Jismy Jose

Date of Defense

Spring 4-26-2006

Department

Marketing

First Advisor

Karen M. Lancendorfer, Marketing

Second Advisor

Zahir Quraeshi, Marketing

Third Advisor

Michael McCardle, Marketing

Abstract

In the highly competitive consumer market, marketers are always trying to reach the consumer and influence their decision. One of the emerging non-traditional methods used is product (or brand) placement. Placement can be in the form of verbal mentions in dialogue, actual use by a character, visual displays such as a corporate logo on a vehicle or billboard, or even brands used as set decoration. Product placement now appears in a variety of media including movies, television, radio, computer games, books, songs, and news, and over time, has gained prominence. When done correctly, product placement can add a sense of realism to a movie or show. Although product placement has been around for decades, it gained recognition only after the enormous success of Reese's Pieces in E.T. The increase in sales was tremendous, and a new industry was born. Any review of the trade quickly reveals the growth and interest in the product placement industry. The purpose of this thesis is to explore the foundation of this fast-evolving industry, and the paper begins by discussing several important points concerning the concept of product placement. Next, the author provides an analysis of recent empirical research in the three main genres of product placement. Last, an assessment of the implications and strategies of product placement is considered.

Access Setting

Honors Thesis-Campus Only

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