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Produktplacering: Kommersialitet kontra kreativitet?: En kvalitativ studie om hur den svenska produktplaceringsmarknaden fungerar och vad produktplacering egentligen tillför till en film- och/eller tv-produktion
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Product placement: Commerciality versus creativity? (English)
Abstract [sv]

Syftet med den här uppsatsen är att få en djupare förståelse för produktplaceringsprocessen och därmed se vad produktplacering som marknadsföringskanal genererar till en film- och/eller tv-produktion. Utgångspunkten för att besvara syftet är värdeskapandeteorier tillsammans med en kvalitativ undersökning via intervjuer med sex personer inom produktplaceringsbranschen. Resultatet från undersökningen visade på att fördelarna med produktplacering är att den ger konsumenten en plattform att se en produkt eller ett varumärke i ett verklighetstroget sammanhang och därmed görs produktionen mer trovärdig. I ett större perspektiv genererar produktplacering mer än bara trovärdighet, den erbjuder ett nätverk med samarbetspartners, liksom ett värdeskapande genom kringliggande plattformar.

Abstract [en]

The purpose of this paper is to gain a deeper understanding of the product placement process and to see what a marketing channel such as product placement generates to a film and/or a television production. The starting point for answering the purpose of this paper is the value creation theories together with a qualitative survey through interviews with six people in the product placement industry. The results from the survey showed that the benefits of product placement are the contribution of a platform for consumers to see a product or a brand in a realistic context and thereby making a production more reliable. In a larger perspective, product placement generates more than just credibility, it offers a network of partners, as well as value creation through surrounding platforms.

Place, publisher, year, edition, pages
2011. , 42 p.
Keyword [en]
product placement, value-in-use, co-creation of value
Keyword [sv]
produktplacering, värdeframställning, samskapande av värde
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-155717OAI: oai:DiVA.org:uu-155717DiVA: diva2:427780
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2011-06-29 Created: 2011-06-28 Last updated: 2011-06-29Bibliographically approved

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