Product placement of BMW

Research Paper (undergraduate) from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing grade: 16 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