Exploring Consumers Attitudes And Behavior Toward Product Placement In Television Shows
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Exploring Chinese Audiences' Attitude and Behavior Toward Product Placement in Television
| Author | : Rong Zhang |
| Publisher | : |
| Total Pages | : |
| Release | : 2006 |
| Genre | : |
| ISBN | : |
ABSTRACT: The boom of product placement drives researchers to study more on this subject. Yet, because most research about product placement has been done in Western countries and focus on movies, little is known about Chinese audience. Thus, this paper shift the attention on product placement from movies to television programs and from Western to Eastern audience exploration. Four research questions were formed based on previous studies and affective-cognitive model of consumer decision-making. The results showed that in general Chinese audiences hold a favorable attitude toward the practice; Chinese audiences do have conern with regard to placing controversial products in television program; positve behavior following recall of exposure to product placement is also confirmed in this study. Finally, the study also found that there is positive relationship between Chinese audiences' attitude and their subsequent behavior outcome. A number of useful managerial implications are generated from this research. Future research are also discussed. This research helps both researchers and marketers understand Chinese audiences' attitude toward product placement in television and its influence on their behavior outcome. As a result, marketers can better allocated their limited budget to generate better investment results.
Engaging Consumers through Branded Entertainment and Convergent Media
| Author | : Parreno, Jose Marti |
| Publisher | : IGI Global |
| Total Pages | : 374 |
| Release | : 2015-04-30 |
| Genre | : Business & Economics |
| ISBN | : 1466683430 |
Branded entertainment is gaining popularity within marketing communications strategies. Blurring the lines between advertisements and editorial content, branded marketing provides advertisers and consumers with highly engaging media content that benefits them both. Engaging Consumers through Branded Entertainment and Convergent Media provides an interdisciplinary approach to connecting with the consumer through branding strategies in the entertainment and media fields. Featuring information regarding emergent research and techniques, this publication is a critical reference source for academics, university teachers, researchers and post-graduate students, as well as universities, advertising agencies, marketing directors, brand managers, and professionals interested in the usage and benefits of branded entertainment.
The Psychology of Entertainment Media
| Author | : L. J. Shrum |
| Publisher | : Taylor & Francis |
| Total Pages | : 379 |
| Release | : 2003-10-03 |
| Genre | : Business & Economics |
| ISBN | : 1135622035 |
The Psychology of Entertainment Media provides a cutting-edge look at how entertainment media affects its viewers, both in intended and unintended ways, and the psychological processes that underlie these effects. The collection represents an international, multidisciplinary investigation of an age-old process--persuasion--in a relatively new guise, which includes product placements, brand films, television programs, and sponsorships. The collection covers three broad areas: the potential effects of embedding promotions within entertainment media content; the persuasive power of the entertainment media content itself; and individual differences in the interplay between media usage and media effects. Contributions focus on a variety of topics, including product placement, subliminal perception, narrative impact, cultivation effects on consumers, and individual differences in media use. Virtually all the chapters speak to the issue of how entertainment media are processed, with the conclusion that media consumers do tend to process entertainment and promotional information differently. Providing a broad perspective on how entertainment media may have an effect that goes largely unnoticed or unattended by consumers, this volume makes a substantial contribution toward creating a more knowledgeable field, as well as a more knowledgeable consumer. With its origins in the 21st Annual Advertising and Consumer Psychology Conference, the volume represents scholarship from prominent and emerging scholars in psychology, marketing, and communications. It is appropriate for advanced students and scholars in marketing, advertising, psychology, and mass communication; for research-focused practitioners working in marketing, advertising, and public policy; and for individuals interested in entertainment studies, consumer behavior, attitudes, persuasion, media studies, and consumer psychology.
Personalized Product Placement in Movies and TV-Shows: The Next Step in Marketing
| Author | : Luka Mladenovic |
| Publisher | : |
| Total Pages | : 95 |
| Release | : 2020 |
| Genre | : |
| ISBN | : |
The aim of this research is to examine if pre-existing opinions of a brand influence if consumers respond positively or negatively to product placement in movies or tv-show. The main focus of the study is to gain a better understanding of whether already existing affinity towards a brand plays a role in how consumers respond to product placement in order to explore the possibility of personalized product placement as the next step in advertising. *****The aim of this research is to examine if pre-existing opinions of a brand influence if consumers respond positively or negatively to product placement in movies or tv-show. The main focus of the study is to gain a better understanding of whether already existing affinity towards a brand plays a role in how consumers respond to product placement in order to explore the possibility of personalized product placement as the next step in advertising.
Toward an Understanding of the Product Placement Effect
| Author | : Brian Christopher Gillespie |
| Publisher | : |
| Total Pages | : |
| Release | : 2013 |
| Genre | : |
| ISBN | : 9781303240980 |
The third and final essay considers the role of product placement in narrative by proposing that placements can offer benefits to consumers through proper product placement fit. Results indicate that consumers report more favorable brand evaluations when their narrative consumption goals (i.e., goal attainment and enjoyment) are met through exposure to product placement advertising, compared to when their goals are not met through exposure to product placement advertising. Taken together, I argue these essays provide a greater understanding of the product placement effect and validate product placement advertising as a viable promotional method.
