Product placement of BMW

Research Paper (undergraduate) from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,6, Karlshochschule International University (BWL - International Marketing Programme), course: BWL - International Marketing Programme, language: English, abstract: The investigation is focusing on the basic problem, if the brand placement in the movie "Mission Impossible - Ghost Protocol" was a wise investment.

Research question: Did the product placement in the latest "Mission Impossible" movie increase the purchase intention of BMW branded cars?

Hypothesis: If the brand image and the image of the movie fit well then the purchase intention increases.

Primary research: Questionnaire with application of the Semantic Differential