Product placement no programa “Big Brother”

: o impacto e a influência na audiência

Abstract

Product placement has been growing among brands as an alternative to traditional advertising. Inserting products into a narrative has proven to be a valid option to avoid zapping viewers. The present study aims to understand the influence of product placement on the audience of the television program "Big Brother", more specifically in the "Big Brother Famosos 2022" edition. As such, a comprehensive methodological analysis was carried out, addressing practical aspects and theoretical implications of this marketing strategy. This study also examines the use of product placement by the brands involved in the "Big Brother Famosos 2022" program, highlighting the objectives behind their
participation and evaluating, through the application of a questionnaire, the perception, opinion and recall of the brands among the public that frequently follows the program. Therefore, this research concludes that brands permanently present in the program have a greater impact on the audience, activating their recall.

Date of Award	16 Jan 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Catarina Duff Burnay (Supervisor)