information. Processing this much information becomes challenging. To deal with this reality, brands must find alternative ways to reach and persuade consumers. Therefore, this dissertation investigates the effects of different advertising strategies on consumer behavior. More precisely, this dissertation focuses on the impact of product placement and native ads on consumer attitudes, purchase intentions, and muting behavior. Three essays provide insights into the relevant underlying mechanisms and boundary conditions that can influence the relationship between the focal advertising strategies and consumer behavior. The findings of this research contribute to the research stream that investigates the effectiveness of advertising strategies
3
Abrahamsson, Jens, e 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.
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Marketers have always been looking for alternative ways to reach the target population with their messages. One approach that has grown the last decades is product placement that has become a large arena for companies to involve in their marketing communication. It has been shown that people tend to dislike traditional advertisement such as commercial brakes in TV and tries to avoid it by switching channel. Since product placement is a type of advertisement that is embedded in a movie or TV-show and cannot be zapped away without missing the story of the movie or TV-show, it is a good opportunity to reach out with a company’s message. Several studies have been done in the field of mapping the attitudes towards product placement but no research has been done with the Swedish audience in focus. Therefore the purpose of this thesis is: “…to investigate what attitudes the Swedish audience has towards product placements in Movies and TV-shows”, which will lead to a greater knowledge for Swedish marketing managers about the attitudes towards product placement in Sweden. This thesis is a quantitative study with a descriptive single cross-sectional design. The data was retrieved through a questionnaire online. The sample frame was generation Y which is people that are between the ages 18-35. The study showed that the general attitude towards product placement is positive for the Swedish audience. When it comes to the different dimensions of product placement; visual-only, audio-only and a combination audio-visual it is shown that the visual placements is seen as the most positive way to place a product in a movie or a TV-show. It could also be seen several similarities with previous studies that prominent placement has a lower attitude while a subtle placements has a more positive attitude.
4
Strejčková, 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.
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The thesis titled Analysis of the integration of product placement in the audiovisual work "I wake up yesterday," focuses on the use of marketing tools product placement in this particular film. The theoretical part defines the issues and their types of promotion. Characteristics of effective legislation in the Czech Republic and related European Union regulations. Pricing for product placement and the possibility of measuring effectiveness. The practical part deals with concrete examples on the matter after legalization in the Czech Republic. The work deals with the number of occurrences of brands in the audiovisual work. Furthermore, the work focuses on, whether product placement was used in accordance with the law and what proportion of occupied product placement in the total broadcast time. What percent was used for active or passive product placement and the share of the dominant and nondominant expresses shot on the product. Furthermore, it is also concentration on realism brands.
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Carcuro, Maturana Katrina, e Navarro Diego Labra. "Product placement". Tesis, Universidad de Chile, 2004. http://www.repositorio.uchile.cl/handle/2250/114403.
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Seminario para optar al grado de Ingeniero ComercialEl 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
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Koulová, Lucie. "Product placement v televizní tvorbě". Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-150380.
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The thesis "Product placement in TV production" focuses on a specific type of marketing communication named product placement, particularly in the Czech TV broadcasting. The main aim of this thesis is to explore product placement and its particularities in TV production, with the focus on the Czech television broadcasting. Furthermore the next goals are to describe the whole proces of product placement realisation and to find out whether people know or do not know what a term product placement is and its legal background in the Czech Republic and how they perceive product placement in the Czech broadcasting.
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Antonova, Antonina. "Product placement a jeho právní aspekty". Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-4267.
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The diploma thesis deals with the issue of product placement and its legal aspects in the Czech republic. It analyses all the legal regulations, which strike upon product placement. The thesis also contains real law cases and two examples of contracts in this field. The author presents her own proposals and recommendations of how should product placement be regulated.
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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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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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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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Fritzell, Erik, Stefan Olstorpe e 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.
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Title: 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.
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Vaněk, Tomáš. "Product placement - metody měření a vyhodnocování". Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113203.
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Marketing and commercial communication and the position of product placement within them; Product placement, the history, forms and the legal frame; Theory of measuring and evaluating commercial communications in general and specifical theories applicable for product placement; Experimental evaluation of these theories on concrete case.
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Pulliam, Maria Flavia T. "Product Placement Decisions On-Set". Digital Archive @ GSU, 2012. http://digitalarchive.gsu.edu/communication_theses/93.
