Using product placement in movies as a promoting channel
Matikainen, Juha (2011)
HAAGA-HELIA ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201105178350
https://urn.fi/URN:NBN:fi:amk-201105178350
Tiivistelmä
This research based thesis analyses the possible ways of creating a successful product placement in a movie, what type of risks are involved in product placements in movies and how these product placements affect the viewer’s image of the movie as well as the company whose product is placed.
The main task in this analysis is to find out how product placements are made at the moment and what the similarities are in the way they are made. This includes the use of existing movies with various amounts of product placements as well as movie review sites and use of websites that discuss these product placements or show the product placements.
The objective is to create simple ethical guidelines to follow when making product placements. The other objective is to define a successful product placement, which creates the most benefit to the company whose product is placed.
The analysis is made by using the information available on the subject on websites as well as case studies from a book concentrating on the subject. This is due to the fact that there is only one book that concentrates only on the phenomena of product placement in movies. This way of advertising is evolving continuously and has become a routine in Hollywood movies.
The main task in this analysis is to find out how product placements are made at the moment and what the similarities are in the way they are made. This includes the use of existing movies with various amounts of product placements as well as movie review sites and use of websites that discuss these product placements or show the product placements.
The objective is to create simple ethical guidelines to follow when making product placements. The other objective is to define a successful product placement, which creates the most benefit to the company whose product is placed.
The analysis is made by using the information available on the subject on websites as well as case studies from a book concentrating on the subject. This is due to the fact that there is only one book that concentrates only on the phenomena of product placement in movies. This way of advertising is evolving continuously and has become a routine in Hollywood movies.