Product Placement in movies and the differences among consumers from 2 different countries (cross-cultural study)

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Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

Table of Contents

CHAPTER # 1: INTRODUCTION3

Potential Effects of Brand Placement9

Brand Placement Effectiveness Measures11

Attitudes of product placement11

Objectives12

CHAPTER 2 LITERATURE REVIEW14

The Basic Idea behind Structural Modeling14

Definition of Product Placement16

Advantages and Disadvantages of Product Placement17

Attitude- and Memory-Based Effectiveness of Product Placement18

Behavioral Efficacy of Product Placement20

Ethical Issues in Product Placement20

Existing Models of How Band Placement Works22

Other Models And Theories Applied To Brand Placement24

Elaboration Likelihood Model and Brand Placement24

MODE Model and Implicit Attitudes25

MODE Model and Brand Placement26

Low Involvement Learning26

Low Involvement Learning and Brand Placement27

Presence27

Presence and Brand Placement28

Mere Exposure Effect29

Mere Exposure Effect and Brand Placement29

Additional Possible Model For Explaining Brand Placement Effectiveness30

Persuasion Knowledge Model31

Persuasion Knowledge Model and Brand Placement32

Proposed Framework For How Brand Placement Works33

Authentic Brand v. Brand Change34

Effect of prior exposure to the movies37

Business Week and Interbrand37

Movie know the power of persuasion of brand41

Cross-Cultural Studies in Product Placement42

Cultural Differences between Brazil and the United States44

General Purpose Of The Research45

Description Of The Multi-Study Research Project46

Hypotheses Development For The Multi-Study Research Project47

Examining if Viewers' Knowledge of Persuasion Intent of Brand Placement Affects Their Attitude and Behavior53

Evaluating the Effects of Persuasion Knowledge and Prominence of Brand Placement on Viewers' Attitudes and Behavior Related to the Placed Brand61

CHAPTER 3 METHODOLOGY OF THE RESEARCH STUDY65

Sample Recruiting and Data Collection65

Questionnaire Development66

Questionnaire Introduction66

Contributions of research74

REFERENCES76

APPENDIX110

QUESTIONNAIRE110

Interview113

Chapter # 1: Introduction

Want to include trade ties and the complexity of communication design is driven by several factors. They cover the central emblem included the concept of trade required to maintain the synergy of all points to communicate with customers and stakeholders, will probably rise at the points of communication and development of new modes of communication. Calter needs of commercial communication consultants and / or practitioners in developing their competencies. Two localities of the exponential development of the digital / online modes to demonstrate the location of the world wide web, email, wireless phone mode, and Product Placement. Web site, to conceive and the administration of several well-developed.

Mobile phone and e-mail communication system can use conventional direct database connection. Product placement may, in the period, based on the "Insert" research. This study, although the acts on the basis of messages and so is not entirely transferable. In addition, product placement has a public acceptability and the decision-making issues. The decision to build is made complicated by at least two factors. This includes creative event requirements and the need for significant information about how the assembly methods of placement. For the appointed day, five academic-based research asked the U.S. product placement practitioners placing the administration concluded production (Karrh, 1995; Pardun and Mackey, 1996; Karrh et al, 2003;. Russell and Belch, 2005).

Expenditure on product placement is expected to reach 7.6 billion U.S. dollars in 2010 (PQ Media, 2006). Although the U.S. is the largest in the world of paid product placement market, coveted by 1,5 billion dollars ...