Global ETD Search
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Showing 1 to 6 of 6 for “"Brand Placement"”.
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College Students' Recall Of And Attitudes Toward Brand Placement In Reality Television Programming
… attitudes toward, and the effectiveness of, brand placement in the genre of reality television. Surveys were used to discover the level of brand recall for the products and brands displayed in reality television programming and to discover viewers' reported reasons for paying attention to …
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Überweiss: Moving fictional brands into the real world
Brands are everywhere. Even in the fictional worlds we escape to for fantasy, comfort and entertainment. Real brands placed in fiction for marketing purposes is generally called product placement or brand placement. Recently, scholars have been wading into a related field called reverse product …
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User judgements of the online world: factors influencing website appeal and user decision-making.
… of appeal judgements and the impact of verbal brand framing messages on these judgements. As expected, participants made rapid, reliable, judgements even when given only 500ms. However, exposure to positive brand framing had a negative effect on appeal ratings. A possible explanation is …
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Essays on Product Placement: An Analysis of Key Executional and Individual Level Factors that Influence the Effectiveness of Product Placements.
"Product Placement" or "Brand Placement" is the paid inclusion of branded products or brand identifiers, through audio and/or visual means, within entertainment media. This dissertation is a collection of three essays that investigate factors affecting the effectiveness of product placements. The …
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Branded entertainment in emotional scenes: excitation transfer or direct affect transfer?
… context of a movie scene on the embedded brand? How might arousal level or valence of the scene influence brand attitudes and purchase intentions? Marketing practitioners take a lot of factors into consideration when placing brands (e.g., celebrity, length of time, type of placement, plot …
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Children's advertising literacy : empowering children to cope with advertising. A multiperspective inquiry into children's abilities to critically process contemporary advertising
… 10-year-old children’s advertising literacy for brand placement in TV programs and movies. In chapter 6, it is shown that for advertising embedded in a highly engaging media format, namely a sponsored YouTube vlog, a more implicit strategy based on priming (preceded by education) is more …