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Auswahl der wissenschaftlichen Literatur zum Thema „Product placement effectiveness“
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Zeitschriftenartikel zum Thema "Product placement effectiveness"
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Wiles, Michael A., und Anna Danielova. „The Worth of Product Placement in Successful Films: An Event Study Analysis“. Journal of Marketing 73, Nr. 4 (Juli 2009): 44–63. http://dx.doi.org/10.1509/jmkg.73.4.044.
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As a result of the diminishing effectiveness of broadcast advertising, firms are increasingly turning to product placements in films and television to promote their products. A growing stream of product placement research has conducted surveys of consumer and practitioner views on the practice and experiments to gauge product placement's impact on brand awareness, attitudes, and purchase intent. However, there is no evidence of whether firms’ investments in film product placements are worthwhile. The event study of 126 product placements in successful films during 2002 reveals a mean cumulative abnormal return of .89% during the film's opening, indicating that product placement in a successful film is associated with positive movements in firm stock prices. Cross-sectional analysis of the returns offers new insight into how product, film, and execution factors influence the placement's worth. The authors find that placement abnormal returns are enhanced by tie-in advertising and brand equity but are inhibited by audience absorption, critical acclaim, and violent film content. Placement modality, character associations, and blatancy also significantly affect the placement's value.
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Chan, Fanny Fong Yee, Dan Petrovici und Ben Lowe. „Antecedents of product placement effectiveness across cultures“. International Marketing Review 33, Nr. 1 (08.02.2016): 5–24. http://dx.doi.org/10.1108/imr-07-2014-0249.
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Purpose – The purpose of this paper is to contribute to the marketing literature by developing and testing a conceptual model to examine the effects of product placement across a country low in assertiveness and performance orientation (the UK) and a country high in assertiveness and performance orientation (Hong Kong (HK)). Design/methodology/approach – A content analysis of brand appearances in high grossing films within the UK and HK was conducted followed by a 2×2 between-subjects experiment (n=572). Findings – The results indicate participants exposed to prominent placements have a less positive brand attitude and lower purchase intention toward the placed brand. Likewise, respondents exposed to a less well-known placed brand tend to have a less positive brand attitude and lower purchase intention toward the placed brand. There is evidence of interaction effects with cultural dimensions such as assertiveness and performance orientation within the UK and HK. Practical implications – The results suggest that product placements can be optimized through tailored campaigns targeted at markets with known cultural characteristics. With advances in digital technology, such practices are becoming more frequent and more feasible. Originality/value – This is one of the first studies to explore the effect of culture on perceptions of product placement and the first study to empirically examine the role of prominence and brand awareness, and their interactions with GLOBE values on the effectiveness of product placement.
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Dens, Nathalie, Patrick De Pelsmacker, Peter Goos und Leonids Aleksandrovs. „How to Mix Brand Placements in Television Programmes to Maximise Effectiveness“. International Journal of Market Research 58, Nr. 5 (September 2016): 649–70. http://dx.doi.org/10.2501/ijmr-2016-022.
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This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme. It determines the ideal proportions of prop placements (branded products that are put on display during the programme, without active interaction between the product and a person), interactive placements (placements that entail interaction between a branded product and a person), and look-and-feel placements (branding elements that are visually incorporated in the scenery of the programme) to maximise brand attitude and brand recall. Controlling for programme connectedness, brand attitude is maximised when all brand placements in a programme are interactive. The optimal mix for brand recall is more diverse, and changes for consumers with different viewing frequencies. For light viewers, 39% interactive and 61% prop placements should be used. For consumers with high viewing frequency, a relatively larger proportion should be allocated to interactive placements (44%).
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Guennemann, Frank, und Yoon C. Cho. „The Effectiveness Of Product Placement By Media Types: Impact Of Image And Intention To Purchase“. Journal of Service Science (JSS) 7, Nr. 1 (03.11.2014): 29–42. http://dx.doi.org/10.19030/jss.v7i1.8911.
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Product placement, as an integrated marketing communication tool, is widely applied to increase attention, interest, and purchasing intention. Product placement is also identified as an integrative conceptual model that captures how such messages generate audience outcomes (Balasubramanian, Karrah, and Patwardhan, 2006). By considering various applications of product placement in the automobile brands, the purpose of this study is to measure awareness, familiarity, image, and purchase intention of brands placed in various media types. In particular, this study measures 1) how brand awareness from product placement affects brand image, 2) how brand familiarity from product placement affects brand image, 3) how brand image affects purchase intention, and 4) the effects of brand awareness and familiarity based on different media types. This study applied a survey to collect data and used quantitative analyses to test hypotheses. The study provides managerial implications for the effectiveness of product placements by media types.
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Karrh, James A., Kathy Brittain McKee und Carol J. McKee. „Practitioners' evolving views on product placement effectiveness“. Journal of Advertising Research 43, Nr. 2 (Juni 2003): 138–49. http://dx.doi.org/10.2501/jar-43-2-138-149.
