Product Placement: A Smart Marketing Tool Shifting a Company to the Next Competitive Level

Kramoliš, Jan; Kopečková, Martina

doi:10.7441/joc.2013.04.06

Cited by 17 publications

(10 citation statements)

References 12 publications

(11 reference statements)

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“…This is related to the increasing importance of business processes and the processes of globalization (Kramoliš & Kopečková, 2013). Products, or more precisely, services have their life cycle.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The Customer’s Brand Experience in the Light of Selected Performance Indicators in the Social Media Environment

Gavurová¹,

Bačík²,

Fedorko³

et al. 2018

JOC

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A brand is no longer what we tell the customer, it is what customers tell each other. The importance of using a social media mix for marketing purposes has never been greater than it is today. Ignoring these tools can have unfavourable effects on any company, whether in the form of lack of competitiveness or in the case of unnecessarily high costs for promotion with weak effect and targeting. We aim to examine the relationship between a customer's brand experience and loyalty to the brand, its image and willingness to recommend the brand to others. The paper examines the sample of 476 respondents questioned through the CAWI method -computer assisted web interviewing. A random sampling method was used. All of them are active users of social media tools. Data collection took place during the first half of 2016. We came to interesting findings concerning the existence of presented relationships. It appeared that a customer's brand experience is a crucial factor for the success of a company in the environment of social media. All the relationships presented in this study proved to be significant with a strong γ coefficient in all cases of branding experience relation to loyalty, image and willingness to recommend the brand. The findings are subsequently transformed into a set of recommendations that help in setting the right marketing activities of companies in the online environment. There are also implications for the development of strong social media presence.

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Section: Theoretical Backgroundmentioning

confidence: 99%

The Customer’s Brand Experience in the Light of Selected Performance Indicators in the Social Media Environment

Gavurová¹,

Bačík²,

Fedorko³

et al. 2018

JOC

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“…Within an adequate time frame and with sufficient capital investment, it is precisely systematic and sophisticated design management that can develop the expertise and ingenuity needed to create new products and services for companies as well as to refurbish and remarket existing brands. This emphasis on design can proceed in parallel with the concept of 1P marketing (Kramoliš & Kopečková, 2013), which ultimately generates what has been termed marketing resonance, as defined by Keller (2009).…”

Section: Resultsmentioning

confidence: 99%

The Influence of Design on Companies’ Increase in Income, Market Share or Brand Value

Kramoliš¹,

Šviráková²

2019

JOC

Self Cite

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The main purpose of this paper is to focus on the awareness of SMEs of the influence of design on their business as well as on the performance of the company in the context of increased competitiveness. What economic indicators do design influence? Can they facilitate direct profit increases or just sales increases (turnover)? Can design factors affect long-term goals such as market share or brand value growth? The research approach is based on theoretical sources as well as empirical studies conducted on design management and its relationship to a company's profits. Two research questions verifying the thesis were statistically tested at a significance level of 0.05. A statistical search was also undertaken seeking to determine a dependence between how much companies expect to increase profits as well as brand value (achieving a competitive advantage) based on design elements. The practical implications of the research were shown to confirm the thesis and unequivocally support the significant impact of design on the economic results of SMEs. This effect was shown especially in increased brand value, but also by profit as well as sales growth, all factors which are of high importance to businesses. This, however, is not the primary focus of the article. The originality of this contribution lies primarily in the freshness of the data received, i.e. in the context of the current situation in the economy. It is commonly believed among practitioners of Product Life Cycle Theory that it is optimal for companies to invest in innovation (e. g. design) in the third phase, thus it is crucial that firms are (made) aware that design factors affect their economic goals, and to determine to what extent companies accept the reality of these effects. To meet these goals, we also considered profit maximization from the point of view of microeconomic theory, which is undoubtedly reflected in the formation of corporate goals, e.g. as measured by how design influences the four economic indicators of a company.

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“…Still, the possible disadvantage may easily pass unnoticed, especially if there are many placements in the same film. The evocative arrangement is subtler than the classic placement, but the possible disadvantage might not be identified by the audience unfamiliar with the brand (Jan & Martina, 2013). Opinions from TV studio experts, directors and procedures, and other experts (media and advertising agencies) reveal robust connectivity among product placement, long-term marketing activities and competitiveness.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Opinions from TV studio experts, directors and procedures, and other experts (media and advertising agencies) reveal robust connectivity among product placement, long-term marketing activities and competitiveness. A survey conducted Czech Republic markets concluded a result in which 35% of their total respondents think that product placement is a new tool for an old device, 17% think it is a left-out source of funding, and the rest 48% find out it is a modern marketing tool (Jan & Martina, 2013).…”

Section: Literature Reviewmentioning

confidence: 99%

Consumer Attitude Toward Product Placement: A Descriptive Study Between Bangladeshi & Indian Media Program

Karmakar

Nur-Al-Ahad

Hyder

2021

BEL

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The aim of this study is to investigate Bangladeshi viewers’ attitudes towards product placement activities. Here product placement indicates a paid form of non-traditional advertisement where products or brand names are intentionally present along with the programs. Consumers’ purchase decisions relate to how they know the brand name, and traditional marketing activities failed several times to hit the customer’s black box. People are fascinated by an innovative way of product representation, a tough and challenging task for marketers. Embedded marketing or Product placement helps both viewers and marketers to build a bridge for communication. In Bangladesh, people are less conscious about their local products as well as their media programs. Media and marketing relate inextricably with each other. The study has been conducted in two aspects to investigate the consumer attitude towards product placement. The first one is a comparative analysis of several product placements between Bangladeshi and the Indian media program. The second one is devolving and analyzing questionnaires to determine the Bangladeshi viewers’ scenario about embedded marketing. The logic behind choosing the Indian tv program for comparison is that Bangladeshi viewers are habituated with the Indian program. From 121 respondents, this study tries to forecast the viewers’ attitude toward product placement. Comparing Bangladeshi and Indian movies, dramas, and reality shows, the study expresses that Bangladeshi channel set minimal concern about embedded marketing. An online survey portrays a viewer’s preference level and thinking pattern about their media programs. Proper representation of programs such as an exciting story from movies and drama, a reality show with more customer engagement, less repetition of the same news, more consciousness about irrelevant talk shows, proper timing of the advertisement can help to back the viewers to their media that allows marketers to communicate with their target customers. This study has been conducted with limited sample size. Further research may be conducted about this study with large sample size and may compare with other countries.

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Product Placement: A Smart Marketing Tool Shifting a Company to the Next Competitive Level

Cited by 17 publications

References 12 publications

The Customer’s Brand Experience in the Light of Selected Performance Indicators in the Social Media Environment

The Customer’s Brand Experience in the Light of Selected Performance Indicators in the Social Media Environment

The Influence of Design on Companies’ Increase in Income, Market Share or Brand Value

Consumer Attitude Toward Product Placement: A Descriptive Study Between Bangladeshi & Indian Media Program

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