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Product Placement in Effective Films Essay

Assignment id 1011927
Discipline Biology
Assignment type Essay
Words 1022
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INTRODUCTION “The Well worth of Product Positioning in Successful Films: A MEETING Study Evaluation” is a July 2009 content in the Journal of Advertising compiled by Michael A. Anna and wiles Danielova. This article discusses the findings of a meeting study constructed showing the partnership of high grossing films of 2002 with the participating firms’ stock prices. HYPOTHESES The experts discuss results from previous research from various other scholars. From their research of previous results, the experts derive six hypotheses. H1: Film product positioning is positively connected with a change in company market worth. (Wiles & Danielova, 2009, pg. 46) The hypothesis of the researchers implies an over-all belief that product positioning in high grossing movies will indeed generate boosts in companies stock. The researchers think that other factors in the film also influence the situation. These factors include: Tie-in advertising, brand equity, audience absorption, critical acclaim, and film violence. From these elements, the various other hypotheses are generated. Advertising of the merchandise in the movie, prior to the film’s actual release, escalates the familiarity of the merchandise and the chance that the viewer shall identify the merchandise while viewing. This recognition causes the viewer to start to relate subconsciously the product with the film. In addition, this kind of advertising demonstrates the firm trusts the film enough to be linked to the film. That is an investment to the merchandise and the film. The experts think that this appears to get a positive impact on the worthiness of the product resulting in hypothesis two: H2: The worth of product positioning in successful movies is positively linked to the existence of tie-in marketing. (Wiles & Da...

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