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Hofman-Kohlmeyer, Magdalena Hofman-Kohlmeyer. „DETERMINANTS OF EFFECTIVE PRODUCT PLACEMENT IN COMPUTER GAMES – LITERATURE REVIEW“. CBU International Conference Proceedings 6 (24.09.2018): 181–86. http://dx.doi.org/10.12955/cbup.v6.1153.
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Product placement is a common tool in promotional campaign. Marketers feature products in the plot of movies or TV programs to improve brand image and influence purchase decisions. Companies more often decide to embed products or brand identifiers inside computer games. Product placement attracts attention of managers as well as scholars. Vast parts of research focused on determinants of effective product placement in a game environment. The present paper aims to represent the main determinants that influence the effectiveness of product placement and is based on literature review.INTRODUCTION: Recently, we have witnessed the evolution of product placement in computer games. This new medium attracted many well-known companies such as IBM, Adidas or Coca-Cola. According to the growing popularity of placing product in games, an increase in scientists' interest in the effectiveness of this phenomenon can be observed. Research focuses on evaluating players' brand memory, attitudes toward to the game, product or brand, and purchasing intentions. It is important to note that brands placed in games affect the audience in different degrees because the brand can be featured in various ways. Some of the scholars investigated the factors that can exert influence on the effectiveness of product placement in computer games.OBJECTIVES: The present paper is aimed to investigate the main determinants of effective product placement in computer games.METHODS: The article is based on polish and foreign literature review.RESULTS: The growing ranks of scholars has been observed to have interest in the effectiveness of product placement in computer games. According to the literature, it can be said that an effectiveness of product (or brand) placement in a game environment is determined by: the degree of product/brand visibility in the game (prominence as well as proximity), game-product congruity, customer engagement in a game, persuasive knowledge, and strategy of product or brand integration with the game. There is also research that explores how these determinants influence product placement effectiveness in a game environment.CONCLUSION: Despite the progress made, there are still important limitations of the conducted research, e.g. results can be moderate by various circumstances such as using fictitious or real brands. In addition, the same factor can have positive as well as negative effects. For instance, product placement proximity on the one hand enhances brand recall, but on the other can cause negative attitudes toward the brand. There are also determinants with limited research such as influence of product or brand integration with the game on product (or brand) effectiveness.
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McDonnell, John, und Judy Drennan. „Virtual Product Placement as a New Approach to Measure Effectiveness of Placements“. Journal of Promotion Management 16, Nr. 1-2 (17.03.2010): 25–38. http://dx.doi.org/10.1080/10496490903571365.
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Kramolis, Jan, und Martina Drabkova. „The Identification of Factors Modifying Product Placement Effectiveness“. Organizational Cultures: An International Journal 13, Nr. 2 (2014): 25–36. http://dx.doi.org/10.18848/2327-8013/cgp/v13i02/50926.
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Glass, Zachary. „The Effectiveness of Product Placement in Video Games“. Journal of Interactive Advertising 8, Nr. 1 (September 2007): 23–32. http://dx.doi.org/10.1080/15252019.2007.10722134.
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Marchand, Andre, Thorsten Hennig-Thurau und Sabine Best. „When James Bond shows off his Omega: does product placement affect its media host?“ European Journal of Marketing 49, Nr. 9/10 (14.09.2015): 1666–85. http://dx.doi.org/10.1108/ejm-09-2013-0474.
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Purpose – This paper aims to contribute to the marketing literature and practice by examining the effect of product placements on the host brand. The declining effectiveness of traditional advertising has prompted increasing interest in strategies for placing products in media programming. Most existing research adopt the perspective of the brands embedded in media products, with limited attention to the impact that product placement has on the media product that serves as a host brand for the embedded brands. The authors investigate this effect in the context of motion pictures and develop a theory-driven conceptual model. Design/methodology/approach – The authors test their hypotheses with two experiments in which randomly assigned participants view one of seven versions of a custom-made, seven-minute short film that differ in their level of placement prominence. Findings – The results from a mediation analysis indicate that, after controlling for audiences’ general attitudes toward the embedded brand, greater placement prominence heightens consumers’ reactance to persuasion attempts and negatively affects their evaluations of the host brand. A post hoc experiment confirms that even very low levels of placement prominence can worsen host brand evaluations. Originality/value – This research is among the first to investigate the effects of product placement from a host brand perspective. It issues a warning to producers of entertainment content: a product placement strategy may generate additional earnings, but it also can lower audiences’ evaluations of the focal entertainment product.
Dissertationen zum Thema "Product placement effectiveness"
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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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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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Govender, Kerensa A. „Towards the development of a framework for measuring the effectiveness of product placement“. Thesis, Stellenbosch : Stellenbosch University, 2014. http://hdl.handle.net/10019.1/97608.
