Change search
ReferencesLink to record
Permanent link

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

Open Access in DiVA

fulltext(172 kB)0 downloads
File information
File name FULLTEXT01.pdfFile size 172 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

ReferencesLink to record
Permanent link

Direct link