An Analysis Of Product Placement As A Strategic Communication Instrument

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An analysis of "Product Placement" as a strategic communication instrument

Author : Michael Knöppel
Publisher : diplom.de
ISBN 13 : 3832412662
Total Pages : 141 pages
Book Rating : 4.8/5 (324 download)

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Book Synopsis An analysis of "Product Placement" as a strategic communication instrument by : Michael Knöppel

Download or read book An analysis of "Product Placement" as a strategic communication instrument written by Michael Knöppel and published by diplom.de. This book was released on 1999-02-09 with total page 141 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Abstract: The dissertation scrutinises the opportunities that product placement may entail as an additive and integral part of a company s marketing mix. It also discusses its imminent disadvantages and threats as posed by the relevant German legislation. The main focus, however, is placed on the conceivable effects of product placement as regards brand awareness, recall, attitudes and increasing turnover. Einleitung: Die Arbeit untersucht die Möglichkeiten, welche "Product Placement" als eine additive und integrierte Komponente des Marketing-Mixes für interessierte Unternehmen bietet. Weiterhin werden ökonomisch bedingte Nachteile und Einschränkungen im Rahmen der deutschen Gesetzgebung erläutert. Das Hauptaugenmerk jedoch liegt auf den möglichen Auswirkungen des Product Placements auf Markenbekanntheit, Recall, Einstellungen (Attitudes) und Umsatzsteigerungen. Inhaltsverzeichnis:Table of Contents: List of abbreviationsVII 0.Executive Summary1 1.Introduction and scope of this worK2 1.1Objectives and limitations2 1.2Method of approach3 1.3Definition of terms4 1.4Categorisation of Product Placement within the communications mix7 2.Reasons for the development and growth of Product Placement10 2.1Overview10 2.2General market conditions and how to react to them10 2.3The changing face of the electronic media market11 2.3.1Television11 2.3.2Cinema/The film industry13 2.3.3Video16 2.4Growing ineffectiveness of traditional forms of advertising17 2.4.1New forms of media usage as reactions to the information overload17 2.4.2The problem of reactance19 2.5Internationalisation and globalisation of markets20 3.Historical development of Product Placement22 3.1Inception and evolution in the US22 3.2Overview of the German market27 4.Classifications of Product Placement in practice29 4.1According to the object placed30 4.1.1Product Placement in a narrow sense30 4.1.2Generic Placement31 4.1.3Corporate Placement32 4.1.4Innovation Placement33 4.1.5Idea Placement34 4.2According to the kind of information transfer35 4.2.1Visual Product Placement35 4.2.2Verbal Placement35 4.3According to the intensity of its integration into the action37 4.3.1On-Set Placement38 4.3.2Creative Placement38 4.3.3Image Placement40 5.Critical discussion of the applicability for placing companies42 5.1Advantages and benefits associated with Product Placement42 5.2Disadvantages and problems associated with Product Placement48 5.3The legal [...]

Product Placement

Author : Johanna Bueß
Publisher : diplom.de
ISBN 13 : 3832480250
Total Pages : 67 pages
Book Rating : 4.8/5 (324 download)

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Book Synopsis Product Placement by : Johanna Bueß

