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Publication
Brand placement: caracterização e análise da sua influência no processo de compra
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Dissertação de mestrado_39793 | 2.36 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Este estudo centra-se na técnica de Brand Placement, ou inserção de marcas em conteúdos audiovisuais, analisando a sua forma de utilização e influência no comportamento de compra dos consumidores atualmente. O objetivo principal é entender em que medida essa estratégia de marketing, ao inserir marcas e produtos em séries e filmes, contribui para o processo de decisão de compra e para a construção de lealdade à marca.
Em termos metodológicos, o estudo apresenta uma abordagem descritiva. Na primeira fase, realiza-se uma análise de caso centrada na quarta temporada da série "Emily in Paris", onde são identificadas e caracterizadas as diferentes inserções de produtos e marcas ao longo dos episódios. A segunda fase do estudo utiliza um inquérito aplicado a uma amostra de consumidores, com o intuito de avaliar as perceções e atitudes relativamente ao product placement em séries de televisão ou transmitidas em plataformas de streaming como Netflix, HBO e Amazon Prime.
Os principais resultados indicam que, apesar de o product placement ser reconhecido como uma técnica de marketing eficaz e atrativa, ainda enfrenta desafios para converter a atenção e a memória do consumidor em ações concretas de compra e lealdade à marca. Embora a aceitação da presença de produtos seja elevada, a eficácia depende de uma integração natural e orgânica no enredo. No entanto, a falta de uma conexão emocional profunda com o produto e de uma intenção de compra persistente sugere que o impacto do product placement pode ser mais limitado do que o desejado pelas marcas, uma vez que o envolvimento do consumidor nem sempre se traduz em ações de compra concretas.
This study focuses on the technique of Brand Placement, or the insertion of brands in audiovisual content, analyzing its influence on current consumer buying behavior. The main objective is to understand to what extent this marketing strategy, by embedding brands and products in series and films, contributes to the purchase decision-making process and the building of brand loyalty. In methodological terms, the study takes a descriptive approach. In the first phase, a case analysis is conducted, focusing on the fourth season of the series Emily in Paris, where various product and brand placements throughout the episodes are identified and characterized. The second phase of the study uses a survey applied to a sample of consumers, aiming to assess perceptions and attitudes towards product placement in television series or on streaming platforms such as Netflix, HBO, and Amazon Prime. The main findings indicate that, although product placement is recognized as an effective and attractive marketing technique, it still faces challenges in converting consumer attention and memory into concrete actions of purchase and brand loyalty. While acceptance of product presence is high, effectiveness depends on a natural and organic integration into the storyline. However, the lack of a deep emotional connection with the product and a persistent purchase intent suggests that the impact of product placement may be more limited than brands desire, as consumer engagement does not always translate into concrete buying actions.
This study focuses on the technique of Brand Placement, or the insertion of brands in audiovisual content, analyzing its influence on current consumer buying behavior. The main objective is to understand to what extent this marketing strategy, by embedding brands and products in series and films, contributes to the purchase decision-making process and the building of brand loyalty. In methodological terms, the study takes a descriptive approach. In the first phase, a case analysis is conducted, focusing on the fourth season of the series Emily in Paris, where various product and brand placements throughout the episodes are identified and characterized. The second phase of the study uses a survey applied to a sample of consumers, aiming to assess perceptions and attitudes towards product placement in television series or on streaming platforms such as Netflix, HBO, and Amazon Prime. The main findings indicate that, although product placement is recognized as an effective and attractive marketing technique, it still faces challenges in converting consumer attention and memory into concrete actions of purchase and brand loyalty. While acceptance of product presence is high, effectiveness depends on a natural and organic integration into the storyline. However, the lack of a deep emotional connection with the product and a persistent purchase intent suggests that the impact of product placement may be more limited than brands desire, as consumer engagement does not always translate into concrete buying actions.
Description
Keywords
Brand placement Consumidor Publicidade Análise de conteúdo Comunicação de marketing Consumer Advertising Content analysis Marketing communication