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Product Placement OR Brand Integration in movies: Better method to influence consumer

Jalan, Umang (2020) Product Placement OR Brand Integration in movies: Better method to influence consumer. Masters thesis, Dublin, National College of Ireland.

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Abstract

With evolving methods of audience attraction, promotion in movies has had an history of advancement putting the marketeers in a dilemma to choose between the different methods available. With more and more investments into the entertainment promotions, making it a billion-dollar industry, it is crucial to understand its impact on consumers.

This study focusses on answering the very same question by providing a comparative side-byside assessment of brand integration vs brand placement. The objective of this study is to determine the effectiveness of the two approaches in similar conditions and test their impact on audiences. The study was conducted through an experimental survey where the impact on consumers was assessed based on different factors such as brand recall, brand attitude and purchase intention. A quantifiable result is then provided to judge the comparative difference from the audience point of view. The formulated hypothesis provides an in-depth understanding of the factors governing the respondent’s views in the qualitative assessment. As outlined through both the qualitative and quantitative assessment, brand integration has proven to impact the audience on a much larger scale in comparison to brand placement. Although being conducted on a general level, the study provides a template to further extrapolate its findings into more niche markets.

Key Words: Brand integration, brand placement, product placement, promotion, movies, brand recall, brand attitude, purchase intention, memory retention

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce > Marketing > Advertising
Divisions: School of Business > Master of Science in Management
Depositing User: Dan English
Date Deposited: 06 Feb 2021 10:40
Last Modified: 06 Feb 2021 10:40
URI: http://norma.ncirl.ie/id/eprint/4670

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