Jurisprudencia y Ciencias Sociales

URI permanente para esta comunidadhttp://repositorio.uta.edu.ec/handle/123456789/892

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Product Placement y Posicionamiento de Marca en Diversos Medios
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-15)
Arroyo Mena, Melany Marian
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Guamán Guadalima, Nelly Gabriela
This research analyzes the impact of product placement and brand positioning as strategies to determine the level of influence on consumers, using various media formats (series, films, video games, social media, and music videos). The goal is to capture consumer retention and acceptance when a brand is integrated into their narrative, contributing to brand recall and loyalty. The research adopted a mixed-methods approach. The qualitative approach involved exploring, examining, and understanding personal narratives about experiences through focus groups. This also allowed for an examination of consumers' perceptions of the integrated strategies within the interaction. The quantitative methodology consisted of content analysis across various media to examine, characterize, and understand the subject of study. The results show that strategically product placement and brand positioning effectively capture consumers. When a brand is organically integrated, it achieves symbolic and narrative emphasis, contributing to brand loyalty and building brand awareness within the market.