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Thesis (MBA)--Stellenbosch University, 2014.ENGLISH ABSTRACT: A product placement or placement occurs when a brand is integrated into a film, game or sitcom for advertising purposes. This integration can either be in the form of a visual placement, verbal placement or both. The practice of product placement has become popular due to the loss of advertising effectiveness of traditional media channels. This is due to the advent of technology, which allows the consumer to avoid advertisements. Marketers have therefore sought alternative, more effective forms of advertising, leading to an increase in spending on product placement. As product placement becomes more popular, there is a growing need to justify the large amounts spent on this practice. This research addressed this need by developing a framework for practitioners to use in order to determine the effectiveness of a placement. The framework will help to provide an understanding of the returns gained from investing in a product placement strategy. This research, which is in the form of a qualitative study, has made use of both primary and secondary data sources to meet this research objective. The primary data source is based on the findings from an interview conducted with a placement-practitioner, while the secondary data was based on all published literature regarding the means of measuring the effectiveness of product placement. The study begins by reviewing the literature in order to gain an understanding of advertising effectiveness and how it has been measured by past researchers. This review and analysis led to the discovery of three stages of measuring advertising effectiveness, these are the cognitive, affective and conative stages. These three stages were used as the starting point for the development of the framework which measures the effectiveness of product placement. The literature was then analysed with the aim of determining the measures used for each stage to determine the effectiveness of a placement. These measures were grouped according to the stage within which they belonged, i.e. either the cognitive, affective or conative stages. For example, brand awareness, which was found to be a measure of product placement effectiveness, was grouped under the cognitive effects of a placement. The results of the literature analysis were validated by conducting an interview with a product placement practitioner. The aim of this interview was to gain an understanding of how the industry determines the effectiveness of a product placement. An additional category, namely financial impact, was extracted from this interview. The end result was the creation of a framework, with four categories, which can be used to determine the effectiveness of a product placement.
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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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Sedněvová, Šárka. „Efektivita product placementu v závislosti na známosti značky“. Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162693.
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Product placement as one of the modern tools of marketing communication has become very important. This is also the case of the Czech Republic, especially after recent legislative changes and related legalization of product placement. The thesis characterizes product placement, states its particular forms and methods of evaluating its effectiveness. The aim of the thesis is to determine the difference between product placement in a situation when in an audiovisual work is presented in the first case known brand, in the second case unknown brand and in the third case fictitious brand. This is examined by the executed experiment based on watching a video with three type situations and filling in a subsequent questionnaire survey. Analysis of the survey results reveals that product placement is the most effective when displaying known brand, using unknown brand is considerably less effective and that the effectiveness of fictitious brand is the lowest. On the basis of statistical hypothesis testing, it is confirmed that there is a statistically significant relation between brand knowledge and its effectiveness.
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Chan, Fong Yee. „The effectiveness of product placement in films across cultures : the role of prominence, brand awareness, prior disclosure and depth of processing“. Thesis, University of Kent, 2013. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.604002.
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Product placement is the practice of integrating branded products in media content. Although this practice has been growing rapidly, systematic scholarly work in this area is only two decades old and focuses mainly on the effect of placement strategies and its acceptability across cultures. Yet no research has examined how consumers process product placements, nor is there any research on placement effectiveness across cultures. This research was conducted in the United Kingdom (UK) and Hong Kong (HK). It is argued to be a unique cross-cultural comparison where differences in response are attributed primarily to culture, rather than any other conditions. Specifically, this research addresses three main research questions: 1) Do consumers in the two cultures exhibit different opinions towards the marketing practice of product placement? 2) Do consumers in the two cultures have different exposure to product placement in films? and 3) What are the key determinants of product placement effectiveness? These research questions are addressed with three separate, but complementary studies. Phase 1 addresses research question 1 and involves 32 in-depth interviews in the UK and HK, exploring young consumers' understanding and perception of product placement. Phase 2 addresses research question 2 and consists of a content analysis of brand appearances in the UK and HI<. high grossing films. Significant differences were found between the two markets in relation to exposure of product placement. Phase 3 addresses research question 3 and involves a full-factorial 2x2x2 experiment on 572 participants (283 from the UK and 289 from HK). It was found that high prominence and low brand awareness led to less positive evaluation of placed brands, while prior disclosure did not cause any differences in evaluation. Participants from the more assertive and performance-oriented culture were less positive towards a prominently or a less well-known placed brand. Prominent placements also elicited more extensive processing, which was negatively correlated with brand attitudes. The findings of this research make a contribution to existing literature by showing I) how placement effectiveness varies across cultures; 2) the mediating role of depth of processing on placement effectiveness; and 3) the role of further regulation in product placement.
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Russell, Cristel Antonia. „Popular culture and persuasion: An investigation of product placements' effectiveness“. Diss., The University of Arizona, 1999. http://hdl.handle.net/10150/284063.
