Relevant bibliographies by topics / Forms of Product Placement / Dissertations / Theses
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Dissertations / Theses on the topic 'Forms of Product Placement'

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Published: 4 June 2021
Last updated: 2 February 2022

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1

Hlaváček, Josef. "The Forms and Analysis of Product Placement." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193810.

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The aim of this thesis is to describe marketing communication and product placement in the theoretical part, consequently analyze examples of product placement from the practice and last but not least also analyze the perception and examples of product placement based on the survey research. Therefore the thesis is divided into three main parts. The first, theoretical part, describes the marketing mix, concept of communication, communication mix, new forms of communication, integrated marketing communication, history of product placement, legal framework in the Czech Republic and the forms of
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2

Hokrová, Lucie. "Formy komerčních komunikací v televizi a jejich uplatnění." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-136210.

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The aim of this diploma thesis is to analyze every form of commercial communications on television. These forms are commercial, sponsoring, teleshopping, teletext,television grouting and product placement. The thesis has five chapters. The first and second chapters are theoretical bases of this thesis. These chapters contains information about marketing, marketing and communication mix, marketing and commercial communications. The third chapter describes media and medial environment. The fourth chapter contains detailed information about television or more precisely television medium. The fift
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3

Carcuro, Maturana Katrina, and Navarro Diego Labra. "Product placement." Tesis, Universidad de Chile, 2004. http://www.repositorio.uchile.cl/handle/2250/114403.

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Seminario para optar al grado de Ingeniero Comercial<br>El product placement, “tie in”, inserción de productos o emplazamiento del producto es introducir productos publicitarios donde se pueda distinguir una marca generalmente conocida dentro de algún espacio publicitario que no sea una tanda comercial, es decir; pueden introducirse estas marcas (o productos) tanto en películas como en series de TV, programas estelares, videojuegos, en partidos de fútbol e incluso dentro de letras de canciones (donde se mencionan marcas de productos), con algún fin publicitario. Es de nuestro interés investig
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4

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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5

Pulliam, Maria Flavia T. "Product Placement Decisions On-Set." Digital Archive @ GSU, 2012. http://digitalarchive.gsu.edu/communication_theses/93.

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This thesis is an ethnographic study of the product placement decisions made on-set during the production of a feature film. A concise historical review of the use of products in film and television is followed by an overview of the current research literature. The literature overview reveals a need for specific additional research. The research question which directed the present study intends to add to the existing literature: product placement is part of a creative decision-making process that happens throughout production on-set with filmmakers using products to help tell their story. The
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6

Kobosilová, Irena. "Product Placement v českém filmu." Master's thesis, Akademie múzických umění v Praze. Filmová a televizní fakulta AMU. Knihovna, 2009. http://www.nusl.cz/ntk/nusl-79166.

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This thesis brings a look at the main issues of Product Placement in the field of Czech filmmaking. Further it presents general guidance for its use, application and inspiration. The thesis is divided into three parts. The first gives us basic orientation in the field of Product Placement. The second is the case of study; its purpose is to reveal the attitude of key subjects joining the implementation process of Product Placement in Czech filmmaking environment, the key subjects are the producer and the representative of the product brand; this is followed by the analysis of achieved data. The
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7

Koulová, Lucie. "Product placement v televizní tvorbě." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-150380.

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The thesis "Product placement in TV production" focuses on a specific type of marketing communication named product placement, particularly in the Czech TV broadcasting. The main aim of this thesis is to explore product placement and its particularities in TV production, with the focus on the Czech television broadcasting. Furthermore the next goals are to describe the whole proces of product placement realisation and to find out whether people know or do not know what a term product placement is and its legal background in the Czech Republic and how they perceive product placement in the Czec
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8

Havlíčková, Lenka. "Product Placement ve vybraném díle." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-195485.