Download or read book Product Placement written by Johanna Bueß and published by diplom.de. This book was released on 2004-06-04 with total page 67 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Abstract: Product placement has become increasingly common in recent years. This paper analyses the practice of placing brands in films and television programmes from different perspectives. From the marketers point of view the development of product placement as a marketing communication instrument is analysed. It is also shown how filmmakers can use it to add realism to a film and save production costs. Putting the product placement strategy into practice is found to be a complex process. Furthermore, the way of compensation varies from case to case. The analysis of costs per thousand reveals that product placement is a cost-effective marketing communication instrument. This analysis of the marketers and the filmmakers point of view is supported by interviews with marketing departments, product placement agencies and film production companies. On the other hand viewers ethical concerns about product placement are investigated and it is studied how they are included in legal restrictions. The outcome is that there are some areas with no regulations and areas with rules that have limitations. Therefore, recommendations for improvement are made. Also, ways are established how marketers can take viewers concerns into consideration when placing their brand in a film. Finally the effectiveness of product placement in marketing communications is analysed on the basis of academic research. It is found that product placement can be successful in regard to brand recall and recognition and to some extent in regard to brand attitude and purchasing behaviour. However, the effectiveness depends on the type and exposure time of the placement, the kind of film and supporting advertising. Summing up, product placement can be used effectively for marketers and filmmakers, while not having predominantly negative effects on viewers. However, this is only the case when it is planned carefully and a number of aspects are taken into consideration. Inhaltsverzeichnis:Table of Contents: INTRODUCTION4 AIMS AND OBJECTIVES4 METHODOLOGY5 PART 1:BACKGROUND7 1.1DEFINITION OF THE TERM PRODUCT PLACEMENT7 1.2THE HISTORY OF PRODUCT PLACEMENT9 1.3REASONS FOR THE INCREASING USE OF PRODUCT PLACEMENT10 1.3.1REASONS FOR MARKETERS10 1.3.2REASONS FOR FILMMAKERS10 1.4USE OF PRODUCT PLACEMENT TODAY AND FUTURE FORECAST11 1.4.1MARKETS11 1.4.2CATEGORIES12 1.4.3NEW POSSIBILITIES AND FUTURE FORECAST12 PART 2:MARKETERS' AND FILMMAKERS' VIEW: PLANNING [...]

Product Placement as an Effective Tool for the Brand Positioning

Author : Hanna Górska-Warsewicz
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (115 download)

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Book Synopsis Product Placement as an Effective Tool for the Brand Positioning by : Hanna Górska-Warsewicz

Download or read book Product Placement as an Effective Tool for the Brand Positioning written by Hanna Górska-Warsewicz and published by . This book was released on 2017 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand is currently one of the most important tools in the battle for the consumer. Therefore, positioning of the brand nowadays is a priority element in the marketing strategy of the enterprises. Each of them strives to effectively reach the consumer through various sources of marketing communications. The alternative to traditional advertising in the press or television has become the nontraditional marketing communications such as product placement and branding. This tool is much more effective because of the ability to direct the relevant marketing message to selected audience group at the right time and place. The aim of this chapter is to present selected aspects of product and brand placement as an unconventional tool for brand positioning. The special attention was given to define product and brand placement as well as to present its role in the creation of brand value for customers. This chapter consists of four parts related to (1) "introduction"; (2) "brand positioning and its role in product and brand placement"; (3) "product placement as one of the unconventional promotional tools with special attention given to definition, advantages and disadvantages, effectiveness, as well as some examples related to movies, printed publications, and video games"; and (4) "conclusion."

Advances in Advertising Research (Vol. IV)

Author : Sara Rosengren
Publisher : Springer Science & Business Media
ISBN 13 : 3658023651
Total Pages : 407 pages
Book Rating : 4.6/5 (58 download)

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Book Synopsis Advances in Advertising Research (Vol. IV) by : Sara Rosengren

Download or read book Advances in Advertising Research (Vol. IV) written by Sara Rosengren and published by Springer Science & Business Media. This book was released on 2013-05-30 with total page 407 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA) which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme “The changing roles of advertising”. The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network.

Handbook of Product Placement in the Mass Media

Author : Mary-Lou Galician
Publisher : Routledge
ISBN 13 :
Total Pages : 310 pages
Book Rating : 4.3/5 ( download)

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Book Synopsis Handbook of Product Placement in the Mass Media by : Mary-Lou Galician

Download or read book Handbook of Product Placement in the Mass Media written by Mary-Lou Galician and published by Routledge. This book was released on 2004 with total page 310 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines product placement, related media marketing strategies, and their impacts upon consumers. The contributors are national experts in a variety of mass media specialties, who address product placement in terms of historical context, Hollywood, brand synergy and brand identity, and legal/ethical issues. You'll also find fascinating case studies focusing on product placement in movie and television programs, in books, and as a marketing technique for medical productsplus examinations of the impact of adding an audible reference to a visually prominent brand placement and of the use of generic or fictitious products in otherwise realistic films.

