Nowadays premium promotion has caused a stir in many industries. Sales promotion comprises a multitude of marketing tools designed to stimulate the purchase of goods and services by providing an incentive. Among those promotion tools, premium occupies a very important place. It belongs to non-monetary promotion which is different from the monetary one that we generally know. Many experts address that in long term, monetary promotion might have imposed negative impact on their own brand. However, premium promotion is one of non-monetary promotion, and it brings up consumers the ¡§gains¡¨, not the ¡§reduced losses.¡¨ The academic research on the subject in Taiwan or even in other countries is scarcely seen, although premium-based sales promotions are commonly used on marketing practice. It is a kind of multifunctional promotion tool. For example, attractiveness, the linkage with main product, immediacy, mention of value, and free/self-liquidating product etc. are needed to highly care about. Premium promotion may avoid some negative influences from price promotion. However, if marketers cannot operate premium well, it might still cause some problems. This study does not only discuss Consumers¡¦ Overall Appreciation, but also try to find out Perceived Manipulation Intent beyond consumers. This thesis is 2¡]high/low attractiveness¡^x 2¡]high/low perceived fit between the premium and the product¡^x 2¡]direct/delayed¡^x 2¡]mention/not mention of the premium¡¦s value¡^mixed experiment design ANOVA. Mentioning the value of the premium and immediacy are between-subject factors and attractiveness and perceived fit between the premium and the product are within-subjects factors. The purpose of this study is the effect of four premium independent variables on Overall Appreciation and Perceived Manipulation Intent of Consumer Reaction. The study shows: 1. High attractiveness, high product-premium fit, and direct premium all have significantly positive effects on consumer¡¦s overall appreciation. 2. Attractiveness and product-premium fit has an interaction effect on overall appreciation, and fit is like a moderator. 3. Product-premium fit and mention of value has an interaction effect on overall appreciation. 4. Attractiveness, product-premium fit, and immediacy has an interaction effect on overall appreciation. 5. Attractiveness, product-premium fit, and immediacy has statistically significant on perceived manipulation intent.

Yes / It is often assumed that exposure to nude stimuli in advertising influences consumer behavior positively. However, the empirical evidence concerning the effects of nudity on consumer reactions is inconclusive. The goal of this study is to disentangle the effects of opposite-gender and same-gender nudity on female and male consumers' reactions. This study, thereby, offers a framework for the appropriate choice of seminude or fully clothed human stimuli based on advertisers' objectives and consumer–model gender interactions. The empirical data were derived from a large-scale market research initiative from Germany with 61,399 consumer evaluations of 147 real ads from 16 product categories. Female consumers show positive same-gender results for both seminude and fully clothed female models, indicating strong homophily, but nonsignificant opposite-gender effects on information search, positive attitude change, integration of brand into consideration set, and purchase intentions. In contrast, male consumers demonstrate a significantly positive and equally strong influence of opposite-gender and same-gender seminude stimuli on all of the four variables.

Syfte: Syfte med uppsatsen är att öka vår kunskap om product displacement samt att utreda den påverkan product displacement har på mottagaren sett ur ett marknadsföringsperspektiv. Pararellt undersöks om fenomenet kan vara en fördel eller nackdel i marknadskommunikationen. Utgångspunkten i utredningen är att varumärkesinnehavare själva använder sig av product displacement. Metod: Denna studie har genomförts med en kvalitativ metod och induktiv ansats. Metodvalet har sin utgångspunkt i den bristande teorin då fenomenet product displacement är ett nytt begrepp sett ur ett marknadsföringsperspektiv. Undersökningen bygger på tjugo kvalitativa intervjuer med mottagare av product displacement samt två respondenter med yrkesanknytning inom marknadsföring. Avgränsningar: Denna uppsats behandlar endast product displacements effekter på mottagaren som i vårt fall är begränsat till studenter i ålder 20-25 år. Product displacement behandlas som en möjlig marknadsföringsstrategi förutsatt att varumärkesinnehavare själva använder denna. Slutsatser: Product displacement medför ett överraskningsmoment som genererar känslor för mottagaren. Mottagaren gör associationer till det ursprungliga varumärket och får därmed en ökad brand awareness som i sin tur leder till engagemang i form av bland annat word-of-mouth. / The purpose of this thesis is to discuss the impact that product displacement has on the receiver from a marketing communication perspective. This thesis is built upon that the companies themselves make use of this possible marketing strategy. This study is based on a qualitative method with an inductive approach. The main choice of methods has its origins in the lack of product displacements theory since it is a new concept from a marketing communication perspective. The survey is based on twenty interviews with recipients of the phenomenon and two respondents with professional ties.  This thesis deals only with the effects off the product displacement phenomenon on the receiver, as in our case, is limited to students with 20-25 years of age.