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This thesis is an ethnographic study of the product placement decisions made on-set during the production of a feature film. A concise historical review of the use of products in film and television is followed by an overview of the current research literature. The literature overview reveals a need for specific additional research. The research question which directed the present study intends to add to the existing literature: product placement is part of a creative decision-making process that happens throughout production on-set with filmmakers using products to help tell their story. The method used to approach the research question is an ethnographic observation of the decision-making process on-set, supplemented by interviews with professionals in props, art and set decorating departments. The findings present the results of the study summarizing the observations and interviews supporting the research question. The last section outlines the conclusions and areas that call for further research.
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Kobosilová, 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.
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This thesis brings a look at the main issues of Product Placement in the field of Czech filmmaking. Further it presents general guidance for its use, application and inspiration. The thesis is divided into three parts. The first gives us basic orientation in the field of Product Placement. The second is the case of study; its purpose is to reveal the attitude of key subjects joining the implementation process of Product Placement in Czech filmmaking environment, the key subjects are the producer and the representative of the product brand; this is followed by the analysis of achieved data. The third part includes possible guidance how to implement Product Placement to the conditions of Czech film market. In the end there is a Product Placement general hypothesis about its usage frequency and the functioning as a tool in the Czech filmmaking and also the possibilities of its development in the years to come.
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Ілляшенко, Наталія Сергіївна, Наталия Сергеевна Ильяшенко, Nataliia Serhiivna Illiashenko e Ю. А. Доля. "Product Placement як інструмент маркетингу". Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/14716.
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Havlíčková, Lenka. "Product Placement ve vybraném díle". Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-195485.
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This thesis is focused on both product placement problems on a general theoretical level and their usage in a specific movie called Probudím se včera (I wake up yesterday). In the theoretical part of the essay the relevant notions involving marketing and media areas are defined, the practical part includes both the analysis of specific integration types of various brands in the film and the evaluation of information picked up by a questionnaire form which has searched for a respondents attitude to the product placement dilemma in a general way and also from the point of view of the chosen movie Probudím se včera.
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Pedrotti, Eugenia <1988>. "Il product placement nel cinema". Master's Degree Thesis, Università Ca' Foscari Venezia, 2013. http://hdl.handle.net/10579/3598.
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Schumacher, Pascal. "Effektivität von Ausgestaltungsformen des Product-Placement /". Wiesbaden : Deutscher Universitäts-Verlag, 2007. http://opac.nebis.ch/cgi-bin/showAbstract.pl?u20=9783835007871.
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Heuking, 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.
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Hlaváček, Josef. "The Forms and Analysis of Product Placement". Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193810.
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The aim of this thesis is to describe marketing communication and product placement in the theoretical part, consequently analyze examples of product placement from the practice and last but not least also analyze the perception and examples of product placement based on the survey research. Therefore the thesis is divided into three main parts. The first, theoretical part, describes the marketing mix, concept of communication, communication mix, new forms of communication, integrated marketing communication, history of product placement, legal framework in the Czech Republic and the forms of product placement. The practical part then focuses on concrete examples of product placement in selected industries (namely TV shows and series, music videos, publishing and novels and computer games) followed by real offers of product placement in the Czech market -- concretely offerings within TV shows of Czech TV channels of Česká televize, Nova and Prima. The third part of the thesis analyses perception of product placement and examples of good and bad product placement based on personal questionnaires. In conclusion, there is an evaluation of the presented information and overview of the survey findings.
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Zhiyu, Chang, Paul Nguyen e 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.
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The purpose of this research paper was to explain how product placement in games influences the consumer’s attitude towards the brand. The aims during this work with the purpose in mind were to utilize quantitative methods in the pursuit of fulfilling the objective of answering how certain placement strategies can affect individual consumer’s attitudes. As said, quantitative methods are used in combination with deductive reasoning, hence meaning that researchers of this paper make use of such programs like google docs questionnaire (for collecting data and creating surveys), SPSS statistics (for measuring the given data and assembling patterns/relationships). Since these kinds of methods were used, it means that both primary and secondary sources were made use of by the authors. Findings concerning the research put forward in this paper indicates that the most significant kind of placement strategy which is motivated why its significance value, is Plot and narrative placement. research presented in this work is represented by three hypotheses. H1-screen placement, H2 -script placement and H3 plot placement. All hypothesis except the third one was accepted through 2 produced positive results (H2, H3) while one produced negative results (H1). As a wrap-up summary of this, consumers who play games seem to have a more positive attitude towards brands utilizing screen and plot placement rather than script placement. Hence having a better attitude when it comes to product placement in games compared from the previous studies. Researchers suggest using qualitative research to cover for more factors concerning product placement in games which may affect consumers'' attitude toward brands. This together with a further focus on random sampling may produce an interesting result.
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Holzapfel, 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.
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Holzapfel, 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.
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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.
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The diploma thesis concerns with the actual problems of product placement in the Czech television milieu. The works examines the conditions of this milieu for the application of PP and the approach of the particular televison channels to its future use.
The thesis is divided into five chapters. The first chapter illuminates the goals of the thesis and the metodology of getting information. The second chapter brings theoretical background to the problems of PP.
The next chapter analyzes general conditions in which PP works in the Czech television milieu. The chapter four brings the analysis of the PP-process in the television background and the last chapter describes the approach of the particular televison channels to PP and their programme possibilities for product placement.
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Mika, Jiří. "Product placement jako nástroj marketingové komunikace". Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-1275.
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Product placement je nový fenomén marketingové komunikace. Tato práce přináší analýzu product placementu a principů, na nichž je založen. Definuje placement. Popisuje jeho historický vývoj a současnou situaci. Zkoumá, zda je tento nástroj efektivní z hlediska marketingu. Pozastavuje se také nad rozdílným přístupem k regulaci placementu v USA a v Evropě. Zkoumá etiku placementu a odhaduje jeho budoucí vývoj na globálním trhu a v ČR.
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Korčeková, Andrea. "Product placement and its legal aspects". Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-17010.
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The thesis deals with analysis of legal aspects of product placement. First, it looks at product placement from a general point of view. The work explains past legal framework where product placement was a part of "unfair competition" both in EU and Czech Republic. Then, it analyzes particular articles of directive 2007/65/EC which regulates the term product placement as the first in the history. The analyses showed that there are a lot of vague and disputable terms, e. g. "significant value", provision "free of charge", or ensuring that viewers are "clearly informed" about existence of product placement. Further, the work analyzes an implementation of the directive to the czech law and its comparison with Slovakia. Product placement was translated into czech law as "umístění produktu". The implementation is reflected in the "on-demand audiovisual media services Act" but also in the amendment of Act Nr. 231/2001 Sb. By contrast, Slovakia did not create a new special Act for non-linear audiovisual media services, just amended Act Nr. 308/2000 Z.z. and some other affecting laws. Finally, the work confronts the legal theory with praxis. This is done by a survey. The most important result of the survey showed that almost a half of the respondents think that product placement is not a commercial practice. This fact highlights the importance of ensuring that viewers are "clearly informed" about the existence of product placement and also the provision of consumer protection.
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BEZERRA, Beatriz Braga. "O Product Placement no cinema brasileiro". Universidade Federal de Pernambuco, 2014. https://repositorio.ufpe.br/handle/123456789/13092.
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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.
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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.
Texto completo da fonteResumo:
Object of the search is the advertising phenomenon of the "product
placement", with reference to that it has been investigated legality’s limits,
as well as the relationship with the constitutionally protected liberty of
expression.
Particularly, it has been analyzed, in first place, the problem of the
relationship between the freedom of expression and the liberty of economic
initiative, with particular reference to the different circles of guardianship to
these prepared: or, larger, the one provided for the first from the 21th article
of Costitution, more circumscribed, instead, the one established in the 41th
article of Costitution, with reference to the second. This analysis has been
made with the purpose to investigate the coordination among such liberties
in those forms of communications that, for the proper peculiarities that
characterize them, can be qualified, according to the concrete circumstances
in which they are spread, so much forms of liberty of expression, how much
exercise of an activity of enterprise.
Under this last profile, it has been taken attention on the advertising activity
and, specially, on the non transparent publicities, or not immediately
perceivable as such from their receivers, and, therefore, in contrast with the
advertising trasparence’s principle: or, the so-called cases of hidden
publicity, what the editorial publicity, both "in narrow sense" both "in
general sense", as well as the phenomenon of the product placement (or
positioning of product), by now diffused in the commercial routine.
Therefore, it has been proceeded to a complete and exhaustive examination
of innovations introduced by the recent legislative discipline in subject of
“planned placement of marks and products” in the cinema works,
appraising, in the specific one, the effects, juridical and no juridical,
consequential from the introduction of a first form of regulation of the
phenomenon of the product placement and, particularly, from the express
provision about the legality of the use to such advertising, if it has realized
according to specific requirements or condition. In relationship to such
profile, it has been also investigate limits (sub kind of normative gaps) from
which the recently introduced discipline in subject would seem
characterized.
Finally, a further circle of investigation has concerned the possible
organization of the phenomenon under a negotiate aspect, as particular
contract of advertising, in which the object consists in an promotional
activity. Concerning this, the experience of foreign countries (above all the
Anglo-Saxon one) has been very important, because of the absence, in our
arrangement, of a general normative discipline about advertising contracts.
