Consumers' Attitudes Toward Product Placement in Movies

Nebenzahl, Israel D.; Secunda, Eugene

doi:10.1080/02650487.1993.11104518

Cited by 172 publications

(108 citation statements)

References 8 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…The lifetime of brands placed in video games might also be considerable (Nelson 2002), especially in the case of heavy game players. Third, research has found that audiences seem to have more positive attitudes toward brand placements than toward advertisements (Nebenzahl and Secunda 1993). Moreover, some studies report that audiences indicate that brand placements actually enhance the viewing experience by increasing the realism of the television show or movie (Avery and Ferraro 2000).…”

Section: In-game Advertising Versus Brand Placements In Television Prmentioning

confidence: 99%

The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names

Yang¹,

Roskos‐Ewoldsen

Dinu³

et al. 2006

Journal of Advertising

208

106

View full text Add to dashboard Cite

Moonhee Yang (Ph.D., University of Alabama) is a senior researcher, Munhwa Broadcasting Corporation, Seoul, Korea. David R. Roskos-Ewoldsen (Ph.D., Indiana University) is a professor of psychology, University of Alabama. Lucian Dinu (Ph.D., University of Alabama) is an assistant professor of communications, University of Louisiana. Laura M. Arpan (Ph.D., University of Alabama) is an associate professor of communications, Florida State University. Advertising, vol. 35, no. 4 (Winter 2006 Given the increasing practice of in-game advertising and its potential as an alternative advertising medium, surprisingly little research has been done regarding the effects of in-game advertising. Little is known about whether in-game advertising influences gamers' memory for the brand, attitude toward the brand, purchase behavior, and so forth. Clearly, players' awareness of the brand name is one of the important goals of in-game advertising (Nelson 2002). Therefore, the current study explored this virtually unresearched area and asked whether in-game advertising influences the memory of the players for the embedded brands, especially among college students-one of the groups that most frequently plays video games. In fact, 70% of college students report playing video games (Jones 2003). Following the practice established in television and movie research, the current study employed measures of both implicit (unconscious) memory (with a wordfragment completion test) and explicit (conscious) memory (with a recognition test) for ads placed in two popular sports games (Law and Braun 2000; Law and Braun-LaTour 2004; Yang, Roskos-Ewoldsen, and Roskos-Ewoldsen 2004). Testing two different types of memory for in-game advertising effectiveness is expected to benefit both scholars and practitioners in this area. Journal of THE EFFECTIVENESS OF "IN-GAME" ADVERTISINGComparing College Students' Explicit and Implicit Memory for Brand Names Moonhee Yang, David R. Roskos-Ewoldsen, Lucian Dinu, and Laura M. Arpan ABSTRACT: In-game advertising has become a major advertising outlet. The current study examined the effect of brand names placed in video games on college students' memory. Both implicit and explicit memory for brands placed in two sports computer games were tested using a word-fragment test and a recognition task, respectively. The results indicated that college students had low levels of explicit memory (recognition test) for the brands, but they showed implicit memory (word-fragment test) for the brand names placed in the video games.

show abstract

Section: In-game Advertising Versus Brand Placements In Television Prmentioning

confidence: 99%

The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names

Yang¹,

Roskos‐Ewoldsen

Dinu³

et al. 2006

Journal of Advertising

208

106

View full text Add to dashboard Cite

show abstract

“…According to Wells (1996), product placement costs less than a 30 second advertising slot at the same time in the TV schedule (cited in Pervan and Martin, 2002). Consumer attitudes towards product placement are generally positive; in fact, product placement is often preferred to commercial advertising (Nebenzahl and Secunda, 1993). Product placement represents a relatively unobtrusive form of marketing communications that can enhance realism in entertainment (Gupta et al, 2000, d"Astous andSeguin, 1999;Karrh, 1998) and therefore may engage consumers on a level that conventional advertising cannot.…”

Section: Scope and Growth Of Entertainment Marketing Practicementioning

confidence: 99%

“…Studies in product placement have often been based on survey methods (e.g. McKechnie and Zhou, 2003;Nelson, 2002;Ong and Meri, 1994;Karrh et al, 2001;Gupta and Gould, 1997;Nebenzahl and Secunda, 1993;Vollmers and Mizerski, 1994) exploring consumer attitudes to the practice. These studies generated robust findings regarding the generally positive consumer attitudes towards product placement in spite of some disquiet over the ethics of the practice, and the apparently marginal or non-existent direct sales effect of product placement exposure.…”

mentioning

confidence: 99%

Entertainment Marketing and Experiential Consumption

Hackley¹,

Tiwsakul²

2006

Journal of Marketing Communications

View full text Add to dashboard Cite

The full-text may be used and/or reproduced, and given to third parties in any format or medium, without prior permission or charge, for personal research or study, educational, or not-for-prot purposes provided that:• a full bibliographic reference is made to the original source • a link is made to the metadata record in DRO • the full-text is not changed in any way The full-text must not be sold in any format or medium without the formal permission of the copyright holders.Please consult the full DRO policy for further details. AbstractThe placement of brand references within mainstream entertainment (called here "entertainment marketing") is a rapidly evolving marketing communications field in its scale and sophistication. Much previous research in the field has conceptualized entertainment marketing as promotion and focused on measuring consumer attitudes, purchase intention and brand recall in response to exposure to brand exposure. This conceptual paper suggests that there is also a need to understand the quality of the consumer engagement with brands in the context of mediated entertainment. The paper draws on phenomenological/existential research traditions to begin to theorize the role that entertainment marketing techniques may play in facilitating consumer self-concept and identity formation through brand exposure within dramatic portrayals of characters and lifestyles.

show abstract

“…Nebenzahl and Segunda, 1993) showed that most consumers do not openly object to this practice, considering it as an efficient marketing technique. Yet those who do this advanced ethical reasons by caring of an excessive appearance or influence of some products considered as controversial.…”

Section: Audience Attitudes Toward Product Placementmentioning

confidence: 99%

“…The apprehension will then emerge to be higher or lower according to the controversial nature of the products. Moreover, while neutral products acceptance is not influenced by gender differences, perception changes when referring to ethically charged products, as women are more sensitive about such placements (Milner, Fodness, and Morrison, 1991;Nebenzahl and Segunda, 1993;Van Roosmalen and MacDaniel, 1992). For the above reason, it is possible to draw the following hypotheses.…”

Section: Study 1: Product Placement Acceptance In General and On The mentioning

confidence: 99%

Acceptance of Product Placement in Italy: Effects of Personality and Product/Consumer Interactions

Caciula

2010

IJMS

View full text Add to dashboard Cite

Product placement refers to the planned and paid insertion of a branded product within a film or any other media that is capable of influencing the attitudes and the beliefs of the audience toward that specific product. The present article reports the results of two experimental studies on the attitudes of Italian consumers toward this practice. Findings show that attitudes change as a function of product type; individual differences, such as gender and age; movie watching frequency; as well as consumers' personality profiles. Product placement in movies is quite recent in Italy, since it became a legal practice only in 2004. A comparison with results from previous studies on product placement acceptance, carried out in the

show abstract

Consumers' Attitudes Toward Product Placement in Movies

Cited by 172 publications

References 8 publications

The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names

The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names

Entertainment Marketing and Experiential Consumption

Acceptance of Product Placement in Italy: Effects of Personality and Product/Consumer Interactions

Contact Info

Product

Resources

About