Produktplaceringar och påverkan - en kvantitativ studie av produktplaceringar i rörlig media

Sammanfattning: 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. The results of our study implicate that consumers are easily influenced, but that extra years of education could prevent this. Furthermore, an integrated product placement is preferred and is also enhancing the experienced realism in a movie.