Consequently, I’ve investigated principal characteristics of similar
contracts, in first place the atypicalness, because of the lack, in Italy, of a
legislative discipline of this contract. Such investigation has also been
developed through a comparation between the positioning of product and
the other advertising contracts, among which, particularly, the sponsorship,
as well as the contracts for the advertising exploitation of the name and
other people's image, and, specially, the contract of testimonial and the
contract of endorsement.
29
Fiori, Laura <1978>. "Product placement e libertà di espressione". Doctoral thesis, Alma Mater Studiorum - Università di Bologna, 2008. http://amsdottorato.unibo.it/742/.
Texto completo da fonteResumo:
Object of the search is the advertising phenomenon of the "product
placement", with reference to that it has been investigated legality’s limits,
as well as the relationship with the constitutionally protected liberty of
expression.
Particularly, it has been analyzed, in first place, the problem of the
relationship between the freedom of expression and the liberty of economic
initiative, with particular reference to the different circles of guardianship to
these prepared: or, larger, the one provided for the first from the 21th article
of Costitution, more circumscribed, instead, the one established in the 41th
article of Costitution, with reference to the second. This analysis has been
made with the purpose to investigate the coordination among such liberties
in those forms of communications that, for the proper peculiarities that
characterize them, can be qualified, according to the concrete circumstances
in which they are spread, so much forms of liberty of expression, how much
exercise of an activity of enterprise.
Under this last profile, it has been taken attention on the advertising activity
and, specially, on the non transparent publicities, or not immediately
perceivable as such from their receivers, and, therefore, in contrast with the
advertising trasparence’s principle: or, the so-called cases of hidden
publicity, what the editorial publicity, both "in narrow sense" both "in
general sense", as well as the phenomenon of the product placement (or
positioning of product), by now diffused in the commercial routine.
Therefore, it has been proceeded to a complete and exhaustive examination
of innovations introduced by the recent legislative discipline in subject of
“planned placement of marks and products” in the cinema works,
appraising, in the specific one, the effects, juridical and no juridical,
consequential from the introduction of a first form of regulation of the
phenomenon of the product placement and, particularly, from the express
provision about the legality of the use to such advertising, if it has realized
according to specific requirements or condition. In relationship to such
profile, it has been also investigate limits (sub kind of normative gaps) from
which the recently introduced discipline in subject would seem
characterized.
Finally, a further circle of investigation has concerned the possible
organization of the phenomenon under a negotiate aspect, as particular
contract of advertising, in which the object consists in an promotional
activity. Concerning this, the experience of foreign countries (above all the
Anglo-Saxon one) has been very important, because of the absence, in our
arrangement, of a general normative discipline about advertising contracts.
Consequently, I’ve investigated principal characteristics of similar
contracts, in first place the atypicalness, because of the lack, in Italy, of a
legislative discipline of this contract. Such investigation has also been
developed through a comparation between the positioning of product and
the other advertising contracts, among which, particularly, the sponsorship,
as well as the contracts for the advertising exploitation of the name and
other people's image, and, specially, the contract of testimonial and the
contract of endorsement.
30
Piteira, 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.
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O objetivo deste estudo é perceber se (e como) o perfil do consumidor influencia a
resposta ao product placement, uma ferramenta de marketing que as marcas podem utilizar
para alcançar os consumidores, especialmente aqueles que tendem a evitar anúncios
publicitários.
Para alcançar este objetivo, foi aplicado, entre julho de 2018 e janeiro de 2019, um
questionário online que obteve 293 respostas válidas.
Depois da análise dos dados, as principais conclusões são: (1) o género não influencia a
atitude relativamente ao product placement, mas a idade e as habilitações académicas
influenciam; (2) os níveis de recordação e reconhecimento das marcas foram geralmente
baixos, mas algumas tendem a ser mais recordadas ou reconhecidas que outras
(especialmente as de alto envolvimento); (3) alguns comportamentos dos consumidores
podem ser influenciados pela sua atitude relativamente ao product placement; Abstract:
The influence of consumers’ profile on responses to product placement in TV series
The purpose of this study is to understand if (and how) consumers’ profile influences the
response to product placement, a marketing tool that brands can use to reach consumers,
especially those who tend to avoid traditional advertising.
To reach this objective, an online survey was applied between july 2018 and january
2019, which got 293 valid responses.
After the data analysis, the main conclusions are: (1) gender does not influence the
attitude towards product placement, but age and academic qualifications do; (2) the recall and
brand awareness levels were generally low, but some brands tend to be more mentioned or
recognized than others (especially high involvement ones); (3) consumer behaviour might be
influenced by the attitude towards product placement.
