Article2003

Plugs versus placements: A comparison of alternatives for within‐program brand exposure

Michelle L. Roehm · Harper A. Roehm · Derrick S. Boone

64 citations0/0 files storedPsychology and Marketing

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

Abstract A study is presented that compares two forms of within‐program brand appearances: product placements and celebrity plugs. Evidence suggests that plugs may often have a retention advantage over placements. This advantage is hypothesized to arise from differences in the way plugs and placements are often presented. Specifically, differences in presentation contexts may create differences in how memory for plugs and placements is organized. This, in turn, may allow plugs to receive more frequent rehearsal during subsequent viewing of a show in which a brand has appeared. © 2004 Wiley Periodicals, Inc.

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References

1979Cognition and Categorization 2002Principles of Categorization 2003A conceptual model of perceived customer value in e‐commerce: A preliminary investigation 1995Words as Invitations to Form Categories: Evidence from 12- to 13-Month-Old Infants 2000I'll have what she's having: Gauging the impact of product placements on viewers 2002A comparison of three models to explain shop‐bot use on the web 2003Toward a better understanding of the interplay of personal values and the internet 1998Ambush marketing: Is confusion to blame for the flickering of the flame?

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