Produktplacering: En studie om effektiv marknadsföring
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The purpose of this study is to investigate whether a combination of product placement and traditional advertising can enhance the company's marketing. We perform this study because we believe that the consumers consider traditional marketing in many cases obsolete.
The study’s theory consists of topics and terms of product placement, traditional marketing, branding and communications. Theories used in this study were the basis to answer the study's research question using empirical data gathered during the study.
The study has a deductive approach with a qualitative focus, therefore, the study is based on existing research, which was later to use for the data extracted from the interviews. The approach is going to show differences and similarities between how it looks in reality versus theory.
The results of this study show that product placement can increase the efficiency of traditional marketing. The combination enables the brand to easily be recognizable by the companies target and the type of person the company wants to be associated with. The combination of the two marketing methods shows a tendency to promote business and economic efficiency in marketing.
Place, publisher, year, edition, pages
2011. , 69 p.
Product placement, Traditional Marketing, Branding, Communications.
IdentifiersURN: urn:nbn:se:lnu:diva-12117OAI: oai:DiVA.org:lnu-12117DiVA: diva2:420789
Subject / course
Business Administration - Marketing
Marketing Programme, 180 credits
2011-06-03, N207, Gröndalsvägen 19, 391 83 Kalmar, Kalmar, 08:52 (Swedish)
UppsokSocial and Behavioural Science, Law