31
Mahyari, 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.
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Immersive environments are part of a recent media innovation that allow users to become so involved within a computer-based simulated environment that they feel part of that virtual world (Grigorovici, 2003). A specific example is Second Life, which is an internet-based, three-dimensional immersive virtual world in which users create an online representation of themselves (an avatar) to play games and interact socially with thousands of people simultaneously. This study focuses on Second Life as an example of an immersive environment, as it is the largest adult freeform virtual world, home to 12 million avatars (IOWA State University, 2008). Already in Second Life there are more than 100 real-life brands from a range of industries, including automotive, professional services, and consumer goods and travel, among others (KZero, 2007; New Business Horizons, 2009).
Compared to traditional advertising media, this interactive media can immerse users in the environment. As a result of this interactivity, users can become more involved with a virtual environment, resulting in prolonged usage over weeks, months and even years. Also, it can facilitate presence. Despite these developments, little is known about the effectiveness of marketing messages in a virtual world context. Marketers are incorporating products into Second Life using a strategy of online product placement. This study, therefore, explores the perceived effectiveness of online product placement in Second Life in terms of effects on product/brand recall, purchase intentions and trial.
This research examines the association between individuals’ involvement with Second Life and online product placement effectiveness, as well as the relationship between individuals’ Second Life involvement and the effectiveness of online product placement. In addition, it investigates the association of immersion and product placement involvement. It also examines the impact of product placement involvement on online product placement effectiveness and the role of presence in affecting this relationship.
An exploratory study was conducted for this research using semi-structured in-depth interviews face-to-face, email-based and in-world. The sample comprised 24 active Second Life users. Results indicate that product placement effectiveness is not directly associated with Second Life involvement, but rather effectiveness is impacted through the effect of Second Life involvement on product placement involvement. A positive relationship was found between individuals’ product placement involvement and online product placement effectiveness. Findings also indicate that online product placement effectiveness is not directly associated with immersion. Rather, it appears that effectiveness is impacted through the effect of immersion on product placement involvement. Moreover, higher levels of presence appear to have a positive impact on the relationship between product placement involvement and product placement effectiveness. Finally, a model was developed from this qualitative study for future testing.
In terms of theoretical contributions, this study provides a new model for testing the effectiveness of product placement within immersive environments. From a methodological perspective, in-world interviews as a new research method were undertaken. In terms of a practical contribution, findings identified useful information for marketers and advertising agencies that aim to promote their products in immersive virtual environments like Second Life.
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Schneider, Christoph. "Positioning products in business-to-consumer electronic commerce : differential effects of product positioning on affect and cognition". Online access for everyone, 2007. http://www.dissertations.wsu.edu/Dissertations/Summer2007/c_schneider_070907.pdf.
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Ruoss, 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.
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Peñafiel, 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.
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, cinema, , , movie placementEsta 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
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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.
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The goal of this Master's Diploma Thesis was to compare the use and perception of the product placement promotion technique in the Czech Republic and in Russia. It focuses mainly on the use of this technique in films and TV shows. First of all, the term product placement is defined, its history and measuring of its effectivity are described briefly, plus some examples of successful and unsuccessful product placement are presented. Subsequently, the legal framework regulating product placement in the Czech Republic and in Russia is compared, together with examples of the use of product placement and with available data from public opinion polls. The practical part presents the results of an online survey among 190 Czech and 190 Russian respondents / viewers. It appears that there are no great differences -- although Czechs watch TV more (and domestic TV shows), and Russians go to the cinema more. However, it does seem that Russian respondents tend to buy promoted products more often. Still, the survey only had a form of a tentative probe.
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Puff, Alexandra Sophia Martha. "Product-Placement die rechtlichen Aspekte der Produktplatzierung". Baden-Baden Nomos, 2008. http://d-nb.info/993613136/04.
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Arnold, Harry C. "Product Placement during the Family-Viewing Hour". Digital Commons @ East Tennessee State University, 2006. https://dc.etsu.edu/etd/2238.
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The so-called family-viewing hour, the eight to nine o’clock hour of prime time, is one of the most watched hours of television by both adults and children. Advertisers, of course, favor shows that draw large audiences so their product presentations or commercials are witnessed by masses of people. Now, because of videocassette recorders and other similar control devices, viewers are eliminating commercials from their viewing experience1 and advertisers are clamoring for new ways to get their products into the mind of the consumer.2 To counteract this commercial avoidance by consumers, advertisers are embedding products within television programming thereby hindering the viewer’s ability to eliminate commercials or product promotions. The result is that products that are normally not viewed become part of the viewing experience. This study revealed that the family-viewing hour is laden with product placements that include a variety of different types of products and brands.
