Naslov
Impact and Importance of Placing the Product and Brand in Film

Autori
Trninić, Aneta ; Krajnović, Aleksandra ; Bosna, Jurica

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Globalni mediji i društveno odgovorno poslovanje - Global Media and Socially Responsible Business - Međunarodna naučna konferencija "Mediji i ekonomija", International Scientific Conference "Media and Economy" - Collection of Scientific Papers / Dušanić Gačić, Svetlana - Banja Luka : Banjaluka College, Besjeda Banja Luka, 2015, 97-104

ISBN
978-99938-1-267-8

Skup
Globalni mediji i društveno odgovorno poslovanje - Međunarodna naučna konferencija Mediji i ekonomija / Global Media and Socially Responsible Business - International Scientific Conference Media and Economy

Mjesto i datum
Banja Luka, Bosna i Hercegovina, 15.09.2015

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
advertising in film ; product placement in film ; brand placement in film.

Sažetak
In this paper authors deal with advertising the product and brand in film – so called product or brand placement. Film as a media has a growing role and impact on a consumer behavior while this paper analyses its current “power” as a specific marketing channel. Paper investigates goals and benefits of placing the products and brands in film and also factors and determinants of forming the value of product and brand placing in film. Recognition and notion of the product and brand in film plays a key role for their effective advertising in that king of marketing. Authors used the methods of analysis, synthesis and conducted a primary research. Primary data has been collected by anonymous standardized online questionnaire while respondents have been chosen randomly via social networks (Facebook and Twitter). From the conducted primary research authors find out that film as a specific marketing tool has a significant impact on a consumer behavior due to its integration of product and brand through picture and/or sound in film. Creating a perception of a wanted product through interesting content of the film is actually film’s biggest power as a marketing channel.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA