| dc.description.abstract | The aim of this master thesis was to find the effect of prior notification of product placement
on Norwegian television series and film viewers’ attitude towards product placed brands.
We put forward three research questions concerning the relationship between prior
notification and brand attitude, a research area that had not previously been studied. The
first question is concerned with the relationship between prior notification and brand
attitude, whereas the other questions apprehended how the effect would change for different
levels of product placement prominence and program liking. In order to answer the research
questions, we proposed nine hypotheses, which were based on literature concerning product
placement, persuasion knowledge and psychological reactance. Based on our results, the
most important implication for Norwegian television channel and film concept and sponsor
managers is that prior notification seems to have little influence on the effectiveness of the
product placement on brand attitude. Thus, the value of product placements should be
considered equal regardless of whether or not prior notification is existent. Different levels
of product placement prominence and program liking also seem to yield the same results
with regards to outcome on brand attitude. However, we found a significant effect of the
independent variable Brand on brand attitude, in addition to interaction effects for Brand in
combination with both product placement prominence and program liking. This indicates
that decisions regarding the appropriate level of product placement prominence and choice
of media channel for conducting product placements should be adjusted to each individual
brand. | nb_NO |
