A Comparison of Product Placements in Movies and Television Programs

Ong, Beng Soo

doi:10.1300/j057v10n01_10

Cited by 28 publications

(16 citation statements)

References 6 publications

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“…Studies show that viewers are able to recall or recognize brands which are placed in films and other media (Steortz, 1987;Ong & Meri, 1994;Babin & Carder, 1996a;Vollmers & Mizerski, 1994;Law & Braun, 2000;Rössler & Bacher, 2002;Ong, 2004;Yang, Roskos-Ewoldsen, Dinu, & Arpan, 2006;Tsai et al, 2007;Brennan, 2008;Delattre & Colovic, 2009) and product placement can increase brand salience/brand awareness (Karrh, 1994;Babin & Carder, 1996b;Johnstone & Dodd, 2000;Yang & Roskos-Ewoldsen, 2007). But product placement can result in either very high or very low recall, recognition or brand salience/brand awareness.…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

The Effectiveness of Product Placement: A Field Quasi-experiment

Choliński¹

2012

IJMS

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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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Section: Literature Review and Hypothesesmentioning

confidence: 99%

The Effectiveness of Product Placement: A Field Quasi-experiment

Choliński¹

2012

IJMS

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“…Generally, prominent placements involving character usage, as well as visual and verbal identification, have been found to elicit higher recall than subtle placements (Brennan & Babin, 2004;DeLorme & Reid, 1999;Grigorovici & Constantin, 2004;Gupta & Lord, 1998;Johnstone & Dodd, 2000;Nelson, 2002;Sabherwal, Pokrywczynski, & Griffin, 1994;Schneider & Cornwell, 2005;Steortz, 1987). Some investigations, however, have demonstrated inconsistent or insignificant effects (Karrh, 1994;Ong, 2004;Roehm, Roehm, & Boone, 2004). There is strong support though, that consumers are sophisticated in their understanding of PP and actively interpret brands in media content (DeLorme & Reid, 1999;Donaton, 1993;Hornblower, 1997;Miller, 1993;Molesworth, 2006).…”

Section: Persuasiveness and The Impact On Consumersmentioning

confidence: 99%

Examining the Covert Nature of Product Placement: Implications for Public Policy

Kuhn

Hume

Love

2010

Journal of Promotion Management

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As consumers become better educated and more skeptical of traditional advertising, alternate forms of marketing communication have emerged that aim to influence audiences unobtrusively. One such example is product placement. Product placement has attracted ongoing debate as to whether it is covert, unethical, and influences consumption. The current article examines the nature and practice of product placement in this light. This taxonomy of product placement attributes is based on current marketing practice and examines whether this is, indeed, a covert marketing strategy. Further, it presents a conceptualization of the influence of product placement on consumer welfare. We highlight that the many forms of product placement necessitate independent evaluation to determine ethical and regulatory standards. Operational solutions for developing public policy are offered.

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“…Academic studies on the efficacy of product placement to date have dealt with its economic value (Wiles & Danielova, 2009), the effects of the execution-related factors (Russell, 2002;Karniouchina, Uslay, & Erenburg, 2011), Cross-cultural differences in audience response (e.g., Gould et al, 2000;Karrh et al, 2003), brand recalls (Ong, 2004;Sung & de Gregorio, 2008;Balakrishnan, Shuaib, Dousin, & Permarupan, 2012). Placements in the film found to increase purchase intent (Gould et al, 2000).…”

Section: Hypothesesmentioning

confidence: 99%

Promoting Brands through Product Placement in Successful and Unsuccessful Films in Emerging Markets

Srivastava

2016

Journal of Promotion Management

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This article examines the nature and role of the product placement in film as an alternative strategy for better brand recall. For this study, four films, two successful and another two unsuccessful based on box office reports, are selected. Clippings of the films are shown to 119 respondents. The article concludes by arguing product placement in film can be an alternative to advertisements for better brand recall, purchase intentions and changes in perceptions toward the brand as well as improving attitudes toward the brand. It also gives direction on developing the consumer as a brand spokesperson for global brands.

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A Comparison of Product Placements in Movies and Television Programs

Cited by 28 publications

References 6 publications

The Effectiveness of Product Placement: A Field Quasi-experiment

The Effectiveness of Product Placement: A Field Quasi-experiment

Examining the Covert Nature of Product Placement: Implications for Public Policy

Promoting Brands through Product Placement in Successful and Unsuccessful Films in Emerging Markets

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