for endorsement
CHAPTER THREE: RESEARCH DESIGN AND METHODS
5.8 Conclusion of Research study
This research study has observed product placement more specifically within music videos and the perceptions of this limited to that of a selected sample of Nelson Mandela Metropolitan University students. These results will be able to encourage further research into this field for companies who aim to incorporate product placement in music videos in the advertising of their brands and for researchers and/or students who aim to take this study further.
The results of this study revealed that the use of product placement in music videos mainly did not affect the opinions of the respondents, however, some of the
comments made demonstrated the results could very easily been negative. The respondents indicated which brands and which celebrities they were most in favour of and which they were not. Primary research into the target markets perceptions of the celebrities prior to placing their brands in the music videos could have produced more positive results. This primary research can ensure that the target markets associate positive perceptions with a chosen celebrity and these perceptions can be transferred onto the brand. This will ultimately ensure that the product reaches the appropriate target market and therefore result in a positive association with the brands.
The most important factor for a brand to consider when considering using product placement within music videos is whether there is an appropriate association between the brand and the celebrity. The brand should not use product placement within music videos to simply try and sell their product, as the target markets will
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perhaps create a negative association with the brand if they already have a negative association with the celebrity, regardless of the celebrity’s popularity.
The use of product placement in music videos has been and will continue to grow in the advertising industry as a popular technique to grow brand image and attract the appropriate target markets. Therefore, brand need to decide which celebrity to choose to associate with their brand, because although the results of the survey demonstrated that the majority of the respondents did not particularly care about the brand being associated with the celebrity, it has been proven that meaning transfer can occur. This study was limited to a selected sample and not all target markets are accepting to this type of advertising, however, with primary research and effective product placement, this technique can be used to appeal to a broad spectrum of consumers.
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113 Addendum A
114 Addendum A1
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116 Addendum B
STUDENTS REQUIRED TO PARTICIPATE IN MASTERS SURVEY Nelson Mandela Metropolitan University Students’ Perceptions of Celebrity
Endorsement and Product Placement within Music Videos
Dear Student
You are being asked to participate in a research study. My name is Jayne Haldane, and I am an NMMU MA in Applied Media Studies student. I am conducting research on changing perceptions of NMMU students of brands once they have linked themselves with a celebrity under the supervision of Ms. Janelle Vermaak. We will provide you with the necessary information to assist you to understand the study and explain what would be expected of you (participant). These guidelines would include the risks, benefits, and your rights as a study subject. Please feel free to ask the researcher to clarify anything that is not clear to you.
To participate, it will be required of you to follow the link below and provide consent where specified. By agreeing to give consent you verify that you understand and agree to the conditions.
*Link to online survey: http://www.esurveyspro.com/Survey.aspx?id=090962c3-5729-48e3-92f1-4d8e00be88ef
You have the right to query concerns regarding the study at any time. Immediately report any new problems during the study, to the researcher. Telephone numbers of the researcher are provided. Please feel Nelson Mandela Metropolitan University, Port Elizabeth, 6031. If no one could assist you, you may write to: The Chairperson of the Research, Technology and Innovation Committee, PO Box 77000, Nelson Mandela Metropolitan University, Port Elizabeth, 6031.
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Participation in research is completely voluntary. You are not obliged to take part in any research. If you do partake, you have the right to withdraw at any given time, during the study without penalty or loss of benefits.
Furthermore, it is important that you are aware of the fact that the ethical integrity of the study has been approved by the Research Ethics Committee (Human) of the university. The REC-H consists of a group of independent experts that has the responsibility to ensure that the rights and welfare of participants in research are protected and that studies are conducted in an ethical manner. Studies cannot be conducted without REC-H’s approval.
Queries with regard to your rights as a research subject can be directed to the Research Ethics Committee (Human), Department of Research Capacity Development, PO Box 77000, Nelson Mandela Metropolitan University, Port Elizabeth, 6031. The study may be terminated at any time by the researcher, the sponsor or the Research Ethics Committee (Human).
Although your identity will at all times remain confidential, the results of the research study may be presented at scientific conferences or in specialist publications.
The following advertisements will form the basis of the study, and if you agree to take part in this study, and voluntarily give your consent, you will be required to watch the following advertisements and thereafter, answer questions relating to each advertisement.
Advertisements:
Jessie J and David Guetta
“Laserlight”-http://www.youtube.com/watch?v=syxd2n8S4AE
JLo’s Get on the Floor- http://www.youtube.com/watch?v=t4H_Zoh7G5A Lady Gaga and Beyonce
“Telephone”-http://www.youtube.com/watch?v=GQ95z6ywcBY
Data Use:
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Forms part of Jayne Haldane’s MA in Applied Media treatise (LMC 511) 2012.
Terms of Participation:
Only participants who are aged between 18- and 28-years-old, and may be male and female NMMU students, may participate in this study
Kind Regards
Principal investigator: Jayne Haldane Contact: 0767110178
Email: [email protected]
Ethics clearance number: H12-ART-JMS-003
Addendum C
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