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SILVEIRA, VITOR DA CUNHA. "PRODUCT PLACEMENT MAKES IT REAL: A SEMIOTIC ANALISYS OF COCA-COLA PLACEMENTS IN FIRST SEASON TV GLOBO S MISTER BRAU SITCOM". PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2017. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=32555@1.
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Nesta década, impulsionado pelos dispositivos móveis, como smartphones e tablets, cresce globalmente o número de horas despendidas assistindo-se a vídeos. Ao mesmo tempo, também se produzem mais conteúdos roteirizados e investe-se mais em product placement. O Brasil é um país que se destaca mundialmente nesse tipo de publicidade, mas não produz muitos papers acadêmicos acerca do
tema. Esta dissertação se propõe a fazer uma revisão bibliográfica sobre product placement e analisar o caso das seis ações da empresa Coca-Cola na primeira temporada do seriado Mister Brau, veiculado pela TV Globo entre setembro e dezembro de 2015. Para essa análise, utilizou-se parte do ferramental da semiótica francesa. Os resultados indicam que as ações aconteceram nos níveis mais superficiais do percurso gerativo de sentido, desenvolvido por Greimas. Este trabalho aponta sugestões de como a Coca-Cola poderia ter se integrado em um nível mais profundo através do entendimento dos valores fundamentais do seriado. Também propõe-se um processo de trabalho, por meio de briefing e
projeto de product placement, em que anunciante, agência e produtor de conteúdo
possam negociar de forma mais clara quais os valores transmitidos para a marca e
como isso se realiza, tirando do foco da negociação e da avaliação de resultado a
proeminência das ações.In this decade, pulled by mobile devices such as smartphones and tablets, the number of hours spent watching videos globally grows. At the same time it also produces more scripted content and invests more in product placement. Brazil is a country that stands out worldwide in this type of advertising, but does not produce many academic papers on the subject. This dissertation proposes to make a literature review on product placement and analyze the case of Coca-Cola s six placements in first season of Mister Brau sitcom broadcasted by TV Globo between September and December 2015. For this analysis, was used part of the tool of French Semiotics. The results indicate that the actions happened at the most superficial levels of the generative path of sense developed by Greimas. This work points to suggestions on how Coca-Cola could have integrated itself at a deeper level by understanding the core values of the show. It is also proposed a working process through briefing and product placement project where the advertiser, agency and producer of the content can negotiate more clearly what and how the values are transmitted to the brand, taking the prominence out of the focus of placements negotiation and evaluation.
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Andrle, Štěpán. "Praxe product placementu v české tvorbě". Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-149817.
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This thesis deals with the functioning of product placement in Czech television and film production. The theoretical part describes its role in marketing communication, its specifics and characteristics. Also, these characteristics are illustrated in specific examples. The practical part deals with the current situation in the country. It examines the attitudes and experiences of professionals implementing product placement and production of film and television works. It discusses the process of implementation of product placement. It also describes how the correct product placement should look like, which is then illustrated by specific examples.
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Wong, 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.
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Thesis (S.M.)--Massachusetts Institute of Technology, Dept. of Architecture, 2002.Includes 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.
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Kvitko. "TECHNOLOGIES OF PRODUCT PLACEMENT IN INTEGRATED MARKETING COMMUNICATION". Thesis, Київ 2018, 2018. http://er.nau.edu.ua/handle/NAU/33784.
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Parkinson, 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.
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Parkinson, Jonathan Roger. "Optimizing Product Variant Placement to Satisfy Market Demand". BYU ScholarsArchive, 2007. https://scholarsarchive.byu.edu/etd/855.
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Many companies use product families in order to offer product variants that appeal to different market segments while minimizing costs. Because the market demand is generally not uniform for all possible product variants, during the design phase a decision must be made as to which variants will be offered and how many. This thesis presents a new approach to solving this problem. The product is defined in terms of performance parameters. The market demand is captured in a preference model and applied to these parameters in order to represent the total potential market. The number and placement of the product variants are optimized in order to maximize percentage of the potential market that they span. This method is applied to a family of mountain bikes and a family of flow-regulating disks used in industrial applications. These examples show that usage of this method can result in a significant increase in potential market and a significant reduction in production costs.
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Anderson, Caitlin. "Recall and Recognition of Brand-Modified Product Placement in Movies". Diss., CLICK HERE for online access, 2006. http://contentdm.lib.byu.edu/ETD/image/etd1580.pdf.
