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Advisor(s)
Abstract(s)
O product placement tem vindo a crescer junto das marcas como alternativa à publicidade tradicional. Inserir produtos numa narrativa tem-se revelado uma opção válida para evitar o zapping dos telespectadores. O presente estudo ambiciona compreender a influência do product placement na audiência do programa de televisão "Big Brother”, mais especificamente na edição “Big Brother Famosos 2022”. Neste sentido, foi realizada uma análise abrangente, abordando aspetos práticos e implicações teóricas desta estratégia de marketing. O estudo examina também o uso do product placement das marcas envolvidas no programa "Big Brother Famosos 2022", destacando os objetivos por trás de sua
participação e avaliando, através da aplicação de um questionário, a perceção, opinião e recordação das marcas junto do público que acompanha o programa. Assim, o presente estudo concluiu que as marcas presentes permanentemente no programa têm um maior impacto na audiência, ativando a sua recordação.
Product placement has been growing among brands as an alternative to traditional advertising. Inserting products into a narrative has proven to be a valid option to avoid zapping viewers. The present study aims to understand the influence of product placement on the audience of the television program "Big Brother", more specifically in the "Big Brother Famosos 2022" edition. As such, a comprehensive methodological analysis was carried out, addressing practical aspects and theoretical implications of this marketing strategy. This study also examines the use of product placement by the brands involved in the "Big Brother Famosos 2022" program, highlighting the objectives behind their participation and evaluating, through the application of a questionnaire, the perception, opinion and recall of the brands among the public that frequently follows the program. Therefore, this research concludes that brands permanently present in the program have a greater impact on the audience, activating their recall.
Product placement has been growing among brands as an alternative to traditional advertising. Inserting products into a narrative has proven to be a valid option to avoid zapping viewers. The present study aims to understand the influence of product placement on the audience of the television program "Big Brother", more specifically in the "Big Brother Famosos 2022" edition. As such, a comprehensive methodological analysis was carried out, addressing practical aspects and theoretical implications of this marketing strategy. This study also examines the use of product placement by the brands involved in the "Big Brother Famosos 2022" program, highlighting the objectives behind their participation and evaluating, through the application of a questionnaire, the perception, opinion and recall of the brands among the public that frequently follows the program. Therefore, this research concludes that brands permanently present in the program have a greater impact on the audience, activating their recall.
Description
Keywords
Product placement Televisão Reality-show Entretenimento Publicidade Marketing Television Entertainment Advertising