E/M/141. Dissertation. Product Placement: A Non-commercial approach towards commercialization

The dissertation examines the effects of product placements (PP) in films on brand recall. Literature is reviewed on the theory of the placement activity and brand, product placement history, advertising benefits for movie makers, the threats of PP to the art of the cinema, PP techniques, etc. A study is conducted into the attitudes of the audiences towards the brands appearing in movies. Primary data collection and analysis (through questionnaires) is combined with secondary research methods. In Conclusion the research results are evaluated.