P/M/546. Dissertation. Effectiveness of brand placing in film advertising

The dissertation aims to investigate consumer involvement with brands advertised through mass entertainment medium examining the factors behind a successful recall of a brand placement and message within a film. The review of literature touches on the theory and practices of product placement in advertising including its commercial, cognitive and ethical aspects. Research methods are based on an experimental study that includes showing a film to groups of respondents to measure their levels of brand placement recall. Primary data are collected through questionnaires, analysed with t-tests and considered against the analysis of literature. Conclusions are made about the effectiveness of film advertising highlighting its managerial implications.