The paper will focus on local marketing and placement theory to analysis the famous movie "Cape on the 7th," in Taiwan. We want to explore the movie company how to enter the market by cheaper marketing method under lacking the fund resource. We will want to understand the government sector whether offer the movie company assistant. In addition, we will discuss the impact of tourism and consumption. Finally, we will observe the movie- ¡¨Dae Jang Geum¡¨ of Korea whose marketing mode compare to "Cape on the 7th." In research method, we used in-depth interviews to collect data through the broadcast of the video shooting area caused by tourism, consumption and other economic benefit analysis, the media in the region and the tourism industry experts from related industries to point out that it should be the planning and implementation of appropriate marketing strategies to maintain and enhance the competitive advantage of the region from the investment environment, human environment and infrastructure aspects, etc., to shape a good image of the region to meet the needs and aspirations of consumers.

<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.</p><p>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.</p><p>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.</p><p>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.</p><p>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.</p>

Product placement, also referred to as stealth advertising, raises important questions when it comes to television because a far larger audience views television than movies. Product placement in newscasts is even more controversial. Television news is expected to be free of persuasive attempts and provide citizens with basic information that is of public importance. Yet, product placement blurs the line between journalism and commercial promotion, thus destroying the integrity of the news. Product placement in newscasts raises ethical questions about the effect it has on viewers, provided that they do not realize that they are presented with commercials, framed as news story. Yet, this paper argues that, since viewers focus on the actual news and do not elaborate consciously on the advertised product or brand, product placement in newscasts has little effect on their brand recall. To support this hypothesis the paper compares brand recall from product placement and commercials. Results revealed that this hypothesis is partially true. Important discovery from this study is the fact that product placement directly affects news credibility.

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Bakgrund: Podcasten är ett färskt tillskott till nuvarande marknadsföringsmedier och har påkort tid visat stor potential inom marknadsföringskommunikation. Den lågaproduktionskostnaden och enkelheten attraherar annonsörer som vill skapa riktad reklam tillsina kunder. De flesta marknadsförare är överens om att det bästa sättet att göra reklam i enpodcast är genom sponsring. Hur konsumenter uppfattar denna typ av reklam är dock oklartdå tidigare studier har adresserat mer traditionella medium. Syfte: Vi vill skapa en förståelse för hur konsumenter uppfattar sponsormeddelanden i enpodcast samt vilket presentationssätt de tycker är bäst. Genomförande: För att uppnå syftet med studien har en kvalitativ undersökning genomförts.Vi har valt att intervjua åtta personer i åldrarna 21-29 år som finns i våra bekantkretsar. Dehar alla lyssnat på en podcast vid mer än ett tillfälle och några är regelbundna lyssnare. Resultat: Vår undersökning visar blandade känslor angående attityd till reklam i podcasts. De två viktigaste komponenterna har visats vara sättet sponsormeddelandet presenteras påoch lyssnarens relation till talaren. Respondenterna är överens om att den typ av sponsringsom inte uppfattas som reklam och skiljer sig mest från traditionell reklam är bäst. De menarockså att deras intresse för talaren har stor påverkan på hur trovärdig och intressant reklamenär. Majoriteten av våra respondenter påpekar att de ogillar reklam, men att reklamen i podcastär att föredra framför reklam i andra medium. En intressant upptäckt med undersökningen äratt sponsormeddelanden som anses vara störande fastnar bäst på minnet. / Background: The podcast is a recent addition to existing marketing mediums and has showngreat potential in the area of marketing communications. Its low production cost andsimplicity attracts advertisers who wish to create targeted advertising for their customers.Most marketers agree that sponsoring is the best way to distribute advertising trough apodcast. How consumers perceive this kind of advertising is not well-known since formerstudies have focused more traditional mediums. Purpose: We wish to create an understanding of customer perception concerning advertisingin podcasts and what they believe is the best way to present a sponsor message. Implementation: To fulfil our purpose we have chosen to use a qualitative approach. We have decided to interview eight people aged 21-29 from our known circuits. They have alllisten to a podcast more than once and some are regular listeners. Result: Our survey shows mixed feelings concerning the attitude towards advertising inpodcasts. The two most important components have shown to be the way the message ispresented and the listeners´ relation to the speaker. The respondents agree that the kind ofsponsoring they prefer is the one they don’t perceive as advertising and differs most fromtraditional advertising. They also mean that their interest for the speaker has great effect onthe levels of credibility and interest of the advert. The majority of our respondents say theydon’t like advertising, but that the advertising in podcasts is preferable compared toadvertising in other mediums. An interesting discovery with our survey is the fact thatsponsor messages that are perceived as annoying are most memorable

Thesis (Ph. D.)--University of Texas at Austin, 2008. / Vita. Includes bibliographical references.

Diss. Univ. St. Gallen, 2007.

Zugl.: Hannover, Univ., Diss., 2009

Thesis (M.S. )--Kutztown University of Pennsylvania, 2005. / Source: Masters Abstracts International, Volume: 45-06, page: 2705. Typescript. Abstract precedes thesis as 2 leaves (iii-iv). Includes bibliographical references (leaves 69-75).

Thesis (M.S.)--West Virginia University, 2006. / Title from document title page. Document formatted into pages; contains v, 55 p. : ill. (some col.). Includes abstract. Includes bibliographical references (p. 45-46).