Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/15123
Title: Product placement in movies : impact of duration/screen size on viewers’ attitude towards placed brand.
Authors: Li, Yingchun.
Tan, Glenda Si Min.
Chee, Esther Boon Ee.
Keywords: DRNTU::Business::Marketing
Issue Date: 2009
Abstract: Background: This research study primarily aims to find out whether a longer duration and bigger screen size of product placement leads to a more positive attitude towards the placement in movies. The researchers seek to find a relationship between both independent variable (respondent’s attitude) and dependent variables (longer duration /bigger screen size). Therefore, a questionnaire was designed and adopted to gather further information from respondents. The target audience for this study were undergraduates (age: 20 to 29) from the three local universities: SMU, NTU, NUS. Results: As predicted, the respondents for both tests indicated a positive attitude towards Adidas after watching the clip. Overall, when the brand was featured more prominently in terms of screen size and longer duration, it was better able to capture the attention of the respondents. At the same time, respondents are able to recognize and identify with the placed product more easily. Conclusion: Result from the study contributes positively to both the client company and advertisers alike. Knowing that big screen size(50%) and long duration(>10 seconds) generate the most positive attitude towards the placed brand, advertisers can then advise studios and their clients to portray the products more prominently whenever possible as compared to just featuring it on screen.
URI: http://hdl.handle.net/10356/15123
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

Files in This Item:
File Description SizeFormat 
CheeBoonEeEsther09.pdf
  Restricted Access
1.54 MBAdobe PDFView/Open
redirect_1.htm
  Restricted Access
222 BHTMLView/Open
redirect_2.htm
  Restricted Access
222 BHTMLView/Open
redirect_3.htm
  Restricted Access
222 BHTMLView/Open
redirect_4.htm
  Restricted Access
222 BHTMLView/Open
redirect_5.htm
  Restricted Access
222 BHTMLView/Open
redirect_6.htm
  Restricted Access
222 BHTMLView/Open

Page view(s) 50

287
Updated on May 14, 2021

Download(s) 50

15
Updated on May 14, 2021

Google ScholarTM

Check

Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.