Thesis (M.A.)--Brigham Young University. Dept. of Communications, 2006. / Includes bibliographical references (p. 48-55).

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

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.

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

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).

Thesis (Ph. D.)--Washington State University, August 2007. / Includes bibliographical references (p. 95-109).

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.

This dissertation contributes to the body of literature on consumer behavior and marketing communication by exploring how brand mentions in music influence memory, attitudes, and purchase intentions. Even though the definitions of product placement have expanded to include a variety of media, there is no scholarly literature that explores this phenomena. More importantly, there are conceptual differences between product placement and brand mentions that differentiate this form of promotion. Thus, two studies were conducted to test the influence of brand mentions on hip-hop consumers ages 18-36. Study One (n=204) used a hip-hop song created specifically for this research with four brands in the lyrics with varying degrees of prominence in the song and congruence with hip-hop culture. Three fictitious press releases were also used to manipulate perceived initiator. A 3x2x2x2 repeated measures with between subjects design was employed to analyze the effects of the executional factors (prominence and congruence), perceived initiator and primary beneficiary, along with involvement on the dependent variables. In Study Two, 30 in-depth interviews were conducted to gain a deeper understanding of the phenomena in Study One. The overall findings suggests that brand mentions may be an effective tool to increase brand awareness. In Study One, highly prominent, incongruent brands were remembered more in comparison to high prominent congruent brands, but this effect was reversed in the low prominent conditions. In addition, 87% of the subjects were able to recall at least one brand mentioned in the song. Highly involved participants had more favorable attitudes towards the brands than low involved participants. However, the difference was most evident in the rating of congruent brands. The hypothesized interaction between perceived initiator and involvement was not supported. Additionally, the findings did not support the predicted effects of perceived primary beneficiary. However, findings in Study Two reveal possible explanations. Study Two also revealed four emergent themes that influence the effectiveness of brand mentions in hip-hop music: third person effect, authenticity, consumer skepticism, and ethics. The current research is the first attempt to tackle this phenomena empirically. Thus, there were some limitations as well as many future research directions. / text