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This dissertation explores the psychological processes involved with the placement of real brands within television programming. While empirical evidence tells us that television images influence individuals, on the one hand, and that television programs contain references to specific forms of consumption, on the other hand, the psychological effect of specific references to brands has, to date, only been reasoned theoretically (e.g., Levy 1959; McCracken 1988). Because it focuses on individuals' responses to specific brands placed within a popular culture text, the technique of product placement provides an ideal context for studying the relationship between branded products and popular culture elements. Drawing from the psychology literature, I propose that the effectiveness of product placements varies depending on the specifics of the placement. Based on a Tripartite Typology of Product Placement, I make predictions regarding the processing and persuasive impact of each type and combination of placements. This conceptual framework was tested through a newly developed methodology called "the theatre methodology," which used a videotaped original screenplay as the setting for the presentation of stimuli. As predicted, the number of modalities and the degree of plot connection were shown to significantly improve memory. The study further revealed a significant interaction between plot connection and modality, caused by a stronger effect of plot connection on the visual placements than on the auditory placements. In terms of attitude, the results suggest two equally persuasive but dramatically different strategies. Indeed, product placements that were visually placed in the background were as persuasive as placements that relied on both audio and visual modalities and were highly connected to the plot. Contributions to marketing and cognitive and social psychology theory are discussed.
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Dietrich, Felix. „Effectiveness of product placement in TV Shows“. Master's thesis, 2016. http://hdl.handle.net/10400.26/16859.
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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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Tseng, Fan-Hsuan, und 曾凡嫙. „The Effectiveness of Product Placement in the Microcinema“. Thesis, 2013. http://ndltd.ncl.edu.tw/handle/3hm5y8.
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碩士國立臺北科技大學
經營管理系碩士班
101
In order to attract the consumer''s attention and memory, advertising trying through many imaginative and creative approaches to make them impressive, but what is a successive advertising? How consumers memorize the advertising, and have a positive attitude and willingness to buy is the real purpose of advertising. Due to the rise of “Micro-film”, many companies use product placement in the films to affect consumers, because of heart touching story. The aim of this study is to explore whether “Micro-film” can attract consumer’s attention and bear in mind, and transform to positive attitude on advertising and brand of consumers, or intrigue their purchase intention. “Dive in” which creates breaking 100 million CTR in one month by telling the love story people concern and placing the product cleverly. Therefore we want to figure out the main reason why people like and effect behind the advertisement. We try to analysis people’s attitude after watching the film, and use AMOS doing structural equation model verify the results. Finding out when story people highly concerned and empathetic to the characters is a better way to persuade.
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Yang, Chan, und 楊展. „The Advertising Effectiveness of Product Placement Types -Moderating of Product Involvement“. Thesis, 2015. http://ndltd.ncl.edu.tw/handle/77259174137205779930.
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碩士國立中興大學
行銷學系所
103
Consumers used different media to watch their favorite idol drama in recent years, due to technical development, many consumers chose to skip the traditional TV advertisement. Therefore, companies had to find other ways to promote their brand. Product Placement (PPL) became the best way to promote brand value. There were three different types of Product Placement in idol drama such as, integrated explicit PPL ,which placed the brand into the story line, non- integrated explicit PPL which put the brand name beside the program name, and Implicit PPL ,which shown the brand by props or background. Few researches were found in TV advertisement effectiveness of integrated explicit PPL and non- integrated explicit PPL in Taiwan. The main purpose of this research was comparing the advertisement effectiveness of this two new PPL. This research also added the product involvement and product category to discuss the change of PPL effects. The research method used in this research was experimentation method. Respondents were divided into three groups based on the PPL types. Each group was tested by watching two 90 seconds commercial videos. There were totally 306 respondents taking parts in this experiment. The results shown that, the time of TV PPL would not change consumers’ attitude or buying intention, however, brand recall did changed. The brand recall of integrated explicit PPL was the best among all three PPL. By using integrated explicit PPL commercial could be increase the brand awareness of consumers more effectively than other PPLs.
Buchteile zum Thema "Product placement effectiveness"
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Liao, Hsiu-Li, Su-Houn Liu, Shih-Ming Pi und Hui-Ju Chen. „The Effect of Product Placement Marketing on Effectiveness of Internet Advertising“. In Communications in Computer and Information Science, 332–37. Berlin, Heidelberg: Springer Berlin Heidelberg, 2011. http://dx.doi.org/10.1007/978-3-642-18134-4_54.
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Martinez-Levy, Ana C., Giulia Cartocci, Enrica Modica, Dario Rossi, Marco Mancini, Arianna Trettel, Fabio Babiloni und Patrizia Cherubino. „Measuring Neurophysiological Signals, Fixations and Self-report Data for Product Placement Effectiveness Assessment in Music Videos“. In Experimental and Quantitative Methods in Contemporary Economics, 251–63. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-30251-1_18.
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Eagle, Lynne, Yvette Morey und Stephan Dahl. „Subtle Sophistry or Savvy Strategy: Ethical and Effectiveness Issues Regarding Product Placements in Mass Media“. In Advances in Advertising Research (Vol. III), 237–47. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-4291-3_18.
