The purpose of this research paper was to explain how product placement in games influences the consumer’s attitude towards the brand. The aims during this work with the purpose in mind were to utilize quantitative methods in the pursuit of fulfilling the objective of answering how certain placement strategies can affect individual consumer’s attitudes. As said, quantitative methods are used in combination with deductive reasoning, hence meaning that researchers of this paper make use of such programs like google docs questionnaire (for collecting data and creating surveys), SPSS statistics (for measuring the given data and assembling patterns/relationships). Since these kinds of methods were used, it means that both primary and secondary sources were made use of by the authors. Findings concerning the research put forward in this paper indicates that the most significant kind of placement strategy which is motivated why its significance value, is Plot and narrative placement. research presented in this work is represented by three hypotheses. H1-screen placement, H2 -script placement and H3 plot placement. All hypothesis except the third one was accepted through 2 produced positive results (H2, H3) while one produced negative results (H1). As a wrap-up summary of this, consumers who play games seem to have a more positive attitude towards brands utilizing screen and plot placement rather than script placement. Hence having a better attitude when it comes to product placement in games compared from the previous studies. Researchers suggest using qualitative research to cover for more factors concerning product placement in games which may affect consumers'' attitude toward brands. This together with a further focus on random sampling may produce an interesting result.

<p>Title: Product Placement - A study of how Swedish children are exposed to product placement in Walt Disney Movies.</p><p>Authors: Erik Fritzell, Tobias Harhoff and Stefan Olstorpe</p><p>Advisor: Venilton Reinert</p><p>Type of work: Bachelor dissertation in Marketing</p><p>Date: Spring term 2010</p><p>Purpose: We will investigate whether or not there are product placements in the movies selected for our research. The selected movies must have children under the age of twelve as one of its target audi-ences. We will do a content analysis of the selected movies to see what kind of product placements there is in those movies.</p><p>We feel that this research can help to bring the concept of product placement towards children more into the light and hopefully we can make people more aware of the fact that companies use mov-ies to reach out and affect children with their products and messages.</p><p>Research question: In what way are Swedish children exposed to product placements in movies produced by Walt Disney Pictures?</p><p>Method & material: Literature about Product Placement and observing movies if they contain placements.</p><p>Main result: Children will be exposed by product placement in Walt Disney movies, this can happen through visual, verbal or plot placements, but the age and development is a crucial factor when it comes to receptiveness.</p><p>Key words: Product placement, visual placement, verbal placement, plot placement, marketing.</p>

Title: Product Placement - A study of how Swedish children are exposed to product placement in Walt Disney Movies. Authors: Erik Fritzell, Tobias Harhoff and Stefan Olstorpe Advisor: Venilton Reinert Type of work: Bachelor dissertation in Marketing Date: Spring term 2010 Purpose: We will investigate whether or not there are product placements in the movies selected for our research. The selected movies must have children under the age of twelve as one of its target audi-ences. We will do a content analysis of the selected movies to see what kind of product placements there is in those movies. We feel that this research can help to bring the concept of product placement towards children more into the light and hopefully we can make people more aware of the fact that companies use mov-ies to reach out and affect children with their products and messages. Research question: In what way are Swedish children exposed to product placements in movies produced by Walt Disney Pictures? Method &amp; material: Literature about Product Placement and observing movies if they contain placements. Main result: Children will be exposed by product placement in Walt Disney movies, this can happen through visual, verbal or plot placements, but the age and development is a crucial factor when it comes to receptiveness. Key words: Product placement, visual placement, verbal placement, plot placement, marketing.