Product Placement isn´t a new concept, matter of fact it has existed for almost hundred years. On the other hand to use TV-series as a marketing channel for Product Placement is a present vogue for brands and companies to reach the right target audience. Through Product Placement in TV-series companies are available to get away with the problem that people zapping commercials. Our purpose with the thesis is to have increased comprehension about TV-series as a channel for Product Placement considering effect against different target audience, products and brands. For this study we applied a qualitative approach and did six depth interviews with different people to gain several viewpoints.

The gaming market is growing and the number of people, men and women, who play computer games, is also increasing every day. In addition, computer games are also interactive media which leads to the fact that Product Placement in computer games attracts and is used more frequently by marketers. It is therefore important for marketers and game developers to understand how Product Placement in computer games affects players' attention and attitude towards the brand or product that is product placed. We therefore examine how Product Placement in computer games affects players' recall of and attitude towards the brand. The aim is to help companies and game developers to see the effect of Product Placement in computer games on players and thus product place more efficiently.

In the ever increasing media clutter it is hard for marketers to make their products stand out. New ways of reaching consumers are constantly arising. This study seeks to further investigate the phenomenon known as Product Placement, delimited to movies/television. By conducting an experiment we tested whether different presumptions matters for what effect a Product Placement will have on attitude and if these could be affected. We also looked at if the level of product integration effect attitude and realism enhancement.

Background: The consumers of today have the possibility to choose from a wide range of products and services. Consequently, the ability to differentiate the products is essential for the brand owners. If a brand owner does not manage to differentiate its product, it can be difficult to make the consumers realise the benefits of the product and convince them to buy it. One way to differentiate the product is to create a distinguished brand identity. However, it is not enough to create a strong brand identity, the brand owner must also be capable of communicating the brand identity successfully.

The advantages with Product Placement in blogs compared to traditional media is shown in earlier empirical findings where consumers found blog posts more credible and informative than a corresponding article in a web paper. It can therefore be argued that the informal structure and personal tonality of the blog reinforces the effects of Product Placement on brand attitude and intention to buy as the consumer has no persuasion knowledge and does not detect the rewriting of the product as commercial.This paper?s overall aim is to provide concrete implications for how to manage Product Placement on fashion blogs. The purpose of the essay is therefore to investigate the communicative effects of Product Placement in fashion blogs as well as to examine if a revelation of commercial interest behind a blog posts about a certain brand effects the consumers? attitude towards the blog and/or brand attitude and intention to buy.

I will write about Product Placement in film from a Swedish point of view. This entails writing about Swedish films with different types of Product Placements, not only how they are done but also discuss how they succeed from a sales perspective. In my earlier work I have written about the Product Placement of watches. In this thesis I focus on the film series about the Swedish agent Carl Hamilton, since here you can see how Swedish film has developed during the past 30 years with regard to Product Placements. Both world politics and the concrete placements are illustrated in a clear way.

PurposeThe purpose of this study is to investigate whether a combination of Product Placement and traditional advertising can enhance the company's marketing. We perform this study because we believe that the consumers consider traditional marketing in many cases obsolete.TheoryThe study?s theory consists of topics and terms of Product Placement, traditional marketing, branding and communications. Theories used in this study were the basis to answer the study's research question using empirical data gathered during the study.MethodThe study has a deductive approach with a qualitative focus, therefore, the study is based on existing research, which was later to use for the data extracted from the interviews. The approach is going to show differences and similarities between how it looks in reality versus theory.ConclusionThe results of this study show that Product Placement can increase the efficiency of traditional marketing.

By exposing their products in blogs, companies have the opportunity to reach out to hundreds of thousands of consumers daily. Instead of using conventional Internet advertising such as banners and ads, some companies chose to make use of Product Placement in blogs. By choosing to expose their products in blogs, companies use a medium that blog readers are familiar with and can relate to, and can thereby solicit customers for their products and brands.We will examine whether Product Placements in fashion blogs are an effective way for businesses to market themselves and their products. We measure this efficiency, by keeping a record of the sales of ten product placed garment and accessories that we have selected from four of the largest blogs in Sweden. The stores we examine sales of product placed goods in are volume brand stores such as Zara and H&M etcetera.