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This thesis is focused on both product placement problems on a general theoretical level and their usage in a specific movie called Probudím se včera (I wake up yesterday). In the theoretical part of the essay the relevant notions involving marketing and media areas are defined, the practical part includes both the analysis of specific integration types of various brands in the film and the evaluation of information picked up by a questionnaire form which has searched for a respondents attitude to the product placement dilemma in a general way and also from the point of view of the chosen movi
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9

Schumacher, Pascal. "Effektivität von Ausgestaltungsformen des Product-Placement /." Wiesbaden : Deutscher Universitäts-Verlag, 2007. http://opac.nebis.ch/cgi-bin/showAbstract.pl?u20=9783835007871.

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10

Fiori, Laura <1978&gt. "Product placement e libertà di espressione." Doctoral thesis, Alma Mater Studiorum - Università di Bologna, 2008. http://amsdottorato.unibo.it/742/.

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Object of the search is the advertising phenomenon of the "product placement", with reference to that it has been investigated legality’s limits, as well as the relationship with the constitutionally protected liberty of expression. Particularly, it has been analyzed, in first place, the problem of the relationship between the freedom of expression and the liberty of economic initiative, with particular reference to the different circles of guardianship to these prepared: or, larger, the one provided for the first from the 21th article of Costitution, more circumscribed, instead, the o
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11

Souralová, Ladislava. "Product placement v českém televizní prostředí." Master's thesis, Akademie múzických umění v Praze. Filmová a televizní fakulta AMU. Knihovna, 2010. http://www.nusl.cz/ntk/nusl-97108.

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The diploma thesis concerns with the actual problems of product placement in the Czech television milieu. The works examines the conditions of this milieu for the application of PP and the approach of the particular televison channels to its future use. The thesis is divided into five chapters. The first chapter illuminates the goals of the thesis and the metodology of getting information. The second chapter brings theoretical background to the problems of PP. The next chapter analyzes general conditions in which PP works in the Czech television milieu. The chapter four brings the analysis o
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12

BEZERRA, Beatriz Braga. "O Product Placement no cinema brasileiro." Universidade Federal de Pernambuco, 2014. https://repositorio.ufpe.br/handle/123456789/13092.

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Submitted by Amanda Silva (amanda.osilva2@ufpe.br) on 2015-04-14T13:49:02Z No. of bitstreams: 2 DISSERTAÇÃO Beatriz Braga.pdf: 4354315 bytes, checksum: 2776a33313fdbcd7742e0febadb10baf (MD5) license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5)<br>Made available in DSpace on 2015-04-14T13:49:02Z (GMT). No. of bitstreams: 2 DISSERTAÇÃO Beatriz Braga.pdf: 4354315 bytes, checksum: 2776a33313fdbcd7742e0febadb10baf (MD5) license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Previous issue date: 2014<br>A publicidade objetiva persuadir o consumidor sob
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Mika, Jiří. "Product placement jako nástroj marketingové komunikace." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-1275.

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Product placement je nový fenomén marketingové komunikace. Tato práce přináší analýzu product placementu a principů, na nichž je založen. Definuje placement. Popisuje jeho historický vývoj a současnou situaci. Zkoumá, zda je tento nástroj efektivní z hlediska marketingu. Pozastavuje se také nad rozdílným přístupem k regulaci placementu v USA a v Evropě. Zkoumá etiku placementu a odhaduje jeho budoucí vývoj na globálním trhu a v ČR.
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Antonova, Antonina. "Product placement a jeho právní aspekty." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-4267.

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The diploma thesis deals with the issue of product placement and its legal aspects in the Czech republic. It analyses all the legal regulations, which strike upon product placement. The thesis also contains real law cases and two examples of contracts in this field. The author presents her own proposals and recommendations of how should product placement be regulated.
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Korčeková, Andrea. "Product placement and its legal aspects." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-17010.

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The thesis deals with analysis of legal aspects of product placement. First, it looks at product placement from a general point of view. The work explains past legal framework where product placement was a part of "unfair competition" both in EU and Czech Republic. Then, it analyzes particular articles of directive 2007/65/EC which regulates the term product placement as the first in the history. The analyses showed that there are a lot of vague and disputable terms, e. g. "significant value", provision "free of charge", or ensuring that viewers are "clearly informed" about existence of produc
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16

Vaněk, Tomáš. "Product placement - metody měření a vyhodnocování." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113203.