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Sen, Nandini. „How Bollywood Filmdom Operates in India and in the International Arena“. In Advances in Marketing, Customer Relationship Management, and E-Services, 194–209. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-3115-0.ch011.
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The chapter discusses the influence and impact of product placement of Bollywood cinema. It examines the different strategies adopted in Bollywood movies for promotional purposes in India and internationally. It does an evaluation of the effectiveness of this type of communications, including deciding about travel destinations and concentrates on the viewer's recall on the consumption of the product and its impact on improving brand image. The chapter is also to understand the consumer buying behaviour in terms of Bollywood. It assesses the product placement of Bollywood in India based on its popularity and the diversity in the types of placements and was analysed using ethnography as a method tool. From the study it was observed that the importance of Bollywood movies on masses is evident in India and internationally. Consumers feel that the advertisements should be entertaining and the same should be conjoined with the storyline in order to convey the brand message in the best possible way. The chapter tries to locate the solutions and recommendations of the Bollywood film crisis.
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Ozgen, Pelin, und Amir Behrad Mahmoudian. „Examining the Effects of Blogger Type (Influencers vs. Celebrities) and Post Format in Instagram Marketing“. In Handbook of Research on New Media Applications in Public Relations and Advertising, 121–32. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-3201-0.ch007.
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In the era where credibility of advertisements is decreasing and people are spending more time in social media compared to traditional channels, it is no surprise that marketing professionals employ social media as a new channel for communication. In this new media for communication, the conventional advertising techniques are also coupled with alternating methods such as product placements. In the light of these relatively new applications, the purpose of this study is to examine the effectiveness of marketing communications in social media under different message sources (celebrities vs. influencers) and with different message presentations. In order to serve that purpose, a 2X2 between subjects experiment is modelled with 399 respondents. The results show that a product is better advertised by an influencer rather than a celebrity and type of the blog post had no significant impact on the purchase intention.
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„The Ecology and Management of Wood in World Rivers“. In The Ecology and Management of Wood in World Rivers, herausgegeben von PETER A. BISSON, STEVEN M. WONDZELL, GORDON H. REEVES und STAN V. GREGORY. American Fisheries Society, 2003. http://dx.doi.org/10.47886/9781888569568.ch21.
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<em>Abstract.</em>—Advances in understanding wood dynamics in rivers of western North America have led to several important management trends. First, there is a trend away from using “hard” engineering approaches to anchoring wood in streams toward using “soft” placement techniques that allow some wood movement. Second, wood is being placed in locations where channel form and hydraulics favor stability and where wood is likely to accumulate. Third, there is an increased emphasis on passive recruitment of wood from natural source areas (instead of active placement) where the likelihood that it will enter streams through channel migration, windthrow, and landslides is high. Fourth, restoration targets for wood loads are incorporating landscape-scale objectives; thus, managing wood to emulate the spatial and temporal variability produced by natural disturbances is replacing fixed prescriptions for wood in individual reaches. Predicting the effects of wood restoration on individual fish populations in western North America is problematic because local biophysical conditions generate so much experimental noise that it is rarely possible to partition the effects of wood restoration from other sources of variation. Development of appropriate monitoring techniques, combined with a regional network of experimental catchments that include restored and unrestored streams, would help track changes in population status and gauge the effectiveness of wood restoration efforts.
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Shambaugh, Neal. „Systematic Evaluation of Innovative Pedagogies in Teacher Education Courses and Practica“. In Handbook of Research on Innovative Pedagogies and Best Practices in Teacher Education, 184–205. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-5225-9232-7.ch011.
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Innovative pedagogies create new learning environments to help public school students achieve 21st century learning outcomes. Evaluating agreed upon criteria of what constitutes success with these pedagogies produces evidence that supports teacher effectiveness, which is embedded in teacher education program accountability reports and school improvement plans. This chapter describes how innovative pedagogies can be evaluated, first modeled in teacher education methods courses by higher education faculty and then taught in public schools by preservice teachers. The chapter first connects evaluation for teacher education program accreditation, program improvement goals, preservice teacher performance, and public school improvement plans. The chapter then examines the formative evaluation of innovative pedagogies during an implementation period and a more formal evaluation after an adequate test. Each level of evaluation is addressed for both teacher education courses and practica placements. Recommendations for best practices and research directions are provided.
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„Marine Artificial Reef Research and Development: Integrating Fisheries Management Objectives“. In Marine Artificial Reef Research and Development: Integrating Fisheries Management Objectives, herausgegeben von Razak Zakariya und Lenny Sharinee Sakai. American Fisheries Society, 2018. http://dx.doi.org/10.47886/9781934874516.ch17.
