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Rozprawy doktorskie na temat „Product placement”

Autor: Grafiati

Data publikacji: 4 czerwca 2021

Data aktualizacji: 25 lipca 2025

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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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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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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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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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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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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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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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Ілляшенко, Наталія Сергіївна, Наталия Сергеевна Ильяшенко, Nataliia Serhiivna Illiashenko та Ю. А. Доля. "Product Placement як інструмент маркетингу". Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/14716.

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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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Pedrotti, Eugenia <1988&gt. "Il product placement nel cinema." Master's Degree Thesis, Università Ca' Foscari Venezia, 2013. http://hdl.handle.net/10579/3598.

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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 placement

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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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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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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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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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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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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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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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Fiori, Laura <1978&gt. "Product placement e libertà di espressione." Doctoral thesis, Alma Mater Studiorum - Università di Bologna, 2008. http://amsdottorato.unibo.it/742/1/Tesi_Fiori_Laura.pdf.

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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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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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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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Strejčková, Jitka. "Analýza integrace product placementu do audiovizuálního díla "Probudím se včera"." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-192768.

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The thesis titled Analysis of the integration of product placement in the audiovisual work "I wake up yesterday," focuses on the use of marketing tools product placement in this particular film. The theoretical part defines the issues and their types of promotion. Characteristics of effective legislation in the Czech Republic and related European Union regulations. Pricing for product placement and the possibility of measuring effectiveness. The practical part deals with concrete examples on the matter after legalization in the Czech Republic. The work deals with the number of occurrences of b

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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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Andrle, Štěpán. "Praxe product placementu v české tvorbě." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-149817.

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This thesis deals with the functioning of product placement in Czech television and film production. The theoretical part describes its role in marketing communication, its specifics and characteristics. Also, these characteristics are illustrated in specific examples. The practical part deals with the current situation in the country. It examines the attitudes and experiences of professionals implementing product placement and production of film and television works. It discusses the process of implementation of product placement. It also describes how the correct product placement should loo

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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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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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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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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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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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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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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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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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Kvitko. "TECHNOLOGIES OF PRODUCT PLACEMENT IN INTEGRATED MARKETING COMMUNICATION." Thesis, Київ 2018, 2018. http://er.nau.edu.ua/handle/NAU/33784.

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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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Piteira, Filipa Raquel Nunes. "A influência do perfil do consumidor na resposta ao product placement nas séries televisivas." Master's thesis, Universidade de Évora, 2019. http://hdl.handle.net/10174/26491.

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O objetivo deste estudo é perceber se (e como) o perfil do consumidor influencia a resposta ao product placement, uma ferramenta de marketing que as marcas podem utilizar para alcançar os consumidores, especialmente aqueles que tendem a evitar anúncios publicitários. Para alcançar este objetivo, foi aplicado, entre julho de 2018 e janeiro de 2019, um questionário online que obteve 293 respostas válidas. Depois da análise dos dados, as principais conclusões são: (1) o género não influencia a atitude relativamente ao product placement, mas a idade e as habilitações académicas influenciam; (2) os

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Mahyari, Parisa. "The effectiveness of marketing communication within the immersive environment." Thesis, Queensland University of Technology, 2010. https://eprints.qut.edu.au/33256/1/Parisa_Mahyari_Thesis.pdf.

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Immersive environments are part of a recent media innovation that allow users to become so involved within a computer-based simulated environment that they feel part of that virtual world (Grigorovici, 2003). A specific example is Second Life, which is an internet-based, three-dimensional immersive virtual world in which users create an online representation of themselves (an avatar) to play games and interact socially with thousands of people simultaneously. This study focuses on Second Life as an example of an immersive environment, as it is the largest adult freeform virtual world, home t

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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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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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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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Lucatello, Giovanni <1991&gt. "Product placement: fenomenologia, normative vigenti e sviluppi recenti (provvisorio)." Master's Degree Thesis, Università Ca' Foscari Venezia, 2017. http://hdl.handle.net/10579/11679.

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Questa tesi vuole focalizzarsi sullo strumento di marketing noto come product placement. Nello specifico, verranno analizzate la nascita e lo sviluppo di questo strumento, per poi fornirne una definizione. Seguirà l'analisi della disciplina in materia di inserimento di prodotti nel contesto normativo americano, europeo e italiano. Infine saranno analizzati gli sviluppi più recenti in materia.

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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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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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Beam, Brooke W. "Agricultural Brand Placement in Film." The Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1396823381.

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SCHWARTZ, HAYLEY ANN. "A COMPARATIVE STUDY OF FANTASY BRANDS VERSUS PRODUCT PLACEMENT IN DRIVING CONSUMER PURCHASE:." Thesis, The University of Arizona, 2016. http://hdl.handle.net/10150/614174.

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This paper explores fantasy brands and product placement in order to determine which method serves to be more effective to a targeted audience. A fantasy brand exists only in a virtual or fictional world. Reverse product placement is the process of transforming brands in a virtual world into products or services in the physical world. Common fictional brands include Willy Wonka Chocolate (Charlie and the Chocolate Factory), Duff Beer (The Simpsons), Dunder Mifflin Paper (The Office), Bubba Gump Shrimp Company (Forrest Gump), Central Perk (Friends), and Stay Puft Marshmallows (Ghost Buste

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Urbanová, Michaela. "Problematika Product Placement ve filmové tvorbě v EU a ČR." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-2668.

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Práce je o problematice product placementu ve filmové tvorbě v rámci České republiky a Evropské unie. Definuje product placement a také podmínky efektivního použití, vymezuje legislativní rámec, jeho výhody a nevýhody při užití ve filmové tvorbě. Zmiňuje se i o kinoreklamě a užití komerčních komunikací v komunikaci filmové tvorby. V závěru práce jsou doporučeny legislativní změny v České republice a také nastíněn širší rámec využití product placementu ve filmové tvorbě jeho zadavateli.

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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. Hierarchi

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