lnu.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Product Placement: A study about Swedes attitude towards product placements in Movies and TV-shows
Linnéuniversitetet, Fakultetsnämnden för ekonomi och design, Ekonomihögskolan, ELNU.
Linnéuniversitetet, Fakultetsnämnden för ekonomi och design, Ekonomihögskolan, ELNU.
2012 (Engelska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

Marketers have always been looking for alternative ways to reach the target population with their messages. One approach that has grown the last decades is product placement that has become a large arena for companies to involve in their marketing communication. It has been shown that people tend to dislike traditional advertisement such as commercial brakes in TV and tries to avoid it by switching channel. Since product placement is a type of advertisement that is embedded in a movie or TV-show and cannot be zapped away without missing the story of the movie or TV-show, it is a good opportunity to reach out with a company’s message.

Several studies have been done in the field of mapping the attitudes towards product placement but no research has been done with the Swedish audience in focus. Therefore the purpose of this thesis is: “…to investigate what attitudes the Swedish audience has towards product placements in Movies and TV-shows”, which will lead to a greater knowledge for Swedish marketing managers about the attitudes towards product placement in Sweden.

This thesis is a quantitative study with a descriptive single cross-sectional design. The data was retrieved through a questionnaire online. The sample frame was generation Y which is people that are between the ages 18-35.

The study showed that the general attitude towards product placement is positive for the Swedish audience. When it comes to the different dimensions of product placement; visual-only, audio-only and a combination audio-visual it is shown that the visual placements is seen as the most positive way to place a product in a movie or a TV-show. It could also be seen several similarities with previous studies that prominent placement has a lower attitude while a subtle placements has a more positive attitude.

Ort, förlag, år, upplaga, sidor
2012. , s. 79
Nyckelord [en]
Product Placement, Attitudes, Brand, Brand Recall, Generation Y
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:lnu:diva-19051OAI: oai:DiVA.org:lnu-19051DiVA, id: diva2:529314
Ämne / kurs
Företagsekonomi - Marknadsföring
Utbildningsprogram
Marknadsföringsprogrammet, 180 hp
Uppsök
samhälle/juridik
Handledare
Examinatorer
Tillgänglig från: 2012-06-21 Skapad: 2012-05-29 Senast uppdaterad: 2012-06-21Bibliografiskt granskad

Open Access i DiVA

Abrahamsson, J & Lindblom, N. (2012)(5933 kB)17201 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 5933 kBChecksumma SHA-512
f048c13bb2865a348f93f88bb3a8603c73565e5e859aa7dae840828093d9f0ec4d01074bdc1540131b018129ede6141a46772460fc1613bbb0e2e34e4136c615
Typ fulltextMimetyp application/pdf

Av organisationen
Ekonomihögskolan, ELNU
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 17201 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 3630 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf