An Examination of Print Placements: 1995-2008
A relatively unexamined area of branded entertainment combines sports sponsorship with product placement, and occurs when a brand name or logo appears in a print photograph. The resulting photograph can be considered the print equivalent of product placement, or "print placement." Keenan,...
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| Format: | Others |
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BYU ScholarsArchive
2009
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| Online Access: | https://scholarsarchive.byu.edu/etd/2157 https://scholarsarchive.byu.edu/cgi/viewcontent.cgi?article=3156&context=etd |
| Summary: | A relatively unexamined area of branded entertainment combines sports sponsorship with product placement, and occurs when a brand name or logo appears in a print photograph. The resulting photograph can be considered the print equivalent of product placement, or "print placement." Keenan, Pokrywczynski and Boyle (1995) determined the potential for exposure to advertising, brands, sponsors and symbols appearing in photographs in Sports Illustrated magazine. This thesis updates and expands the research on print placements through a content analysis of Sports Illustrated from 1995 through 2008. Results showed an increase over time in the number of print placements, and representation of additional product categories when compared with previous research. |
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