Product placement and activation: Recommendations for Danish brand holding companies

Andreas R. Glud & Christopher W. Franck

Student thesis: Master thesis


The placing of products in different media has been around as an alternative and subtle marketing tool for many years. In Denmark, however, the use of product placements by brand holding companies has been rather limited due to both legal and moral restrictions. Though, in recent years this has changed and de‐regulation from the EU and a more nuanced position on product placement is gaining support. Considering this recent interest in product placement and many Danish brand holders’ lack of experience with it, this thesis seeks to give these brand holders an overview of how product placements work, how the industry works and how they can maximise their benefits from using placements and activation. Such an overview has the potential to help brand holders decide whether or not product placement and activation is something they will profit from utilizing. The thesis ends up bringing forth a number of recommendations for Danish brand holders considering using product placement and activation. The thesis covers both the theoretical and the empirical research done on product placement and activation. Furthermore, the authors have conducted a significant amount of research themselves through interviews with industry stakeholders and questionnaires. After having analysed both the theoretical aspects of product placement and activation, and the results from the interviews and questionnaires the authors conclude that there is a great potential in product placement and activation for Danish brand holders. If the brand holders want to go into the world of product placements they should first of all realise that a product placement standing alone will at best lead to increased brand awareness and image. If the brand holders’ objective is to increase sales, they should focus their attention on using the placement as a platform for a broader promotional campaign that can serve as activation of that placement. They should further seek to integrate their activation efforts in this campaign in order to obtain a number of advantages such as improved efficiency, network development, less brand image confusion and a higher level of consistency. Brand holders should also collaborate with agencies through out the process since they are the ones with the greatest amount of knowledge and experience. The agencies typically also have the best relations and connections within the industry giving brand holders easier access to the rights placement opportunities.

EducationsMSc in International Marketing and Management, (Graduate Programme) Final Thesis
Publication date2009
Number of pages180