A perceção da estratégia de product placement no comportamento de compra do consumidor

: uma análise das marcas Dove e Palmolive

Abstract

In today's heavily mediated society, traditional advertising has been losing the appeal it once held for advertisers. In response to the increased use of fast-forwards and skips, advertisers are exploring new ways to engage audiences. This is where the strategy of product placement comes into play, through the intentional integration of commercial content in noncommercial contexts. This research focused on studying the perception of the product placement strategy on the purchasing behavior of the portuguese consumer. The analysis was centered on the brands Dove and Palmolive, aiming to understand how the product placement strategy fits into their advertising strategies and to assess the impact it has on consumer purchasing behavior. Firstly, two exploratory interviews were conducted with members of the Marketing Department of each brand, followed by the implementation of a questionnaire survey and the organization of two focus groups representing the studied population. As the main conclusion, it was understood that this is a strategy that doesn't translate as 100% effective and impactful in the eyes of the Portuguese consumer when used in isolation. However, when complemented with other brand selection strategies, such as the awareness and cause campaigns of the Dove and Palmolive brands, respectively, and used correctly, consumers may be more inclined to adopt a favorable purchasing behavior.

Date of Award	8 Feb 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)