Honors Capstone Project
Date of Submission
Clint Tankersley, Ph. D.
Tridib Mazumdar, Ph.D.
Capstone Prize Winner
Won Capstone Funding
Management Information Systems | Marketing
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.
Gold, Alyssa, "Product Placement on Television: An Effective Means of Breaking Through the Clutter?" (2005). Syracuse University Honors Program Capstone Projects. 697.
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