The objective of this paper is to explore one of the many methods of communicating a brand or product value: product placement. In this report, the areas that will be covered include, the history of product placement, the method, the goal and psychology behind it, current trends, its weaknesses and strengths, its role in our culture and how it might evolve in the near future. We will explore how product placement plays a role in the different types of media, its effectiveness and strategies and its limitations. Another issue that will be covered includes a survey of similar marketing techniques that at times have been seen as an extension or a better version of product placement: branded entertainment and advertainment. The purpose of this paper is to provide readers with a full understanding of the structure, function and purpose of product placement. / text

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The purpose of this document is to help marketing managers develop a deeper understanding of digital branded content and how it can be effectively targeted at Generation Y (i.e. consumers born between 1977 and 1994). Currently, the information available on digital branded content is scattered across a variety of sources, hence the need to aggregate key insights into digital branded content in one place. This document seeks to give marketing managers who are new to digital branded content an introductory look into this new form of advertising. Generation Y’s anticipated increase in purchasing power makes them an important target market for brands. Due to Generation Y’s constant use of technology, marketing managers must know how to target digital branded content at Generation Y. This document will define digital branded content and discuss its importance in the marketing mix, talk about Generation Y and their consumption patterns, highlight best practices in digital branded content as exhibited by several different organizations, and, finally, give several major recommendations for marketing managers who are interested in producing digital branded content for Generation Y. / text

Branded content as an advertising tactic is a growing phenomenon that is not widely researched and is generally ambiguous in nature. This study uses qualitative methods to explain how branded content is defined, how it functions, and how it can influence a brand. Case studies of IKEA and Chevrolet were compared alongside four interviews with branded content professionals. the data collected suggests that branded content in structure and substance is varied, however it comprises engagement, the brand, and financial transaction. the data collected also suggested that brands take a variety of stances when controlling content to support their brand, and that branded content generally supports the intangible aspects of a brand, as opposed to product features.

In recent years, the beef industry has been forced to examine improving supply chain coordination in order to respond to the declining consumer demand for beef. Exploring the different supply chain structures being used by beef industry participants to improve coordination and provide consumers with differentiated beef products is important. The problem is that it is not clear how the different attributes often included in branded beef programs affect transaction costs and result in the formation of particular supply chain structures. This thesis examines what makes a successful supply chain alliance in the beef industry. Essentially, this study examines the sustainability and effectiveness of different alliance types and their ability to coordinate various branded beef programs and the product attributes included under these programs. A predictive transaction cost model is developed, which examines how different product attributes result in the emergence of particular transaction characteristics. The model shows how the structure of the supply chain adapts in order to minimize the associated transaction costs. In order to better understand the relative importance of different transaction characteristics to supply chain participants, a two-part empirical study was conducted. In the first portion of the study the relative importance of key transaction characteristics to cow-calf operators was examined through the use of conjoint analysis. The results from the conjoint analysis indicate that certain transaction characteristics, namely asset specific investments, limit the willingness of cow-calf operators to participate in alliances due to the associated transaction costs. Cow-calf operators placed an emphasis on premiums, which shows that while they are willing to make trade-offs and accept increased costs, associated with asset specific investments and price uncertainty, they are only willing to do this when benefits are greater than costs. To further understand the importance of different transaction characteristics to supply chain participants, key managers and directors of different beef alliances throughout Canada and the United States were interviewed. Based on the interviews it appears that alliances have typically limited the level of asset specific investments required. Consequently, the degree of coordination is not affected to, any great extent, by the level of investments required. Instead, the degree of coordination appears to more a result of how an alliance is aligned with a particular brand name label. It appears that greater coordination occurs when an alliance owns a brand name label or is an exclusive supplier to a brand name label, as there is a higher risk of opportunistic behaviour and, as a result, higher transaction costs. The use of grid-based pricing systems and the number of buyers/sellers in the market did not appear to have a significant affect on the method of coordination chosen. Based on the results obtained from both the cow-calf operator conjoint-based analysis and interviews with alliance members this thesis identifies several critical success factors and challenges to improving coordination in the beef industry. Most significantly, when developing alliances it is necessary to understand the importance of different transaction characteristics to supply chain participants. This research demonstrates that supply chain participants in the beef industry are willing to make trade-offs between the benefits received from improved coordination and the transaction costs that arise, as long as the benefits exceeds the increase in costs.