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SCHWARTZ, 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.
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This paper explores fantasy brands and product placement in order to determine which method
serves to be more effective to a targeted audience. A fantasy brand exists only in a virtual or
fictional world. Reverse product placement is the process of transforming brands in a virtual
world into products or services in the physical world. Common fictional brands include Willy
Wonka Chocolate (Charlie and the Chocolate Factory), Duff Beer (The Simpsons), Dunder
Mifflin Paper (The Office), Bubba Gump Shrimp Company (Forrest Gump), Central Perk
(Friends), and Stay Puft Marshmallows (Ghost Busters). Previous research has suggested that
people who are fans of a television show or movie are more likely to purchase a fantasy brand
than those who are unfamiliar with the show or movie. Additionally previous research indicates
that some people believe product placement is invasive and results in negative brand image.
However, no previous research directly compared product placement to fantasy brands, and
which a consumer might prefer. This paper will explore the advantages and disadvantages of
both product placement and fantasy brands. The study conducted tested 175 subjects in a
moderated laboratory setting to discover which form of advertising was more likely to drive a
purchase interaction. This study goes on to provide evidence that consumers are more likely to
purchase a fantasy brand when there is a high level of “fandom”. However, if they have a low
level of “fandom” they are more likely to purchase the item in the form of product placement.
This paper contributes to the idea of branding, experiential consumption, and advertising in an
overcrowded era.
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Tsvetkova, 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.
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Schmalz, Jan Sebastian. "Werbung als Unterhaltung wie branded Entertainment und advertainment Werbung mit Unterhaltung verschmelzen". Saarbrücken VDM, Müller, 2006. http://deposit.d-nb.de/cgi-bin/dokserv?id=2942301&prov=M&dok_var=1&dok_ext=htm.
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Krieg, 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/.
Texto completo da fonteResumo:
Purpose – While considerable research has been dedicated to sponsorship, product placement and celebrity endorsement, hybrid forms that employ two or more of these approaches in a single execution have been largely neglected. A documentary that is woven around a single brand and employs elements of endorsement, product placement and television sponsorship to an extent unprecedented on German television is analysed here. Such "Protagonist Placement" had not previously been explored empirically. The purpose of this research was thus to identify, whether Protagonist Placement (PP) has a significant impact on intermediate consumer response. The second objective was to identify a potentially existent mediating role of Persuasion Knowledge (PK) on PP outcomes. The second unit of analysis – Pseudo Protagonist Placement (PPP) – is a broadcasting sponsorship with characteristics that suggest a strong association of the sponsoring brand with the sponsored programme. Again, the focus was laid on the identification of the impact of PPP on intermediate consumer response and the mediating role of PK. Design/methodology/approach – The research covered two studies – one on PP and the other on PPP. Each consists of a qualitative analysis of the programme itself and of theoretical thematic interview analysis using the NVivo qualitative research software. Each study further included an experiment employing a 2x2x2 factorial design. The experimental data was analysed using ANOVA and Chi-square. The scales used in the experiment were subjected to a panel of judges and a scale purification procedure in order to arrive at a common core of items to be used in the subsequent analysis. The approach was guided by the philosophical foundation of critical rationalism. Findings – It was possible to identify a positive impact of the chosen example of PP on intermediate consumer response in the form of a significant increase of unprompted and prompted brand awareness immediately after exposure. While PK did not adversely affect the observed impact of PP, it induced a special kind of 'Sleeper Effect' in the form of increased purchase intention after the delay period, without any noticeable suppression of advertising impact in the immediately-after condition. The researcher suggests the existence of a third route towards the Sleeper Effect, that adds increased association to the two already existent explanations, namely differential decay and disassociation. Similar results were found for PPP, which elicited a significant and favourable impact on brand awareness immediately after exposure and increased purchase intention after the delay period. Again, this increased persuasiveness over time was not caused by suppression of an immediate impact and, therefore, also indicated a third route towards the Sleeper Effect. Practical implications – The findings provide new empirical data concerning merged forms of indirect marketing and in particular such intense forms as PP and PPP. The studies offer new insights for both the academic researcher and the marketing practitioner. In particular, the way in which PK mediates the advertising outcomes and the way in which it triggers delayed persuasiveness are subjects that offer new insights for both marketer and researcher. Originality/value – Both studies offer new empirical evidence that broadens the research in the field of indirect marketing, and augments the concept of PK by offering an indication of its ability to elicit increased persuasiveness over time. Furthermore, this PK-induced Sleeper Effect demonstrates the existence of a third route towards increased persuasiveness after time delay. Both observations suggest the need for an augmentation of both the PK and Sleeper Effect theory.
