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"Product Placement" or "Brand Placement" is the paid inclusion of branded products surgery brand identifiers, direct audio and/or exteroception means, within amusement media. This dissertation is a aggregation of three essays that investigate factors affecting the effectivity of product placements.Author: Deepa Anil PillaiPublish Year: 2011
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Effects of product placement on consumers
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This is achieved through the right smart in which this chapter is structured; by looking astatine the definitions bestowed by academics of product placement; imperceptible advertising; brand acknowledgment and recall; firebrand equity and trust; considering various studies and selecting the most appropriate ones for this dissertation to prove the research questions.
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Where did the idea of product placement come from?
According to Brennan et al. (1999) the whole idea of the product placement in movies was originated due to producer’s effort to increase the reality of movies by adding to them real brands and products.
Are there any studies on product placement in movies?
The nature and prevalence of product placement in movies. Major studies focused on the nature and prevalence of product placement can be found in the works of DeLorme& Reid (1999), Sapolsky& Kinney (1994), Avery & Ferraro (2000) and others.
Which is the best book on product placement?
The works of Gupta & Gould (1997), Nebenzahl&Secunda (1993), Ong&Meri (1994) and others have mainly concentrated on the beliefs and attitudes of audience (viewers) regarding product placement.
How is product placement different from other marketing strategies?
One of the main differences of product placement from other marketing strategies is the significance of factors contributing to it, such as context and environment within which the product is displayed or used. Implementing an efficient marketing strategy is one of the essential conditions for a product to be successful in the marketplace.
Last Update: Oct 2021
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