Effectiveness of product placement in TV Shows
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.26/16859 |
Resumo: | This study represents a field experiment on the effectiveness of product placement in TV Shows. The author investigates whether product placement enhances brand awareness, positive attitude change and increased purchase intention. If this is found to be true, in which way should the product be presented to influence the consumer in the most desirable way? The results in this study show that the hypothesis is true and it is key for marketers to pick the right type of product placement for their brand to increase either brand awareness, positive attitude change and/or increased purchase intention. The results further show that marketers need to examine the target audience of a TV show to determine the right mixture of modality for the product placement. The mixture can consist of prominent, subtle, plot-connected, purely audio or visual or both audio-visual product placements and has to take into consideration multiple psychological processes which are discussed in this study. |
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Effectiveness of product placement in TV ShowsEffectivenessProduct placementTV ShowsPositive attitude changeDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis study represents a field experiment on the effectiveness of product placement in TV Shows. The author investigates whether product placement enhances brand awareness, positive attitude change and increased purchase intention. If this is found to be true, in which way should the product be presented to influence the consumer in the most desirable way? The results in this study show that the hypothesis is true and it is key for marketers to pick the right type of product placement for their brand to increase either brand awareness, positive attitude change and/or increased purchase intention. The results further show that marketers need to examine the target audience of a TV show to determine the right mixture of modality for the product placement. The mixture can consist of prominent, subtle, plot-connected, purely audio or visual or both audio-visual product placements and has to take into consideration multiple psychological processes which are discussed in this study.Freire, João Ricardo Martins SilvaRepositório ComumDietrich, Felix2016-12-16T19:23:24Z2016-10-18T00:00:00Z2016-10-18T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.26/16859201430355enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2022-09-05T15:24:41Zoai:comum.rcaap.pt:10400.26/16859Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:13:59.797362Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Effectiveness of product placement in TV Shows |
title |
Effectiveness of product placement in TV Shows |
spellingShingle |
Effectiveness of product placement in TV Shows Dietrich, Felix Effectiveness Product placement TV Shows Positive attitude change Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Effectiveness of product placement in TV Shows |
title_full |
Effectiveness of product placement in TV Shows |
title_fullStr |
Effectiveness of product placement in TV Shows |
title_full_unstemmed |
Effectiveness of product placement in TV Shows |
title_sort |
Effectiveness of product placement in TV Shows |
author |
Dietrich, Felix |
author_facet |
Dietrich, Felix |
author_role |
author |
dc.contributor.none.fl_str_mv |
Freire, João Ricardo Martins Silva Repositório Comum |
dc.contributor.author.fl_str_mv |
Dietrich, Felix |
dc.subject.por.fl_str_mv |
Effectiveness Product placement TV Shows Positive attitude change Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Effectiveness Product placement TV Shows Positive attitude change Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
This study represents a field experiment on the effectiveness of product placement in TV Shows. The author investigates whether product placement enhances brand awareness, positive attitude change and increased purchase intention. If this is found to be true, in which way should the product be presented to influence the consumer in the most desirable way? The results in this study show that the hypothesis is true and it is key for marketers to pick the right type of product placement for their brand to increase either brand awareness, positive attitude change and/or increased purchase intention. The results further show that marketers need to examine the target audience of a TV show to determine the right mixture of modality for the product placement. The mixture can consist of prominent, subtle, plot-connected, purely audio or visual or both audio-visual product placements and has to take into consideration multiple psychological processes which are discussed in this study. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-12-16T19:23:24Z 2016-10-18T00:00:00Z 2016-10-18T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.26/16859 201430355 |
url |
http://hdl.handle.net/10400.26/16859 |
identifier_str_mv |
201430355 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1817552906872684544 |