Product Placement in Primetime Case Study objectives Find out whether product placements during primetime television are ethical, how the placing of a product during a television show affects viewership and how consumers feel about product placement.
methods I nte r vi ews with professi o nals As a group, we each contacted professionals in the field of mass media or product placement and asked them their overall opinion on product placement. After conducting the interviews, we used their opinions and our own opinions to come up with a conclusion to present to the class.
Survey In order to find out the opinion of actual television viewers, I put together a short survey and distributed it to more than 60 acquaintances. After reading the results, I created pie charts to present in class. With the findings, we were able to come up with a final decision on the placing of products during primetime. The image below was the slide presented to the class with the results of the survey.
Population Representation Are you aware of product placement when watching television programming* Yes
No
Sometimes
8%4%
Does the placing of these brands within television programs affect your view of the program?* Yes
No
Sometimes
17% 38%
88%
46%
*survey based on a population of 50 random people, between ages 19-55 16
Summarize charts. (Carmela)
Focus Group objectives Find out how consumers shop, why they shop, when they shop and why they may choose one brand over another.
methods Tr i a d I n t e r v i e w The members of the triad interview fell between the ages of 25-34, the target audience for the brand we were conducting the focus group for. Each member answered questions about their shopping habits, what drove them to shop and what stores they preferred to shop at. Toward the end of the triad interview, we focused on the specific brand and asked questions about their logo, store layout, online shopping and overall brand experience.
Findings At the end of the interview, we spent time analyzing the interview recording and notes taken throughout the interview. We then presented our results to the class and provided solutions for the brand.
Sales Promotion Effort objectives Find out how local consumers felt about a boutique in town and in what ways that boutique could target them better.
methods Survey In order to find out how female consumers felt about the boutique, I surveyed women of all ages in the local area. These surveys allowed me to determine the new target audience for the boutique and online compaigns for them to use. The results were then presented in the leave behind and sales presentation to the boutique. The images on the next page were pulled out from the leave behind given to the boutique at the end of the presentation.