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Marketing and commercial communication and the position of product placement within them; Product placement, the history, forms and the legal frame; Theory of measuring and evaluating commercial communications in general and specifical theories applicable for product placement; Experimental evaluation of these theories on concrete case.
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17

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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<p>Title: Product Placement - A study of how Swedish children are exposed to product placement in Walt Disney Movies.</p><p>Authors: Erik Fritzell, Tobias Harhoff and Stefan Olstorpe</p><p>Advisor: Venilton Reinert</p><p>Type of work: Bachelor dissertation in Marketing</p><p>Date: Spring term 2010</p><p>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 plac
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18

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 placement
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19

Puff, Alexandra Sophia Martha. "Product-Placement die rechtlichen Aspekte der Produktplatzierung." Baden-Baden Nomos, 2008. http://d-nb.info/993613136/04.

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20

Arnold, Harry C. "Product Placement during the Family-Viewing Hour." Digital Commons @ East Tennessee State University, 2006. https://dc.etsu.edu/etd/2238.

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The so-called family-viewing hour, the eight to nine o’clock hour of prime time, is one of the most watched hours of television by both adults and children. Advertisers, of course, favor shows that draw large audiences so their product presentations or commercials are witnessed by masses of people. Now, because of videocassette recorders and other similar control devices, viewers are eliminating commercials from their viewing experience1 and advertisers are clamoring for new ways to get their products into the mind of the consumer.2 To counteract this commercial avoidance by consumers, adverti
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21

Ruoss, Sven. "Product Placement als Werbeform Idee - Konzept - Wirkung /." St. Gallen, 2005. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/02600278001/$FILE/02600278001.pdf.

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22

Peñafiel, Cánez Joe Adrián. "El product placement en la industria cinematográfica." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653302.

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, cinema, , , movie placement<br>Esta investigación analiza cuál es la percepción del público frente al product placement en las películas como herramienta de publicidad y reforzamiento de la imagen de las marcas exhibidas dentro de los largometrajes. Por otra parte, se busca describir las estrategias de product placement empleadas en la industria cinematográfica y estudiar como repercute dicha estrategia publicitaria en el mundo audiovisual. De modo que, utilizando la pregunta de investigación y objetivos específicos, se podrá constatar si el product placement funciona o no como una herramien
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23

Lazouski, Anton. "Product placement v České republice a Rusku." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-163045.

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The goal of this Master's Diploma Thesis was to compare the use and perception of the product placement promotion technique in the Czech Republic and in Russia. It focuses mainly on the use of this technique in films and TV shows. First of all, the term product placement is defined, its history and measuring of its effectivity are described briefly, plus some examples of successful and unsuccessful product placement are presented. Subsequently, the legal framework regulating product placement in the Czech Republic and in Russia is compared, together with examples of the use of product placemen
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Zhiyu, Chang, Paul Nguyen, and Erik Manestam. "Product Placement In Games : A quantitative study of how product placement in games affect on consumers' attitude towardthe brand." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85603.

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The purpose of this research paper was to explain how product placement in games influences the consumer’s attitude towards the brand. The aims during this work with the purpose in mind were to utilize quantitative methods in the pursuit of fulfilling the objective of answering how certain placement strategies can affect individual consumer’s attitudes. As said, quantitative methods are used in combination with deductive reasoning, hence meaning that researchers of this paper make use of such programs like google docs questionnaire (for collecting data and creating surveys), SPSS statistics (f
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Parkinson, Jonathan R. "Optimizing product variant placement to satisfy market demand /." Diss., CLICK HERE for online access, 2007. http://contentdm.lib.byu.edu/ETD/image/etd1805.pdf.

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Parkinson, Jonathan Roger. "Optimizing Product Variant Placement to Satisfy Market Demand." BYU ScholarsArchive, 2007. https://scholarsarchive.byu.edu/etd/855.

