Purpose The purpose of this study is to investigate whether a combination of product placement and traditional advertising can enhance the company's marketing. We perform this study because we believe that the consumers consider traditional marketing in many cases obsolete. Theory The study’s theory consists of topics and terms of product placement, traditional marketing, branding and communications. Theories used in this study were the basis to answer the study's research question using empirical data gathered during the study. Method The study has a deductive approach with a qualitative focus, therefore, the study is based on existing research, which was later to use for the data extracted from the interviews. The approach is going to show differences and similarities between how it looks in reality versus theory. Conclusion The results of this study show that product placement can increase the efficiency of traditional marketing. The combination enables the brand to easily be recognizable by the companies target and the type of person the company wants to be associated with. The combination of the two marketing methods shows a tendency to promote business and economic efficiency in marketing.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-12117 |
| Date | January 2011 |
| Creators | Hirvonen, Simon, Tärnell, Johan |
| Publisher | Linnéuniversitetet, Ekonomihögskolan, ELNU, Linnéuniversitetet, Ekonomihögskolan, ELNU |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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