Do Baby Boomers find brand placement acceptable in television programs?
by Smith, David F., Ph.D., CAPELLA UNIVERSITY, 2008, 127 pages; 3320653

Abstract:

Brand placement occurs in many of the television programs and movies seen in the United States today. This study looks at brand placement in television programs as it relates to the wealthiest and largest population segment today, the Baby Boomers. The study replicates with a random sample of Baby Boomers the work done by Gupta and Gould (Consumers' perceptions of the ethics and acceptability of product placements in movies: product category and individual differences, 1997) with a group of college students and the work done by Schmoll, Hafer, Hilt, and Reilly (Baby Boomers' attitudes towards product placements, 2006) with a convenience sample of Baby Boomers. The study looks at ethically charged brand placements, gender relationships, television consumption, and age as each relates to the acceptability of brand placement in television programs.

 
AdviserJoseph LeVesque
SchoolCAPELLA UNIVERSITY
SourceDAI/A 69-07, p. , Oct 2008
Source TypeDissertation
SubjectsMarketing; Mass communication
Publication Number3320653
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