Fear, the way to effective product placement?

University essay from Lunds universitet/Företagsekonomiska institutionen

Author: Angelika Johansson; Cecilia Lidén; Malin Persson Mörk; [2015]

Keywords: Fear; product placement; marketing; gender; horror; Business and Economics;

Abstract: The main purpose with this essay is to increase the knowledge of product placement in horror movies by examine how fear effects brand recall. The aim is further to get a clearer view of what kind of product placements the different genders remember, focusing on visual and verbal product placements.

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