Abstract Title: Brand exposure in television. A comparison between SVT and TV4 2003 and 2006. Number of pages: 57 including appendix Author: Axel Victorin Period: Spring 2008 Course: Media and Communication studies C University: Division of Media and Communication, Department of Information Science, Uppsala University 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. 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. 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. Keywords: SVT, TV4, product placement, brand name exposure, television, marketing

Thesis (Ph. D.)--University of Texas at Austin, 2006. / Vita. Includes bibliographical references.

Thesis (M.B.A.)----University of North Carolina Wilmington, 2008. / Title from PDF title page (viewed May viewed May 28, 2009) Includes bibliographical references (p. 35-37)

SLOVÁČKOVÁ, T. Product placement and its influence on consumer behaviour. Brno, 2015. 205 p. Master thesis. Mendel University in Brno, Faculty of Business and Economics. Thesis supervisor: Ing. Martin Souček, PhD. This diploma thesis deals with product placement in Czech environment and its influence on consumer behavior. Methods of eye-tracking and in-depth interviews have been used in the practical part of this thesis. Based on the results of the con-ducted research, marketing recommendations with possible practical application were created.

This thesis deals with marketing communications. Describes marketing communication tools that are applied to the final consumer. The theoretical part focuses on the first part of the definition of marketing, its definition and historical development. The following section describes first general marketing communication and the communication process. Another part deals with various tools of communication mix. The last subchapter discusses the concept of product placement (PP). Characterizes the meaning of product placement, defines types and forms, and in the last part describes the situation regarding the placement of products on the Czech market. The research builds on the theoretical basis of the first chapter. It focuses primarily on product placement in the Czech Republic. It characterizes the product placement in TV shows and series. The second part of this work is focused on collecting and processing information regarding awareness abbreviated PP and that information are statistically tested. In the last chapter are results of research concluded, interpreted and evaluated.

Submitted by Laetitia May Juliette Sybille de Panafieu (laetitia.de-panafieu@hec.edu) on 2016-12-07T19:26:29Z No. of bitstreams: 1 MPGI Thesis - Laetitia de Panafieu Finale Version.pdf: 2285108 bytes, checksum: b7896af3f3008fc3ba58ff87838489cc (MD5) / Rejected by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br), reason: Dear Laetitia, Sorry, but the page 4 needs to be corrected some things: I didn’t realize the mais spaces between your name and the title. On the Committee members, there is space between name and line of the second and third members, please, withdraw them, follow the example of the first member. Att., on 2016-12-08T11:44:44Z (GMT) / Submitted by Laetitia May Juliette Sybille de Panafieu (laetitia.de-panafieu@hec.edu) on 2016-12-09T11:35:30Z No. of bitstreams: 1 MPGI Thesis - Laetitia de Panafieu Finale Version.pdf: 2285136 bytes, checksum: 42249338648e0676cb8e372d45ad6364 (MD5) / Approved for entry into archive by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br) on 2016-12-09T11:48:14Z (GMT) No. of bitstreams: 1 MPGI Thesis - Laetitia de Panafieu Finale Version.pdf: 2285136 bytes, checksum: 42249338648e0676cb8e372d45ad6364 (MD5) / Made available in DSpace on 2016-12-12T12:01:34Z (GMT). No. of bitstreams: 1 MPGI Thesis - Laetitia de Panafieu Finale Version.pdf: 2285136 bytes, checksum: 42249338648e0676cb8e372d45ad6364 (MD5) Previous issue date: 2016-11-18 / This research analyzes 'telenovelas' in Brazil, with the objective of defining to what extent these popular programs represent a dream factory, literally as an industry that sells dreams and metaphorically in terms of profitability. The angle of this exploratory study will focus on product placement in Brazilian 'telenovelas' that is the promotion of a product integrated in the plot or the settings themselves. The purpose of this thesis is to highlight best practices in terms of merchandizing, by analyzing the reactions - in theory and in practice - of audience when confronted to product placements in 'telenovelas'. A sum up of books and papers already published on the subject within a classic literature review will allow us to have a theoretical point of view on the matter. The collection of qualitative primary data through the conduct of several interviews will lead us to confront these theories to practice and identify main trends allowing brands to be as efficient as possible when promoting a product through televisual programs in general, and 'telenovelas' in particular. / Esta pesquisa analisa as telenovelas no Brasil, com o objetivo de definir em que medida esses programas populares representam uma fábrica de sonhos, literalmente como uma indústria que vende sonhos e metafóricamente em termos de rentabilidade. O ângulo deste estudo exploratório se concentrará na colocação de produtos em 'telenovelas' brasileiras, que é a promoção de um produto integrado na trama ou as próprias configurações. O objetivo desta tese é destacar as melhores práticas em termos de merchandising, analisando as reações - na teoria e na prática - da audiência quando confrontada com colocações de produtos em telenovelas. Uma soma de livros e artigos já publicados sobre o assunto dentro de uma revisão de literatura clássica nos permitirá ter um ponto de vista teórico sobre o assunto. A coleta de dados primários qualitativos através da realização de várias entrevistas nos levará a confrontar essas teorias para praticar e identificar as principais tendências que permitem que as marcas sejam tão eficientes quanto possível na promoção de um produto através de programas televisivos em geral e, especialmente, de telenovelas.

