Article1996

Viewers' Recognition of Brands Placed Within a Film

228 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

Product placement in motion pictures has grown enormously in recent years, but there is very little empirical research regarding its communication effectiveness. The few prior empirical studies have all assessed viewers' recall of and attitudes towards brands placed in a film. This study examines whether or not viewers can even recognize brands placed within a film. Two films containing multiple product placements are used, and results suggest that viewers are able to correctly recognize brands placed in their respective film, while correctly distinguishing among those brands that did not appear in the film they viewed.

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1970Marketing Research 2007Sales and Marketing Management 1986Salience Effects in Brand Recall 1993Consumers' Attitudes Toward Product Placement in Movies 2026Information Processing Research in Advertising

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