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Как работает producxplacment

курсовые работы, английский язык

Объем работы: 23 стр.

Год сдачи: 2009

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How Product Placement Works<br><br><br><br>Contents:<br><br><br><br>Introduction…………………………………………………………………………………………………………………………………2
<br>1. Theoretical Aspects of Product Placement………………………………………………4
<br>1.1. Definition of Product Placement…………………………………………………………………4
<br>1.2. Features and Benefits of Product Placement……………………………………7
<br>1.3. Categories and Variations of Product Placement. The structure of product placement…………………………………………………………………………………9
<br>2. Analysis of Product Placement and its Usage in the Movies………………………………………………………………………………………………………………………………………………13
<br>2.1. Examples of Product Placement and its Usage in the Movies………………………………………………………………………………………………………………………………………………13
<br>2.2. Conclusion………………………………………………………………………………………………………………………19
<br>Bibliography………………………………………………………………………………………………………………………………21

Introduction<br><br> If speak about the advertising, the need in a brand new, alte
ative communication that would bring in a fresh and effective methods of reaching the target audience – that need had existed from the very beginning.
<br> Obviously, product placement has been around for decades but it was never mainstream, until now.<br> Let us go deeper into the details and search some examples in the history. <br> In the XIXth century product placement became a common thing in publishing.<br> In 1920s the American radio station used the aired time for active advertisement of different products and services. <br> The first case of product placing in the movie industry bechanced in the Soviet film in 1925. That year Sergei Eisenstein took up the running and painted the flag of the battleship Potyemkin into the red color. That film influenced the movie industry greatly not only because it was the first time of the color usage in a movie, but also because it was the most vivid propaganda accent in a shot. It was the real product placement and the advertisement of the communist ideals at the same time.<br> And now let’s speak about the USA and its movie industry. Product placement appeared there in the beginning of the 1940s. Right in that time in there was the campaign for the healthy way of living held in the US. Popeye the sailor personage has been developed for demonstrating the good qualities of tinned spinach.
<br> In the early media, for example radio in the 1930s and 1940s and early television in the 1950s, programs were often underwritten by companies. "Soap operas" are called such because they were initially underwritten by consumer packaged goods companies such as Procter & Gamble or Unilever.<br> Eventually in the 1950s with the rise television and the revenue – generating 30-second commercials, product placement slowed down.
<br>...

Bibliography<br><br>1) Alba W. & Hutchinson W. Dimensions of Consumer Expertise. Jou
al of Consumer Research, March 1987.<br><br>2) Babin, L.A. and Carder, S.T. "Advertising via the box office: Is product placement effective?" Jou
al of Promotion Management 3 (1/2), 31-51, 1996.<br><br>3) Balasubramanian, Siva K. (1994) "Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues," Jou
al of Advertising, 23 (4), 29-46<br><br>4) Crispin Miller, Mark (April 1990). "Hollywood: The Ad". The Atlantic. http://www.theatlantic.com/doc/199004/hollywood. Retrieved on 8 February 2009.<br><br>5) Kalinichenko, I. A. "Brand props in prime-time television programs: A content analysis." Unpublished Masters Thesis. The University of Georgia. Athens, Georgia, 1998.<br><br>6) Newell, Jay Salmon, Charles T. Chang, Susan. Jou
al of Broadcasting & Electronic Media, December 2006.<br><br>7) Russell, Cristel A. (2002) “Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude,” Jou
al of Consumer Research, 29 (3), 306-318.
<br><br><br>8) Sapolsky, B.S. & Kinney, L. "You oughta be in pictures: Product placements in the top-grossing films of 1991." Proceedings of the 1994 American Academy of Advertising Conference, K.W. King (ed.). Athens, GA: American Academy of Advertising, 1994.<br><br>9) Weaver, D. T., & Oliver, M. B. (2000, June). Television programs and advertising: Measuring the effectiveness of product placement within Seinfeld.<br><br>10) http://advertology.ru/<br><br>11) http://www.howstuffworks.com/<br><br>12) http://www.sutherlandsurvey.com/<br><br>13) http://www.product-placement.ru/lib/ <br><br>14)...

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