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Beam, Brooke W. "Agricultural Brand Placement in Film". The Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1396823381.
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Kuhn, Kerri-Ann. "The impact of brand and product placements in electronic games". Thesis, Queensland University of Technology, 2008. https://eprints.qut.edu.au/36375/1/Kerri-Ann_Kuhn_Thesis.pdf.
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In an environment where it has become increasingly difficult to attract consumer attention, marketers have begun to explore alternative forms of marketing communication. One such form that has emerged is product placement, which has more recently appeared in electronic games. Given changes in media consumption and the growth of the games industry, it is not surprising that games are being exploited as a medium for promotional content. Other market developments are also facilitating and encouraging their use, in terms of both the insertion of brand messages into video games and the creation of brand-centred environments, labelled ‘advergames’. However, while there is much speculation concerning the beneficial outcomes for marketers, there remains a lack of academic work in this area and little empirical evidence of the actual effects of this form of promotion on game players.
Only a handful of studies are evident in the literature, which have explored the influence of game placements on consumers. The majority have studied their effect on brand awareness, largely demonstrating that players can recall placed brands. Further, most research conducted to date has focused on computer and online games, but consoles represent the dominant platform for play (Taub, 2004). Finally, advergames have largely been neglected, particularly those in a console format. Widening the gap in the literature is the fact that insufficient academic attention has been given to product placement as a marketing communication strategy overall, and to games in general. The unique nature of the strategy also makes it difficult to apply existing literature to this context.
To address a significant need for information in both the academic and business domains, the current research investigates the effects of brand and product placements in video games and advergames on consumer attitude to the brand and corporate image. It was conducted in two stages. Stage one represents a pilot study. It explored the effects of use simulated and peripheral placements in video games on players’ and observers’ attitudinal responses, and whether these are influenced by involvement with a product category or skill level in the game. The ability of gamers to recall placed brands was also examined. A laboratory experiment was employed with a small sample of sixty adult subjects drawn from an Australian east-coast university, some of who were exposed to a console video game on a television set. The major finding of study one is that placements in a video game have no effect on gamers’ attitudes, but they are recalled.
For stage two of the research, a field experiment was conducted with a large, random sample of 350 student respondents to investigate the effects on players of brand and product placements in handheld video games and advergames. The constructs of brand attitude and corporate image were again tested, along with several potential confounds. Consistent with the pilot, the results demonstrate that product placement in electronic games has no effect on players’ brand attitudes or corporate image, even when allowing for their involvement with the product category, skill level in the game, or skill level in relation to the medium. Age and gender also have no impact. However, the more interactive a player perceives the game to be, the higher their attitude to the placed brand and corporate image of the brand manufacturer. In other words, when controlling for perceived interactivity, players experienced more favourable attitudes, but the effect was so weak it probably lacks practical significance. It is suggested that this result can be explained by the existence of excitation transfer, rather than any processing of placed brands.
The current research provides strong, empirical evidence that brand and product placements in games do not produce strong attitudinal responses. It appears that the nature of the game medium, game playing experience and product placement impose constraints on gamer motivation, opportunity and ability to process these messages, thereby precluding their impact on attitude to the brand and corporate image. Since this is the first study to investigate the ability of video game and advergame placements to facilitate these deeper consumer responses, further research across different contexts is warranted. Nevertheless, the findings have important theoretical and managerial implications.
This investigation makes a number of valuable contributions. First, it is relevant to current marketing practice and presents findings that can help guide promotional strategy decisions. It also presents a comprehensive review of the games industry and associated activities in the marketplace, relevant for marketing practitioners. Theoretically, it contributes new knowledge concerning product placement, including how it should be defined, its classification within the existing communications framework, its dimensions and effects. This is extended to include brand-centred entertainment. The thesis also presents the most comprehensive analysis available in the literature of how placements appear in games. In the consumer behaviour discipline, the research builds on theory concerning attitude formation, through application of MacInnis and Jaworski’s (1989) Integrative Attitude Formation Model. With regards to the games literature, the thesis provides a structured framework for the comparison of games with different media types; it advances understanding of the game medium, its characteristics and the game playing experience; and provides insight into console and handheld games specifically, as well as interactive environments generally. This study is the first to test the effects of interactivity in a game environment, and presents a modified scale that can be used as part of future research. Methodologically, it addresses the limitations of prior research through execution of a field experiment and observation with a large sample, making this the largest study of product placement in games available in the literature. Finally, the current thesis offers comprehensive recommendations that will provide structure and direction for future study in this important field.