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Product Placement Thesis

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Product Placement Thesis
A study of the effectiveness of the use of leisure entertainment as an advertising tool in marketing strategy

CHAPTER I
INTRODUCTION

CHAPTER 1
1.0 INTRODUCTION The introduction will contain a brief background on the chosen research topic, problem statement upon which the research questions have being built. It will further give an insight into the scope, objectives, purpose and significance of the research. 1.1 BACKGROUND
Rotfeld (2006), suggested that avoidance of mass media advertising has become easier for target audience as it is considered to be time for breaks such as; snacks time, refreshing time, toilet and other activities. Invention of technologies in recent years have also worsened and deepened the difficulty in reaching audiences appropriately; this is due to increased level of noise throughout the communication process. (Kotler, et al. 2005) explained noise as the element which is usually unplanned static or distortion to communication process; furthermore it prevents audience from reception of message being passed. This situation presents an appearance that suggests that mass media advertising might be a wrong choice for its sponsors. In support of this, Gupta, Balasubramanian, and Klassen (2000), explained that these circumstances encourage sponsors to explore alternative media or non-traditional communication strategies in advertising.

As a result of noise, recent practices have seen sponsors adopt alternative advertising media style of communication in their integrated marketing plan. Sponsors are found to pay heavily in adopting these alternatives particularly in the area of incorporating their messages into leisure entertainment and using it as a communication media.
In adopting leisure entertainment; product placement, sponsorship of TV shows, and sports sponsorship are few techniques used by sponsors to communicate their message to the audience. In view of the growing challenges in the planning of mass media advertising and



References: 1. Alison Mackey and Susan M. Gass, (2005). Second language research: methodology and design. (2nd Ed.). New Jersey: Lawrence Erlbaum 2 3. d’Astous, A. & Chartier, F. (2000). “A study of factors affecting consumer evaluations and memory of product placements in movies.” Journal of current issues and research in advertising, Vol. 22, Issue 2, p. 31-40 4 5. Elizabeth Parsons, Pauline Maclaran, (2009). Contemporary Issues in Marketing and Consumer Behaviour, Butterworth-Heinemann: oxford 6 7. Geoffrey Lancaster, (2005). Research methods in management: a concise introduction to research in management and business consultancy oxford: Elsevier 8 9. George E. Belch and Michael A. Belch (2009), Advertising communications & promotion management. (8th Ed.). Illinois: McGraw-Hill/Irwin 10 11. Grönroos, C. (2006): On Defining Marketing: Finding a New Roadmap for Marketing, in: Marketing Theory, Vol. 6, No. 4, pp. 395-418. 14. Hudson, D., & Hudson, S. (2006). Branded Entertainment: A New Advertising Technique or Product Placement in Disguise? Journal of Marketing Management 22 (5/6), 489-504 15 16. Karrh, J. A., McKee, K. B, & Pardun, C. J. (2003). “Practitioners’ evolving views on product placement effectiveness.” Journal of advertising research, Vol. 43, Issue 2, p. 138-147. 17. Kotler, Armstrong, Wong & Saunders (2008), Principal of Marketing, Fifth European Edition. Edinburgh: Pearson Education Limited 18 19. Michael D. Myers, (2009) Qualitative Research in Business & Management NewDehli: Sage 20 21. Paying to Avoid Ads. (2004, 7 August). Economist, 372. 22 23. Rossiter and percy, (1997). Advertising communications & promotion management. New York: McGraw-Hill 24 25. Saunders, M., Lewis, P., & Thornhill, A. (2007). Research Methods for Business Students. Harlow: Pearson Education Limited 26 27. Sheth , J.N. and Uslay , C. ( 2007) , ‘ Implications of the revised definition of marketing: from exchange to value creation ’ , Journal of Public Policy and Marketing , 26 (2) , 302 – 307 . 28. Terrence A. Shimp, (2000). Advertising, promotion & supplemental aspects of integrated marketing communications 29 30. Wilkie , W.L. ( 2005) , ‘ Needed: a larger sense of marketing and scholarship ’ , Journal of Marketing , 69 ( October) , 8– 10 . 31. William D. Crano and Marilynn B. Brewer, (2002) Principles and methods of social research New Jersey: Lawrence Erlbaum 2nd Ed.

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