Bibliographic citations
Matallana, L., (2020). La percepción de los millennials universitarios de la UPC sobre la publicidad en el cine. Caso Asu Mare 3. [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653558
Matallana, L., La percepción de los millennials universitarios de la UPC sobre la publicidad en el cine. Caso Asu Mare 3. [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653558
@misc{renati/1288504,
title = "La percepción de los millennials universitarios de la UPC sobre la publicidad en el cine. Caso Asu Mare 3.",
author = "Matallana Soto, Luis Rolando",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
This work analyzes the perception of the millennial generation regarding the product placement used in Peruvian films. This studio chooses to choose the film "Asu Mare 3", which managed to have a great acceptance by the Peruvian public. Although it is true, product placement is considered a great advertising tool in the cinematographic world, since it provides great brand recall. Because the generations change over the years, this research aims to analyze the perception of young millennials towards this strategy. Therefore, this work uses a qualitative methodology to understand the consumer's perspective and discover if the advertising strategy continues to provide positive benefits for a brand. Furthermore, the approach used in this research is the case study, which allows the use of various resources such as interviews, documents or reports for the collection of information.
This item is licensed under a Creative Commons License