Skuteczność kampanii promocyjnej wykorzystującej product placement
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Data
2011-03-07 10:48:47
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Tytuł czasopisma
ISSN czasopisma
Tytuł tomu
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Abstrakt
Celem pracy jest analiza zasad wykorzystania product placement, poznanie opinii na temat tej formy promocji, poznanie zasad i realiów, w jakich jest on wykorzystywany i odkrycie na jakim poziomie kształtuje się lokowanie produktu w Polsce, zakładając, że w Ameryce jest to jedna z najpopularniejszych niestandardowych form promocji. Istotną częścią projektu były przeprowadzone badania bezpośrednie w okresie 26-27.02.2011 roku. Wykorzystaną metodą badawczą była ankieta, a techniką - ankieta bezpośrednia. Badanie przeprowadzono na próbie 100 studentów WSB-NLU. Badanie miało na celu sprawdzenie czy respondenci identyfikują marki lokowane w programach telewizyjnych i grach komputerowych, a także pozyskanie informacji na temat oceny product placement w programach telewizyjnych. H1: Product placement jest skuteczną formą promocji. Respondenci potrafią podać nazwy
marek umieszczanych w telewizji i grach komputerowych. H2: Respondenci doceniają product placement jako alternatywną formę promocji wobec
tradycyjnej reklamy. H3: Produkty lokowane w nośnikach product placement zachęcają odbiorców do zakupu. H4: Respondenci wolą product placement od przerywania programu tradycyjnym blokiem
reklamowym. Wszystkie postawione hipotezy okazały się prawdziwe, a przeprowadzone badania pomocne dla dokładniejszego poznania oceny i zachowań odbiorców product placement.
Watching TV shows, movies or playing video games it is easy to observe a lot of famous brands placed in the plot. This kind of promotion is called product placement (the other is name brand placement or tie - in promotion). This thesis carefully explains the nature of this nonstandard type of promotion and contains analysis of the effectiveness of product placement. The first chapter introduces brand placement in marketing communication, how to use it effectively, what conditions must be fulfilled and how to measure the effectiveness of this marketing tool. The other one shows what product placement looks like in practice. This chapter describes the role of tie - in promotion in building brand image, it discusses all legal aspects and explains all rules during the preparation of a promotional campaign which is based on product placement. Furthermore, it delivers information about celebrity endorsement and entertainment marketing which are closely connected with this nonstandard form of promotion. This thesis contains also a lot of examples of product placement, its analysis pointing out the strengths and weaknesses of this phenomena. In addition, the third and fourth chapters are more empirical. Research conducted by the author will provide valuable information about the effectiveness of brand placement, help identify the opinion of respondents about this kind of promotion, evaluate the level of acceptance in comparison to traditional TV ads and step by step explain how to effectively use product placement in a planned marketing campaign.
Watching TV shows, movies or playing video games it is easy to observe a lot of famous brands placed in the plot. This kind of promotion is called product placement (the other is name brand placement or tie - in promotion). This thesis carefully explains the nature of this nonstandard type of promotion and contains analysis of the effectiveness of product placement. The first chapter introduces brand placement in marketing communication, how to use it effectively, what conditions must be fulfilled and how to measure the effectiveness of this marketing tool. The other one shows what product placement looks like in practice. This chapter describes the role of tie - in promotion in building brand image, it discusses all legal aspects and explains all rules during the preparation of a promotional campaign which is based on product placement. Furthermore, it delivers information about celebrity endorsement and entertainment marketing which are closely connected with this nonstandard form of promotion. This thesis contains also a lot of examples of product placement, its analysis pointing out the strengths and weaknesses of this phenomena. In addition, the third and fourth chapters are more empirical. Research conducted by the author will provide valuable information about the effectiveness of brand placement, help identify the opinion of respondents about this kind of promotion, evaluate the level of acceptance in comparison to traditional TV ads and step by step explain how to effectively use product placement in a planned marketing campaign.
Opis
Słowa kluczowe
product placement, brand placement, tie - in promotion, celebrity endorsement, entertainment marketing, branding, marketing communication, promotional campaign, brand image, lokowanie produktu, lokowanie marki, kampanie promocyjne, wizerunek marki, promocja product placement