Could product placement replace traditional commercial breaks for video-on-demand providers in order to optimise impact and brand awareness in millennials in 2015: A case study of University of Chichester students

Student, A. (2016) Could product placement replace traditional commercial breaks for video-on-demand providers in order to optimise impact and brand awareness in millennials in 2015: A case study of University of Chichester students. Undergraduate thesis, University of Chichester.

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Abstract

Recent changes to the viewing behaviours of millennials has resulted in increasing
disengagement with commercial break advertisement, consequently limiting the
methods which marketers can use to target this demographic. After acknowledging
that millennials have switched to online platforms such as video-on-demand (VOD),
product placement is presented as a viable alternative.
The aim of this management project was to ascertain if millennials would prefer to be
targeted through product placement advertisement when using VOD platforms.
Furthermore this project discusses the current attitudes towards commercial break
advertisement as well as types of product placement which are acceptable to students
in order to identify if they should be implemented by VOD providers.
In order to achieve this, an online questionnaire was used to research the views of
230 out of a possible 4190 University of Chichester students aged between 18 and 21,
to produce both qualitative and quantitative data.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Departments > Business School
Undergraduate Dissertations
Depositing User: Gail Graffham
Date Deposited: 17 Jan 2017 10:36
Last Modified: 17 Jan 2017 10:36
URI: http://eprints.chi.ac.uk/id/eprint/2444

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