In recent years, the beef industry has been forced to examine improving supply chain coordination in order to respond to the declining consumer demand for beef. Exploring the different supply chain structures being used by beef industry participants to improve coordination and provide consumers with differentiated beef products is important. The problem is that it is not clear how the different attributes often included in branded beef programs affect transaction costs and result in the formation of particular supply chain structures. This thesis examines what makes a successful supply chain alliance in the beef industry. Essentially, this study examines the sustainability and effectiveness of different alliance types and their ability to coordinate various branded beef programs and the product attributes included under these programs. A predictive transaction cost model is developed, which examines how different product attributes result in the emergence of particular transaction characteristics. The model shows how the structure of the supply chain adapts in order to minimize the associated transaction costs. In order to better understand the relative importance of different transaction characteristics to supply chain participants, a two-part empirical study was conducted. In the first portion of the study the relative importance of key transaction characteristics to cow-calf operators was examined through the use of conjoint analysis. The results from the conjoint analysis indicate that certain transaction characteristics, namely asset specific investments, limit the willingness of cow-calf operators to participate in alliances due to the associated transaction costs. Cow-calf operators placed an emphasis on premiums, which shows that while they are willing to make trade-offs and accept increased costs, associated with asset specific investments and price uncertainty, they are only willing to do this when benefits are greater than costs. To further understand the importance of different transaction characteristics to supply chain participants, key managers and directors of different beef alliances throughout Canada and the United States were interviewed. Based on the interviews it appears that alliances have typically limited the level of asset specific investments required. Consequently, the degree of coordination is not affected to, any great extent, by the level of investments required. Instead, the degree of coordination appears to more a result of how an alliance is aligned with a particular brand name label. It appears that greater coordination occurs when an alliance owns a brand name label or is an exclusive supplier to a brand name label, as there is a higher risk of opportunistic behaviour and, as a result, higher transaction costs. The use of grid-based pricing systems and the number of buyers/sellers in the market did not appear to have a significant affect on the method of coordination chosen. Based on the results obtained from both the cow-calf operator conjoint-based analysis and interviews with alliance members this thesis identifies several critical success factors and challenges to improving coordination in the beef industry. Most significantly, when developing alliances it is necessary to understand the importance of different transaction characteristics to supply chain participants. This research demonstrates that supply chain participants in the beef industry are willing to make trade-offs between the benefits received from improved coordination and the transaction costs that arise, as long as the benefits exceeds the increase in costs.

A relatively unexamined area of branded entertainment combines sports sponsorship with product placement, and occurs when a brand name or logo appears in a print photograph. The resulting photograph can be considered the print equivalent of product placement, or "print placement." Keenan, Pokrywczynski and Boyle (1995) determined the potential for exposure to advertising, brands, sponsors and symbols appearing in photographs in Sports Illustrated magazine. This thesis updates and expands the research on print placements through a content analysis of Sports Illustrated from 1995 through 2008. Results showed an increase over time in the number of print placements, and representation of additional product categories when compared with previous research.

