Articlehybrid2012

The Effectiveness of Product Placement: A Field Quasi-experiment

18 citations0/0 files storedInternational Journal of Marketing Studies

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

Abstract

Using an experimental approach and field settings, the effectiveness of prominent, audio-visual, highly connected to the plot product placement in movies has been examined. An after only with control group design was used. Results show that exposure to prominent, audio-visual, highly connected to the plot product placement causes an increase in brand awareness among film viewers, irrespective of other executional variables of a given placement. However, this particular type of placement does not guarantee positive impact on attitudes and brand choice.

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2013Imagery and Verbal Processes 1972Imagery and Verbal Processes 1981Psychological status of the script concept.2002Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude 1998Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall 2006Audience Response to Product Placements: An Integrative Framework and Future Research Agenda 1998Brand Placement: A Review 1993Discovery-Oriented Consumer Research

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