Product placement beyond media : a case study from a product placement perspective on a local car retailer

A growing branch of product placement is to place products into the real life of people. By, for example, offering certain companies free supplies of a specific mineral water to the dining room, employees get exposed to that brand. By letting a car brand participate in car races, it can be seen by a vast audience. Another way is when auto dealerships let potential customers use demo cars prior to purchase. By examining a local car retailer, we seek to categorize their habit of giving taxi owners discount on new cars as a marketing tool. This thesis deal with how product placement can be adapted to new situations unveiled beyond traditional media. The purpose is to find out if the available theories on product placement can be applied to situations other than media.Validerat; 20101217 (root