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Many companies use product families in order to offer product variants that appeal to different market segments while minimizing costs. Because the market demand is generally not uniform for all possible product variants, during the design phase a decision must be made as to which variants will be offered and how many. This thesis presents a new approach to solving this problem. The product is defined in terms of performance parameters. The market demand is captured in a preference model and applied to these parameters in order to represent the total potential market. The number and placement
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Wong, Winnie Won Yin 1978. "Manufacturing realisms : product placement in the Hollywood film." Thesis, Massachusetts Institute of Technology, 2002. http://hdl.handle.net/1721.1/70744.

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Thesis (S.M.)--Massachusetts Institute of Technology, Dept. of Architecture, 2002.<br>Includes bibliographical references (p. 104-113).<br>Through an examination of filmic portrayals of the trademarked product as a signifier of real ownerships and meanings of commodities, this paper is concerned with the conjunction of aesthetic and economic issues of the Product Placement industry in the Hollywood film. It analyzes Product Placement as the embedding of an advertising message within a fictional one, as the insertion of a trademarked object into the realisms of filmic space, and as the incorpor
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Goh, Yi Sheng Lau Tin-Man. "Guidelines to develop product forms from Chinese calligraphy." Auburn, Ala., 2005. http://repo.lib.auburn.edu/2005%20Fall/Thesis/GOH_YI_27.pdf.

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Tiavin, Kiril, Frederic Köllisch, and Vili Nurminen. "Product placement in Hollywood blockbusters: brand recognition and attitude towards the practice : A case study on product placement attitudes among international students." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26742.

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Background: Advertising channels in today's marketplace are becoming more limited with the development of ad-free sources of entertainment. The phenomenon of product placements is therefore becoming one of the most important sources for advertising in media. Especially film productions have turned into a canvas for companies to display their brands upon. Purpose: The purpose of this thesis was to investigate the case of product placements in Hollywood blockbuster movies. In particular, brand recognition and audience's ac-ceptance of a brand’s presence in movies were examined. Method: A mixed m
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Krieg, Roland. "Protagonist placement and pseudo protagonist placement : merging elements of sponsorship, product placement and endorsement in one powerful marketing communication tactic." Thesis, University of Warwick, 2012. http://wrap.warwick.ac.uk/59326/.

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Purpose – While considerable research has been dedicated to sponsorship, product placement and celebrity endorsement, hybrid forms that employ two or more of these approaches in a single execution have been largely neglected. A documentary that is woven around a single brand and employs elements of endorsement, product placement and television sponsorship to an extent unprecedented on German television is analysed here. Such "Protagonist Placement" had not previously been explored empirically. The purpose of this research was thus to identify, whether Protagonist Placement (PP) has a significa
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Lengsfeld, Jörn. "Product Placement : Wirkungsanalyse am Beispiel der Buchpräsentation im Fernsehen /." Bamberg : [s.n.], 2007. http://aleph.unisg.ch/hsgscan/hm00201019.pdf.

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Rubenstein, Linsey (Linsey Jill). "Intelligent product placement strategies for Amazon.com's worldwide fulfillment centers." Thesis, Massachusetts Institute of Technology, 2006. http://hdl.handle.net/1721.1/37246.

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Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management; and, (S.M.)--Massachusetts Institute of Technology, Engineering Systems Division; in conjunction with the Leaders for Manufacturing Program at MIT, 2006.<br>Page 66 blank.<br>Includes bibliographical references.<br>Online retail has radically changed traditional supply chain operations by providing a direct-to-consumer model that eliminates the need for traditional brick-and-mortar retail stores. With this new order, retailers have had to design warehouse solutions that fit the changing operational requirements
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Omar, Ismael Mahomed. "Commercial vs. product placement: a study with young children." Master's thesis, NSBE - UNL, 2010. http://hdl.handle.net/10362/10290.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics<br>The aim of this study is to investigate how young children (5-7 years old) are affected by commercials and product placements regarding the detection of advertising content, brand awareness and brand choice. We also wanted to study the relation of those variables with age (children before and after entering into primary school) and gender. For it, 75 children were presented to a controlled experimental approach called “the theatre methodology
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Heuking, Hans Joachim. "Werbung im Zusammenhang mit Kunst : eine wettbewerbsrechtliche Untersuchung von Product-Placement in Kunstwerken /." Baden-Baden : Nomos Verl.-Ges, 2003. http://www.gbv.de/dms/spk/sbb/recht/toc/372476368.pdf.

