[pt] Nesta década, impulsionado pelos dispositivos móveis, como smartphones e tablets, cresce globalmente o número de horas despendidas assistindo-se a vídeos. Ao mesmo tempo, também se produzem mais conteúdos roteirizados e investe-se mais em product placement. O Brasil é um país que se destaca mundialmente nesse tipo de publicidade, mas não produz muitos papers acadêmicos acerca do tema. Esta dissertação se propõe a fazer uma revisão bibliográfica sobre product placement e analisar o caso das seis ações da empresa Coca-Cola na primeira temporada do seriado Mister Brau, veiculado pela TV Globo entre setembro e dezembro de 2015. Para essa análise, utilizou-se parte do ferramental da semiótica francesa. Os resultados indicam que as ações aconteceram nos níveis mais superficiais do percurso gerativo de sentido, desenvolvido por Greimas. Este trabalho aponta sugestões de como a Coca-Cola poderia ter se integrado em um nível mais profundo através do entendimento dos valores fundamentais do seriado. Também propõe-se um processo de trabalho, por meio de briefing e projeto de product placement, em que anunciante, agência e produtor de conteúdo possam negociar de forma mais clara quais os valores transmitidos para a marca e como isso se realiza, tirando do foco da negociação e da avaliação de resultado a proeminência das ações. / [en] In this decade, pulled by mobile devices such as smartphones and tablets, the number of hours spent watching videos globally grows. At the same time it also produces more scripted content and invests more in product placement. Brazil is a country that stands out worldwide in this type of advertising, but does not produce many academic papers on the subject. This dissertation proposes to make a literature review on product placement and analyze the case of Coca-Cola s six placements in first season of Mister Brau sitcom broadcasted by TV Globo between September and December 2015. For this analysis, was used part of the tool of French Semiotics. The results indicate that the actions happened at the most superficial levels of the generative path of sense developed by Greimas. This work points to suggestions on how Coca-Cola could have integrated itself at a deeper level by understanding the core values of the show. It is also proposed a working process through briefing and product placement project where the advertiser, agency and producer of the content can negotiate more clearly what and how the values are transmitted to the brand, taking the prominence out of the focus of placements negotiation and evaluation.

This thesis is focused on both product placement problems on a general theoretical level and their usage in a specific movie called Probudím se včera (I wake up yesterday). In the theoretical part of the essay the relevant notions involving marketing and media areas are defined, the practical part includes both the analysis of specific integration types of various brands in the film and the evaluation of information picked up by a questionnaire form which has searched for a respondents attitude to the product placement dilemma in a general way and also from the point of view of the chosen movie Probudím se včera.

Thesis (MBA)--Stellenbosch University, 2014. / ENGLISH ABSTRACT: A product placement or placement occurs when a brand is integrated into a film, game or sitcom for advertising purposes. This integration can either be in the form of a visual placement, verbal placement or both. The practice of product placement has become popular due to the loss of advertising effectiveness of traditional media channels. This is due to the advent of technology, which allows the consumer to avoid advertisements. Marketers have therefore sought alternative, more effective forms of advertising, leading to an increase in spending on product placement. As product placement becomes more popular, there is a growing need to justify the large amounts spent on this practice. This research addressed this need by developing a framework for practitioners to use in order to determine the effectiveness of a placement. The framework will help to provide an understanding of the returns gained from investing in a product placement strategy. This research, which is in the form of a qualitative study, has made use of both primary and secondary data sources to meet this research objective. The primary data source is based on the findings from an interview conducted with a placement-practitioner, while the secondary data was based on all published literature regarding the means of measuring the effectiveness of product placement. The study begins by reviewing the literature in order to gain an understanding of advertising effectiveness and how it has been measured by past researchers. This review and analysis led to the discovery of three stages of measuring advertising effectiveness, these are the cognitive, affective and conative stages. These three stages were used as the starting point for the development of the framework which measures the effectiveness of product placement. The literature was then analysed with the aim of determining the measures used for each stage to determine the effectiveness of a placement. These measures were grouped according to the stage within which they belonged, i.e. either the cognitive, affective or conative stages. For example, brand awareness, which was found to be a measure of product placement effectiveness, was grouped under the cognitive effects of a placement. The results of the literature analysis were validated by conducting an interview with a product placement practitioner. The aim of this interview was to gain an understanding of how the industry determines the effectiveness of a product placement. An additional category, namely financial impact, was extracted from this interview. The end result was the creation of a framework, with four categories, which can be used to determine the effectiveness of a product placement.

Title: Possibilities of product placement cooperation with FTVS UK Objectives: The aim of this work is to analyze existing offer for potential sponsors, who in future can cooperate with FTVS UK. Side goal is to create the PEST and the SWOT analyses of the Outdoor sports department, as chosen member of FTVS UK. Methods: In this thesis we used a method of the SWOT and the PEST analysis and the analysis of the documents. These methods are applied on the Outdoor sports department. Results: Final offer contains all meaningful and significant information about the Outdoor sports department of FTVS UK which can be used, when creating cooperation with potential partners. Keywords: partnership, promotion, product placement, sponsorship

<p><strong>Date: </strong>May 28, 2009</p><p><strong>Program: </strong>MIMA – International Marketing</p><p><strong>Course name:</strong> Master Thesis (EFO705)</p><p><strong>Title:</strong> Consumer responses to product placements in Thai television sitcoms</p><p><strong>Authors:</strong> Chalinee Ketrattanakul           ckl08001@student.mdh.se</p><p>Pimmanee Pongpatranon        ppn08004@student.mdh.se</p><p><strong>Tutor: </strong>Tobias Eltebrandt</p><p><strong>Problem:</strong> How Thai consumers identify the advertising strategy of product placements in Thai sitcoms?</p><p><strong>Purpose:</strong> To examine the responses of Thai customers toward product placements in Thai sitcoms and measure how product placements in Thai sitcoms have influential effects on Thai consumers’ attitudes.</p><p><strong>Method:</strong> The study is mainly based on quantitative research using experiment and survey methods. Relevant secondary data are also collected. The major framework used in the study is the Multicomponent Model of Attitude.</p><p><strong>Conclusion:</strong> Product placements in Thai sitcoms have influential effects on the attitudes of Thai consumers depending on the category used in practice and execution style. Implicit product placement seems to be the most suitable and acceptable technique to use in Thai sitcoms since it creates positive effects on Thai consumers’ attitude toward brands and their purchase intention.</p><p><strong>Key words:</strong> Product placement, television sitcom, attitude, cognition, affect, behavior</p><p> </p>

Product placement is a relatively new idea within marketing. Despite this, it has become a more accepted and used concept, especially within the motion picture industry. It has been noticed that exposure on screen has had a positive effect on sales of the showed products, even though there are still no clear method to measure its efficiency. Evidence has shown that there is an increased tourism to destinations exposed on screen. For example, the movie Braveheart increased tourism to Scotland, Notting Hill has brought attention to London’s district Notting Hill, and the books of Wallander has benefited Ystad. We therefore see a possible development of product placement, which so far only has incorporated products, to also include placement of geographical places (cities, region or nations etc), i.e. location placement. The exposures that to this point has occurred has been random, with no active participation from marketers or filmmakers. Our purpose is to investigate if media placement of locations (defined as paying for the placement) is a possible future source of revenue for location marketers as well as film and product placement agencies. We have interviewed people from three main areas: marketer of a geographical location, product placement agency, and representatives from the film production. Since we had some problems collecting sufficient data, we decided to complement our empirical findings with secondary data. We see a potential development of location placements. It does however require some conditions to be fulfilled. First, the placement must be seamlessly placed, should lead the story forward and should not be the main focus before the script. Second, the placement must be communicated openly throughout the entire production process and with all parties involved. Finally we see that placement must be founded on good relationships and having the right channels. The actors involved in a location placement are the marketer, product placement agency, location shout, director and other film production crew. To sum up, a well thought-thru location placement that are consistent with the overall location brand image and the story, would benefit both the location and the film.

Date: May 28, 2009 Program: MIMA – International Marketing Course name: Master Thesis (EFO705) Title: Consumer responses to product placements in Thai television sitcoms Authors: Chalinee Ketrattanakul           ckl08001@student.mdh.se Pimmanee Pongpatranon        ppn08004@student.mdh.se Tutor: Tobias Eltebrandt Problem: How Thai consumers identify the advertising strategy of product placements in Thai sitcoms? Purpose: To examine the responses of Thai customers toward product placements in Thai sitcoms and measure how product placements in Thai sitcoms have influential effects on Thai consumers’ attitudes. Method: The study is mainly based on quantitative research using experiment and survey methods. Relevant secondary data are also collected. The major framework used in the study is the Multicomponent Model of Attitude. Conclusion: Product placements in Thai sitcoms have influential effects on the attitudes of Thai consumers depending on the category used in practice and execution style. Implicit product placement seems to be the most suitable and acceptable technique to use in Thai sitcoms since it creates positive effects on Thai consumers’ attitude toward brands and their purchase intention. Key words: Product placement, television sitcom, attitude, cognition, affect, behavior

This thesis is an ethnographic study of the product placement decisions made on-set during the production of a feature film. A concise historical review of the use of products in film and television is followed by an overview of the current research literature. The literature overview reveals a need for specific additional research. The research question which directed the present study intends to add to the existing literature: product placement is part of a creative decision-making process that happens throughout production on-set with filmmakers using products to help tell their story. The method used to approach the research question is an ethnographic observation of the decision-making process on-set, supplemented by interviews with professionals in props, art and set decorating departments. The findings present the results of the study summarizing the observations and interviews supporting the research question. The last section outlines the conclusions and areas that call for further research.

Abstract Purpose The purpose of this thesis is to examine the Swedish students’ habits regarding videos on Youtube and create an understanding towards what makes them viral. The purpose is also to state how companies should make use of visble and hidden viral marketing to get their message out to the customers.MethodThe thesis uses both a qualitative and a quantitative method. At first there was a qualitative focus group with 6 Swedish students. The focus group generated valuable information which later was used to create surveys. The surveys collected quantitative information. Then the information was summarized and analyzed giving consideration to validity and reliability and compared to prior scientific research. The study was then reviewed to determine ways to replicate it with alternative methods.Result and conclusion The authors found that it was not a big difference in the spreading behavior of the consumers in terms of open versus hidden viral videos. The study shows that the companies should rather go with open viral videos because they will gain more brand exposure. If they use hidden videos they will have to be very careful when they construct the video, otherwise the customer might miss the connection between the plot and the brand or product. The study also concludes five important factors to make a Youtube-video go viral. Humor is the most important followed by unexpected events, exceptional talent, shocking events and excitement.Keywords: Viral marketing, Youtube, Product placement, Stealth marketing

Purpose The purpose of this study is to investigate whether a combination of product placement and traditional advertising can enhance the company's marketing. We perform this study because we believe that the consumers consider traditional marketing in many cases obsolete. Theory The study’s theory consists of topics and terms of product placement, traditional marketing, branding and communications. Theories used in this study were the basis to answer the study's research question using empirical data gathered during the study. Method The study has a deductive approach with a qualitative focus, therefore, the study is based on existing research, which was later to use for the data extracted from the interviews. The approach is going to show differences and similarities between how it looks in reality versus theory. Conclusion The results of this study show that product placement can increase the efficiency of traditional marketing. The combination enables the brand to easily be recognizable by the companies target and the type of person the company wants to be associated with. The combination of the two marketing methods shows a tendency to promote business and economic efficiency in marketing.