I dagens samhälle är internet något som de flesta har tillgång till. Sociala medier är en utav de aktiviteter som finns tillgängliga på internet och används som mest av ungdomar, däribland Generation Z. Genom sociala mediers höga tillgänglighet och kommunikationsmöjligheter skapar detta möjligheter för företag som vill sprida information till kräsna målgrupper. Produktplacering är en av de marknadsföringsverktyg på sociala medier som har visat sig vara effektiv i ett samhälle där människor filtrerar bort reklam på daglig basis. Opinionsledare är ytterligare ett verktyg som företagen använder sig av för att snabbare nå ut med sinakommunikativa budskap. Då ungdomar inom Generation Z är bekväma och innovativa har de också ett mer kritiskt och krävande förhållningssätt till det som publiceras på internet. Denna uppsats har därför som syfte att få en djupare förståelse för vilka attityder ungomdarna har till produktplacerade bilder på Instagram och om opinionsledare på plattformen har en påverkan på dem. Forskningsfrågor har upprättats som lyder: ‘’Vilka attityder har ungdomar inom Generation Z till produktplacering på Instagram?’’ samt ‘’Hur påverkar opinionsledare på Instagram ungdomar inom Generation Zs attityder?’’. Att undersöka produktplacering på Instagram var av stort intresse just för att applikationen är den app som ungdomar använder mest. Det finns dock begränsad forskning av vilka attityder som denna åldersgrupp har till produktplacering på Instagram och hur opinionsledare som medverkande kraft i denna plattform kan påverka dessa. För att kunna fylla detta kunskapsgap har vi framfört teori om kommunikation, påverkan och attityder för att sedan kunna analysera detta med det resultat som framkom under genomförandet av två kvalitativafokusgruppsintervjuer. Det visade sig att åldersgruppens attityder mestadels grundar sig i en “värdeuttrycksfunktion” av den orsak att de vill kunna koppla det som produktplaceras till deras sociala identitet och värderingar. Opinionsledaren har även visat sig ha en stor påverkan på åldersgruppensattityder om dem uttrycker sig på ett trovärdigt sätt. För att det kommunikativa budskapet i produktplaceringen ska nå fram behöver också åldersgruppen känna att de kan identifiera sigeller relatera till opinionsledarens åsikter. Krav på att produktplacering behöver vara skräddarsydd efter deras behov och intressen finns också vilket visar på att en så kallad “nyttofunktion” också präglar deras attityder. / In today's society, the internet is something that most people have access to. Social media is a popular activity on the internet and is mostly used by young people, including Generation Z. Through social media's high availability and communication capabilities, it creates new opportunities for companies that want to spread information to their target groups. Product placement is one of the marketing tools on social media that has proven to be effective in a society where people filter out advertising on a daily basis. Opinion leaders are another tool that companies use to speed up the proliferation of their communicative messages. As young people within Generation Z are comfortable and innovative, they also have a more critical and demanding approach to what is published on the internet. Therefore this essay aims to gain a deeper understanding of what kind of attitudes young people have to product-placed pictures on Instagram and also if opinion leaders on the platform have an impact on these attitudes. Issues have been formulated as the following: “What attitudes does young people in Generation Z have towards product placement on Instagram?” and, ‘’How does opinion leaders have an impact on young people in Generation Z’s attitudes on Instagram?’’. Examining product placement on Instagram was of great interest because of the fact that the application is the one that young people use the most. However, there is limited research on what kind of attitudes this age group has towards product placement on Instagram and how opinion leaders as a contributing power on this platform can affect them. In order to fill the gap of lacking data, we have presented theories in communication, impact and attitudes which will be analyzed with the results that were obtained during the implementation of two qualitative focus group interviews. It was shown that the attitudes of the young adults are mostly linked to a “value-expression function” based on the reason that they want to be able to link what has been product placed to their own social identity and values. The opinion leader has also been shown to have a major influence on the attitudes of the age group as long as they express themselves in a trustworthy way. In order for the communicative message of the product placement to approach them properly, the age group needs to feel that they can identify or relate to the opinions of the opinion leader. They also require that the product placement needs to be tailored to their needs and interests, this indicates that a so-called “utilitarian function” characterizes their attitudes.