Made available in DSpace on 2016-04-25T16:44:56Z (GMT). No. of bitstreams: 1 jefferson.pdf: 763341 bytes, checksum: c000c21a8fc230509babfacf5ba340be (MD5) Previous issue date: 2007-05-21 / The conducted survey intended to verify the perception of Brazilian advertising agents in relation to the following phenomena: the potential of Branded Content and product placement, and the impact of technological advances on the effectiveness of publicity in television. To do so, a qualitative research was developed by using the analysis content technique. The universe to be studied, from which a sample of 10 advertising agents was extracted, was formed by advertisers from the media, planning or creation, who work in any of the 35 biggest advertising agencies in Brazil. The agencies headquarters are in the city of Sao Paulo and they are not agencies of exclusively one client. The interviews were semi-structured with relatively open guide questions, following a pre-determined plan. The data analysis technique used was the enunciation analysis, which is a specific type in the field of content analysis. The results indicate that in Brazil, there are three factors that diminish the impact of technological advances on effectiveness of publicity in television: the Brazilian socio-economic structure, the sheer predominance of Globo Network and the quality of Brazilian television together with the fact that Brazilian people like commercials. Concerning audience fragmentation, most advertising agents emphasized a decrease in the effectiveness of publicity in television especially among young audiences, due to the fact that they are more open to adopting new technologies. In relation to the perception of product placement, the majority of advertising agents believe in its potential with the following restrictions: a greater integration between product and content and attention to the excessive number of actions in the same program. In relation to Branded Content, most advertising agents believe it to be only another tool at their disposal. On the other hand, three of them believe the Branded Content to be a future tendency, mainly because of the importance of appropriation of content by announcers / A pesquisa realizada pretendeu verificar a percepção dos publicitários brasileiros em relação aos seguintes fenômenos: o potencial do Branded Content e do merchandising, e o impacto dos avanços tecnológicos na eficácia da propaganda em televisão. Para isso foi desenvolvida uma pesquisa qualitativa utilizando-se a técnica de análise de conteúdo. O universo a ser estudado, do qual se extraiu uma amostra de dez publicitários, foi composto por publicitários, das áreas de mídia, planejamento ou criação, que trabalhem em quaisquer das 35 maiores agências de propaganda do Brasil com sede na cidade de São Paulo e que não sejam agências exclusivas de um único cliente. As entrevistas foram semi-dirigidas com perguntas guias, relativamente abertas, seguindo-se um roteiro pré-determinado. A técnica de análise de dados que se utilizou foi a análise de enunciação, que é tipo específico do campo da análise de conteúdo. Os resultados indicam que no Brasil há três fatores que diminuem o impacto dos avanços tecnológicos na eficácia da propaganda em televisão: a estrutura socioeconômica brasileira, a supremacia acentuada de audiência da Rede Globo e a qualidade da televisão brasileira aliada ao fato do brasileiro gostar de propaganda. Em relação à fragmentação da audiência a maioria dos publicitários ressaltou uma diminuição da eficácia da propaganda em televisão especificamente no público jovem, em função deles serem mais receptivos à adoção de novas tecnologias. Quanto à percepção em relação ao merchandising a maioria dos publicitários acredita em seu potencial com as seguintes ressalvas: uma maior integração do produto ao conteúdo e um cuidado com o excesso do número de ações no mesmo programa. Em relação ao Branded Content, a maioria dos publicitários acredita ser apenas mais uma ferramenta à disposição deles. Por outro lado, três publicitários acreditam que o Branded Content seja uma tendência para o futuro, principalmente pela importância da apropriação do conteúdo pelos anunciantes

Advertising is moving from a more traditional, paid placement into a new digital and mobile era. Companies are trying to figure out how to reach consumers in new ways, and emerging technologies are assisting. Branded mobile applications are one way that companies are working to build brand image and advertise in an innovative way. In this research, twelve in-depth interviews were conducted to find out what consumers may want, look for, and expect from a branded mobile application. Secondary research was also conducted to find out how brands are leveraging these new technologies and what consumers can look for in the future of mobile advertising. After reading this paper, the reader will have further knowledge of what consumers are seeking in mobile branded applications and how to obtain and keep their attention with a mobile application. / text