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<em>Abstract</em>.—In recent years, as reported by the Malaysian Department of Fisheries, the decline in demersal fish resources is due to excessive exploitation. This indicates that management and protection of these resources and their habitat are required. <em>Teranas </em>is identified as important critical marine habitat and locally in Malay is defined as a hard rock substrate on the seabed. Teranas can appear in all shapes and sizes, depths, and locations. The combination of these various bottom features often make a teranas attractive to fish. The objective of this study is to detect a teranas so that it can be located and managed through mapping. Sonar in the form of a multibeam echosounder was used to map a teranas with a combination of bathymetry and water column features to identify the signature for teranas. The result produced a signature library to readily identify a teranas with the multibeam echosounder. An important factor in determining the signature for the teranas was the seabed structure and its associated marine life. Bathymetry identified the seabed structure, and the water column characteristics helped verify the presence of marine life. Fishing and visual surveys with scuba diving were also conducted to verify the effectiveness of the multibeam echosounder to identify the teranas. These study results can be used as an aid for planning and managing a teranas to help sustain the associated fisheries resources. Moreover, since a teranas is similar in structure and position to an artificial reef, the multibeam echosounder, when coupled with visual diver-based surveys and fishing effort, could be used to identify the extent and marine fauna associated with an artificial reef. This research will help in providing strategic location selection for artificial reef placement.
Konferenzberichte zum Thema "Product placement effectiveness"
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Rittippant, Nattharika, Lalita Ruyaporn, Tanarat Hongpaisanvivat, Ploypailin Limrahaphan und Kornbongkoch Kasemweerakul. „THE EFFECTIVENESS OF PRODUCT PLACEMENT IN THAILAND“. In International Conference on Engineering, Project, and Production Management. Association of Engineering, Project, and Production Management, 2013. http://dx.doi.org/10.32738/ceppm.201310.0064.
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Rout, Cameron T. „Optimization of Valve Placement in Liquids Pipeline Systems“. In 2012 9th International Pipeline Conference. American Society of Mechanical Engineers, 2012. http://dx.doi.org/10.1115/ipc2012-90556.
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Many considerations go into the design of liquid pipelines relative to the placement of valves. Proper consideration of this issue must address not only minimization of capital costs, but the minimization of potential environmental and safety consequences. Critical to minimizing operating risks is the impact of valve placement on the potential outflow during a loss of containment event. In order to optimize the placement of valves in a pipeline, the effectiveness of each of many potential valve placement combinations must be measured by properties of the potential spill behaviour (i.e., average spill volume, peak spill volume, and HCA impacts). Factors affecting spill volume are topography, product properties, detection periods, valve closure timelines, and pump shut-down behaviour. This paper presents a solution to the challenge of optimizing valve placement in both interconnected and isolated systems through iterative generation of valve placement scenarios and hydraulic modeling. Various considerations that designers and operators should address are presented, along with results that are calibrated against real-world incidents.
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Deng, Chuntao, Patricia Zuczek, Keith Adams und Jim Mihell. „An Integrated Outflow-Spill Modeling Approach for Risk-Based Valve Placement of Liquid Transmission Pipelines“. In 2008 7th International Pipeline Conference. ASMEDC, 2008. http://dx.doi.org/10.1115/ipc2008-64092.
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Weir et al’s work [1] applied the relative effectiveness of outflow reduction to address the Intelligent Block Valve Placement (IVP) for liquid transmission pipelines. In their work, the effectiveness measure for each potential valve placement location is a length-weighted sum of the calculated volume reduction at all points along the pipeline in which the outflow volumes are multiplied by weighting factors that reflect the relative importance of spills in different sensitive areas; In our work, the original approach was enhanced to more quantitatively reflect both the likelihood of line failure and the full consequences of line failure as impacted by additional valve placement considering both block and check valves. This paper presents an IVP approach integrated with a quantitative risk assessment through which block and/or check valve placement schemes are optimized. The process involves a computer analysis in which block and check valves are iteratively selected and placed for each case. The risk reduction associated with each case is determined as the product of failure likelihood and the weighted average cost reduction. Failure likelihood is typically quantified using reliability methods or industry failure statistics, and is not the focus of this paper. The cost reduction focuses on environmental factors, which are represented by the clean-up cost of a spill that impacts both sensitive and non-sensitive areas for each incidence. In modeling consequence, the reduction of outflow potential is quantified by an in-house outflow simulation tool; and the potential spill impact is assessed through a mechanistic in-house VBA extension of ArcGIS, a three-dimensional (3-D) overland-hydrographical spill simulation package. Optimal valve placement design is achieved by balancing the costs associated with environmental risk with the costs associated with installing and maintaining block and check valves. The valves included in the assessment for outflow simulation and cost analysis are check valves and block valves. The automatic valve placement simulation is terminated when the valve installation/maintenance cost outweighs the benefits of placing more valves in the line.
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Nakayama, Wataru, Ryuichi Matsuki, Yukari Hacho und Kiyoko Yajima. „A New Role of CFD Simulation in Thermal Design of Compact Electronic Equipment: Application of Build-Up Approach to Thermal Analysis of a Benchmark Model“. In ASME 2003 International Mechanical Engineering Congress and Exposition. ASMEDC, 2003. http://dx.doi.org/10.1115/imece2003-42181.
