Date of Award


Document Type


Degree Name

Master of Arts (MA)



First Advisor

Dr. Michael Hilt


Product placement, or the paid inclusion of branded products in to entertainment media, is a highly lucrative and popular practice. While much research has been done on the attitudes of college-aged individuals towards the practice of product placement, none had been conducted on any other populations’ attitudes towards product placements in media besides television and motion pictures. The current quantitatively-focused study employed a 23-question survey instrument to examine a baby boomer enumeration’s attitudes towards product placements in film, television, music videos, video games and internet web sites. Chi-square analysis, tests of correlation, ANOVA and simple means comparison were used to analyze the results. The majority of subjects approved of product placements in all media formats examined. When disapproval of product placements was voiced , it was towards the inclusion of alcohol or tobacco products in entertainment content aimed at children. Overall, the research in this study strengthened and extended the findings of previous studies to a baby boomer population.


A Thesis Presented to the School of Communication and the Faculty of the Graduate College University of Nebraska In Partial Fulfillment of the Requirements for the Degree Master of Arts University of Nebraska at Omaha. Copyright Nicole M. Schmoll January, 2005