The investigation is focusing on the basic problem, if the brand placement in the movie “Mission Impossible – Ghost Protocol” was a wise investment.
Research question: Did the product placement in the latest "Mission Impossible" movie increase the purchase intention of BMW branded cars?
Hypothesis: If the brand image and the image of the movie fit well then the purchase intention increases.
Primary research: Questionnaire with application of the Semantic Differential
Inhaltsverzeichnis (Table of Contents)
- A. Theory
- A.1 Brand Placement
- A.1.a Definition
- A.1.b Origins
- A.1.c Categories
- A.1.d Worldwide Spendings
- A.1.e The Effectiveness and Efficiency
- A.1.f Success Stories
- A.1.g Explanation of Success Stories
- A.1.h Pieces of Advice
- A.2 The Brand BMW
- A.2.a 2011 Ranking of the Top 100 Brands
- A.2.b Most prestigious Car Brands worldwide in 2011
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The study aims to investigate the impact of brand placement on the purchase intention of BMW cars, specifically focusing on the placement of BMW vehicles in the movie "Mission Impossible - Ghost Protocol." The study employs the Semantic Differential questionnaire to analyze the effectiveness of brand placement in influencing consumer perceptions and purchase decisions.
- Brand placement in film
- Consumer perceptions of BMW vehicles
- The influence of brand placement on purchase intention
- The effectiveness of the Semantic Differential questionnaire
- The role of celebrity endorsement in brand placement
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter provides a comprehensive overview of brand placement, covering its definition, origins, categories, global spending trends, and effectiveness. It explores the historical evolution of brand placement from covert marketing to mainstream marketing, and examines the reasons behind its growing popularity. The chapter also discusses the various strategies employed for brand placement, including barter arrangements, gratis placements, and paid placements. It further explores the effectiveness of brand placement in reaching target audiences, citing examples of successful campaigns.
The second chapter focuses on the brand BMW, examining its ranking in the top 100 brands and its position as one of the most prestigious car brands worldwide. This chapter provides context for the study by highlighting the significance of the BMW brand in the automotive industry.
Schlüsselwörter (Keywords)
Key terms and topics explored in this research include brand placement, product placement, consumer perception, purchase intention, Semantic Differential, celebrity endorsement, BMW, "Mission Impossible - Ghost Protocol," marketing, and film.
Frequently Asked Questions
What is brand placement in movies?
Brand placement is the integration of branded products or services into a film's narrative to reach a target audience in a non-traditional way.
Did BMW's placement in "Mission Impossible" increase sales?
The research investigates whether the placement in "Ghost Protocol" increased the purchase intention of consumers by fitting the brand image with the movie's image.
What is a Semantic Differential questionnaire?
It is a psychometric tool used to measure consumer perceptions of a brand by asking them to rate it between opposing adjectives (e.g., modern vs. traditional).
What are the different categories of brand placement?
Placements can be categorized as barter arrangements (product for screen time), gratis (free), or paid placements.
Why is BMW considered a prestigious brand for placement?
The study highlights BMW's high ranking in global brand value and its position as one of the most prestigious car brands worldwide in 2011.
- Quote paper
- Mona Carolina Frank (Author), 2012, Product placement of BMW, Munich, GRIN Verlag, https://www.grin.com/document/231916
