Download or read book The Effectiveness of Product Placement for the Automobile Industry and Its Impact on Consumer Behavior written by Frank Günnemann and published by GRIN Verlag. This book was released on 2008-09 with total page 86 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A (1,0), Hawai'i Pacific University, 80 entries in the bibliography, language: English, abstract: The use and practice of product placement - also referred to as brand placement - has risen dramatically over the last few years. Here, especially the automobile industry is a major player by spending millions of dollars for strategically placing products and brands not only in blockbusters and movies, but increasingly also in various television programs, print media, and video games. This research paper investigates the effective of product placement for the automobile industry and its actual effect on consumer behavior. However, consumers' attitudes, perceptions, and values tend to differ depending on their culture; thus, further research shall concentrate on the possible differences between American, European, and Asian consumers. First, the introduction will state the objective of the study as well as research purposes. Next, the background of the study will present a conceptual framework, theoretical foundations on which the research will be based, development of research questions that are to be answered, and a hypotheses development. As it follows, the research methodology will formulate the information needs and data collection methods, the questionnaire development, and the sample design. The data analyses and findings part will use descriptive statistics and present the results from the quantitative research as well as other findings. Ultimately, in the conclusion the findings and results will be discussed, limitations of the study will be acknowledged, and possibilities for future research will be stated. ...]

Download or read book The effectiveness of product placement for the automobile industry and its impact on consumer behavior written by Frank Günnemann and published by GRIN Verlag. This book was released on 2008-08-29 with total page 79 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: A (1,0), Hawai'i Pacific University, language: English, abstract: The use and practice of product placement – also referred to as brand placement – has risen dramatically over the last few years. Here, especially the automobile industry is a major player by spending millions of dollars for strategically placing products and brands not only in blockbusters and movies, but increasingly also in various television programs, print media, and video games. This research paper investigates the effective of product placement for the automobile industry and its actual effect on consumer behavior. However, consumers’ attitudes, perceptions, and values tend to differ depending on their culture; thus, further research shall concentrate on the possible differences between American, European, and Asian consumers. First, the introduction will state the objective of the study as well as research purposes. Next, the background of the study will present a conceptual framework, theoretical foundations on which the research will be based, development of research questions that are to be answered, and a hypotheses development. As it follows, the research methodology will formulate the information needs and data collection methods, the questionnaire development, and the sample design. The data analyses and findings part will use descriptive statistics and present the results from the quantitative research as well as other findings. Ultimately, in the conclusion the findings and results will be discussed, limitations of the study will be acknowledged, and possibilities for future research will be stated. [...]

Download or read book The Impact of Product Placement on Consumer Purchasing Behavior written by Serge Bechara Sacre and published by . This book was released on 2007 with total page 158 pages. Available in PDF, EPUB and Kindle. Book excerpt: Product placement has existed for a very long time, and opinions have been quite divergent regarding its efficiency. That is why we see brands that are always p resent in movies (Sony, BMW, Pepsi, etc ...), whereas other companies seem to thi nk it is a waste of time and resources, and the return is not worth the investme nt. The purpose of my research is to find out whether the investment is worth it or not, and I will do so by studying the change in consumers' attitudes, and theref ore purchasing behavior, after being exposed to this marketing strategy.

Download or read book They Say They Want a Revolution written by and published by iUniverse. This book was released on 2003 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt: Many of those in charge of brand strategies are clueless as to why the old ways of marketing are no longer effective. They continue their Madison Avenue crusades with disingenuous fervor. Plan their strategies with reach and frequency projections and then continue to target their audiences with 30-second sound bites. Yet they're mystified, unable to explain how it is they execute flawlessly, but still their market share declines. From 1996 to 2000, the Big Three automotive companies increased their marketing cost per vehicle by 87 percent. Yet, their combined market share dropped by more than four percentage points! Detroit is not alone in its marketing futility. Nearly every product niche is experiencing the same. Overwhelmed by brand overload, deafened by market din, and empowered by new technologies, the consumer is no longer a passive target simply awaiting directives from the marketing establishment. With the ultimate desire to touch, and be touched, the consumer has taken control of when, where, and how they retrieve information relevant to their purchasing decisions. Whether it's the TiVo control that allows them to effortlessly fly past commercials, interactive DVDs that simultaneously engage and enlighten, or intelligent web sites that cater to their individual needs, the consumer has ascended the throne.

Download or read book Toward an Understanding of the Product Placement Effect written by Brian Christopher Gillespie and published by . This book was released on 2013 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Introduction to Business written by Lawrence J. Gitman and published by . This book was released on 2024-09-16 with total page 1455 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond. This is an adaptation of Introduction to Business by OpenStax. You can access the textbook as pdf for free at openstax.org. Minor editorial changes were made to ensure a better ebook reading experience. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License.

Download or read book Product Placement Effectiveness Implicit Recall and Brand Image at the Level of Modality written by Hendrik Arnold and published by GRIN Verlag. This book was released on 2013-02-22 with total page 61 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 9.0 (out of 10), Maastricht University (School of Business and Economics), course: Strategic Marketing, language: English, abstract: Product placement effectiveness currently receives much attention regarding explicit recall, general attitude and brand attitude. However, few studies investigate the impact on implicit recall and brand image. This study tries to fill these gaps, using modality to distinguish placements. It is hypothesized that audio-only placements perform more effectively than visual–only ones and that audio-visual placements outperform both of the former in terms of both, implicit recall and brand image. Furthermore, two moderating effects are hypothesized, namely perceived congruence and prior notifications. Anderson and Bower’s (1973) HAM theory as well as KPM (Friestad & Wright, 1994, 1995) and the concept of reactance (Brehm, 1981) are used to predict the respective effects. An online questionnaire is used to collect quantitative data from 257 respondents using sequences from the TV show Modern Family. The findings reveal that changing modality indeed leads to better recall and increasing brand image, which is in line with the respective hypotheses. The evaluation of the moderation effects provides mixed results of significance. Theoretical and managerial implications of the findings are discussed in detail and finally, limitations and potential avenues for future research are defined.

Download or read book Branded Entertainment written by Jean-Marc Lehu and published by Kogan Page Publishers. This book was released on 2007-03-03 with total page 277 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branded Entertainment explains how product placement, a long-time phenomenon in films, has gone beyond this to now embrace all media. Citing examples from film to music video, to computer games, the author explains the: history and development of product placement; advantages of this form of brand advertising; and methods employed by different brands Most importantly, Branded Entertainment discusses the future possibilities for using this form of promotion to recreate an emotional connection with customers and exploiting the opportunities afforded by advances in technology to spread the message across multimedia channels.

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Download or read book Grammar and Beyond Level 4 Student s Book written by John Bunting and published by Cambridge University Press. This book was released on 2013 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt: Grammar and Beyond is a four-level North American grammar course informed by a collection of over one billion words of authentic language, ensuring that students learn grammar the way it is used in real spoken and written English. The Class Audio CD includes all of the audio for the exercises in the Student's Book. CEF: B2-C1.

Download or read book The Psychology of Entertainment Media written by L. J. Shrum and published by Routledge. This book was released on 2012 with total page 366 pages. Available in PDF, EPUB and Kindle. Book excerpt: First Published in 2012. Routledge is an imprint of Taylor & Francis, an informa company.

Download or read book Analysis of Persuasive Strategies Employed in Product Placement in a Variety of Retail Outlets written by Andrea Dorothy Schey and published by . This book was released on 2011 with total page 39 pages. Available in PDF, EPUB and Kindle. Book excerpt: The paper focuses on the use of persuasion in advertising of products at a variety of retail outlets to determine what influences consumer purchasing behavior. The areas of interest that guide the study are: branding, color, pricing, promotional structures, language, buyer demographics and product placement. These major areas were explored through an extensive review of literature. The methods for this pilot study involved the construction of an original questionnaire, as well as original interview questions designed for managers of retail outlets. The short questionnaire that was distributed probed participants to provide their opinion about product placements in a specific retail outlet. To supplement the findings from the literature review and the questionnaire, managers at select retail outlets were interviewed concerning the placement of products in the store. The study concluded that advertisers and marketers put forth considerable effort to design products that will ultimately be purchased by consumers. The questionnaire responses were calculated and demonstrated the awareness of product placements that existed amongst the sample population when it came time to shop at specific retail outlets. Further, it was the manager interviews that explained in detail the methods used to place products within specific retail outlets. Further researchers could expand the depth of this study by examining specific independent variables and determining how they affect consumer attitudes toward product placement. For example a researcher could isolate one factor, such as price, and focus solely on its impact on consumer attitudes toward product placement.