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Computational Fluid Dynamics (CFD) codes have proved their high potential as a tool of thermal design of electronic equipment. However, as the product development cycle is shortened, the CFD-based thermal design needs a new format that allows the packaging designer fast and versatile searches for better design options. The most serious factor that slows the CFD-based design is geometric complexity created by various components packed in a tight space of the system box. In a proposed methodology coined ‘Build-up Approach (BUA)’ CFD simulations are conducted in advance of the start of actual hardware design to develop a body of temperature distribution solutions for possible components placements in the system box. Two algorithms are introduced before and after CFD simulations. One defines the geometric parameters through singular value decomposition (SVD) of components placement patterns, and the other identifies important geometric parameters for thermal management through application of the Taguchi method. A case study was conducted on a simple hardware model (benchmark model) that embodies essential features of portable electronic equipment. The results proved the effectiveness of these algorithms in measuring the relative importance of geometric parameters, and weeding out unimportant geometric details contained in actual equipment.
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Lin, Chung-Yen, Wenjie Chen und Masayoshi Tomizuka. „Automatic Sensor Frame Identification in Industrial Robots With Joint Elasticity“. In ASME 2013 Dynamic Systems and Control Conference. American Society of Mechanical Engineers, 2013. http://dx.doi.org/10.1115/dscc2013-3836.
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For robots with joint elasticity, discrepancies exist between the motor side information and the load side (i.e., end-effector) information. Therefore, high tracking performance at the load side can hardly be achieved when the estimate of load side information is inaccurate. To minimize such inaccuracies, it is desired to calibrate the load side sensor (in particular, the exact sensor location). In practice, the optimal placement of the load side sensor often varies due to the task variation necessitating frequent sensor calibrations. This frequent calibration need requires significant effort and hence is not preferable for industries which have relatively short product cycles. To solve this problem, this paper presents a sensor frame identification algorithm to automate this calibration process for the load side sensor, in particular the accelerometer. We formulate the calibration problem as a nonlinear estimation problem with unknown parameters. The Expectation-Maximization algorithm is utilized to decouple the state estimation and the parameter estimation into two separated optimization problems. An overall dual-phase learning structure associated with the proposed approach is also studied. Experiments are designed to validate the effectiveness of the proposed algorithm.
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Dishman, Paul, Joshua Groves und Dale Jolley. „Measuring Retail Visual Cues Using Mobile Bio-metric Responses“. In CARMA 2018 - 2nd International Conference on Advanced Research Methods and Analytics. Valencia: Universitat Politècnica València, 2018. http://dx.doi.org/10.4995/carma2018.2018.8287.
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This research provides the results of a comprehensive in-store study that utilized eye tracking to determine the initial eye attractiveness of signage and displays used in a Toyota retail dealership. Potential car buyers (n = 24) walked randomly through the showroom for the first time, and were asked to view the various signs, displays, video monitors, decorations, and vehicles on display. Research was conducted while the dealership was open in order to include distractions from human interaction. Subjects’ eye movements and the objects viewed were captured using Tobii II eye tracking glasses at 60Mhz. A typical showroom self-tour lasted approximately 4:31 minutes. Subjects were then shown their results and Retrospective Think Aloud interviews were conducted with the subjects to determine positive and negative reactions to the observed objects. Signage measured included those required by Toyota, as well as those created by the dealership. Types of signage measured included digital, video, posters, stand-up cards, and ads placed on the vehicle. Each potential eye attractive object was identified and classified by type (signage, décor, digital signage, vehicle information, etc.). Every subject’s results were analyzed by the number of fixations and the time spent viewing each object. The study revealed that video or digital messaging was not any more effective than static signage, but that placement of the signage was a determining factor in the effectiveness of message receptivity. Many of the non-signage objects received more attention than did certain types of advertising signage. The various attributes of the objects and signs that received positive attention were analyzed as to their eye attactiveness characteristics. Although signage in a retail showroom is believed to be critical in providing advertising and product messages, this study (in its particular environment) demonstrated that signage is not viewed by customers as often as previouly thought.
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Verkhoturov, M. A., G. N. Verkhoturova, R. R. Yagudin, K. V. Danilov, R. R. Karimov, N. V. Kondratyeva und S. S. Valeev. „Optimization of placement in the tasks of rapid prototyping and manufacturing of volumetric parts based on additive technologies“. In The International Workshop on Information, Computation, and Control Systems for Distributed Environments. Crossref, 2020. http://dx.doi.org/10.47350/iccs-de.2020.27.
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The problem of optimizing the life cycle of complex three-dimensional objects in small-scale production is considered. Additive technologies and optimization algorithms for the placement of three-dimensional objects are considered as technologies to solve this problem. Using the multilevel synthesis method can significantly reduce the time for prototyping new products. It should be noted that since several independent parts can be manufactured at the same time, this problem belongs to the class of optimization geometric modelling problems, namely, the problem of three-dimensional irregular placement. An algorithmic solution is proposed for the most complex task - placing 3D objects in a container. The results of the analysis of the effectiveness of the proposed algorithms are discussed.
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Ecob, David J., Michael B. Boyns, Steve Walsh, Ken McClave und A. Allen Hunt. „Design and Development of a Landfill Gas Combustion System for the Typhoon Gas Turbine“. In ASME 1996 International Gas Turbine and Aeroengine Congress and Exhibition. American Society of Mechanical Engineers, 1996. http://dx.doi.org/10.1115/96-gt-015.
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This paper presents design, initial combustion development testing and engine validation results of a combustion system which is capable of burning a medium CV landfill gas or conventional diesel oil in a 5MW gas turbine. Initial rig testing of the original combustion system burning a simulated medium CV gas revealed stability problems and inherently poor combustion efficiencies. A study of primary zone flow patterns and fuel placement led to the conclusion that the problems were due to axial injection of the gas. Subsequently a modified dual fuel injector was designed which relied on swirled instead of axial injection. The modified injector design also embodies a passive purge feature, which uses combustor wall pressure drop to feed air directly into the gas swirler passages. This prevents ingestion of harmful combustion products when running on diesel oil. Extensive rig testing demonstrated encouraging combustion efficiencies and emissions using 40% and 54% methane landfill gas compositions across a simulated engine load profile. Operation of the modified injector on diesel oil however, demonstrated a need for the incorporation of an anti-carbon feature. The effectiveness of this anti-carbon modification was verified as part of a ‘validation engine cycle’ simulating the actual engine operating procedure from light up to shutdown. Post test inspection revealed carbon deposition to be significantly reduced. Combustion efficiencies, emissions, traverse quality, metal temperatures, stability and noise were all found to be satisfactory.
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Dishongh, Terry, Damion Searls, Weston C. Roth und Erik Peter. „A Method for Improving Component Decoupling Using Advanced Capacitor Under Ball Grid Array (ACUB)“. In ASME 2003 International Electronic Packaging Technical Conference and Exhibition. ASMEDC, 2003. http://dx.doi.org/10.1115/ipack2003-35207.
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Industry demands on power delivery continue to increase with higher performance silicon products. As a result, higher current sustainability and better transient response are key parameters frequently sought in successful power delivery designs. One key design feature for improved transient response involves locating decoupling capacitance as close to the load as possible. At the board level, this is typically accomplished by placing capacitors around the immediate vicinity of the load. With a set of identical capacitors in parallel, total capacitance is essentially a multiple of the number of caps while the effective series resistance and inductance is divided. However the realities of package and motherboard design can often limit the number and size of the capacitors placed in the vicinity of the load. In some cases, the capacitors may interfere with other routings to and from the component. In other cases, placement of the capacitors with respect to the DC current path may limit their effectiveness by inducing a large effective series inductance to the load. This paper describes a potential design method for maximizing capacitor effectiveness while minimizing its impact on other board features. The design is primarily implemented in board assembly and involves placing capacitors directly between power and ground board-component solder joints. As an extension of Capacitor Under BGA designs, this method is termed Advanced Capacitor Under BGA (ACUB). Using ACUB can improve load decoupling, but can require new approaches to board and component assembly. This paper discusses a number of potential design improvements allowed for using this design approach. In addition, factors involved in successful assembly are discussed and sets of proof-of-concept prototype designs are presented along with assembly results. From this, some designs with potential for further development are identified and next steps discussed.
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Martocchia, F., S. Baretti, L. Farina, G. Rizza, F. Okassa, A. D. Dirya und T. G. Haaland. „Efficient Proppant Flowback Prevention Strategy Allows Production of a Multi Fractured Offshore Horizontal Well Equipped with ESP and Screenless Completion“. In SPE Energy Resources Conference. SPE, 2014. http://dx.doi.org/10.2118/spe-169959-ms.
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Abstract When production facilities are not equipped with a solid control device, proppant flowback becomes an issue throughout the entire productive life of a screenless multi fractured well. The challenge of minimizing proppant flowback is even more critical when dealing with offshore horizontal wells with ESP systems installed. A wide selection of proppant flowback prevention additives is now available in the industry: most of them work either chemically or mechanically. At low formation temperature (150 F), the effectiveness of some additives such as resin coated proppant or fiber can be limited due to the temperature activation. This paper will describe a successful strategy of proppant flowback control which was implemented in a multi stage fracturing treatment on a horizontal well in M- field, offshore Congo. It is the combination of resin coated proppant, enhanced by a chemical activator and inert fibers that provides double mechanism to eliminate proppant flowback issues during well production and sustaining life of ESP. Success in this multi stage fracturing treatment has resulted in oil production from a pay zone that has never been produced due to poor petrophysical characteristics. This document will describe: proppant flowback control additives selection process, placement strategy, hydraulic fracturing design and well execution considerations for multi stage fracturing treatments.