Articlediamond2014

Effectiveness of Product Placement: An Experimental Study in Turkey

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Retail Behavior Studies

Abstract

This experimental research conducted in Turkey aims to investigate the effects of product placement on consumer choice and memory by combining explicit and implicit measures. Results of the present study support the overall impact of placements on memory and choice. According to the results prominent product placements were recalled and recognized more than subtle product placements, whereas centrality had no reliable effect on brand choice. Effect of modality also differed for memory and choice results where audiovisual placements were the most recalled and recognized.

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2003Research Methods for Business Students 2013Imagery and Verbal Processes 2002Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude 1994Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues 1998Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall 1998Brand Placement: A Review 2006CONSUMERS, CHARACTERS, AND PRODUCTS: A Balance Model of Sitcom Product Placement Effects 1997Consumers' Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences

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