Дисертації: "PRODUCT AND LOCATIONS IN MOVIES"

1

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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2

Abrahamsson, 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.

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Анотація:

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.

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3

Fritzell, 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.

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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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4

Ricardo, Boeing da Silveira. "Product placement in movies: a cross cultural study between Brazil and the USA." reponame:Repositório Institucional do FGV, 2012. http://hdl.handle.net/10438/10301.

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The broader objective of this study undertaking can briefly be articulated in particulate aims as follows: to measure the attitudes of consumers regarding the brand displayed by this strategy as well as to highlight recall, recognition and purchase intentions generated by product placement on consumers. In addition, check the differences and similarities between the behavior of Brazilian and American consumers caused by the influence of product placements. The study was undertaken targeting consumer audience in Brazil and the U.S. A rang3 modeling set ups were performed in order to realign study instruments and hypothesis towards the research objectives. This study gave focus on the following hypothesized models. H1: Consumers / Participants who viewed the brands / products in the movie have a higher brand / product recall compared to the consumers / participants who did not view the brands / products in the movie. H2: US Consumers / Participants are able to recognize and recall brands / products which appear in the background of the movie than Brazil. H3: Consumers / participants from USA are more accepting of product placements compared to their counterparts in Brazil. H4: There are discernible similarities in consumer / participant brand attitudes and purchase intentions in consumers / participants from USA and Brazil in spite of the fact that their country of origin is different. Cronbach’s Alpha Coefficient ensured the reliability of survey instruments. The study involved the use of the Structural Equation Modeling (SEM) for the hypothesis testing. This study used the Confirmatory Factor Analysis (CFA) to assess both the convergent and discriminant validities instead of using the Exploratory Factor Analysis (EFA) or the Principal Component Analysis (PCA). This reinforced for the use of the regression Chi Square and T statistical tests in further. Only hypothesis H3 was rejected, the rest were not. T test provided insight findings on specific subgroup significant differences. In the SEM testing, the error variance for product placement attitudes was negative for both the groups. On this The Heywood Case came in handy to fix negative values. The researcher used both quantitative and qualitative approach where closed ended questionnaires and interviews respectively were used to collect primary data. The results were additionally provided with tabulations. It can be concluded that, product placement varies markedly in the U.S. from Brazil based on the influence a range of factors provided in the study. However, there are elements of convergence probably driven by the convergence in technology. In order, product placement to become more competitive in the promotional marketing, there will be the need for researchers to extend focus from the traditional variables and add knowledge on the conventional marketplace factors that is the sell-ability of the product placement technologies and strategies.

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5

Banchuen, Woraphat. "A comparative study of product placement in movies in the United States and Thailand." CSUSB ScholarWorks, 2007. https://scholarworks.lib.csusb.edu/etd-project/3265.

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The purpose of this research was to compare the presence of product placement in movies across two different cultures, namely the U.S. and Thailand. In particular, this research examined the frequency of product placement in movies, the position of product placement in movies, and the target audiences in the U.S. and Thailand.

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6

Masuwely, Fondeson Melvin. "Consumer Perception of Product Placement : The Relationship between Perceptions and Attitudes towards Movies and Placed claims." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-16720.

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7

Castro, Villagón Lizza, and Caleb Rangel. "Determining Supply Chain Inventory Locations Through Product Classification : A Case Study of a Sealing Material Company." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Centre of Logistics and Supply Chain Management, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18426.

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Nowadays firms must develop inventory policies that enable them to cope with the changing marketplace. Determining proper inventory locations can help decrease costs related to inventory holding and transportation. Moreover, this allows firms to respond in a timely manner to customers’ requirements. As a result profit margins can be enhanced as well as the competitiveness of a firm. However, the decision of where to locate inventory in a supply chain is difficult since many companies are managed independently. The present research is developed as a case study where product classification, customer and supplier segmentation schemes are reviewed in order to determine appropriate inventory locations along the supply chain. The thesis is written upon literature and empirical research, where most of the data was collected through personal interviews and observations at the supply chain management offices of a distributor for sealing material parts in Europe. Our conclusion shows that product classification has an important impact on inventory location decisions. Also, we conclude that products should be classified based on both physical characteristics and demand factors, as well as according to customers’ requirements. Another factor to be considered when deciding on inventory location is supply risks, due to issues related to raw material availability and capacity. Nonetheless, the selection of classification variables is challenging as it is hard to determine which factors are more relevant than others as this varies depending on each firms’ needs. In addition, we find that supply chain strategies are not realistic due to the constant changes in the business environment and the inability of a firm to manage whole supply chains. Furthermore, a high level of communication among supply chain partners is fundamental, especially when a centralized inventory policy and a postponement strategy are in place.

