haku: @freeterm product placement / yhteensä: 12
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| Tekijä: | Sabour, N.I. |
| Otsikko: | Product placement in Finland: A practitioner perspective |
| Lehti: | Liiketaloudellinen aikakauskirja
2008 : 2, p. 183-214 |
| Asiasana: | marketing advertising Nordic countries Finland |
| Vapaa asiasana: | product placement |
| Kieli: | eng |
| Tiivistelmä: | In this paper, reported is on an exploratory study performed among Finnish (hereafter as: F.) professionals (here as: profs.) in the field of product placement (hereafter as: p-plcmt). Dealt with are two research areas, namely those pertaining to profs.' perceptions of p-plmct. and p-plcmt. activities in the F. context. The paper aims at evaluating the state and level of development of the F. p-plcmt. field by firstly reviewing the context of F. p-plcmt. activities and secondly gauging profs.' views on the practice and interest in the opportunities p-plcmt. as a marketing communications tool. The empirical data consists of 11 thematically organized semi-structured interviews conducted with 14 F. profs.: three interviews with company representatives (as: reps.), four with communications and advertising agency reps., and four with media reps. from television and film (as: TV & film). Using qualitative thematic analysis and industry life cycle model, it is found among others that the overall attitudes of the F. TV & film. media reps. toward cooperation with companies seem to be relatively approving as they have both financial and artistic aspects to consider etc. |
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