PurposeInteractive marketing (IM) has influenced commercial communication, including product placement (PP), which has become an essential form of integrating brands within the mass media. Existing research on PP has exceeded traditional TV and movies, and there is a lack of reviews considering the advanced technological perspectives. This scoping study aims to investigate PP in the context of IM and explore relations between technology-related factors and the effects of placement.Design/methodology/approachThe scoping study follows a systematic approach with strictly defined inclusion and exclusion criteria, research questions and a search strategy to identify relevant studies and extract the data. A two-stage screening process on 713 publications resulted in 42 studies for the final examination.FindingsThe results complemented existing theory by identifying and synthesizing the essential technology-related factors and their (un)favorable impacts on PP effectiveness, where interactivity was examined the most frequently. The results also outlined the (un)explored concepts of PP according to media technology and related factors, and show a prevailing research interest in in-game advertising and cognitive responses. Accordingly, the study provides implications for marketers and directions for future research.Originality/valueThis review is the first to examine PP studies in the context of IM and technology-related factors influencing the effect of placement.
Sensing and remembering features in visual scenes are conditioned by visual attention and methods to guide it. This should be relevant in terms of product placement, which has become an important part of incorporating brands into different mass media formats with a commercial purpose. The approach can be challenging in 360° video, where an omnidirectional view enables consumers to choose different viewing perspectives, which may result in overlooking the brands. Accordingly, attention guidance methods should be applied. This study is the first to explore diegetic guidance methods as the only appropriate guiding method for an unobtrusive and unconscious nature of product placement. To test the effectiveness of three different diegetic guiding methods, a between-subject design was employed, where the participants were assigned randomly to one of four videos with the same scene but different guiding methods. The findings show and explain the discrepancy with studies on guiding attention in other contexts, as there were no significant differences between the guiding cues according to brand recall and brand recognition. The results also indicate a significant influence of brand familiarity on brand recall in 360° video. The article concludes by providing limitations, future research directions, and recommendations for audiovisual policy.
This chapter focuses on 360 ° video in the context of product placement. At the beginning, a description of advertising related to profitability as an important factor for organizations' success is given, and the need is exposed for effective advertising approaches. This is followed by a description of 360° video, including all relevant theoretical concepts. The latter serves for placing the modality of the medium between traditional video and virtual reality. The following section focuses on the essential aspects of product placement characteristics for studying in terms of 360° video. Finally, the topics are linked by examining the correlation between concepts and analyzing existing videos across certain platforms intended for immersive story-telling. 360° video is identified as an immersive medium with potential for the inclusion of product placement. At the end, there is a discussion including theoretical implications, future directions, and limitations are exposed, and a conclusion is reached.
Gender-neutral advertising has become an important approach in terms of digital consumers, shifting from traditional stereotyped values towards the inclusiveness of both genders. To examine the influence of gender-neutral advertising on digital consumers, the authors measured the attitude towards gender-neutral and gender-stereotyped advertisements. To this end, a questionnaire and within-study design were employed to gather responses to three advertisements of both types from the prevailing industries. Digital consumers showed a significantly higher advertising attitude score for gender-neutral advertisements. The results have important implications for marketers and researchers since gender-neutral advertising has become the prevailing form of gaining favourable impacts with digital consumers.
Important keys to effective communication are language competences, which can be supported by using digital language resources. These usually assist the acquisition of a second language, despite their potential for improving one’s native language. Our study was, thus, aimed at raising awareness about the possibilities of improving the native language of an adult population by using digital language resources for the Slovenian language. We conducted workshops, a survey and, partly, semi-structured interviews with 124 participants. We examined whether the perceived usefulness and ease of using digital language resources depends on age, education, self-assessed language proficiency, and experience with language training. The analysis revealed that self-initiative use of analogue language resources is related positively to using digital ones for seeking information, improving language use, as well as for study or work. Moreover, self-assessed proficiency in language was found to affect the perceived ease of using digital language resources. These findings may help language professionals support developing language skills by using digital language resources and preserving language in an adult population.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.