Thesis

Recommendations

Info

Introduction 13 1 Introduction An increasing number marketers have warned companies about the changing consumer responses to advertising. Interruption-based marketing models are claimed to soon become obsolete (Godin, 1999). Some go one step further in asserting that the traditional 30-second spot on television could die all together in its current form (Jaffe, 2005). Whether these claims will prove to be true remains yet to be seen: advertising spending in the US continues to grow year after year (Nanji, 2017). Drawing attention is no easy task due to the hundreds of messages consumers are confronted with on a daily basis (Foxall, Brown and Goldsmith, 1998) and their limited ability to handle large quantities of information (Miller, 1956). Yet the amount of alternative types of marketing approaches and tools are plenty, ranging from viral marketing to gaming or social media to name a few. This thesis will focus in particular on product placement (for definition, see chapter 3.2.1) as a marketing practice. As a response to consumers increasingly skipping advertising breaks (Russell and Belch, 2005), advertisers are diverting their spending to this form of promotion: product placement spending in 2017 in the US only is estimated at $8.78 billion (PRWeb, 2018). With its legalization on the 1 st of June 2011 in the Czech Republic, the product placement practice is still rather recent and therefore relevant for the Czech market (Kalista, 2011). This increased spending has also resulted in increases in sales across various product categories (Russell and Stern, 2006). In addition, product placements in successful films have a positive effect on stock prices (Wiles and Danielova, 2009). Qualitative advantages of product placement include its potential for specific targeting and heightened exposure frequency (Russell and Belch, 2005). Product placement as a marketing practice is, however, not new: it has been around since the beginning of the last century (Turner, 2004). However, research on the effects of product placement remains limited. This will be the focus of this thesis. In particular, the thesis wishes to determine the impact of this form of promotion on cognitive, affective and conative responses (Foxall, Brown and Goldsmith, 1998). Which outcomes can be expected from product placement and how can marketers improve their product placement efforts?
14 Objectives 2 Objectives The general research objective of the thesis is to determine the effects of product placement on consumer behavior through the scientific method by describing, predicting, controlling and explaining behavioral phenomena (Kardes, 1999). Particularly, the thesis wishes to determine which cognitive, affective and conative reactions (Foxall, Brown and Goldsmith, 1998) are to be expected from this form of promotion as a source of brand equity Keller, Apéria and Georgson, 2008). It aims to tackle these issues within the following research conditions: • Determining the cognitive and affective responses to brands resulting from exposure to product placement; • Determining the differences in cognitive and affective responses to brands between exposure to visual and audiovisual types of product placement; • Determining the differences in affective and conative responses to brands between exposure to product placement and non-exposure to product placement. By effect studied, this breaks the research objective down into the following partial objectives: 2.1 Effects on cognitive responses In terms of cognitive responses, the thesis firstly wishes to describe how much attention is given to product placement and test if there are differences in attention to visual product placement between product preferences. Secondly, it wishes to test if product category recall and brand recall are dependent on each other given exposure to product placement. Thirdly, it wishes to test if brand recall and product placement type are dependent on each other. 2.2 Effects on affective responses In terms of affective responses, the thesis firstly wishes to test if attitude towards brands and brand recall are dependent on each other given exposure to product placement. Secondly, it wishes to describe the differences in attitude towards brands between visual and audiovisual types of product placement and the qualitative reasons for attitudinal change. Thirdly, it wishes to test if there is a difference in attitude between exposure and non-exposure to product placement. Fourthly, it wishes to test the dependency between product preference and product placement type and describe the qualitative reasons for preference. Finally, it wishes to describe in which way brand personality is influenced by character personality traits.
