Audience Response to Product Placements: An Integrative Framework and Future Research Agenda

Balasubramanian, Siva K.; Karrh, James A.; Patwardhan, Hemant

doi:10.2753/joa0091-3367350308

Cited by 358 publications

(293 citation statements)

References 95 publications

Supporting

Mentioning

246

Contrasting

Unclassified

Order By: Relevance

“…Ressalva-se, todavia, que a forma de apresentar os estudos a seguir foi feita a partir do processamento de informação, com o intuito apenas de separar cada construto do modelo para melhor entendimento sem, necessariamente, ater-se tão somente a ele, como fizeram estudos levantados por Balasubramanian et al (2006), , e Kureshi e Sood (2010).…”

Section: Teorias E Estudos Já Realizadosunclassified

“…É isso o que diz a literatura sobre incongruência, ou seja, que embora haja pouca elaboração quando a informação é congruente, na incongruência a elaboração cognitiva é acionada. Como resultado, a informação incongruente é memorável porque ele pede a atenção devida e provoca elaboração (Balasubramanian, Karrh, & Patwardhan, 2006;Kureshi & Sood, 2010;Reijmersdal, Neijens, & Smit, 2009). É o que, por exemplo, D´Astous e Chartier (2000) encontraram em seu estudo: quanto menor a integração entre um placement e a mídia, maior será a memorização do placement.…”

Section: Memóriaunclassified

See 1 more Smart Citation

Um ensaio teórico sobre placement televisivo e seus efeitos sobre o consumidor

Petroll

Prado

2014

Rev. adm. contemp.

View full text Add to dashboard Cite

Atualmente, inovações tecnológicas, como os Digital Video Recorders, têm aumentado o poder do consumidor sobre sua exposição aos comerciais exibidos na programação televisiva. Sendo assim, os anunciantes agora inserem seus produtos e marcas nos próprios shows televisivos, o chamado placement, não permitindo, portanto, que o consumidor evite a exposição às mensagens persuasivas exibidas na TV. Tal vantagem faz com que investimentos em placement aumentem exponencialmente em todo o mundo e, com isso, estudos acadêmicos também proliferam, principalmente ao se abordar as dimensões do placement e seus efeitos sobre o comportamento do consumidor. Todavia, estudos sobre os pop-up ads - um novo tipo de placement em formato de banner - são ainda escassos, apesar de também serem cada vez mais utilizados pela mídia televisiva. É nesse sentido, portanto, que se insere o presente artigo, um ensaio teórico sobre os potenciais efeitos das dimensões da proeminência e da congruência do placement do tipo pop-up sobre o processamento de informação realizado pelo consumidor, desde a atenção do telespectador, passando pela memória e atitudes até o seu comportamento de compra. Finaliza-se o estudo com a apresentação do modelo teórico e de sugestões para futuras pesquisas.

show abstract

Section: Teorias E Estudos Já Realizadosunclassified

Section: Memóriaunclassified

Um ensaio teórico sobre placement televisivo e seus efeitos sobre o consumidor

Petroll

Prado

2014

Rev. adm. contemp.

View full text Add to dashboard Cite

show abstract

“…It is generally assumed that integrated formats are more effective in evoking persuasive outcomes, such as product attitudes, than non-integrated formats (Balasubramanian, Karrh and Patwardhan, 2006). The most important theoretical explanation for this assumption is that people are expected to be more critical toward advertising than toward editorial content (Cameron, 1994).…”

Section: Attitudesmentioning

confidence: 99%

“…Since the start of the new millennium, dramatic changes in the commercial media environment have occurred because the boundaries between advertising, entertainment, and information have become increasingly blurred (Balasubramanian, Karrh and Patwardhan, 2006). In particular, children's media environment has been saturated with integrated advertising techniques, including advergames, branded websites, and brand-integrated magazines (Buijzen, Van Reijmersdal and Owen, 2010).…”

Section: Boys' Responses To the Integration Of Advertising And Entertmentioning

confidence: 99%

Boys’ responses to the integration of advertising and entertaining content

2015

View full text Add to dashboard Cite

University of Amsterdam) is full professor of Youth Communication. Her research focused on young people's consumer behavior, family marketing, and social marketing. She has published more than 75 peer-reviewed articles, which have been awarded by several international research organizations. She recently obtained a prestigious ERC-Consolidator grant for a 5-year research project investigating social network implementation of obesity-prevention campaigns among youth. Buijzen is chair of the communication group Radboud University Nijmegen.3 Abstract PurposeThe aims of this study are to investigate (1) the effects of integrated advertising formats on the persuasion of children, (2) children's awareness of the persuasive intent of these formats, and (3) how this awareness mediates the level of persuasion.

show abstract

“…30 Like most studies, this research is focused on explicit, short-term memory. 31 Explicit memory refers to the intentional and conscious effort to recollect a specific past event. In contrast, implicit memory involves memory effects that occur without intentional or conscious recollection of an event.…”

Section: Gamers Are Also Consumersmentioning

confidence: 99%

Demographic differences in recall and recognition rates of in-game advertisements

Toh¹,

Leng

2014

J Direct Data Digit Mark Pract

View full text Add to dashboard Cite

In recent years, there has been growing interest from advertisers in product placements in video games. While studies have been conducted on the effectiveness of such in-game advertisements, they have generally been limited owing to the profile of respondents, who were younger and of male gender. With the growing number of gamers from other demographic groups, this study aims to establish whether there is any difference in the effectiveness of in-game advertisements across demographic segments. For this study, 58 participants were selected. Participants were instructed to play a racing game on a computer tablet. This was followed by a test of the respondents' rate of recall and recognition of the in-game advertisements. Results showed that there is no difference in the recall and recognition rates between the genders. However, respondents from the younger demographic group are more likely to have higher rates of recall and recognition as compared with respondents from the older demographic group. This suggests that, in targeting older consumers using in-game advertisements, marketers need to develop different strategies to increase the recall and recognition rates.

show abstract

Audience Response to Product Placements: An Integrative Framework and Future Research Agenda

Cited by 358 publications

References 95 publications

Um ensaio teórico sobre placement televisivo e seus efeitos sobre o consumidor

Um ensaio teórico sobre placement televisivo e seus efeitos sobre o consumidor

Boys’ responses to the integration of advertising and entertaining content

Demographic differences in recall and recognition rates of in-game advertisements

Contact Info

Product

Resources

About