Integrated Marketing Communications with Online Study Tools 12 Months

Author : Bill Chitty
Publisher : Cengage AU
ISBN 13 : 0170386511
Total Pages : 558 pages
Book Rating : 4.1/5 (73 download)

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Book Synopsis Integrated Marketing Communications with Online Study Tools 12 Months by : Bill Chitty

Download or read book Integrated Marketing Communications with Online Study Tools 12 Months written by Bill Chitty and published by Cengage AU. This book was released on 2017-11-16 with total page 558 pages. Available in PDF, EPUB and Kindle. Book excerpt: Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 5th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today. Incorporating the most up-to-date theories and practice, this text clearly explains and demonstrates how to best select and co-ordinate all of a brand's marketing communications elements to effectively engage the target market. Chapters adopt an integrative approach to examine marketing communications from both a consumer's and marketer's perspective. With a new chapter on digital and social marketing addressing the development of interactive media in IMC and new IMC profiles featuring Australian marketer's, along with a wide range of local and global examples including: Spotify, Pandora, Snapchat, Palace Cinemas, Woolworths, KFC, Old Spice, Telstra, Colgate and QANTAS, this text has never been so relevant for students studying IMC today. Unique to the text, is a series of new student and instructor IMC videos showing students how key objectives in IMC theory are applied by real businesses.

ICGR 2020 3rd International Conference on Gender Research

Author : Dr Karen Jones
Publisher : Academic Conferences and publishing limited
ISBN 13 : 1912764571
Total Pages : 351 pages
Book Rating : 4.9/5 (127 download)

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Book Synopsis ICGR 2020 3rd International Conference on Gender Research by : Dr Karen Jones

Download or read book ICGR 2020 3rd International Conference on Gender Research written by Dr Karen Jones and published by Academic Conferences and publishing limited. This book was released on 2020-04-02 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Handbook of Research on Transmedia Storytelling and Narrative Strategies

Author : Y?lmaz, Recep
Publisher : IGI Global
ISBN 13 : 1522553584
Total Pages : 633 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Handbook of Research on Transmedia Storytelling and Narrative Strategies by : Y?lmaz, Recep

Download or read book Handbook of Research on Transmedia Storytelling and Narrative Strategies written by Y?lmaz, Recep and published by IGI Global. This book was released on 2018-07-06 with total page 633 pages. Available in PDF, EPUB and Kindle. Book excerpt: Transmedia storytelling is defined as a process where integral elements of fiction get dispersed systematically across multiple delivery channels to create a unified and coordinated entertainment experience. This process and its narrative models have had an increasing influence on the academic world in addressing both theoretical and practical dimensions of transmedia storytelling. The Handbook of Research on Transmedia Storytelling and Narrative Strategies is a critical scholarly resource that explores the connections between consumers of media content and information parts that come from multimedia platforms, as well as the concepts of narration and narrative styles. Featuring coverage on a wide range of topics such as augmented reality, digital society, and marketing strategies, this book explores narration as a method of relating to consumers. This book is ideal for advertising professionals, creative directors, academicians, scriptwriters, researchers, and upper-level graduate students seeking current research on narrative marketing strategies.

Marketing Communications

Author : Chris Fill
Publisher : Pearson UK
ISBN 13 : 1292235004
Total Pages : 1019 pages
Book Rating : 4.2/5 (922 download)

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Book Synopsis Marketing Communications by : Chris Fill

Download or read book Marketing Communications written by Chris Fill and published by Pearson UK. This book was released on 2019 with total page 1019 pages. Available in PDF, EPUB and Kindle. Book excerpt: The new edition of Marketing Communications delivers a rich blend of theory with examples of contemporary marketing practice. Providing a critical insight into how brands engage audiences, Fill and Turnbull continues to be the definitive marketing communications text for undergraduate and postgraduate students in marketing and related fields. The eighth edition, which contains two new chapters, reflects the changing and disruptive world of marketing communications. Throughout the text the impact of digital media and its ability to influence audience, client, and agency experiences, is considered. Each chapter has been extensively revised, with new examples, the latest theoretical insights, and suggested reading materials. Each of the 22 chapters also has a new case study, drawn from brands and agencies from around the world. Marketing Communications is recognised as the authoritative text for professional courses such as The Chartered Institute of Marketing, and is supported by the Institute of Practitioners in Advertising.

