Product placement as communication tool : role of the public relations firms: a case study of Hedberg & Co

The world of advertising is becoming more and more competitive, and to get messages through to the intended target audience it is important to try different means of communication. The purpose of this thesis is to gain a better understanding of an alternative mean of communicating messages, namely product placement, and especially public relations firms’ role in this process. The thesis describes issues influencing public relations firms’ recommendation on product placement to clients and also the selection of media to place products in. A case study was conducted at Hedberg & Co, using a qualitative research method. The study shows that product placement is inexpensive compared to traditional means of advertising. Consumers also view product placement with acceptance, mostly because the benefit of product placement is that products or brands is shown in the right context.Validerat; 20101217 (root