This thesis is a study about subliminal messages and consumer attitudes towards the use of product placement as subliminal advertising and their behaviors afterwards. The effects of subliminal advertising have been ambiguous and controversial for a long time. Therefore this thesis was designed to understand consumer attitudes towards the way companies use product placement in movies or TV shows and how it may affect their behaviors by using focus group interviews, and the previous study about consumer attitudes towards product placement were also studied. As for the interviews, the samples from Karlstad University were divided into three groups: the Swedish group, the French group, and the German group; so that the results can be compared in order to see if people from different cultural backgrounds have different points of view. The results showed that most of the participants have the same idea that subliminal advertising is interesting, and as long as the product placement does not ruin the entertainment that they are supposed to get from watching a movie, then the attitude is still positive. The behaviors that can happen the most are talking with friends and looking up for information about products or brands, but the possibility of them to buy those brands are less since it also depends on other factors, such as brand preferences, center of interests, and purchasing power.

The use of embedded marketing, the practice of seamlessly integrating advertising messages into entertainment vehicles, continues to grow as media consumption shifts to on-demand forms, and reaching audiences with traditional advertising becomes more challenging. This dissertation investigates cause placement, the term proposed for the social marketing equivalent of product placement, the more widely known form of embedded marketing. Cause placement is the promotion of pro-social causes by verbally and/or visually inserting related elements into entertainment programming. Cause placement merits its own stream of research, because consumers are expected to react differently to the placement of social issues than to the placement of commercial products. However, cause placement has enjoyed little empirical research. This two-essay dissertation proposes a theoretical framework for the relationship between six independent variables, three of which have not been previously investigated in the embedded marketing research, on three dependent variables that measure the effectiveness of cause placement. The independent variables are placement modality, placement centrality, programming genre, image of the character, consistency of the behavior, and brandedness of the cause. The dependent variables are recall of the cause, attitude toward the cause, and intention to support the cause. Each of the two essays tests a portion of the proposed framework. Essay 1 (Chapter 4) investigates the effects of brandedness of the cause and placement modality on the three dependent variables using a 2 (branded/unbranded) by 3 (verbal/visual/ both) between-subjects design. As hypothesized, a branded cause was found to yield better recall than an unbranded one regardless of modality. Contrary to expectations however, there was no interaction effect between modality and brandedness on attitude toward the cause and intention to support the cause. The branded cause resulted in higher attitudes than the unbranded ones, and there were no significant differences among the groups for intention to support the cause, likely due to a ceiling effect reached because of the familiar cause used. The pattern of results plotted for attitude toward the cause was in the predicted direction, such that for the unbranded conditions the both verbal and visual modality had the highest attitude while for the branded conditions the opposite was true. Essay 2 (Chapter 5) investigates the effect of image of the character and consistency of the behavior on the three dependent variables using a 2 (“good guy”/”bad guy”) by 2 (consistent/ inconsistent) between-subjects design. As hypothesized, recall of the cause was higher when the main character’s behavior was consistent with his personality, regardless of the image of the character. Also as predicted, there was an interaction effect between image of the character and consistency of the behavior, such that attitude toward the cause was higher for consistent than inconsistent behavior when the image of the character was “bad guy,” but there was no significant difference in attitude toward the cause for consistent versus inconsistent behavior, when the image of the character was “good guy.” The analogous pattern hypothesized for intention to support the cause did not hold, however, perhaps due to the moral obligation that participants may have felt to follow the promoted behavior regardless of their personal attitude toward the cause. Limitations for both essays are discussed, as well as areas for future research.

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