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The Impact of Product Placement on the Website Traffic

Student: Arina Turkova

Supervisor: Natalia Volkova

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management (Bachelor)

Final Grade: 7

Year of Graduation: 2020

The main purpose of the paper was to figure out the effectiveness of Product Placement and its influence on brand awareness. The field of the study is narrow and there is no accurate assessment method to find the output of PP. On the other side, product placement is widely used as an effective marketing tool in movies, TV shows, books, music and media for years. Based on the findings, the value of product placement as a marketing tool is presented in this research paper. The first aim was to determine any connection between product placement as a marketing communication tool and changes in metrics of web traffic of e-commerce business. The second object was to figure out the influence of product placement on brand awareness. A study involved database of 381 cases of using of product placement in movies of 2018-2020 years production. The cases were classified by movie rating, the release date, type of shown product, image count, the time slot of the presented product in the movie. The database was selected from the “Product Placement Blog” (2015). After the collection data was analyzed on a web analytics service Alexa by tracking reach in order to identify the activities on the web sites. The last step was to processed the data by the Stata tool. To be more specific the collected data set was presented in Stata as Panel Data, after what Random Effects are employed. The current research evaluates impact of branded products in movies on brand recognition and websites. The influence of product placement on brand awareness, measured by tracking the alterations of reach was not confirmed. It was not able to establish the correlation between the prominence of PP and its influence on web indicator. Keywords: product placement, brand awareness, prominence, brand recognition, web traffic.

Full text (added May 31, 2020)

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