Product placement on UK television: Is the expenditure worth the outcome?

Joyce, Lydia (2013) Product placement on UK television: Is the expenditure worth the outcome? [Dissertation (University of Nottingham only)] (Unpublished)

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In recent years the size of the product placement industry has been growing, incorporating different types of media including film, television, video games and music videos. This presents a significant opportunity for marketers to promote their products in front of the increasingly technology savvy consumers who aim to ignore traditional advertising techniques.

The product placement literature to date has mainly concerned films with the majority of studies having been conducted in the USA. This research therefore intends to add to the scarce research concerning product placement on UK television, especially due to the recent change in legislation, as well as to act as a baseline for future research to develop more specific arguments about this promotional practice. This study therefore concerns the effectiveness of product placement, yet highlights the range of variables which need to be addressed in order to try and achieve a definitive answer to whether the vast expenditure companies spend on product placement is worth the outcome.

Using 30 students as participants, a compilation video of real-life UK television product placement examples was created and followed by a questionnaire to collect raw data. Using SPSS software, the quantitative data was analysed with chi-square tests due to the categorical nature of the data and to test for independence between variables. This analysis found a consumer’s gender, the number of hours of television they watch or their rating of the programme does not affect their ability to recall product placements. However it was found the prominence of the placement and when consumers are prompted, their ability to recall product placement is increased. Qualitative data was analysed with a coding system to determine consumer attitudes towards product placement on television. A general acceptance was found, whilst open-ended comments left by participants revealed further opinions of interest towards this practice.

The results were further examined within the discussion section in the effort to determine why the results are so, comparisons with prior literature, and the implications these results provide for marketers. The limitations of the study are also acknowledged, followed by future research recommendations to improve upon these, accompanied by other areas of interest for researchers within this topic.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 28 Mar 2014 09:39
Last Modified: 22 Oct 2016 21:53

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