[Insert Your Logo Here] : A Comparative Study of the Television Spot and Product Placement in Terms of Attention, Control and Credibility in Finland

Sammanfattning: The aim of this thesis is to study how television spot and product placement compare in terms of gaining the target audience’s attention, having control over the marketing message and creating credibility for a product or a brand. The context of the study is Finnish television from advertisers’ point of view. Three major theories used are: AIDA, Generic Communications Process and Two-Step Communications. Twelve hypotheses are built based on the theories, the main hypothesis being: “Although a marketing message sent through product placement gains the target audience’s attention better and creates higher credibility for a product or a brand than a television spot, advertisers are keener on sending the marketing message through a television spot than through product placement because they have more control over the message in a television spot and because it historically has a more stable legal position.” Five experts on the field were interviewed to test the hypotheses. In general, the hypotheses were supported.