International Online Marketing Communication Strategies of Global Players. A Linguistic Study with Special Reference to T-Mobile

Author : Christina Kuttnig
Publisher : GRIN Verlag
ISBN 13 : 366807724X
Total Pages : 175 pages
Book Rating : 4.6/5 (68 download)

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Book Synopsis International Online Marketing Communication Strategies of Global Players. A Linguistic Study with Special Reference to T-Mobile by : Christina Kuttnig

Download or read book International Online Marketing Communication Strategies of Global Players. A Linguistic Study with Special Reference to T-Mobile written by Christina Kuttnig and published by GRIN Verlag. This book was released on 2015-10-29 with total page 175 pages. Available in PDF, EPUB and Kindle. Book excerpt: Diploma Thesis from the year 2002 in the subject English Language and Literature Studies - Linguistics, grade: Sehr Gut, Klagenfurt University, language: English, abstract: The purpose of this study is to analyse the international online marketing communication strategies of a mobile communications provider that has recently ‘gone global’ from a linguistic point of view. This field of business has so far operated on a local level; through the merger of various companies operating on a national level to form the global player T-Mobile this has become an international business. The present study will compare the linguistic implementation of T-Mobile’s online marketing communication strategies on the corporate as well as two local Internet sites and attempt to filter out possible cross-cultural differences. Since an analysis of all relevant media would deserve more consideration than the purpose and length of this thesis allow, I wish to focus on just one media, the Internet, as this communication channel is exemplar of the ‘open-strategy’ approach of international marketing communications.

The Little Black Book of Management: Essential Tools for Getting Results NOW

Author : Suzanne Turner
Publisher : McGraw Hill Professional
ISBN 13 : 0071784403
Total Pages : 216 pages
Book Rating : 4.0/5 (717 download)

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Book Synopsis The Little Black Book of Management: Essential Tools for Getting Results NOW by : Suzanne Turner

Download or read book The Little Black Book of Management: Essential Tools for Getting Results NOW written by Suzanne Turner and published by McGraw Hill Professional. This book was released on 2010-06-11 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: All the essential tools managers could ever need—in one handy guide! "Describes in simple terms the practical tools . . . to achieve success." -- Alan Mulally, President and CEO, Ford Motor Company Real-world tested, real-world proven in organizations ranging in size from global titans like Boeing and Motorola to mom-and-pops and home businesses, The Little Black Book of Management is the ideal handbook for busy executives, managers, and entrepreneurs like you. In this unique, practical, and easy-to-use guide, you get nearly 100 potent indispensable tools, organized for ease-of-use, including: • Time management • Brainstorming • Presentations • Process management (Six Sigma, balanced scorecard) • Communication/teambuilding Save time and money by tackling in-house such critical tasks as brand development, marketing mix, breakeven analysis, or even designing a business excellence framework. Concise, comprehensive, and organized for immediate access to the right tools for the job, The Little Black Book of Management is your one-stop source for all the essential tools managers need to develop the performance of their teams and organizations. Suzanne Turner owns and manages Potenza, Ltd., a management development consulting company, and has also worked with Andersen Consulting. She currently works with a wide range of organizations from global corporations to niche providers.

Marketing Communication Policies

Author : Rainer Busch
Publisher : Springer Science & Business Media
ISBN 13 : 3540373225
Total Pages : 266 pages
Book Rating : 4.5/5 (43 download)

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Book Synopsis Marketing Communication Policies by : Rainer Busch

Download or read book Marketing Communication Policies written by Rainer Busch and published by Springer Science & Business Media. This book was released on 2006-10-30 with total page 266 pages. Available in PDF, EPUB and Kindle. Book excerpt: By summing up the authors’ lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines. There are comprehensive illustrations, cases, questions for discussion, and case solutions.

Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies

Author : Hernández-Santaolalla, Víctor
Publisher : IGI Global
ISBN 13 : 1799831205
Total Pages : 457 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies by : Hernández-Santaolalla, Víctor

Download or read book Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies written by Hernández-Santaolalla, Víctor and published by IGI Global. This book was released on 2020-04-24 with total page 457 pages. Available in PDF, EPUB and Kindle. Book excerpt: As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium’s methods are so young that their potential and effectiveness is not yet fully understood. Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.

Handbook of Product Placement in the Mass Media

Author : Mary-Lou Galician
Publisher : Routledge
ISBN 13 : 1136781285
Total Pages : 297 pages
Book Rating : 4.1/5 (367 download)

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Book Synopsis Handbook of Product Placement in the Mass Media by : Mary-Lou Galician

Download or read book Handbook of Product Placement in the Mass Media written by Mary-Lou Galician and published by Routledge. This book was released on 2004-05-28 with total page 297 pages. Available in PDF, EPUB and Kindle. Book excerpt: Leading experts present cutting-edge ideas and current research on product placement! The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics is the first serious book in English to examine the wider contexts and varied texts of product placement, related media marketing strateg

Advertising and Branding: Concepts, Methodologies, Tools, and Applications

Author : Management Association, Information Resources
Publisher : IGI Global
ISBN 13 : 1522517944
Total Pages : 1838 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Advertising and Branding: Concepts, Methodologies, Tools, and Applications by : Management Association, Information Resources

Download or read book Advertising and Branding: Concepts, Methodologies, Tools, and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2017-01-06 with total page 1838 pages. Available in PDF, EPUB and Kindle. Book excerpt: Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

The Handbook of Strategic Communication

Author : Carl H. Botan
Publisher : John Wiley & Sons
ISBN 13 : 1118857038
Total Pages : 400 pages
Book Rating : 4.1/5 (188 download)

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Book Synopsis The Handbook of Strategic Communication by : Carl H. Botan

Download or read book The Handbook of Strategic Communication written by Carl H. Botan and published by John Wiley & Sons. This book was released on 2021-04-08 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: Presents cocreational perspectives on current international practices and theories relevant to strategic communication The Handbook of Strategic Communication brings together work from leading scholars and practitioners in the field to explore the many practical, national and cultural differences in modern approaches to strategic communication. Designed to provide a coherent understanding of strategic communication across various subfields, this authoritative volume familiarizes practitioners, researchers, and advanced students with an inclusive range of international practices, current theories, and contemporary debates and issues in this dynamic, multidisciplinary field. This Handbook covers an expansive range of strategic communication models, theories, and applications, comprising two dozen in-depth chapters written by international scholars and practitioners. In-depth essays discuss the three core areas of strategic communication—public relations, marketing communication, and health communication—and their many subfields, such as political communication, issues management, crisis and risk communication, environmental and science communication, public diplomacy, disaster management, strategic communication for social movements and religious communities, and many others. This timely volume: Challenges common assumptions about the narrowness of strategic communication Highlights ongoing efforts to unify the understanding and practice of strategic communication across a range of subfields Discusses models and theories applied to diverse areas such as conflict resolution, research and evaluation, tobacco control, climate change, and counter terrorism strategic communication Examines current research and models of strategic communication, such as the application of the CAUSE Model to climate change communication Explores strategic communication approaches in various international contexts, including patient-oriented healthcare in Russia, road and tunnel safety in Norway, public sector communication in Turkey, and ethical conflict resolution in Guatemala The Handbook of Strategic Communication is an indispensable resource for practitioners, researchers, scholars, and students involved in any aspect of strategic communication across its many subfields.

The Tripartite Typology of Product Placement in the Movie "Papa Benji"

Download The Tripartite Typology of Product Placement in the Movie

Author : Ihuoma Okorie
Publisher : GRIN Verlag
ISBN 13 : 3346693635
Total Pages : 26 pages
Book Rating : 4.3/5 (466 download)

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Book Synopsis The Tripartite Typology of Product Placement in the Movie "Papa Benji" by : Ihuoma Okorie

Download or read book The Tripartite Typology of Product Placement in the Movie "Papa Benji" written by Ihuoma Okorie and published by GRIN Verlag. This book was released on 2022-08-11 with total page 26 pages. Available in PDF, EPUB and Kindle. Book excerpt: Academic Paper from the year 2022 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, , course: Theatre Arts, language: English, abstract: The aim of this paper is to carry out a brand recognition analysis using the Tripartite Typology of Product Placement, in the film, "Papa Benji". The primary data was collected through content analysis while the secondary data were collected from scholarly journals and books. Considering the large number of adverts inundating the average consumer daily on radio, television, bill boards among many others platforms, seeking other methods to reach clients in a subtler manner than traditional marketing messages becomes imperative. One of such tool is product placement which is a method of incorporating brand into film. However, despite being an effective tool of advert, it can have a downside when it comes to advertising and capturing the audience in a subtle way. If the placement is not subtle or too obvious, it can disturb the flow of the scene and further make the audience, shift attention to the advert rather than the plot of the film.