Change search
ReferencesLink to record
Permanent link

Direct link
Product placement: the affect of modalities in television
2006 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

People are constantly being exposed to advertisements in different forms, regardless of where the ads may appear. However, the development of new technology and the escalation of alternative media have made the target audience more difficult to reach. This fact is one of the reasons for the boost of product placement in television. From this the purpose of this thesis became to provide a better understanding on how product placement is used in television today. To reach this purpose, two research questions were stated, focusing on the types of product placement and the affects. Based on these research questions, a literature review was conducted, resulting in a conceptual framework that presented the data to be collected. A qualitative, case study methodology was employed with data being collected through focus group interviews. The findings show that there are different modes of presentation affecting the viewer in different ways. Moreover, it became apparent that product placement has many benefits over traditional advertising, but there are a number of factors to be considered when using it to promote a brand.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Marketing, Advertising, Product placement, Television
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-59310ISRN: LTU-CUPP--06/121--SELocal ID: fd74dcd7-40b7-43cd-a3c0-6f7f19eaa2a9OAI: diva2:1032697
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

Open Access in DiVA

fulltext(467 kB)0 downloads
File information
File name FULLTEXT01.pdfFile size 467 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

Total: 1 hits
ReferencesLink to record
Permanent link

Direct link