Projects on product placement as new trend in the UK

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AckNowledgement

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Abstract

Product placement has been distinguished diversely by distinct researchers. Steorz (1987) distinguished product placement as “the supplement of a brand name product package, signage, or other trademark merchandise interior a move Likeness, television brandish, or tunes video”, while Baker and Crawford (1995) distinguished it as “the supplement of economic products or services in any convention in television or film productions in arrive back for some sort of charge from the advertiser.”

Table of Contents

CHAPTER 1: INTRODUCTION3

Background3

Problem Statement5

Purpose of the Study6

Significance of the Study6

CHAPTER 2: LITERATURE REVIEW9

Theoretical Framework11

Definition of Product Placement11

Advantages and Disadvantages of Product Placement12

Attitude- and Memory-Based Effectiveness of Product Placement13

Behavioral Efficacy of Product Placement14

Ethical Issues in Product Placement15

Existing Models of How Band Placement Works16

Other Models And Theories Applied To Brand Placement18

Elaboration Likelihood Model and Brand Placement18

MODE Model and Implicit Attitudes19

MODE Model and Brand Placement20

Low Involvement Learning20

Low Involvement Learning and Brand Placement21

Presence21

Presence and Brand Placement22

Hypotheses23

Second life of the position23

Hypothesis 1a24

Hypothesis 1b25

Spectator's mind-set in the direction of the movie25

Hypothesis 2a26

Hypothesis 2b26

CHAPTER 3: METHODOLOGY27

Methodology27

Research design27

Data collection27

Measurements28

CHAPTER 4: RESULTS & FINDINGS30

Extended time promise for  product position31

Benefits from spectators' affirmative attitude32

Work with brand  placement  agents33

Set clear brand  placement  goals35

Choose the yearned come to and influence of brand  placement36

Assess fit with newspapers vehicle37

CHAPTER 5: DISCUSSION & CONCLUSION39

Seek congruence of  placement  with the plot39

Monitor performance40

Main managerial implications41

Limitations for Future Study43

Conclusion44

REFERENCES46

APPENDIX57

Questionnaire ………………………………………………………………………………63

Table of statistical results67

Chapter 1: Introduction

Background

The need is to integrate marketing communication and the complexity of the communication planning due to several factors. Among them are central to the brand, integrated marketing concepts, it is necessary to maintain the interaction of all the points of contact with customers and stakeholders, increasing the possible points of convergence and growth of new forms of communication. Paradigm of product placement requires a marketing communications consultant and / or practitioners, their domain of expertise extend (ulcers, Brennan, 2006 21). Two of the exponential growth of digital-online modes, such as website, e-mail, cell phone modes and product placement. Product placement is, in a manner dependent on "Insider" research.

Aspect has not been formally identified in these studies, the respondents understand the concept of product placement. This suggests that respondents in Al Karrh ET. study will be requested to address product placement as "paid to the labeled products, or emblem of identity, using audio and / or visual entails programming within the mass of the newspapers" (Karrh, 1998, p. 33). Russell and Belch (2005) The use of hybrid periods of promotion and sponsorship within the context of product placement and sponsor-owned classified displays (such as early wireless ...