Product placement of BMW: Did the product placement in the latest Mission Impossible movie increase the purchase intention of BMW branded cars?

ISBN-13: 9783656491002 / Angielski / Miękka / 2013 / 28 str.

Mona Carolina Frank

Opis

Research Paper (undergraduate) from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,6, Karlshochschule International University (BWL - International Marketing Programme), course: BWL - International Marketing Programme, language: English, abstract: The investigation is focusing on the basic problem, if the brand placement in the movie "Mission Impossible - Ghost Protocol" was a wise investment. Research question: Did the product placement in the latest "Mission Impossible" movie increase the purchase intention of BMW branded cars? Hypothesis: If the brand image and the image of the movie fit well then the purchase intention increases. Primary research: Questionnaire with application of the Semantic Differential