Produktplacering i danske tv-programmer: Tv-seernes opfattelser og holdninger

Minette Nielsen

Student thesis: Master thesis

Abstract

Product placement in Danish TV – The viewers’ perceptions and attitudes In today’s society companies and advertisers are constantly attempting to find new ways to promote their products. As a result of the consistent advertisement flow all consumers are exposed to every single day, it has become much more difficult for advertisers to reach the consumers through traditional advertisements such as TV-commercials. One way to promote various products is through product placement, which regards numerous products that become a natural part of for example, a TV-series. By using this particular promotion strategy, advertiser lower the risk of the recipients changing channel during commercials, since the advertisement is incorporated in the TV-program, hence no one wishes to miss out any on part of the plot. In Denmark however, there are a set of rules regarding the use of product placement. First and foremost is has become mandatory to incorporate a specific sign in the corner of the TV screen to indicate and warn the viewers that the particular TV-program contains product placement. The sign mentioned above is a capital P which has to be shown at the TV screen at the beginning of the program, before commercials and again at the very end of the program. This thesis has examined the Danish TV-viewers’ knowledge and attitudes towards the phenomenon product placement and furthermore the viewers’ perception of the sign in the shape of a capital P and also the products that are incorporated in various Danish TV-series and programs. The purpose of this thesis has been to determine whether product placement is a successful marketing strategy, that is, whether or not the TV-viewers are stimulated by the advertisements they are exposed to. In order for the survey to be completed successfully, it has been essential to incorporate two different theories used both as background knowledge but more essentially as the foundation for the questions the many TV-viewers has been answering in the two surveys. These theories consist of Harold D. Lasswell’s theory regarding communication and Ole E. Andersen’s theory regarding consumer perception. In order to obtain both a wide and deep result of the Danish TV-viewers’ perception of product placement, two different methods have been used. The survey, which was completed first, was a focus group interview and shortly after, an online survey, in shape of a questionnaire, was published. These surveys contributed to the overall result of the research question of this thesis and additionally the concluding chapter. The main question for this thesis was as following: “How do Danish TV-viewers perceive and evaluate prominent brand placements in Danish TV-programs, especially programs that contain product placement?” The overall outcome of the two surveys resulted in a somewhat clear indication of the Danish TV-viewers’ perception. The majority of the respondents have not noticed the capital P on their TV screens; however a fairly large amount of people claimed to have seen various products in Danish TV-programs. Additionally, most respondents expressed positive attitudes towards product placements, since this specific promotion activity is perceived as hidden advertisements, which are not experienced the same way as traditional advertisements. The conclusion of the thesis, based on the abovementioned results, is rather clear. A large amount of the Danish TV-viewers, who participated in the surveys, do perceive prominent brand placements in TV-programs, even though these are hidden in the particular program as natural parts of the plot. Furthermore, the mainly positive attitudes towards the phenomenon indicate, that Danish TV-viewers from the surveys do not feel directly exposed by advertisements and therefore prefer indirect exposures such as product placement. This is rather good news for advertisers, since people seem much more open-minded toward this specific promotion strategy. In short, this means that chances of people noticing various brands and products, which are incorporated into a plot, are more likely than using traditional TV-commercials where most people change channel.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
LanguageDanish
Publication date2012
Number of pages114