Product Placement and Its Effectiveness in Selected Music Videos

This bachelor thesis focuses on the effectiveness of product placement in music videos. The primary aim is to analyse how well viewers remember brands and products featured in selected clips, and to assess their visual attention. Product placement, as a modern marketing communication tool, often operates through subconscious influence and is integrated into audiovisual content without disrupting the storyline. The research was conducted using an online questionnaire following the viewing of selected music videos, and includes unaided recall, aided recall, and recognition tests. The study investigates the impact of factors such as brand familiarity, connection to the main character, and presence of narrative. The results reveal patterns in brand recall depending on brand visibility, viewer engagement, and demographic variables. The findings provide insight into the effectiveness of brand integration in music videos and offer implications for marketers and content creators.