Product Placement and Integrated Marketing Communications Effects on an Informational TV Program

Corkindale, David; Neale, Michael; Bellman, Steven

doi:10.1080/00913367.2021.1981500

Cited by 5 publications

(6 citation statements)

References 66 publications

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“…The results of the present study reveal that Tarantino, as has been done in the film industry with some frequency for the last few decades, is strongly committed to the use of brand placement in his films, both for commercial purposes and to add realism to the plots, with an average of 41.7 instances per film (Wing-Fai, 2015;Kumar, 2017;Gundle, 2020;Pagello, 2020;Murray, 2022;Sharma and Bumb, 2022). Consequently, the first research question can be answered, as the director uses the placement for both purposes, in some cases as a business agreement that allows the promotional visibility of products or brands in a film and, in other cases, to provide realism to certain plots or scenes, appealing to the most emotional side of the viewer (Sherman, 2015;Kerrigan, 2017;Hong et al, 2020;Corkindale, Neale and Bellman, 2023).…”

Section: Discussionmentioning

confidence: 99%

“…In this sense, considering films as a medium to reach the consumer, the viewer's potential decision to buy will be based on the subtlety with which the products are integrated into the storyline, the capacity to achieve a positive persuasive effect and the ability to appeal to the more emotional side of the viewer (Kerrigan, 2017;Hong et al, 2020;Corkindale, Neale and Bellman, 2023). In this way, those forms of brand placement that are able to interact with the characters or that can increase the viewers' narrative enjoyment will be able to generate higher levels of brand recall than on those occasions when the audience is more aware of the persuasive intent of the placement (Gillespie and Joireman, 2016;Naderer, Matthes and Zeller, 2018;Kongmanon and Petison, 2022).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

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Utilización del brand placement en la filmografía de Quentin Tarantino

Gutiérrez-Aragón,

Fondevila-Gascón,

Gassiot-Melian

et al. 2024

REMEDCOM

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La utilización del product placement como herramienta de comunicación y publicidad en los medios audiovisuales se ha ido incrementando en las últimas dos décadas al tiempo que iba decayendo el empleo de otras formas más tradicionales debido a un aumento de su rechazo por parte del público. Este estudio tiene como objetivo analizar en profundidad el uso del product placement en la filmografía de Quentin Tarantino, tratando de determinar el número de casos, los tipos de productos y marcas que más aparecen, el tiempo total por película que se destina a ello, el tipo de emplazamiento, así como otros aspectos técnicos relacionados con el mismo. La metodología empleada es de tipo cuantitativo a partir del análisis de contenido de los datos resultantes de la tabulación de todos los casos de product placement que aparecen en las películas del director. Los resultados de la investigación evidenciaron la presencia de product placement ficticio y, por lo tanto, su coexistencia con el product placement real, así como la preferencia por comunicar el emplazamiento de manera visual. Se concluye que Tarantino utiliza este tipo de publicidad en toda su filmografía, con un promedio de 41,7 casos por película, en su mayor parte de una forma intencionada para ambientar y aportar realismo en las escenas.

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Section: Discussionmentioning

confidence: 99%

Section: Theoretical Frameworkmentioning

confidence: 99%

Utilización del brand placement en la filmografía de Quentin Tarantino

Gutiérrez-Aragón,

Fondevila-Gascón,

Gassiot-Melian

et al. 2024

REMEDCOM

View full text Add to dashboard Cite

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“…Boerman et al's research indicated that the cognition level for an implanted product would increase immediately after disclosure, and high cognition levels can enhance brand memory [29]. However, the high frequency of placement also undermined the concealment of product placement, forcing audiences to recognize the brand, which in turn increased their resistance to the brand [5]. In order to evoke memories of the brand or product, Cárdaba et al suggested that product placement should be integrated with storylines [30].…”

Section: Cognition Effectmentioning

confidence: 99%

“…In the past few decades, several researchers have studied the effect of product placement on movies [3], television programs [4,5], online games [6], and other social media [7,8]. Different from other media, animation is a special form of media that grants one the fantastic ability present any imaginary subject, allowing product placement to break free from the constraints of "reality" [9].…”

Section: Introductionmentioning

confidence: 99%

The Effect of Product Placement in Animation on Generation Z Consumers

Cheng,

Nagai

2024

Societies

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In recent years, the animation market in China has flourished, and many brands use animation as a popular promotional platform to showcase their products and brands through product placement, benefitting from this marketing approach. Therefore, there is an urgent need to investigate the impact of product placement on Generation Z consumers—the primary audience for animation. In this study, we used popular Chinese animation to investigate Generation Z consumers’ cognition, attitude, and purchase intention regarding product placement. The results show a significant correlation between brand cognition, attitude, and purchase intention. Low-profile brands achieve better product placement effects in animation than high-profile brands. This study also established a mathematical model of participants’ post-cognition, post-attitude, and post-purchase intention regarding product placement in animation through factor analysis. This mathematical model intuitively shows that the effect of product placement in animation is primarily determined by the audience’s post-attitude.

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“…The explosive development of product placement in the advertising world has led to the academic field, and research on this subject has been relatively rich in recent years. In terms of theoretical aspects, existing studies have explored and investigated the conceptualisation and clarification of product placement, the effect of marketing communication on a single or multiple entertainment media, the degree of fit with communication media and the impact on brand effect and consumer purchase intention [2][3][4].…”

Section: Introductionmentioning

confidence: 99%

A Compendium of Research on the Impact of Product Placement on Consumer Buying Behaviour

Qu,

Yang,

Zhang

2024

HBEM

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Product placement has grown in popularity as an alternative to television advertising. Product placements are becoming more common, and their forms are so diverse that they can be seen in a wide range of contexts, including film and television dramas, variety shows, and even games. In recent years, TV dramas have become immensely popular among audiences as a type of endless drama. Some of the most popular TV shows in recent years have also inspired advertisers to consider web series as a promotional channel: web series product placements are cheap cost and high yield. Researchers have found that product placements can influence consumer decision-making to a certain extent, however, there is a lack of a unified explanation of the formation mechanisms behind them and the extent of their influence. As a result, the focus of this essay is on the relationship between product placements and consumer purchase behavior. This essay chooses product placements in TV dramas as the research object, analyzes and researches the effect of product placements on influencing consumers' decision-making from the viewers' cognitive, psychological, and behavioral perspectives, and makes recommendations for improving product placements based on the findings. The essay discovered that the use of product placements' scenes, as well as the high match between advertisements and contents, have a significant impact on consumers' purchasing behaviors; Product placements influence consumers' brand recognition, attitude, purchase intention, and consumption psychology to stimulate consumers' desire to purchase.

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Product Placement and Integrated Marketing Communications Effects on an Informational TV Program

Cited by 5 publications

References 66 publications

Utilización del brand placement en la filmografía de Quentin Tarantino

Utilización del brand placement en la filmografía de Quentin Tarantino

The Effect of Product Placement in Animation on Generation Z Consumers

A Compendium of Research on the Impact of Product Placement on Consumer Buying Behaviour

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