An analysis of "Product Placement" as a strategic communication instrument
| Author | : Michael Knöppel |
| Publisher | : diplom.de |
| Total Pages | : 141 |
| Release | : 1999-02-09 |
| Genre | : Business & Economics |
| ISBN | : 3832412662 |
Inhaltsangabe:Abstract: The dissertation scrutinises the opportunities that product placement may entail as an additive and integral part of a company s marketing mix. It also discusses its imminent disadvantages and threats as posed by the relevant German legislation. The main focus, however, is placed on the conceivable effects of product placement as regards brand awareness, recall, attitudes and increasing turnover. Einleitung: Die Arbeit untersucht die Möglichkeiten, welche "Product Placement" als eine additive und integrierte Komponente des Marketing-Mixes für interessierte Unternehmen bietet. Weiterhin werden ökonomisch bedingte Nachteile und Einschränkungen im Rahmen der deutschen Gesetzgebung erläutert. Das Hauptaugenmerk jedoch liegt auf den möglichen Auswirkungen des Product Placements auf Markenbekanntheit, Recall, Einstellungen (Attitudes) und Umsatzsteigerungen. Inhaltsverzeichnis:Table of Contents: List of abbreviationsVII 0.Executive Summary1 1.Introduction and scope of this worK2 1.1Objectives and limitations2 1.2Method of approach3 1.3Definition of terms4 1.4Categorisation of Product Placement within the communications mix7 2.Reasons for the development and growth of Product Placement10 2.1Overview10 2.2General market conditions and how to react to them10 2.3The changing face of the electronic media market11 2.3.1Television11 2.3.2Cinema/The film industry13 2.3.3Video16 2.4Growing ineffectiveness of traditional forms of advertising17 2.4.1New forms of media usage as reactions to the information overload17 2.4.2The problem of reactance19 2.5Internationalisation and globalisation of markets20 3.Historical development of Product Placement22 3.1Inception and evolution in the US22 3.2Overview of the German market27 4.Classifications of Product Placement in practice29 4.1According to the object placed30 4.1.1Product Placement in a narrow sense30 4.1.2Generic Placement31 4.1.3Corporate Placement32 4.1.4Innovation Placement33 4.1.5Idea Placement34 4.2According to the kind of information transfer35 4.2.1Visual Product Placement35 4.2.2Verbal Placement35 4.3According to the intensity of its integration into the action37 4.3.1On-Set Placement38 4.3.2Creative Placement38 4.3.3Image Placement40 5.Critical discussion of the applicability for placing companies42 5.1Advantages and benefits associated with Product Placement42 5.2Disadvantages and problems associated with Product Placement48 5.3The legal [...]
Advances in Longitudinal Data Methods in Applied Economic Research
| Author | : Nicholas Tsounis |
| Publisher | : Springer Nature |
| Total Pages | : 545 |
| Release | : 2021-03-31 |
| Genre | : Business & Economics |
| ISBN | : 3030639703 |
This volume presents new methods and applications in longitudinal data estimation methodology in applied economic. Featuring selected papers from the 2020 the International Conference on Applied Economics (ICOAE 2020) held virtually due to the corona virus pandemic, this book examines interdisciplinary topics such as financial economics, international economics, agricultural economics, marketing and management. Country specific case studies are also featured.
The Handbook of Applied Communication Research
| Author | : H. Dan O'Hair |
| Publisher | : John Wiley & Sons |
| Total Pages | : 1100 |
| Release | : 2020-04-24 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1119399874 |
An authoritative survey of different contexts, methodologies, and theories of applied communication The field of Applied Communication Research (ACR) has made substantial progress over the past five decades in studying communication problems, and in making contributions to help solve them. Changes in society, human relationships, climate and the environment, and digital media have presented myriad contexts in which to apply communication theory. The Handbook of Applied Communication Research addresses a wide array of contemporary communication issues, their research implications in various contexts, and the challenges and opportunities for using communication to manage problems. This innovative work brings together the diverse perspectives of a team of notable international scholars from across disciplines. The Handbook of Applied Communication Research includes discussion and analysis spread across two comprehensive volumes. Volume one introduces ACR, explores what is possible in the field, and examines theoretical perspectives, organizational communication, risk and crisis communication, and media, data, design, and technology. The second volume focuses on real-world communication topics such as health and education communication, legal, ethical, and policy issues, and volunteerism, social justice, and communication activism. Each chapter addresses a specific issue or concern, and discusses the choices faced by participants in the communication process. This important contribution to communication research: Explores how various communication contexts are best approached Addresses balancing scientific findings with social and cultural issues Discusses how and to what extent media can mitigate the effects of adverse events Features original findings from ongoing research programs and original communication models and frameworks Presents the best available research and insights on where current research and best practices should move in the future A major addition to the body of knowledge in the field, The Handbook of Applied Communication Research is an invaluable work for advanced undergraduate students, graduate students, and scholars.
Handbook of Product Placement in the Mass Media
| Author | : Mary-Lou Galician |
| Publisher | : Routledge |
| Total Pages | : 291 |
| Release | : 2004-05-28 |
| Genre | : Business & Economics |
| ISBN | : 1136781277 |
Leading experts present cutting-edge ideas and current research on product placement! The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics is the first serious book in English to examine the wider contexts and varied texts of product placement, related media marketing strateg