Since Product Placement is a relatively new phenomenon in Swedish television, there is a lack of research on what attitudes Swedish TV-viewers hold towards it. This is where our paper will contribute to the research. The purpose of this reserachpaper is to describe and analyze what attitude Swedish TV-viewers has towards Product Placement. Kim Schröders multidimensional model of mass media reception were used, which is a developed model from Stuart Hall?s ?encoding/decoding? one-dimensional model.

Studies show that Product Placement is becoming a more and more common method for companies to use when communicating with consumers. The results of this study can?t confirm nor deny that claim, but instead we offered the observation that as a communication method, Product Placement and TV-commercials are more similar than revealed at first glance.Cars of the brand Ford appeared in seven out of the 50 motion pictures that made up the sample material in this study. In several instances the values that were communicated regarding the brand matched, completely or in large parts, the values communicated about the Ford brand in Ford?s own commercials.This doesn?t hold true for all companies.

Thesis purpose: The purpose of this thesis is to make a contribution, by connecting the transfer of meaning within the context of TV series. The meaning is transferred from the brand to the character in a TV series and then further to the viewer. To look at different role functions that are used in dramaturgy and narrative techniques, we will be able to see how the brand will have a specific role and thereby make the transfer of meaning more successful and effective. This role will have an important impact on Product Placement according to the meaning that will be transferred from the brand to the viewer, through the character. Methodology: By looking at the transfer of meaning process that is created from the brand, an unstructured observation is applied where we observed the placement and usage of different within a specific TV series. Qualitative strategy is conducted by using a case study.

Thesis purpose: The purpose of this thesis is to make a contribution, by connecting the transfer of meaning within the context of TV series. The meaning is transferred from the brand to the character in a TV series and then further to the viewer. To look at different role functions that are used in dramaturgy and narrative techniques, we will be able to see how the brand will have a specific role and thereby make the transfer of meaning more successful and effective. This role will have an important impact on Product Placement according to the meaning that will be transferred from the brand to the viewer, through the character. Methodology: By looking at the transfer of meaning process that is created from the brand, an unstructured observation is applied where we observed the placement and usage of different within a specific TV series.

AbstractTitle: Brand exposure in television. A comparison between SVT and TV4 2003 and 2006.Number of pages: 57 including appendixAuthor: Axel VictorinPeriod: Spring 2008Course: Media and Communication studies CUniversity: Division of Media and Communication, Department of Information Science, Uppsala UniversityPurpose/aim: The aim of this study is to evaluate the prevalance of brand exposure in Swedish public service television, SVT and TV4. The Swedish public service TV broadcasting company, Sveriges Television (SVT) advertises itself as purveyor of free television, without commercial or political interference. A B-level essay, written some years ago, showed that the SVT policies were not always observed throughout the entire organisation. The aim of this essay is, by using quantitative research, to study whether SVT is letting commercial interests have their say in the programmes by exposing brand names and logotypes.Material/method: The study is performed through examining 40 hours of television from SVT and 40 hours from TV4, as reference.

Syfte: Syfte med uppsatsen är att öka vår kunskap om product displacement samt att utreda den påverkan product displacement har på mottagaren sett ur ett marknadsföringsperspektiv. Pararellt undersöks om fenomenet kan vara en fördel eller nackdel i marknadskommunikationen. Utgångspunkten i utredningen är att varumärkesinnehavare själva använder sig av product displacement.Metod: Denna studie har genomförts med en kvalitativ metod och induktiv ansats. Metodvalet har sin utgångspunkt i den bristande teorin då fenomenet product displacement är ett nytt begrepp sett ur ett marknadsföringsperspektiv. Undersökningen bygger på tjugo kvalitativa intervjuer med mottagare av product displacement samt två respondenter med yrkesanknytning inom marknadsföring.Avgränsningar: Denna uppsats behandlar endast product displacements effekter på mottagaren som i vårt fall är begränsat till studenter i ålder 20-25 år.

Syfte: Syftet med uppsatsen är att undersöka hur en entreprenör/ kreatör produktplacerar i bästa mån för att överleva i modebranschen. Metod: Kvalitativ med intervjuer som bas för empirin. Slutsats: Med hjälp av en positioneringsmodell kan entreprenören/kreatören ta ställning till sina konkurrenter och placera sin produkt till den tänkta målgruppen. Teorin hjälper företagare att strukturera upp en annars komplex hantering som i nystartade företag ?bara sker?.