Product placement as a tool for brand creation

Abstract

This thesis examines the impact of effective product placement in movies and television shows, on consumer attitude and brand development. It describes concepts like brand recall, emotional impact, perceived effectiveness, and demand for fictional brands. The quantitative approach was used with a formal questionnaire distributed through Google Forms and publicized through social media and email. 103 usable responses were gathered and analyzed in SPSS via frequency tables, cross tabulations, and Spearman correlation tests. These results suggest that organically woven and affectively linked product placements have more resonance than conventional ads with young, media savvy consumers especially. In addition, fictional brands registered high appeal and purchase intention, which further suggests increased clout for narrative driven marketing initiatives.