Download or read book Achieving Business Competitiveness in a Digital Environment written by Tereza Semerádová and published by Springer Nature. This book was released on 2022-01-22 with total page 247 pages. Available in PDF, EPUB and Kindle. Book excerpt: The COVID-19 pandemic has been a very strong reminder that the future economic development of any country is more than ever influenced by its ability to ramp-up digital competitiveness. Consequently, enterprises were pushed to assess and develop the possibilities offered by e-commerce and online marketing tools. In this book, experts outline the prerequisites for such online marketing competitiveness and compare the current level of digital marketing competitiveness in Europe by using publicly available macro and micro-level data. The authors present their analyses and recommendations including interviews with over 125 online marketers and e-commerce specialists and present the lessons from digitalization of over 600 SMEs.

Download or read book An Empirical Investigation Into Chinese Generation Y Car Purchasing Behavior written by Fanny-Gabriela Kozicki and published by GRIN Verlag. This book was released on 2012-03-13 with total page 105 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, Tongji University (College of Arts & Communications), course: Master in Communication, language: English, abstract: In recent years, China's Automotive Market has grown tremendously and reached the goal to be the worlds biggest. With the increase of automotive competitors, not only from local but also foreign organizations, a car brand needs to understand its audience well in order to apply its marketing communication strategies. In other words, apply the correct messages and related media to communicate with the targeted Chinese consumers successfully. China has currently 1.3billion individual consumers on the market, out of which over 350 are USD Billionaires and 500 million are below age 30. These two distinctive statistics of the consumer market are specifically pointed out, as they are the key to acknowledging that the consumers in China are changing. Recent studies have shown that the purchasing criteria, decision making process and used communication channels are quite different of the younger consumers than those of the 'lost generation' who acquired sudden wealth after the Cultural Revolution. Though, the newly rich, now in their 50's, are still the main target group of luxury brands in China, a good marketer always has to be able to predict future developments. With the modernization of the Chinese society, the costumers who will inherit the fortunes of the "lost generation" and rise in line with the rise of the countries economy is namely Generation Y. Who are these successors of the post-revolution newly rich consumers and how do we communicate a product to them successfully? On the basis of my unquestionable fascination by China's Automotive Market and German Luxury car brands, I will pursue to answer the above question in order to give an overview for a marketer as to how successfully communicate a car to Chinese Generation

Download or read book An Empirical Investigation into Chinese Generation Y Car Purchasing Behavior A Focus on marketing Communication German Luxury Car Brands written by Fanny-Gabriela Kozicki and published by GRIN Verlag. This book was released on 2012-03-06 with total page 101 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, Tongji University (College of Arts & Communications), course: Master in Communication, language: English, abstract: In recent years, China’s Automotive Market has grown tremendously and reached the goal to be the worlds biggest. With the increase of automotive competitors, not only from local but also foreign organizations, a car brand needs to understand its audience well in order to apply its marketing communication strategies. In other words, apply the correct messages and related media to communicate with the targeted Chinese consumers successfully. China has currently 1.3billion individual consumers on the market, out of which over 350 are USD Billionaires and 500 million are below age 30. These two distinctive statistics of the consumer market are specifically pointed out, as they are the key to acknowledging that the consumers in China are changing. Recent studies have shown that the purchasing criteria, decision making process and used communication channels are quite different of the younger consumers than those of the ‘lost generation’ who acquired sudden wealth after the Cultural Revolution. Though, the newly rich, now in their 50’s, are still the main target group of luxury brands in China, a good marketer always has to be able to predict future developments. With the modernization of the Chinese society, the costumers who will inherit the fortunes of the “lost generation” and rise in line with the rise of the countries economy is namely Generation Y. Who are these successors of the post-revolution newly rich consumers and how do we communicate a product to them successfully? On the basis of my unquestionable fascination by China’s Automotive Market and German Luxury car brands, I will pursue to answer the above question in order to give an overview for a marketer as to how successfully communicate a car to Chinese Generation Y consumer. Due to research in this field still being at an embryonic stage I will personally carry out an empirical investigation and outline who this consumer is, how they process information, their usage of mass and personal communication and acknowledge their attitude towards German luxury car brands. Finally, on the basis of the research findings I will define Chinese Generation Y car purchasing behavior and create a marketing communication strategy for a German Luxury car brand in China wishing to engage with the consumer in question.

Download or read book Effective Advertising written by Gerard J. Tellis and published by SAGE Publications. This book was released on 2003-11-20 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.

Download or read book Organizations for Effective Product Development written by Takahiro Fujimoto and published by . This book was released on 1989 with total page 460 pages. Available in PDF, EPUB and Kindle. Book excerpt: