Effectiveness of product placement in TV Shows

Detalhes bibliográficos
Autor(a) principal: Dietrich, Felix
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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spelling 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
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.26/16859
201430355
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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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