Degree Type
Honors Capstone Project
Date of Submission
Spring 5-1-2005
Capstone Advisor
Clint Tankersley, Ph. D.
Honors Reader
Tridib Mazumdar, Ph.D.
Capstone Major
Marketing
Capstone College
Management
Audio/Visual Component
no
Capstone Prize Winner
no
Won Capstone Funding
no
Honors Categories
Social Sciences
Subject Categories
Management Information Systems | Marketing
Abstract
Over the last few years product placement has become an important tool for advertisers trying to break through the clutter. This thesis investigates whether product placement on television is effective in reaching the college market.
Currently we live in a society in which people have learned to block out the hundreds of advertisements they are inundated with everyday. Product placement attempts to solve this problem by integrating products into various forms of entertainment, in which people can’t avoid the advertisement.
The main problem with the practice is that there is no standard industry method of measuring the value of a product placement. Thus, companies investing in product placements have no way of determining whether they are actually getting a return on investment.
To determine whether product placement is an effective advertising tool in targeting college students, I designed a study in which I measured the brand preferences and purchase behavior of students atSyracuseUniversity, before and after watching programs that included product placements.
While my study didn’t yield concrete results, additional secondary research has led me to believe that if used correctly, product placement has the potential to be an effective advertising tool.
Recommended Citation
Gold, Alyssa, "Product Placement on Television: An Effective Means of Breaking Through the Clutter?" (2005). Renée Crown University Honors Thesis Projects - All. 697.
https://surface.syr.edu/honors_capstone/697
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