Untertitel:: With particular regard to its effects on viewers of cinema and television film
Verlag:: DIPLOM.DE
Erschienen:: 09.02.1999
Seitenanzahl:: 137
ISBN:: 3832412662
EAN:: 9783832412661
Sprache:: Englisch
Format:: PDF
Schutz:: Dig. Wass.

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An analysis of "Product Placement" as a strategic communication instrument

Michael Knöppel

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 abbreviationsVII0.Executive Summary11.Introduction and scope of this worK21.1Objectives and limitations21.2Method of approach31.3Definition of terms41.4Categorisation of Product Placement within the communications mix72.Reasons for the development and growth of Product Placement102.1Overview102.2General market conditions and how to react to them102.3The changing face of the electronic media market112.3.1Television112.3.2Cinema/The film industry132.3.3Video162.4Growing ineffectiveness of traditional forms of advertising172.4.1New forms of media usage as reactions to the information overload172.4.2The problem of reactance192.5Internationalisation and globalisation of markets203.Historical development of Product Placement223.1Inception and evolution in the US223.2Overview of the German market274.Classifications of Product Placement in practice294.1According to the object placed304.1.1Product Placement in a narrow sense304.1.2Generic Placement314.1.3Corporate Placement324.1.4Innovation Placement334.1.5Idea Placement344.2According to the kind of information transfer354.2.1Visual Product Placement354.2.2Verbal Placement354.3According to the intensity of its integration into the action374.3.1On-Set Placement384.3.2Creative Placement384.3.3Image Placement405.Critical discussion of the applicability for placing companies425.1Advantages and benefits associated with Product Placement425.2Disadvantages and problems associated with Product Placement485.3The legal […]