[Truncated abstract] Children have become an important consumer segment for marketers because of their potential in purchasing and the influence they have on family purchasing decisions. Marketers may not only want to influence children's spending today, but they are also grooming them for long term loyalty. Children are surrounded by sophisticated promotional techniques such as product placements which are presumed to be capable of influencing their purchase and request decisions. It has been argued that the processing of product placements works differently to traditional advertising. Placements are thought to form an impression in the mind of consumers without them being aware of this happening. These impressions may influence their purchase decisions. The consumer's inability to remember incidental exposure to a brand, or to know that these prior exposures are influencing their judgment, is an important factor that defines the effectiveness and potential deceptiveness of product placement. Young children, with more limited cognitive abilities than adults, could perhaps face more difficulty in grasping the difference between promotional and editorial content in the form of a children's magazine placement. Their inability to distinguish commercial from non-commercial content, and the intent of the promotion message, would appear to make young children vulnerable to the effects of the placement message. Children's processing of persuasion knowledge, or their ability to differentiate commercial from non-commercial and the knowledge of commercial intent, are suggested to be less vulnerable to the message. Three different studies (Study I, Study II and the main study on children) using the samples of children's magazines and children themselves were conducted. ... This stored information may have been used in a favourable way at the time of decision-making which may have influenced young children to like the placed brand. A possible explanation of such behaviour could be that as the child becomes deeply bonded with the magazine material, that child could have social interaction with friends who share a similar bond. This could result in a child having a greater influence on their friends. One of the implications of this study for a marketing organisation is the potential usefulness of material connectedness to a magazine when purchasing advertising space in children's magazines. It may also suggest a construct that may form criteria to use across media. Connectedness may be a surrogate for a measure of media 'engagement.' Product placement normally does not identify a sponsor. Placements have been criticised as an unethical practice because this technique attempts to trick vulnerable child consumers. If a majority of children in the sample knew the commercial nature and intent of a product placement, then it is difficult to rationalise this form of execution as misleading because it was placed. This study offers insights and information on the ways children make decision after exposure to a product placement, a technique which has been criticised as a deceptive 'masked' method of communication. Perhaps, product placement may not be as deceptive as many critics claim. This study found that public policy makers should revisit the policy on children's media, especially on masked techniques like product placement.

The purpose of this research was to compare the presence of product placement in movies across two different cultures, namely the U.S. and Thailand. In particular, this research examined the frequency of product placement in movies, the position of product placement in movies, and the target audiences in the U.S. and Thailand.

Detta arbete har undersökt vad Tv-spelare online tycker om omvänd produktplacering (ReverseProduct Placement, RPP) jämfört med vanlig produktplacering. RPP innebär att föra överfiktiva varumärken från filmer, Tv-serier och annan media till verkligheten och sälja verkligamotsvarigheter av produkterna. RPP i kombination med Tv-spel är ett ganska outforskat områdeoch detta arbete skrevs för att hjälpa fylla det hålet. Data om vad folk tycker samlades in via en digital enkät som delades via en länk iinternetforum, exempelvis Reddit. Resultaten visar att en marknadsföringskampanj för enuppföljare där konsumenten får en ätbar produkt som gåva vid förbokning eller köp av spelethar stor chans att locka fans av serien. Den skulle kunna vara något mer effektiv än en kampanjmed PP-element eftersom Tv-spelare har en något mer positiv inställning till RPP än PP. / The objective was to examine what gamers online thought about using Reverse ProductPlacement (RPP) to advertise for video game releases and if they would prefer it over regular product placement. RPP, for the uninitiated, is about transferring fictional brands and products from pieces of media like movies and Tv-shows into the real world and selling physical versions of the products. Using RPP for video games is a very unexplored area and this work is supposed to help fill that gap. Data was gathered through a digital survey that gathered respondents by posting a link to it on online forums like Reddit. The results indicate that using a marketing campaign where the consumer gets an edible product when buying or preordering a sequel have a chance of enticing fans of the series the marketed game is a part of. Such a campaign may be more successful than a campaign with PP-elements since gamers have a more positive attitude towards RPP than they do towards PP.

With increasing restrictions, saturated advertisement markets and advanced technology, the conditions of the communication politics have significantly changed and outdated the classical instruments. In order to bypass these developments, marketers started to strategically promote their products through appearances in movies and television than through conventional commercial spots. Additionally, social media has developed to one of the latest and most effective communication tools, especially among Generation Y, which businesses try to take advantage of. The combination of these two instruments created product placement on social media. Extensive market research on product placement in movies and television has shown that it can be an effective marketing tool if applied correctly. However, the research on product placement on social media is limited. Therefore, this paper will investigate whether product placement on social media is as effective as in movies and television, by answering the following research question: What is the impact of product placement on social media on the end-consumer’s brand perception and purchase intention? To address this issue we developed an online survey based on the theoretical background and methodology. The target group was set to social media users of the Generation Y worldwide. Subsequently, within a timeframe of three weeks we collected 217 valid responses that were analyzed with SPSS in order to answer the research questions and give managerial implications. Our analysis shows that product placement on social media can have a positive influence on consumer brand perception and purchase intention. This is particularly compounded if the celebrity is liked. However, the analysis also indicates clear signs that the Generation Y perceives product placement on social media as unethical. However, all in all, it can be said that product placement on social media is a good marketing tool if several suggestions and restrictions are taken into account.

<p>Abstract</p><p>Title: Brand exposure in television. A comparison between SVT and TV4 2003 and 2006.</p><p>Number of pages: 57 including appendix</p><p>Author: Axel Victorin</p><p>Period: Spring 2008</p><p>Course: Media and Communication studies C</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University</p><p>Purpose/aim: The aim of this study is to evaluate the prevalance of brand exposure in Swedish public service television, SVT and TV4. The Swedish public service TV broadcasting company, Sveriges Television (SVT) advertises itself as purveyor of free television, without commercial or political interference. A B-level essay, written some years ago, showed that the SVT policies were not always observed throughout the entire organisation. The aim of this essay is, by using quantitative research, to study whether SVT is letting commercial interests have their say in the programmes by exposing brand names and logotypes.</p><p>Material/method: The study is performed through examining 40 hours of television from SVT and 40 hours from TV4, as reference. TV4 is a Swedish commercially funded broadcaster, working under similar legislation as SVT. A quantitative method has been developed for this study.</p><p>Results: The results of the study shows that while TV4 stays on a fairly steady level concerning brand exposure, brand exposure in SVT has decreased significantly between 2003 and 2006. The reason for this is beleived to be increased awareness of the issue in the SVT organisation, possibly due to product placement being more debated and acknowledged in recent years.</p><p>Keywords: SVT, TV4, product placement, brand name exposure, television, marketing</p>

「微收視時代」的來臨使得媒體的廣告營收大不如前，經營日益困難，「置入性行銷」逐漸成為媒體另闢財源的最佳管道。本研究以三立偶像劇《命中注定我愛你》為研究對象，檢視商品類型、置入型態與商品訊息之間的相關性。本研究之發現與建議如下： 一、對置入贊助商而言，選擇使用戲劇置入能帶來以下優點： 　　1.戲劇置入能以劇情彌補商品的相反特性，以更完整的方式呈現商品利益 　　2.可以在不同橋段中呈現多樣化的商品訊息，或重複強調單一訊息 　　3.劇情所賦予的象徵意義使得商品的存在更具說服力 　　4.「場景置入」可呈現企業形象和品牌精神，並具體化服務的「不可觸知 性」　 　　 二、未來實務界可依以下三點做為判斷商品是否適合使用「戲劇置入」之標 準： 　　1.商品「載具性質」的有無 　　2.商品「與運鏡融和之程度」高低與否 　　3.商品之「外型」是否為銷售的主打強調重點 三、偶像劇《命中注定我愛你》之特殊置入型態如下，值得實務界參考： 　　1.對白：以品名、活動或意涵替代商品名稱，隱藏其後強烈的說服企圖 　　2.情節：賦予「神奇功能」增添商品魅力 　　3.置入型態：「角色置入」使商品反客為主 　　4.置入元素：巧妙地呈現在戲劇中的各種不同位置 　　若置入商品能以自然巧妙的方式呈現，不中斷觀眾收視情緒，並以不干涉文本創作者的創意發揮空間為前提，「戲劇置入」定能提升戲劇節目的拍攝品質，並改善本土文化創意產業之國際競爭力，成為贊助商、製片商、置入代理商與閱聽眾間的「四贏」行銷策略。

Syfte: Syftet med studien var att ge en utökad förståelse för hur användandet av produktplacering kan påverka tittarnas syn på en TV- serie. Metod: Ett avsnitt av den svenska TV- serien Solsidan användes på grund av dess omfattande kritik mot användandet av produktplaceringar. Empirin samlades in genom en kombination av enkäter och fokusgrupper där 21 respondenter deltog och där de fick se ett avsnitt ur serien. Teori: Teorier om minnesprocessen, varumärkeskännedom, informationshanteringsprocessen, olika dimensioner av produktplacering samt dess för- och nackdelar har använts för att sammanlänkas med studiens resultat. Slutsats: Produktplacering medförde ingen förändrad syn på TV- serien Solsidan av olika anledningar: A)    Samtliga respondenter hade en positiv inställning till produktplacering. B)    I snitt uppmärksammades endast 29 % av placeringarna. C)    De varumärken som uppmärksammades var mycket bra integrerade och påverkade inte tittarupplevelsen negativt. D)    Produktplaceringen gjorde handlingen mer realistisk och trovärdig då respondenterna kunde relatera till liknande händelser. / Purpose: The purpose of this study was to provide an enhanced understanding about how the use of product placement can affect the opinion of a TV series.   Methodology: The Swedish TV- series Solsidan was used because of its criticism about product placement. The empirical data was collected by a combination of surveys and focus groups in which 21 respondents participated and watched one episode of the series.   Theories: Theories about the memory process, brand awareness, information processing, different dimensions of product placement and its pros and cons where used to conjoin to the results.   Conclusion: Product placement did not affect the opinion on the TV- series Solsidan for different reasons: A)     All respondents had a positive attitude towards product placement. B)    The recall of the placements was on average no higher than 29 %. C)    The brands that where noticed where well integrated and did not affect the viewing experience negatively. D)    Product placement made the scene more realistic and credible as the respondents could relate to similar situations.

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.

Second-screen viewing - the use of smartphones, tables and laptops while watching television program - has increased dramatically in the last few years, which multi-screen usage could be considered as a new opportunity for marketing communication. This study will investigate the social media (as second screen) communication effects of TV drama series focussing on the effectiveness of characters' fashion content in leading to consumers' impulsive buying. Narrative transportation theory, use and gratification theory, flow theory, social comparison theory and para-social theory are developed and adopted in an S-O-R framework in this study. A quantitative research approach will be used to conduct online survey focusing China second screen marketing phenomenon. Results of the study provide a guide to understand the newly emerging second screen process with theoretical and managerial perspectives.

<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>