Article2010

How media factors affect audience responses to brand placement

Eva A. van Reijmersdal · Edith G. Smit · Peter C. Neijens

104 citations0/0 files storedInternational Journal of Advertising

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

Abstract

This study investigates the influence of media factors on brand placement effects in a real-life setting. Although many studies on brand placement have been conducted, insights into context effects on brand placement reactions are scarce. The impact of objective and subjective media context factors is studied for brands placed in four different television shows. Drawing on a survey of 1195 viewers, we found that genre, programme attitude and the programme’s informational value had positive effects on brand placement reactions. These results support theories on ‘spillover effects’ and media gratifications. The effect of genre on viewers’ behaviour was partially mediated by the programme’s perceived informational value. This study shows the importance of context factors in brand placement effects.

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References

1973Uses and Gratifications Research 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 2000Uses and Gratifications Theory in the 21st Century 1987Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising 1998Development of a Scale to Measure Consumer Skepticism Toward Advertising 2002Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude 2006Audience Response to Product Placements: An Integrative Framework and Future Research Agenda 1994Media uses and effects: A uses-and-gratifications perspective.

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