Dissertation/Thesis Abstract

The factors that influence product placement as an effective means of advertising in television sitcoms
by Stayton, Tracy Marek, M.A., Hawaii Pacific University, 2007, 77; 1449268
Abstract (Summary)

It is the goal of this research to begin to understand which factors influence the effectiveness of product placement as a means of advertising in television sitcoms. More specifically this study will look at the following seven factors: the viewer’s familiarity with and likeability of the program, the viewers’ likeability of the characters using the products, the type of product placement, the viewers’ gender in comparison to the targeted demographic of the program, viewers’ television viewing habits, and ownership of a DVR device.

To accomplish this Law and Braun’s 2000 product placement study was used as a basis for this study’s methodology. This multiple part study took roughly thirty minutes per focus group and involved 317 undergraduate students from two Pacific region United States universities. These students were separated into three groups consisting of about 100 students each with approximately half of each group consisting of males and females respectively.

Conclusions of this research indicated that product placement as a means of advertising in television sitcoms is most effective when the products are audio-visually imbedded into the storyline or are simply audio-visually presented in the program, when it is used among those television viewers who are more familiar with the program, like the program more (explicit), watch more hours (explicit) and days (implicit) a week of television, and on an implicit level among DVR users. However, contrary to prior research, character likeability had no strong connections to the effectiveness of a product’s recall amongst viewers.

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Indexing (document details)
School: Hawaii Pacific University
School Location: United States -- Hawaii
Source: MAI 46/03M, Masters Abstracts International
Subjects: Marketing
Keywords: Advertising, Marketing, Product placement, Sitcoms, Television
Publication Number: 1449268
ISBN: 978-0-549-28409-3
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