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Ruether, Cameron. "Killing Forms, W-Invariants, and the Tensor Product Map." Thesis, Université d'Ottawa / University of Ottawa, 2017. http://hdl.handle.net/10393/36740.

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Associated to a split, semisimple linear algebraic group G is a group of invariant quadratic forms, which we denote Q(G). Namely, Q(G) is the group of quadratic forms in characters of a maximal torus which are fixed with respect to the action of the Weyl group of G. We compute Q(G) for various examples of products of the special linear, special orthogonal, and symplectic groups as well as for quotients of those examples by central subgroups. Homomorphisms between these linear algebraic groups induce homomorphisms between their groups of invariant quadratic forms. Since the linear algebra
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You, In-Myoung. "Product placement belief and product usage behavior in South Korea and the United States." [Gainesville, Fla.] : University of Florida, 2004. http://purl.fcla.edu/fcla/etd/UFE0009021.

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Holzapfel, Anette. "Liberalisierung von Product-Placement Bedeutung im Bereich TV, rechtliche Stellung, Auswirkungen einer Liberalisierung." Saarbrücken VDM Verlag Dr. Müller, 2006. http://d-nb.info/984064818/04.

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Holzapfel, Anette. "Liberalisierung von Product Placement : Bedeutung im Bereich TV, rechtliche Stellung, Auswirkungen einer Liberalisierung /." Saarbrücken : VDM Verlag Dr. Müller, 2007. http://d-nb.info/984064818/04.

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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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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 opportuni
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Hornick, Leigh Ann. "The evolution of product placement consumer awareness and ethical considerations /." Morgantown, W. Va. : [West Virginia University Libraries], 2006. https://eidr.wvu.edu/etd/documentdata.eTD?documentid=4542.

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Thesis (M.S.)--West Virginia University, 2006.<br>Title from document title page. Document formatted into pages; contains v, 55 p. : ill. (some col.). Includes abstract. Includes bibliographical references (p. 45-46).
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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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Armstrong, Beth. "Age differences in the underlying mechanisms of product placement influence." Thesis, Lancaster University, 2018. http://eprints.lancs.ac.uk/124093/.

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In an increasingly media-rich society, we are ever exposed to more varied marketing techniques. Advertising is no longer limited to traditional outlets such as print and television commercials. Consumers are moving away from watching television on a traditional TV set in favour of new technologies. The development of portable electronic devices such as tablet computers and smartphones has provided new platforms for commercial messages. These products not only increase the number of ways in which advertisers can use to target us, but also change the way we interact with the media. We increasing
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Earnshaw, Rae A., David J. Robison, Sheik Salem Omar F. A. Al, and Peter S. Excell. "Implementation of Mobile Television Environments with New Forms of Content and Commercial Advertising." 2011. http://hdl.handle.net/10454/7260.

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No<br>Mobile television environments offer the potential for the repurposing of media content and services, and also the introduction of new forms of commercial advertising which are more accurately targeted towards a user’s profile, as per an advertiser’s requirements. This modality can include non-commercial information provision. The Google model for linking search terms and keywords to advertisements demonstrates that ‘intelligent’, context-aware, targeted advertisements are more responsive to user profiles. Advertiser practices such as product placement need re-examination in this co
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Martin, Nadia, and Karine Lacroix. "How people react to product placement: A comparative study between normal product placement and non-ethical product placement." Thesis, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-22433.

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Product placement is more and more present in movies. Therefore, this paper is to research the reaction of French young people towards product placement, while differentiating “normal” product placement and non-ethical product placement, i.e. placement of computers, phones… against the placement of cigarettes or alcohol in movies.This paper brings answers to the questions about which feeling do young people have towards the two kinds of product placements, about how much they pay attention to non-ethical product placement and about their purchasing intention after seeing non-ethical product pl
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Chen, Ting-Ting, and 陳亭廷. "Do Priming, Product Involvement, and Placement Characteristics Matter in Blog Product Placement?" Thesis, 2009. http://ndltd.ncl.edu.tw/handle/33402742732361883134.

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碩士<br>國立高雄大學<br>經營管理研究所<br>97<br>Product placement is one enduring issue in the study of marketing. Researchers of product placement have often suggested that affect positively to viewers. Although previous research suggests the influences of placement priming, placement characteristics and product involvement, the links among these three effects remained unexplored. Using the blogs as the context, this study attempts to investigate how to optimize the effects of placement priming and placement characteristics when facing consumers with different levels of product involvement. An experiment of
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Šťastná, Hana. "Product placement v českém filmu." Master's thesis, 2013. http://www.nusl.cz/ntk/nusl-326356.

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This thesis deals with product placement in Czech cinematographic work as a specific way of presentation branded product. From a few points of view consumer aesthetics, semiotics of cinema and marketing semiotics is explored four movies (Empties, Women in Temptation, Men in hope and Perfect Days). At selected scenes we show how branded products are presented in the movie, how the placements are integrated into the plot and the story. The paper uses classified in terms of efficiency. It is following up the meaning value of the brand, of the context and of the role in which the product placement
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Ansons, Tamara L. "Cognitive determinants of product placement consequences." 2010. http://hdl.handle.net/1993/4312.

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Recently, consumers have witnessed a dramatic increase in the number of product placements that occur across all forms of media. Despite this enthusiastic use of product placements, researchers have not determined whether or not this form of advertising produces profitable outcomes for featured brands. In the framework presented here, I have sought to outline how basic cognitive processes may be used to account for some of the divergent consequences that occur for product placements. Unlike other frameworks that treat memory as a separate outcome of product placements, I conceptualize memory a
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Regado, André Casais. "Serviço para Product Placement em Televisão." Dissertação, 2017. https://repositorio-aberto.up.pt/handle/10216/106082.

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Ao longo dos últimos anos o aumento do consumo de vídeos sobre formato digital tem sido notório, ou seja, cada vez mais as pessoas assistem televisão a partir dos seus tablets, smartphones e portáteis. O que possibilita, devido ao acesso à Internet, uma personalização da publicidade apresentada ao consumidor final. A forma de apresentar publicidade em vídeo está a mudar. Se antes a utilização dos chamados Ad Breaks eram uma evidência, hoje em dia, já não se pode afirmar o mesmo, pois têm-se refletido ineficazes e ineficientes. Surge assim uma nova e mais eficiente maneira de fazer publicidade
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Procházková, Nikola. "Product placement v českých hudebních videoklipech." Master's thesis, 2019. http://www.nusl.cz/ntk/nusl-428579.

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This thesis deals with product placement in Czech music videos. The aim of this thesis is to define the principle, position and application of product placement in Czech music videos and then submit recommendations and suggestions for effec-tive use of this form of promotion in practice. The thesis uses quantitative ques-tionnaire survey and qualitative methods of eye-tracking research and in-depth interviews.
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50

Regado, André Casais. "Serviço para Product Placement em Televisão." Master's thesis, 2017. https://repositorio-aberto.up.pt/handle/10216/106082.

Full text
Abstract:
Ao longo dos últimos anos o aumento do consumo de vídeos sobre formato digital tem sido notório, ou seja, cada vez mais as pessoas assistem televisão a partir dos seus tablets, smartphones e portáteis. O que possibilita, devido ao acesso à Internet, uma personalização da publicidade apresentada ao consumidor final. A forma de apresentar publicidade em vídeo está a mudar. Se antes a utilização dos chamados Ad Breaks eram uma evidência, hoje em dia, já não se pode afirmar o mesmo, pois têm-se refletido ineficazes e ineficientes. Surge assim uma nova e mais eficiente maneira de fazer publicidade
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