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dc.contributor.advisorWaiguny, Martin
dc.contributor.authorGunawardena, Thuthi
dc.date.accessioned2013-12-19T01:11:19Z
dc.date.available2013-12-19T01:11:19Z
dc.date.copyright2013
dc.date.created2013
dc.date.issued2013-12-19
dc.identifier.urihttp://hdl.handle.net/10292/6317
dc.description.abstractProduct placement is seen by marketers as the proverbial “golden goose,” it can do no wrong and if left alone it will prosper. Unfortunately, this is not true today as the typical consumer has access to a vast array of entertainment options, all of which can be conveniently accessed from home. This viewing environment presents a unique dilemma for marketers because when at home consumers engage in other activities while watching television such as cooking, cleaning and responding to emails. The attempt to complete each activity efficiently activates a consumer’s task-directed behaviour, which will lead to selective attention. This research aims to research is to investigate the role of task-directed behaviour plays in affecting the effectiveness of product placements. Existing literature on multitasking and its effect on television product placement are still in its early development. This study seeks to bridge a gap in current knowledge by conducting an empirical study on the effect of cognitive load and task directed behaviour on the level of brand recall, recognition and behavioural intention within both prominent and subtle placements . The findings of this study indicate decreasing rates of recall, recognition and behavioural intentions for prominent brands more than for subtle brands, when visual tasks are present. It is expected that results would be significant different if unfamiliar brands were used. However, further research is needed to see if result can be replicated.en_NZ
dc.language.isoenen_NZ
dc.publisherAuckland University of Technology
dc.subjectProduct placementen_NZ
dc.subjectDistractor devaluation effecten_NZ
dc.subjectSubtle placementen_NZ
dc.subjectProminent placementen_NZ
dc.subjectAdvertising effectivnessen_NZ
dc.titleWhen subtle is the most effective. An analysis of product placement effectiveness in multitasking environmentsen_NZ
dc.typeThesis
thesis.degree.grantorAuckland University of Technology
thesis.degree.levelMasters Dissertations
thesis.degree.nameMaster of Businessen_NZ
thesis.degree.discipline
dc.rights.accessrightsOpenAccess
dc.date.updated2013-12-18T22:25:15Z


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