Author

Alyssa Gold

Document 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.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

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