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8

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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9

Sörling, Marie-Louise, and Viktor Wallgren. "Media Placement of Locations : An Exploratory Study of the Possible Trends within the Film Industry." Thesis, Jönköping University, JIBS, Business Administration, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-159.

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Product placement is a relatively new idea within marketing. Despite this, it has become a more accepted and used concept, especially within the motion picture industry. It has been noticed that exposure on screen has had a positive effect on sales of the showed products, even though there are still no clear method to measure its efficiency. Evidence has shown that there is an increased tourism to destinations exposed on screen. For example, the movie Braveheart increased tourism to Scotland, Notting Hill has brought attention to London’s district Notting Hill, and the books of Wallander has benefited Ystad. We therefore see a possible development of product placement, which so far only has incorporated products, to also include placement of geographical places (cities, region or nations etc), i.e. location placement. The exposures that to this point has occurred has been random, with no active participation from marketers or filmmakers.

Our purpose is to investigate if media placement of locations (defined as paying for the placement) is a possible future source of revenue for location marketers as well as film and product placement agencies.

We have interviewed people from three main areas: marketer of a geographical location, product placement agency, and representatives from the film production. Since we had some problems collecting sufficient data, we decided to complement our empirical findings with secondary data.

We see a potential development of location placements. It does however require some conditions to be fulfilled. First, the placement must be seamlessly placed, should lead the story forward and should not be the main focus before the script. Second, the placement must be communicated openly throughout the entire production process and with all parties involved. Finally we see that placement must be founded on good relationships and having the right channels. The actors involved in a location placement are the marketer, product placement agency, location shout, director and other film production crew.

To sum up, a well thought-thru location placement that are consistent with the overall location brand image and the story, would benefit both the location and the film.

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10

Cheng, Li. "Comparison of new product development in the food manufacturing industries in specified locations in Britain and China." Thesis, University of Surrey, 2004. http://epubs.surrey.ac.uk/2079/.

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11

Bellin, Amy. "Product placement of alcohol in teen movies a qualitative analysis of perceptions and attitudes of high school students /." [Gainesville, Fla.] : University of Florida, 2003. http://purl.fcla.edu/fcla/etd/UFE0000640.

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12

Nangah, Angyrette. "The Product of Fantasy and Themed Hotels in remote peripheral locations of Northern Sweden: Case of Treehotel, Stora Hotellet and ‘Rock Hotel’." Thesis, Umeå universitet, Kulturgeografi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-115276.

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Very often remote peripheral locations with scarce unique attractions find it difficult to attract investment and development in many spheres including tourism. Yet some innovative entrepreneurs have taken advatage of some of these locations, using the natural resources (though not scarce) that they posses to develop themed tourism. The success of these themed establishments located in remote peripheries is renounced as they attract tourists world wide. This thesis therefore explores the fantasy and themed hotel product and location as elements of attraction in peripheral locations. Information obtained through consultation with expersts will not only bring new knowlege to academia on the subject; it would also be useful in planning new themed destination products in the periphery since it provides inside knowledge on what to consider when setting up establishments of like characteristics.

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13

Hansson, Ida, and Lovisa Mattsson. "Product placement : A study of audience perception on brand recognition and congruence." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64517.

