AUTHOR
Jakoby, William; Huuva, Jimmy

DEPARTMENT
Business Administration and Social Sciences / Industrial marketing and e-commerce

SUMMARY
The concept of product placement itself is nothing new. The area is; however, experiencing a significant growth due to the difficulties of reaching the consumers with traditional advertising. The ongoing debate and discussion concerning product placement, traditional theories and academic articles provided the foundation for conducting this thesis. Based on this, the aim of this thesis was to gain a deeper understanding of this area and specifically about the process of product placement and the criticism aimed towards product placement. More specifically, the research questions posed, dealt with how the process of product placement is handled and how the criticism is handled. A case study served as our research strategy where data was collected through a telephone interview with the respondent, Peter Carnello, CEO at Inbetween Entertainment AB. The study shows how an agent works with product placement. Furthermore it shows that product placement agencies are involved very early in the process of movie making. They can even come with their own ideas in order to make a better movie. Moreover, the study shows on an interest from the agent to increase the acceptability of product placement.

ISSN 1404-5508 / ISRN LTU-SHU-EX--05/110--SE / NR 2005:110