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The impact of product placement on firms' revenue

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The impact of product placement on firms' revenue

Dolatshahi, Sussan (2010) The impact of product placement on firms' revenue. Masters thesis, Concordia University.

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Abstract

Traditional advertising has been less effective in influencing target markets and therefore various nontraditional advertising approaches have been emerged. One of the progressively growing nontraditional alternatives is product placement which has received incredible attention and interest among marketers. Despite the extensive use of product placement little has been done regarding studying the true value of this marketing technique. Therefore, this thesis aims at addressing the financial worth of product placement and examines: (1) the impact of the number of product placements on the revenue of firms and (2) the effect of box office success of movies on the revue of firms. The research questions are addressed by adopting a linear regression modeling. The results show that (1) the number of product placement is an important factor in the positive move of revenue and (2) the total box office success of movies featuring the product does not influence the revenue of the firm.

Divisions:Concordia University > John Molson School of Business
Item Type:Thesis (Masters)
Authors:Dolatshahi, Sussan
Pagination:iii, 38 leaves : ill. ; 29 cm.
Institution:Concordia University
Degree Name:M. Sc.
Program:John Molson School of Business
Date:2010
Thesis Supervisor(s):Lim, Jooseop
ID Code:979457
Deposited By: Concordia University Library
Deposited On:09 Dec 2014 17:59
Last Modified:18 Jan 2018 17:49
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