Page 1 and 2: The Effects of Product Placement on
Page 4: I would firstly and foremost like t
Page 8: Abstract VAN WICHELEN, Steven. The
Page 11 and 12: 4.3 Self-reported effects of produc
Page 13: 12 Introduction x
Page 17 and 18: 16 Literature Survey 3 Literature S
Page 19 and 20: 18 Literature Survey through brand
Page 21 and 22: 20 Literature Survey Fig. 2 Sub-dim
Page 23 and 24: 22 Literature Survey bring about gr
Page 25 and 26: 24 Literature Survey 3.2.2 Product
Page 27 and 28: 26 Literature Survey only (AUD) and
Page 29 and 30: 28 Literature Survey Apéria and Ge
Page 31 and 32: 30 Literature Survey and the charac
Page 33 and 34: 32 Literature Survey Tab. 1 Alignme
Page 35 and 36: 34 Literature Survey and experience
Page 37 and 38: 36 Literature Survey Fig. 7 A model
Page 39 and 40: 38 Literature Survey (words, object
Page 41 and 42: 40 Literature Survey affective comp
Page 43 and 44: 42 Methods and materials 4 Methods
Page 45 and 46: 44 Methods and materials can stand
Page 47 and 48: 46 Methods and materials moderator,
Page 49 and 50: 48 Methods and materials 4.3 Self-r
Page 51 and 52: 50 Methods and materials As the aim
Page 53 and 54: 52 Methods and materials Before exp
Page 55 and 56: 54 Methods and materials and its ca
Page 57 and 58: 56 Methods and materials fer across
Page 59: 58 Methods and materials The second
Page 64 and 65:
Results 63 Overall, brand recall wa
Page 66 and 67:
Results 65 indicating a medium to l
Page 68 and 69:
Results 67 To assess the level of s
Page 70 and 71:
Results 69 Tab. 18 Crosstabulation:
Page 72 and 73:
Results 71 20 15 10 5 0 15 14 9 5 0
Page 74 and 75:
Results 73 Audiovisual types of pro
Page 76 and 77:
Results 75 Tab. 23 Crosstabulation:
Page 78 and 79:
Results 77 and 60%. The amount of s
Page 80 and 81:
Results 79 Tab. 27 Product placemen
Page 82 and 83:
Results 81 Fig. 21 Visual product p
Page 84 and 85:
Results 83 24. With 32 subjects ind
Page 86 and 87:
Results 85 Fig. 26 Audiovisual prod
Page 88 and 89:
Results 87 brand is likely the reas
Page 90 and 91:
Results 89 Starbucks 15 14 Red Bull
Page 92 and 93:
Results 91 Starbucks 2.66 2.96 Red
Page 94 and 95:
Results 93 The results regarding th
Page 96 and 97:
Results 95 became less descriptive.
Page 98 and 99:
Results 97 Red Bull (control group)
Page 100 and 101:
Results 99 Starbucks 2.85 2.86 Red
Page 102 and 103:
Results 101 to evoking and recallin
Page 104 and 105:
Results 103 influence. It does not
Page 106 and 107:
Discussion 105 Regarding product pr
Page 108 and 109:
Discussion 107 (Kotler, 2012) in th
Page 110 and 111:
Benefits of the thesis 109 • Mana
Page 112 and 113:
Conclusion 111 evoke brand recall t
Page 114 and 115:
References 113 9 References Aaker,
Page 116 and 117:
References 115 Cacioppo, J. )., & P
Page 118 and 119:
References 117 Ferrier, M. (2014, J
Page 120 and 121:
References 119 Kahneman, D. (1973).
Page 122 and 123:
References 121 McGuire, William J.
Page 124 and 125:
References 123 Rossiter, J. R. (199
Page 126 and 127:
References 125 Wiles, M. A., & Dani
Page 128 and 129:
List of tables 127 Tab. 22 Intervie
Page 130 and 131:
List of figures 129 Fig. 23 Visual
Page 132 and 133:
Appendix 131 B Questionnaire interv
Page 134 and 135:
Appendix 133 7. Which of the follow
Page 136 and 137:
Appendix 135 Name Surname Gender Ag
Page 138 and 139:
Appendix 137
Page 140 and 141:
Appendix 139
Page 142 and 143:
Appendix 141
Page 144 and 145:
Appendix 143
Page 146 and 147:
Appendix 145
Page 148 and 149:
Appendix 147
Page 150 and 151:
Appendix 149
Page 152 and 153:
Appendix 151
Page 154 and 155:
Appendix 153
Page 156 and 157:
Appendix 155
Page 158 and 159:
Appendix 157
Page 160 and 161:
Appendix 159
Page 162 and 163:
Appendix 161
Page 164 and 165:
Appendix 163
Page 166 and 167:
Appendix 165
Page 168 and 169:
Appendix 167
show all

Thesis

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?