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Product placement as communication tool: role of the public relations firms: a case study of Hedberg & Co
2003 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The world of advertising is becoming more and more competitive, and to get messages through to the intended target audience it is important to try different means of communication. The purpose of this thesis is to gain a better understanding of an alternative mean of communicating messages, namely product placement, and especially public relations firms’ role in this process. The thesis describes issues influencing public relations firms’ recommendation on product placement to clients and also the selection of media to place products in. A case study was conducted at Hedberg & Co, using a qualitative research method. The study shows that product placement is inexpensive compared to traditional means of advertising. Consumers also view product placement with acceptance, mostly because the benefit of product placement is that products or brands is shown in the right context.

Place, publisher, year, edition, pages
2003.
Keyword [en]
Social Behaviour Law, Advertising, Product Placement, Public Relations
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
Identifiers
URN: urn:nbn:se:ltu:diva-45727ISRN: LTU-SHU-EX--03/137--SELocal ID: 36661a70-5824-4479-9891-07bd359e2b4aOAI: oai:DiVA.org:ltu-45727DiVA: diva2:1019024
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, master's level
Examiners
Note
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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fulltext(172 kB)145 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf