Product Placement
The Analysis of a Marketing Communication Instrument
- Art: Diplomarbeit
- Autor: Johanna Bueß
- Abgabedatum: Mai 2003
- Umfang: 63 Seiten
- Dateigröße: 981,4 KB
- Note: 1,0
- Institution / Hochschule: Hochschule für Wirtschaft und Recht Berlin Deutschland
- ISBN (eBook): 978-3-8324-8025-7
-
ISBN (Paperback) :
978-3-8324-8025-7 P - ISBN (CD) :978-3-8324-8025-7 CD
- Sprache: Englisch
- Prämierung:
- Arbeit zitieren: Bueß, Johanna Mai 2003: Product Placement, Hamburg: Diplomica Verlag
- Schlagworte: Schleichwerbung, Film, Werbung, Marketing-Instrument, TV
In den Warenkorb
74,00 €
Diplomarbeit von Johanna Bueß
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.
Table of Contents:
| INTRODUCTION | 4 | |
| AIMS AND OBJECTIVES | 4 | |
| METHODOLOGY | 5 | |
| PART 1: | BACKGROUND | 7 |
| 1.1 | DEFINITION OF THE TERM PRODUCT PLACEMENT | 7 |
| 1.2 | THE HISTORY OF PRODUCT PLACEMENT | 9 |
| 1.3 | REASONS FOR THE INCREASING USE OF PRODUCT PLACEMENT | 10 |
| 1.3.1 | REASONS FOR MARKETERS | 10 |
| 1.3.2 | REASONS FOR FILMMAKERS | 10 |
| 1.4 | USE OF PRODUCT PLACEMENT TODAY AND FUTURE FORECAST | 11 |
| 1.4.1 | MARKETS | 11 |
| 1.4.2 | CATEGORIES | 12 |
| 1.4.3 | NEW POSSIBILITIES AND FUTURE FORECAST | 12 |
| PART 2: | MARKETERS' AND FILMMAKERS' VIEW: PLANNING AND IMPLEMENTATION | 13 |
| 2.1 | PLANNING | 13 |
| 2.1.1 | DEVELOPING PRODUCT PLACEMENT AS AN EFFECTIVE COMMUNICATION INSTRUMENT USING KOTLER'S 8 STEPS | 14 |
| 2.1.1.1 | Target audience | 14 |
| 2.1.1.2 | Communication objectives | 15 |
| 2.1.1.3 | Communication message | 15 |
| 2.1.1.4 | Communication channels | 16 |
| 2.1.1.5 | Communication budget | 16 |
| 2.1.1.6 | Communication mix | 16 |
| 2.1.1.7 | Communication results | 16 |
| 2.1.1.8 | Integrated marketing communication process | 17 |
| 2.1.1.9 | Problems with the development of product placement as marketing communication instrument | 17 |
| 2.1.2 | DEVELOPING PRODUCT PLACEMENT AS EFFECTIVE TOOL IN FILM PRODUCTION | 19 |
| 2.1.2.1 | Opportunities when using product placement effectively | 19 |
| 2.1.2.2 | Problems of using product placement | 20 |
| 2.1.2.3 | Solutions | 20 |
| 2.2 | IMPLEMENTATION | 20 |
| 2.2.1 | PROCEDURE | 21 |
| 2.2.2 | COMPENSATION | 21 |
| 2.2.2.1 | Cash | 21 |
| 2.2.2.2 | Products | 21 |
| 2.2.2.3 | Promotional tie-in | 22 |
| 2.2.2.4 | Examples | 22 |
| 2.2.2.5 | Costs per Thousand | 23 |
| 2.2.3 | INFLUENCE OF FIRMS | 24 |
| 2.3 | CONCLUSION | 26 |
| PART 3: | CONSUMERS' VIEW: MORAL ISSUES AND LEGAL SOLUTIONS | 27 |
| 3.1 | CONSUMERS' ETHICAL CONCERNS | 27 |
| 3.2 | LEGAL RESTRICTIONS | 29 |
| 3.2.1 | DIFFERENCES BETWEEN TV AND CINEMA REGULATIONS | 29 |
| 3.2.2 | LEGAL RESTRICTIONS IN TELEVISION BROADCASTING | 29 |
| 3.2.2.1 | Situation in the USA | 29 |
| 3.2.2.2 | Situation in Europe | 29 |
| 3.2.2.2.1 | Specific situation in the UK | 30 |
| 3.2.2.2.1.1 | Television broadcasting rules | 30 |
| 3.2.2.2.1.2 | Limitations to television broadcasting rules | 31 |
| 3.2.3 | FURTHER POSSIBLE LEGAL RESTRICTIONS | 32 |
| 3.3 | SOLUTIONS FOR MARKETERS | 33 |
| 3.4 | CONCLUSION | 34 |
| PART 4: | EVALUATING THE EFFECTIVENESS OF PRODUCT PLACEMENT | 35 |
| 4.1 | EVALUATION OBJECTIVES | 35 |
| 4.2 | EXISTING KNOWLEDGE | 36 |
| 4.3 | LITERATURE REVIEW | 37 |
| 4.3.1 | EFFECTS ON PRODUCT RECOGNITION | 37 |
| 4.3.2 | EFFECTS ON PRODUCT RECALL | 38 |
| 4.3.3 | EFFECTS ON ATTITUDE TOWARD THE BRAND AND PURCHASING BEHAVIOUR | 38 |
| 4.4 | ANALYSIS OF RESEARCH RESULTS | 40 |
| 4.4.1 | EFFECTS ON PRODUCT RECOGNITION AND RECALL | 40 |
| 4.4.2 | EFFECTS ON ATTITUDE TOWARD THE BRAND AND PURCHASING BEHAVIOUR | 40 |
| 4.5 | RECOMMENDATIONS TO MARKETERS | 42 |
| 4.6 | LIMITATIONS OF RESEARCH RESULTS | 43 |
| 4.7 | CONCLUSION | 43 |
| CONCLUSION | 44 | |
| BIBLIOGRAPHY | 46 | |
| APPENDICES | 51 | |
| APPENDIX I : PRODUCT PLACEMENT CATEGORIES | 52 | |
| APPENDIX II: EXAMPLES OF PRODUCT PLACEMENTS IN FILMS | 53 | |
| APPENDIX III: PRODUCT PLACEMENT CONTRACT | 58 |
In den Warenkorb
74,00 €
Link zur Arbeit:
http://www.diplom.de/ean/9783832480257
Arbeit zitieren:
Bueß, Johanna Mai 2003: Product Placement, Hamburg: Diplomica Verlag
Schlagworte:
Schleichwerbung, Film, Werbung, Marketing-Instrument, TV
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