Make product placement work for you: Get less exposure

Neale, Michael; Corkindale, David

doi:10.1016/j.bushor.2021.02.034

Cited by 15 publications

(13 citation statements)

References 27 publications

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“…Furthermore, past brand placement studies suggest that marketing practitioners have to choose between improving brand memory and enhancing brand attitudes. Strategies that improve memory are believed to negatively affect attitudes (Cowley and Barron, 2008; Neale and Corkindale, 2021; Van Reijmersdal, 2009). For example, Neale and Corkindale (2021) recommend that managers of well-known brands avoid brand placement strategies (e.g.…”

Section: Discussionmentioning

confidence: 99%

“…Strategies that improve memory are believed to negatively affect attitudes (Cowley and Barron, 2008; Neale and Corkindale, 2021; Van Reijmersdal, 2009). For example, Neale and Corkindale (2021) recommend that managers of well-known brands avoid brand placement strategies (e.g. repetition) that aim to build brand exposure, as excessive exposure could negatively affect these brands.…”

Section: Discussionmentioning

confidence: 99%

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Exploring the impact of brand placement repetition on the effectiveness of umbrella branding

Davtyan

Tashchian

2022

JPBM

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Purpose This study aims to compare and contrast the effectiveness of single- and dual-product repetition strategies in the brand placement context. The study also aims to explore the number of repetitions needed for achieving maximum impact on brand memory (i.e. recall and recognition) and brand attitudes. Design/methodology/approach The proposed hypotheses and research questions were tested using a quasi-experimental approach. Participants watched a block of eight videos containing four different levels comprising one, three, five and seven repetitions of products belonging to the same umbrella brand. Subsequently, participants completed a questionnaire designed to measure brand memory and brand attitudes. Findings Results indicate that dual-product brand placements could elicit higher levels of brand recall than that of single-product brand placements at moderate and high levels of repetition (i.e. five and seven). Moreover, at a high level of repetition (i.e. seven repetitions), the brand attitudes of consumers exposed to dual-product brand placements are significantly higher when product categories are dissimilar. Originality/value Consumers are increasingly exposed to multiple products of the same umbrella brands when watching various video content. However, prior research has not examined the effects of brand placement repetition in the umbrella branding context. This study is the first attempt at combining research streams on umbrella branding and brand placements and comparing the effects of repetitive exposure to single- and dual-product brand placements on consumers’ memory and brand attitudes.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Exploring the impact of brand placement repetition on the effectiveness of umbrella branding

Davtyan

Tashchian

2022

JPBM

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“…But there was no considerable difference compared to the advertising-only condition in terms of brand recall (Uribe, 2016). Moreover, Neale and Corkindale (2022) found that, over the past decade, spending on product placement has increased 170% faster than spending on advertising (15%), yet some data points to a possible decline in return on investment. Hence, a requirement exists to check how the spending for a combination of those two techniques on recalling the brand.…”

Section: Hypotheses Developmentmentioning

confidence: 96%

Product placement versus traditional TV commercials: new insights on their impacts on brand recall and purchase intention

Jayasuriya

2023

JABS

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Purpose The purpose of this paper is to compare the effect of marketing communication techniques concerning product placement and TV commercials on brand recall and the purchase intention of consumers. Design/methodology/approach A sample of 420 participants randomly assigned to one of the four scenarios of an experiment watched a selected episode of a Sri Lankan TV show that consisted of commercial breaks. Then, their recall and purchase intention toward the advertised/placed brand were measured using a questionnaire and binary logistic regression was the analytical tool. Findings This research indicated that a combination of product placement and TV commercials forms the highest impact on both brand recall and purchase intention. The next highest impact is created solely by product placement, while sole TV commercials make the lowest impact comparatively. Practical implications This study is beneficial to brands and entrepreneurs looking for the most effective marketing communication methods to promote their brands and products to consumers. Originality/value As an initial study performed on a comparison between two commonly used marketing communication techniques, i.e. product placement and TV commercials, in the Sri Lankan context would also enrich the global marketing literature on the comparative effectiveness of both techniques, where studies are limited so far.

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“…The distinction between information and entertainment is muddled by embedded advertisements (Van Reijmersdal et al, 2020). Neale and Corkindale (2022) studied that spending on product placement in recent years has increased considerably, but the return on investment has decreased. The challenge with product placement is where and how the brand should be inserted into the online videos.…”

Section: Product Placementmentioning

confidence: 99%

Effect of Timing Sequence of Brand Promotion in an Online Video-an Eye-Tracking Study

Gahlot¹,

Thapa²,

Suryavanshi³

et al. 2023

Journal of Computer Science

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Embedded marketing in online videos has become a popular form of advertising. This study aims to examine the impact of visual attention due to different sequences of product placement by content creators in their videos on brand name, product name, and brand awareness. An experimental study was conducted to investigate the effect on the viewer's attention while viewing a video based on the placement of the brand at the beginning, in the middle, and towards the end of the video. The study used an eye-tracking experiment, where fixation count and fixation duration represented visual attention and engagement, which were triangulated with a questionnaire survey. The study found a partially significant difference in visual attention due to different sequences of product promotion by the content creator, but an insignificant impact on brand awareness. The findings suggest that product placement at the beginning of the video drew more attention to the brand name and product name than the other two sequences. In particular, the frequency of attention was highest on product placement at the beginning of the video, followed by at the end of the video and in the middle of the video, respectively. Additionally, the heat map showed that the product name and brand name received the most attention among other elements. However, the three different sequences of product placement did not impact the brand awareness of the consumer. The results of this study provide new insights for content creators and advertisers when creating videos with embedded brand promotions. This study explores the impact of different sequences of product placement in a video using eye-tracking technology, allowing us to understand the subconscious behavior of the viewer and how it may impact their buying decision. This experiment will help embedded marketers understand the impact of the sequence of promoting a product/brand in a video on engagement levels, providing a glimpse into the respondent's subconscious mind.

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Make product placement work for you: Get less exposure

Cited by 15 publications

References 27 publications

Exploring the impact of brand placement repetition on the effectiveness of umbrella branding

Exploring the impact of brand placement repetition on the effectiveness of umbrella branding

Product placement versus traditional TV commercials: new insights on their impacts on brand recall and purchase intention

Effect of Timing Sequence of Brand Promotion in an Online Video-an Eye-Tracking Study

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