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Traditional advertising has decreased while product placement in, for example, movies has increased. This has led to a problem, which is that viewers can perceive product placement as something negative. Product placement enhances viewers’ ability to recognize brands and products after watching a movie, while the placements can be congruent or incongruent. This study examines how brand recognition is produced and how congruence of a placement can affect audience acceptance. In response to this, a case study was conducted with embedded units consisting of three focus groups where the authors proceeded from a semi-structured interview guide. The study’s result was that five factors; irritation, familiarity, lack of excitement, unnecessary and iconic can impact how brand recognition is generated, based on the results of the focus groups. The study also resulted in placements that are congruent to the audience are accepted, while non-accepting placements are incongruent. A placement’s congruence is affected by the factors; expectancy and relevancy, perceived fit and individual judgements, and plot connection.
Traditionell reklam har minskat medan produktplacering i exempelvis filmer har ökat. Detta har lett till ett problem, vilket är att tittarna kan uppfatta produktplaceringen som något negativt. Produktplacering kan leda till att tittarna känner igen märken och produkter efter att det har sett en film och deras placeringar kan vara passande eller opassande. Den här studien undersöker hur varumärkesigenkänning uppstår och hur en placerings överensstämmelse kan påverka tittarnas accepterande. För att svara på detta gjordes en fallstudie med inbäddade enheter som bestod av tre fokusgrupper där författarna utgick från en semistrukturerad intervjuguide. Studiens resultat var att fem faktorer; irritation, bekantskap, brist på spänning, onödighet och ikoniskt påverkade hur varumärkesigenkänning uppstår baserat på resultatet från fokusgrupperna. Studien resulterade även i att de placeringar tittarna fann passande till filmen är accepterade, medan placeringar som inte är accepterande är opassande. En placerings överensstämmelse påverkas av faktorerna; förväntning och relevans, uppfattad lämplighet och individuella bedömningar och huruvida en placering är kopplad till handlingen.

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14

Seez, Marina, and Dajana Bubic. "Konsumenters attityd mot varumärken : En studie om produktplacering." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-32840.

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15

Rolínek, Igor. "Body Image v kontextu soudobé společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9185.

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The thesis focuses on body image - defines the main characteristics of this area, describes cultural influences and body image history and explains basic quantitative values (Body Mass Index, Waist Hip Ratio, Bioelectrical Impedance Analysis). Furthemore the thesis deals with media influence on body ideal formation process, especially in gay subculture. The research part explores recent situation of body image in gay subculture compared with heterosexual males. This section includes the content analysis of mainstream gay movies which compares media presentation of gays and the real situation and examines media influence on gay body image formation.

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16

RAMAN, NIKHIL. "MEDIA PLACEMENT OF PRODUCT AND LOCATIONS IN MOVIES." Thesis, 2013. http://dspace.dtu.ac.in:8080/jspui/handle/repository/17224.

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The aim of this thesis is to highlight the phenomenon of product placement and relate this to the possible evolution of the concept of media placement of locations in film. We also aim to highlight the need for marketers and filmmakers to establish a closer relationship in order to facilitate location placements. Product placement is a relatively new idea within marketing. Despite this, it has become a more accepted and used concept, especially within the motion picture industry. It has been noticed that exposure on screen has had a positive effect on sales of the showed products, even though there are still no clear method to measure its efficiency. Evidence has shown that there is an increased tourism to destinations exposed on screen. Our purpose is to investigate if media placement of locations (defined as paying for the placement) is a possible future source of revenue for location marketers as well as film and product placement agencies. We have interviewed people from three main areas: marketer of a geographical location, product placement agency, and representatives from the film production. We see a potential development of location placements. Research has shown a relationship between movies and increased tourism. Destinations shown in movies stimulate an empathy and affective destination image, to some degree familiarity and an interest to visit these places. Many destination resorts, states and municipalities have discovered this opportunity and encourage the use of their locations as settings of movie and TV productions. Product Placement and hence also media placement of geographical places, i.e. location placements, is assumed to be a relatively low-cost advertisement (in terms of CPM, i.e. cost per thousand comparison of medium efficiency) for the municipalities. A product placement reaches many potential visitors over a long period of time. However, the initial cost may be high and the outcome is uncertain. Companies benefit from a new source of income and it becomes easier to find suitable locations with the support of the municipality. The purpose of this thesis is to investigate whether media placement of locations (defined as paying for the placement) a possible future source of revenue for location marketers as well as filmmakers and product placement agencies. We have chosen to focus on one medium, the motion picture industry, in order to get a deeper analysis and understanding than would be possible with a broad range of media. Moreover, motion pictures are regarded as the most powerful medium when it comes to describing a place.

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17

Eddington, Julie A. "Exploring the issue of product placement in movies." 1991. http://catalog.hathitrust.org/api/volumes/oclc/24862018.html.

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18

Johnson, Glynnis Michelle. "Consumers' perception of the ethics and acceptability of product placement in movies : African Americans and Anglo Americans." 2008. http://hdl.handle.net/2152/17379.

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The goal of the study was to explore African Americans’ perceptions and acceptance of products used for placement in movies and to compare their perceptions to those of Anglo Americans. A mix between and repeated measures ANOVA was run to test four hypotheses dealing with race, gender and product differences. A factor analysis was run on the 30 attitudinal measures. A content analysis was done on the comments obtained from the open-ended question. Cross-tabulations were run on product and media consumption data. The results indicated that there are differences in the perceptions and acceptance of products used for placement in movies across ethnic and cultural groups in the U.S., specifically African American and Anglo Americans. Not only were African Americans less likely to accept ethically charged products for product placement in movies than Anglo Americans, their product acceptance ratings, in general, were lower than those of Anglo Americans. In fact, African American males rated all of the products lower than African American females and Anglo American males and females. The implications are that product, race, gender, frequency of movie watching and attitudinal differences should be considered when the product placement strategy is used. Advertisers and marketers should use caution when using the product placement strategy to target the African American market and when selecting the types of products to be used for placement.
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19

KARINA and 黃青寶. "Attitudes toward Product Placement in Movies: A Cross-Cultural Analysis of Taiwan and Indonesia Viewers." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/73pc8v.

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碩士
國立成功大學
企業管理學系
102
Marketers had tried many ways to communicate with customers, from television advertising, direct marketing to subliminal advertising. One of the most common used subliminal advertising is product placement. Product placement is a form of paid advertisement through audio or (and) visual by putting brand or products within movies or programs. The technique has been used for quite a long time but the popularity increased and caught marketers’ attention when the sales of Reese’s Pieces candy in the movie “E.T.: The Extra-Terrestrial” increased by 66% within three months after the movie was released. Since then, a lot of study had been done to analyze the effect of product placement. Plenty of research regarding the comparison of Western and Eastern cultures on product placement can be found, but the study of Eastern culture itself is lacking. This study takes Taiwan and Indonesia viewers as samples and analyzes their favorability towards product placement, purchase intention, the effect of culture, gender difference, and movie watching frequency towards the placement of non-ethically charged product (i.e. cars, cameras, shoes, laptops, mobile phones, soft drinks, fast food, candy/snacks) and ethically charged product (cigarette and alcohol). This study found that both Taiwan and Indonesia viewers have favorable attitude towards product placement and higher favorability generates higher purchase intention. With regard to product type, Taiwan viewers are more acceptable to cigarette and alcohol if compared to the more conservative Indonesia viewers. Both male and female express no statically different attitude towards ethically charged product. Movie watching frequency also shows no statically different attitude towards ethically charged product.

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20

pin, Hu li, and 胡立品. "Product Placement on Movies: The Moderate Role of Product Involvement on the Effect of Plot Connection and Frequency on Brand Recall and Attitudes." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/79747466827302469212.

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Анотація:

碩士
國立臺北大學
企業管理學系
94
The subject of product involvement has been discussed for many years. However, a clear statement about the moderate effect on product placement has yet to come. For decades, product placement has been a popular marketing tool. The purpose of this study is to examine the moderate effect of product involvement on the manipulated placement toward the brand recall and attitude. The hypotheses are tested by using a 2 (plot connection ---high and low) × 2 (frequency---high and low) × 2(product involvement---high and low) factorial design. The results of the study are as follows: 1. In the case of High-level product involvement, consumers have better memory about the placed brand under frequent exposure, which confirms the moderate effect of product involvement does exist. 2. Under high-level product involvement, brand attitudes can be improved with high plot connection, which indicates that the moderate effect of product involvement does exist. 3. The interaction effect between high plot connection and high exposure generate positive brand attitudes under high product involvement. On the other hand, for low-level product involvement consumers cannot concentrate on product information. They are more attracted, as well as intrigued, by the plot or the performance of actors/ actress in the film.

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21

Chang, Kuo-Cheng, and 章國正. "The Effect of Online Word of Mouth on New Product Diffusion—In The Case of American Movies." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/38453187759340389444.

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Анотація:

碩士
國立暨南國際大學
國際企業學系
97
Firms can develop, produce and promote their products in different countries due to the free trade and the internationalization, and the key to keep firms growing is to develop new products continuously in the market. Besides, consumers can search the information of new products which they are interested on the internet, and also attain the word of mouth through internet. Therefore, the effect of online word of mouth in the arena of new products diffusion is important for company. Only a few studies have discussed the effect between online word of mouth and new products diffusion. Hence, this study collected the online word of mouth about movies from the different movies web sites, for example the IMDB Web site of America and the Atmovies Web site of Taiwan, and classified them into two categories, the online word of mouth from the home country and the host country, to see how them influence the diffusion patterns of American movies. In order to discuss the interference effect of online word of mouth, a regression with interactive variances is set. The main investigation concerns how new products diffusion are influenced by online word of mouth; therefore, we get the coefficients of new products diffusion by bass diffusion model at first, then an regression and a truncated regression model are used to analyze the effect of online word of mouth on the coefficient of innovation, imitation and penetration potential. Also, this paper discussed how the box-office of American movies are influenced by online word of mouth. The results of this analysis of the new products diffusion influenced by online word of mouth from the home country and the host country can help firms understand how online word of mouth accelerate the innovation coefficient p, imitation coefficient q and the box-office in the diffusion process, and clearly show firms to create an effective marketing strategy.

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22

Chen-Hsuan, Huang, and 黃振軒. "Member Stability as a Signal of New Product Quality: An Example of Financing Decision of Hollywood’s Sequel Movies." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/vhyqj2.

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Анотація:

碩士
國立臺灣師範大學
大眾傳播研究所
96
Movie industry is an example of a typical “experience product” market. The pre-consumption quality of such a product is difficult to assess without actually viewing the movie. In distinguishing between sellers of high- and low-quality products before consumption, consumers in such markets look for credible information about products and sellers that firms can provide using “signals” to assess the new product quality. It also can mitigate consumers to exposure to risk and uncertainty. Especially for motion picture industry, nearly all financing decisions are made before films are produced. Thus, team members in the film production are the important sources to be signals to assess the film quality. We investigate what factors are influenced in making financing decision and take key roles in Hollywood filmmaking as signals. In particular, we focus on the effect of member stability between sequel and original movie. Members’ reputation and box -office success derived from past observation are important in contexts characterized by imperfect information, in which studio and production can rely on proxies or signals to make rational assumption about the intention and future behaviors of members. From the consideration, we develop five hypotheses arguing that the positive relation between stabilities of significant roles in filmmaking and motion picture finances. We use data on 128 sequels presented in America in the period 2002-2007 for our empirical analysis. The results are that producer and actor stabilities between sequel and original movie have positive relation to finances. But it is negative relation between movie star stability and film finances.

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23

Song, Myunggook. "Essays on International Market Entry Strategy." Thesis, 2010. http://hdl.handle.net/1969.1/ETD-TAMU-2010-08-8508.

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Анотація:

Two important issues regarding international market entry strategy remain largely unexplored: international launch time window (the elapsed time between product launch in the home country and launch in the focal country) and country sequence. First, I investigate the factors that drive international launch time window and its impact on the performance of new products in foreign markets. The results show that launch time window is positively associated with word of mouth, but negatively related to prelaunch advertising efforts and foreign demand potential. Second, I examine the determinants of the sequence of countries in which firms introduce new products and its impact on performance in foreign countries. The findings include that a country‘s order in the international launch sequence of a new product affects the product‘s performance in that country. Country order is negatively related to country revenues. A country‘s cultural distance (economic openness) is positively (negatively) associated with its order in the sequence. I also find that there is cross-country spillover effect - lagged revenues from other countries and lagged marketing efforts in the home country are positively related to a new product‘s revenues in the focal foreign country. The more culturally sensitive a product, the earlier culturally closer countries are in the launch sequence for that product. Based on the cross-country performance spillover effects, I recommend a launch sequence that can maximize overall performance in foreign markets.

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Дисертації з теми "PRODUCT AND LOCATIONS IN MOVIES"

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