BRAND STAGING THROUGH PRODUCT PLACEMENT IN MOVIES AND ITS EFFECT ON THE CONSUMER

  • Product placement relates to the purposeful integration of promotional content into a non-commercial context. It has become a very common practice during the last two decades. In search of alternative means to protrude in times of advertising bombardment, commercial clutter and sensual consumer overload with traditional advertising, marketers have assigned increasing awareness to non-traditional means of communication like product placement. This tool has enabled marketers to hybridize entertainment with advertising, a perfect condition to subtly convey product plug via a mainstream media like a movie to the unsuspecting and unbiased viewer who might possibly soon be transformed into a loyal consumer. Can product placement trigger this transformation? The phenomenon product placement seems to have immense potential available, a reason to analyze product placement in this thesis. The paper provides the reader with the conceptual foundations and theories to grasp product placement and aims at pointing out its five major possible advertising effects on the consumer which are attention, emotions and motivation, attitudes, perception and processing as well as learning. Furthermore, it seeks to examine the relationship between the instrument and possible changes of consumers’ purchase intentions.

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Metadaten
Author:Anita Perbandt
URN:urn:nbn:de:kobv:b721-opus4-13486
Referee:Diana Weinberg
Advisor:Andrea Rumler
Document Type:Bachelor Thesis
Language:English
Date of first Publication:2019/01/04
Publishing Institution:Hochschulbibliothek HWR Berlin
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Date of final exam:2017/02/27
Release Date:2019/01/04
Page Number:90
Institutes:FB I - Wirtschaftswissenschaften / International Business Management (IBMAN) B.A.
Licence (German):License LogoUrheberrechtsschutz