The effectiveness of product placement in a 60 second video and its influence towards consumer behaviour / Aiza Adriena Abdull Ropha

Abdull Ropha, Aiza Adriena (2018) The effectiveness of product placement in a 60 second video and its influence towards consumer behaviour / Aiza Adriena Abdull Ropha. Student Project. Faculty of Business and Management, Bandaraya Melaka. (Unpublished)

[img]
Preview
Text
PPb_AIZA ADRIENA ABDULL ROPHA M BM 18_5.pdf

Download (384kB) | Preview

Abstract

Marketers are constantly looking for alternatives to deliver the right message too the target market. Product placement has been one of the alternatives and has grown for decades that many companies have used in their marketing communication method. It has been established that viewers are starting to get annoyed by the commercial breaks in between television shows and before movies. Product placement offers a platform for companies to include their brands into the movies without irritating the viewers with pauses in between television shows and movies. There are many studies done by many researchers all over the world regarding the effectiveness of product placement. However, the results vary according to geographical location as viewers’ preferences vary according to many variables. This research project examines the relationship between the effectiveness of product placement that is measured in a 60 second video towards the independent variables including brand consciousness, plot integration and product prominence. In this study, the result shows that the general feedback towards product placement is positive for Kuala Lumpur citizen, although not strong enough. It’s proven that plot integration is the strongest variable to have impact on the effectiveness of product placement in a 60 second video according to the results derived from the SPSS data.

Item Type: Monograph (Student Project)
Creators:
CreatorsEmail
Abdull Ropha, Aiza AdrienaUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Marketing > Management > Product management
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting
H Social Sciences > HF Commerce > Advertising
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Item ID: 21508
Uncontrolled Keywords: Product placement; Brand consciousness; Plot integratio; Product prominence
Last Modified: 01 Nov 2018 08:52
Depositing User: Perpustakaan UiTM Cawangan Melaka UiTM Cawangan Melaka
URI: http://ir.uitm.edu.my/id/eprint/21508

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year