The effectiveness of product placement for the automobile industry and its impact on consumer behavior

Master's Thesis from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: A (1,0), Hawai'i Pacific University, language: English, abstract: The use and practice of product placement ¿ also referred to as brand placement ¿ has risen dramatically over the last few years. Here, especially the automobile industry is a major player by spending millions of dollars for strategically placing products and brands not only in blockbusters and movies, but increasingly also in various television programs, print ...