De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk

Terug naar zoekresultatenDeel deze publicatie

A case study of Goede Tijden Slechte Tijden and The Voice of Holland

The effect of product placement in popular television shows

Rechten: Alle rechten voorbehouden

A case study of Goede Tijden Slechte Tijden and The Voice of Holland

The effect of product placement in popular television shows

Rechten: Alle rechten voorbehouden

Samenvatting

The purpose of this research was to find out how product placement influences brand awareness and brand recall. The central question therefore was: ‘To what extent does product placement influence brand recall and what is the effect of the attitude towards a television show on this relationship?’ At first, an introduction to product placement was given to explain the general aspects of the marketing tool. Second, a theoretical framework was set to explain product placement and its theoretical aspects. The theories of Balasubramanian (1994) and Bandura (1962) were used for this. Third, the general laws and legislations of product placement in The Netherlands were described. The Media Law of 2008 has allowed advertisers to make use of product placement to a certain extent. The current media law has made it easier for advertisers to make use of product placement. Moreover, mentioning that a program is making use of product placement before the show starts has shown a positive effect regarding brand recall and brand awareness. The mentioning of the PP-warning also makes it less deceptive, because people are aware of the commercial intent. Product placement is generally perceived positively, however ethically debated products, such as: alcohol, cigarettes, fastfood and guns are perceived negatively when implemented as a product placement. Lastly, a quantitative research was conducted among people from 18 to 35 to find out what effects product placement has on them. To indicate the effects of product placement, a survey was conducted among 162 respondents. The results were based on questions regarding brand recall, brand awareness, attitude towards product placement and attitude towards the television program. Results have shown that all respondents knew about GTST and TVOH, however the majority did not label themselves as fans. Furthermore, most respondents mentioned that they remembered the brands that appeared during the survey. This was justified, because the majority of the respondents were able to specifically name the brands. The familiarity (brand awareness) of both brands might have influenced the brand recall, because almost all respondents had ever heard of Breaker and Vodafone. More than a third of the respondents stated that they made use of Vodafone and/or Breaker in the last 12 months. When asked if they would rather have product placement instead of interruptive commercial blocks, more than half of the respondents agreed on this matter. Roughly 40% said that they usually skip ads when the commercial blocks started. Moreover, the majority of the respondents stated that they perceived product placement as a smart marketing activity to receive sponsor money and more brand awareness. The results have indicated that the respondents preferred product placement instead of commercial blocks. Product placement is gaining more and more popularity in the eyes of the consumers and traditional 30-second ad is losing its effects. To answer the central question the statistical approach was used. Results have shown that there was a small negative correlation between product placement prominence and attitude towards the product placement. This has indicated that whenever there is a high product placement prominence, people act negatively towards the product placement. The attitude towards the television program was used as a moderator in this relation. The attitude towards the television program has shown a strengthening effect on the relation between the other two. This means that when people have a positive attitude towards GTST or TVOH a high product placement prominence will likely be perceived as annoying, as when it is used in a TV-show that is unpopular to them. The results have shown that the correlation is not statistically significant due to the small numbers of respondents in the sample. It is normal in television shows that actors drive, eat, drink and/or wear branded products. Product placement is almost predestined. However, marketers willing to use branded products in television shows should first reflect on the applicable legal matters and the benefits that come along with placing a product in a television show. Marketers should not use ethically debated products, such as: cigarettes, guns and medicine as product placements. To receive maximum exposure, markets should implement products in television shows with high viewer ratings. According to my research television watchers generally like product placements, except when the prominence is so high, to the point that it becomes invasively annoying and irritating. Product placements should therefore not be too prominent in a television show.

Toon meer
OrganisatieHogeschool Utrecht
OpleidingInternational Communication and Media
AfdelingCommunicatie
Datum2014-06-10
TypeBachelor
TaalEngels

Op de HBO Kennisbank vind je publicaties van 26 hogescholen

De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk