Article2010

The Product Well Placed

Étienne Bressoud · Jean‐Marc Lehu · Cristel Antonia Russell

79 citations0/0 files storedJournal of Advertising Research

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

Abstract

ABSTRACT The relative impact of placement and audience characteristics on product placement recall is assessed with survey data from 3,532 individuals who viewed a DVD movie rental the previous day. Eleven American movies were selected and the executional characteristics of 88 placements therein were coded. Viewing the movie on a large screen emerged as the most important factor on recall: in addition to its main effect, it increases the positive impact of visual characteristics of the placement. Another key finding is the detrimental effect of multiple simultaneous placements: not only do they reduce placement recall, they eliminate the otherwise positive impact of a placement9s level of plot integration and auditory mention.

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References

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 2002Recall of Brand Placements in Computer/Video Games 2002Media Context and Advertising Effectiveness: The Role of Context Appreciation and Context/Ad Similarity 2008When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence 2000A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies 2004Exploring children's choice: The reminder effect of product placement

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