Submitted by Fabio Sobreira Campos da Costa (fabio.sobreira@ufpe.br) on 2017-06-22T14:39:05Z No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) Versão_Final_Dissert_JulianaSouto.pdf: 4558781 bytes, checksum: 7a1b5013b1bf3e235d62ddfae6a2ee02 (MD5) / Made available in DSpace on 2017-06-22T14:39:05Z (GMT). No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) Versão_Final_Dissert_JulianaSouto.pdf: 4558781 bytes, checksum: 7a1b5013b1bf3e235d62ddfae6a2ee02 (MD5) Previous issue date: 2016-04-08 / Esta pesquisa objetiva entender as dinâmicas da comunicação atual e como as grandes marcas estão se relacionando com o consumidor na contemporaneidade. Busca-se analisar as práticas que surgem no campo da comunicação a partir da intersecção entre publicidade, música e entretenimento. Procura-se compreender a experimentação do Branded Content, em que o engajamento afetivo do consumidor fomenta uma intensa relação emocional no universo simbólico criado pelas marcas. Neste trabalho, serão analisados os filmes publicitários musicais integrantes da campanha da marca de telefonia Vivo, observando como as músicas se materializam no videoclipe e como esses audiovisuais utilizam a retórica afetiva das canções para o posicionamento da marca. A partir da análise dos três vídeos: ―Eduardo e Mônica‖, ―Metamorfose Ambulante‖ e ―Exagerado‖, faremos um estudo observando as materialidades da música nesses filmes publicitários. Utilizando como trilha músicas de artistas já falecidos, que fizeram muito sucesso na cena musical brasileira nas décadas de 1970, 1980 e 1990, a campanha da Vivo deixa de ser um mero ―expositor‖ das benesses do produto anunciado para criar uma teia de consumo que situa a discussão em torno de uma memória afetiva dessas canções, e de como essas memórias são materializadas nesses filmes publicitários, atreladas a uma estética da canção. Utilizam-se, desta forma, pesquisas acerca da publicidade e do entretenimento a partir de autores como: Scott Donaton (2004), Henry Jenkins (2008) e Rogério Covaleski (2010, 2014); estudos sobre a relação entre cultura do consumo e a mídia por meio de Zygmunt Bauman (2001, 2008), Jean Baudrillard (2011), Everardo Rocha (2006), Karla Patriota (2008) e João Anzanello Carrascoza (2008); sobre música, gênero e audiovisual com Jeder Janotti Jr. (2003, 2004), Massimo Canevacci (2001), Thiago Soares (2011, 2013), Oliver Sacks (2011), David Hesmondhalgh (2013) e Zanna (2015). / This research aims to understand the dynamics of the current communication and how the big brands are relating to the consumer nowadays. It analyzes the practices that arise in the communication field from the intersection of advertising, music and entertainment. Seeks to understand the trial of Branded Content where the consumer's emotional engagement fosters an intense emotional relationship in the symbolic universe created by the brands. In this work, the musical commercials members of Vivo‘s brand campaign will be analyzed, observing how the songs materialize in the video and how these audiovisual use the emotional rhetoric of songs for brand positioning. From the analysis of this three videos: ―Eduardo and Monica‖, ―Walking Metamorphosis‖ and ―Exaggerated‖, will do a study observing the materialities music in these commercials. Using as track songs of deceased artists, who enjoyed great success in the Brazilian music scene in the 70s, 80s and 90s, Vivo's campaign stops being a mere ―exhibitor‖ of the benefits of the advertised product to create a consumer web that situates discussion around an affective memory of these songs, and how these memories are materialized in these commercials, linked to an aesthetic of the song. Is used in this way, research on the advertising and entertainment from authors such as Scott Donaton (2004), Henry Jenkins (2008) and Rogério Covaleski (2010, 2014); studies on the relationship between consumer culture and media by Zygmunt Bauman (2008), Jean Baudrillard (2011), Everardo Rocha (2006), Karla Patriota (2008) and John Anzanello Carrascoza (2008); on music, gender and audiovisual with Jeder Janotti Jr. (2003, 2004), Massimo Canevacci (2001), Thiago Soares (2011, 2013), Oliver Sacks (2011) and Zanna (2015).