Product placement: the affect of modalities in television

Abstract: People are constantly being exposed to advertisements in different forms,
regardless of where the ads may appear. However, the development of new
technology and the escalation of alternative media have made the target
audience more difficult to reach. This fact is one of the reasons for the
boost of product placement in television. From this the purpose of this
thesis became to provide a better understanding on how product placement is
used in television today. To reach this purpose, two research questions
were stated, focusing on the types of product placement and the affects.
Based on these research questions, a literature review was conducted,
resulting in a conceptual framework that presented the data to be
collected. A qualitative, case study methodology was employed with data
being collected through focus group interviews. The findings show that
there are different modes of presentation affecting the viewer in different
ways. Moreover, it became apparent that product placement has many benefits
over traditional advertising, but there are a number of factors to be
considered when using it to promote a brand.