Univ., Diss.--Gießen, 2003.

Since the introduction of the internet, to go on a shopping spree doesn’t require more than a computer or a smartphone. Channels of communication for companies to reach out to consumers has expanded, and personalized marketing is a fact. For physical retailers, product placement and merchandising in the department store is one way to compete against e-commerce and personalized marketing. The purpose of this study was to examine how department stores works with product placement and other means to reduce consumers buying decisions with regard to modern e-commerce and personalized marketing. With qualitative, semi-structured interviews. These where analyzed using theories built with behavioral patterns of the individual and of theories about product placement. The results showed that product placement´s main role is to keep customers in the store longer and attract customers to more purchasing decisions. E-commerce is considered according to the department stores to not pose any threat. To create added value for customers in department stores are just as important as product placement, which is the largest difference between e-commerce and department stores.

Background: To align with the new trend of using social media in the marketing mix, product placement has been adapted to social media platforms as one strategy to create attention. Especially on Instagram, product placements have gained popularity among companies. While scholars have focused on measuring the effectiveness of the strategy, suggesting that credibility is one component necessary for success, a gap in the research is illuminated when focusing on what makes a product placement on Instagram credible. Previous studies regarding credibility and its relation to traditional media have concluded that there are some factors essential in consumers’ credibility evaluation process. Since social media differs from traditional media, there was a need to investigate the applicability of credibility to the social media platform Instagram. Purpose: The purpose of this thesis was to examine key factors of product placement on Instagram that influence credibility. Method: To meet the purpose of this thesis a study with a mixed method research design was conducted. The qualitative data was collected through semi-structured interviews with the intention to discover how consumers evaluate credibility. The scales and items developed from the findings of the qualitative study were tested using a questionnaire to identify which factors that have the most influence on consumers’ credibility assessment. Conclusions: The overall findings indicate that consumers evaluate credibility based upon source, message and receiver characteristics. The empirical evidence suggests that the Expertise of influencer, Professionalism of picture, Trustworthiness of influencer, Connection to influencer and Causes of irritation are the factors that have the most influence on consumers’ credibility assessment of product placement on Instagram. The findings further implies that it is not only the factor itself that influence, credibility can additionally be transferred from one factor to another.

Thesis advisor: Celeste Wells / This paper explores how the visual components of product placement in film contribute to the goal of generating a positive brand attitude. Past research in this field has overlooked the visual aspects of product placement in favor of focusing on consumer recall. To address this gap, this study looks at three recent films, and evaluates them using visual analysis. Analysis revealed that visual components of film such as color, contrast, and lighting, as well as the positioning of the product, such as focus, motion, and camera angle, directed viewers’ attention to encourage cognitive processing of the branded area of the visual. This study also found that the visual components strengthen the association between the product and the protagonist, which is essential to generating a positive brand attitude. / Thesis (BA) — Boston College, 2017. / Submitted to: Boston College. College of Arts and Sciences. / Discipline: Departmental Honors. / Discipline: Communication.

Thesis (M.M. (Strategic Marketing))--University of the Witwatersrand, Faculty of Commerce, Law and Management, Graduate School of Business Administration, 2014. / The world as we know it is rapidly transforming into what is frequently referred to by many scholars as the era of „postmodernism‟. The postmodern consumer is more flexible, instinctive, more individualistic in preference and needs, and builds an identity through the products he/she consumes. Postmodern consumers are exposed to increased levels of advertising clutter and are becoming difficult to reach via traditional media. As a result, marketers have found alternative methods to get their message across and have looked at innovative ways to engage postmodern consumers and have turned their attention towards non-conventional advertising practices such as product placement within mass media entertainment. Reality television has emerged as a prominent genre in South Africa among young adults (Generation Y) and the incidence of product placements within these shows has grown substantially over the past few years. With marketing spend allocated to traditional television advertising (when marketing to Generation Y), the research aims to explore if traditional television advertising is effective compared to product placement in reality television in creating brand awareness and brand identity. It also aims to identify if product placement in reality television can be integrated as an element in IMC strategies.

Product placement je nový fenomén marketingové komunikace. Tato práce přináší analýzu product placementu a principů, na nichž je založen. Definuje placement. Popisuje jeho historický vývoj a současnou situaci. Zkoumá, zda je tento nástroj efektivní z hlediska marketingu. Pozastavuje se také nad rozdílným přístupem k regulaci placementu v USA a v Evropě. Zkoumá etiku placementu a odhaduje jeho budoucí vývoj na globálním trhu a v ČR.

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

A phenomenology study reveals the lived meanings of product placement in social network sites (SNSs) among Chinese urban, white-collar professional users through an investigation of a newly launched SNS, Happy Network. In total, 25 face-to-face, in-depth interviews were conducted to collect data. Findings indicated that participants’ interpretations of product placement were interrelated with the socially constructed meanings of the SNS, participants’ social role of white-collar professionals, and the consumer culture of contemporary Chinese society. In particular, the emerged themes with regard to the shared meanings of the SNS include five dialectic relations: in control/controlled by, dependent/independent, public/private, intimate/distant, and personal/social. Meanwhile, the socially constructed meanings of product placement in the context of SNS are justifying the existence, connecting to the real world, noticing the familiar, insinuating brand image, and linking to consumption.

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Due to ineffectiveness of traditional advertising, the notion of "product placement" quickly reinforced to be a new forming trend in recent years. Companies incorporate their products into movie films or television media. Those placements attempt to generate positive attitudes of target audiences for the brand. Unfortunately, this strategic intent does not always work. Using the magazine as the medium, this research investigates how to optimize the effects of placement characteristics and advertising position. Product placement is presented in a fictitious article about the introduction to new Canon digital camera. An experiment of 2 (placement characteristics: prominent placement vs. subtle placement) ¡Ñ 4 (advertising position¡Gbefore the article vs. next to the article vs. after the article vs. no advertisement) factorial design is conducted. Eight different scenarios are established through fictitious a product placement, and eight experimental conditions are developed. The advertising effectiveness is measured by purchase intention and attitudes toward the brand. The results suggest that a subtle placement is more effective than a prominent placement. More importantly, an interaction of placement characteristics and advertising position is observed. The results indicate that product placement is most likely to backfire when a brand advertisement is shown next to the placement article. According to these findings, marketers should consider the ¡§placement characteristics¡¨ of their brands before choosing an appropriate advertisement position appearing in the product placement.