The Advertisements You Cannot Skip: Consumer Perceptions of Product Placement

dc.contributor.advisorRayburn, Steven
dc.contributor.authorTyler, Morgan
dc.contributor.committeeMemberAnderson, Sidney
dc.date.accessioned2021-06-02T19:35:08Z
dc.date.available2021-06-02T19:35:08Z
dc.date.issued2021-05
dc.description.abstractThis research examines the effect product placement has on consumer perceptions. The understanding of how product placement in media can change the way people view both the products and the media itself has been a primary focus in the marketing field. The starting point for my research is based on the question: What is the effect on consumer perceptions in regard to product placement? I focus my research on comparing and contrasting the product placement within two popular movie franchises in order to view its effect of consumers’ perceptions. To answer my research question, I use quantitative analysis with survey data along with secondary and supplementary research from academic journals and articles. Research findings suggest, people recognize product placement and this causes them to think or feel a particular was about the movie or the company. This is potentially due to a variety of reasons including: product placement impact, the distraction of product placement in movies, or product placement increasing brand awareness. This research provides insight on the effect product placement marketing viewed in mainstream media has on consumer perceptions.
dc.description.departmentHonors College
dc.formatText
dc.format.extent58 pages
dc.format.medium1 file (.pdf)
dc.identifier.citationTyler, M. (2021). The advertisements you cannot skip: Consumer perceptions of product placement (Unpublished thesis). Texas State University, San Marcos, Texas.
dc.identifier.urihttps://hdl.handle.net/10877/13712
dc.language.isoen
dc.subjectproduct placement
dc.subjectmovie
dc.subjectadvertising
dc.subjectmarketing
dc.subjectadvertisements
dc.subjectDC
dc.subjectmarvel
dc.subjectHonors College
dc.titleThe Advertisements You Cannot Skip: Consumer Perceptions of Product Placement
dc.typeThesis
thesis.degree.departmentHonors College
thesis.degree.disciplineMarketing
thesis.degree.grantorTexas State University

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