From Product Placement to Branded Entertainment: A Case of the Entertainment Industry

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bachelor_Pietikäinen_Pyry_2022.pdf (458.43 KB)

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School of Business | Bachelor's thesis
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Date

2022

Department

Markkinoinnin laitos

Major/Subject

Mcode

Degree programme

Markkinointi

Language

en

Pages

22 + 3

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Abstract

Today brand integration can be found in media everywhere and the way it is implemented can be very complex with marketers having very specific aims for placements . However, this has not always been the case. This thesis looks at how product placement has developed as a marketing instrument in the entertainment industry from being a simplistic tool to grow brand salience to being an intricate part of greater brand equity building mechanisms. Furthermore, consumer responses in relation to product placement are observed in contemporary and modern context.

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Thesis advisor

Blakaj, Hedon

Keywords

brändiviihde, tuotesijoittelu, sisältömarkkinointi, mainostaminen, Hollywood, viihdeteollisuus

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https://urn.fi/URN:NBN:fi:aalto-202412017561

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[kand] Kauppakorkeakoulu / BIZ (Open Access)