Product placement practices in prime-time television programmes in Hong Kong

Chan, Fanny Fong Yee; Lowe, Ben

doi:10.1080/02650487.2017.1353263

Cited by 12 publications

(10 citation statements)

References 65 publications

(119 reference statements)

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“…Future studies should evaluate the variables examined in multiple time intervals, such as after a day, week and month, to capture the changes in the customers' mindset on the brand appearance. Though this is supported by related studies in the existing literature by Chan and Lowe (2018), Coker and Altobello (2018) and Davtyan and Cunningham (2017), to a certain extent, still an empirical gap exists underlining the importance of studying this across various regions worldwide. In addition, the current study has not examined the effect of demographic variables, such as educational level, income level, ethnicity and marital status.…”

Section: Limitations and Future Researchmentioning

confidence: 83%

“…Despite the widespread usage of product placements in television shows, less is known about their effectiveness when used alone versus when combined with TV commercials. In addition to that, Chan and Lowe (2018) mentioned that despite an abundance of studies on product placement, only limited studies focus on the execution of product placement. When considering the Asian context, this rate is further low (Chan and Lowe, 2018).…”

Section: Introductionmentioning

confidence: 99%

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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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Section: Limitations and Future Researchmentioning

confidence: 83%

Section: Introductionmentioning

confidence: 99%

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

Jayasuriya

2023

JABS

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“…The short films ranged from 15 to 30 min (see Table 1 for details). A coding protocol was developed with items adapted from earlier studies (Chan and Lowe, 2018; La Ferle and Edwards, 2006; Smit et al , 2009). The coding protocol includes 23 variables covering characteristics of the short films (i.e.…”

Section: Methodsmentioning

confidence: 99%

“…"Modality of brand appearances" was coded as "visual placement" when a placed brand appeared visually, "verbal placement" when a placed brand was mentioned in the dialogues and "audio-visual placement" for a combination of both (Chan and Lowe, 2018). "Brand information" was coded: 1 as only the logo appeared, 2 as only the brand name appeared and 3 as both the logo and brand name appeared.…”

Section: Study 1: Content Analysismentioning

confidence: 99%

Configurating product placement prominence on brand memory: what counts and what does not?

Si-gen

Chan²,

Li³

et al. 2022

JPBM

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Purpose Placement prominence is a multidimensional concept. Previous studies have defined and operationalized prominence in different ways, and no studies have tried to systematically examine what should and should not be counted as prominence. This study aims to fill this gap. Design/methodology/approach Using a content analysis of six short films and a survey study on 129 Chinese young adults, this study systematically examined 13 dimensions of placement prominence on the memory of placed brands. Findings Factor analysis has reduced the 13 dimensions into five factors: contextual, narrative, sensory, exposure and spatial prominence. Fuzzy-set qualitative comparative analysis (QCA) software was used to conduct a contrarian case analysis and test for predictive validity. This was followed by a QCA to identify the optimal configurations of the five factors that may lead to a high recognition of the placed brands. The optimal configurations were also contrasted across two gender and brand familiarity groups. While the optimal configurations of prominence on brand memory for male and female participants were largely the same, the combinations differed between participants with low and high brand familiarity. Originality/value Previous studies in product placement usually operationalize prominence with a few dominant dimensions intuitively though several other dimensions, and their interactions could also affect the prominence level. To the best of authors’ knowledge, this is the first study that used multiple dimensions of prominence configurations to identify paths that may lead to low and high brand memory. The empirical results contribute to the theory and understanding of the effect of prominence on brand memory and provide guidance to brand managers in determining which prominence configuration is the most suitable for achieving their promotional objective.

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“…Catalán et al , 2019; de Gregorio and Sung, 2010; Royne et al , 2017); however, there is a dearth of empirical research on product placement in emerging markets. There is a need to better understand the effectiveness of this practice within emerging markets where there is a growing trend of placing products in media content (Chan and Lowe, 2018). There is also a lack of research on the applicability of the consumer socialization framework in the product placement context, especially in an emerging market like India.…”

Section: Introductionmentioning

confidence: 99%

Antecedents and consequences of consumers' attitudes toward product placements: evidence from India

Kaur

Sharma

Bakshi

2021

IJOEM

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PurposeAdvertising clutter has fueled the rise of nontraditional advertising methods. The current study, conducted in India, adopted the consumer socialization framework to assess product placement attitudes and behaviors.Design/methodology/approachA questionnaire-based survey was conducted to gauge consumers' responses to product placements. Structural equation modeling (SEM) was applied to analyze the relationship between different variables.FindingsThe results revealed that young Indian adults are positive about product placements as they believe that incorporating brands into the content adds realism. The authors found that socialization agents significantly impact viewers' attitudes toward product placements which in turn influence their purchase intentions. The authors also found that product acceptability impacts consumers' purchase intentions.Practical implicationsThis paper provides important insights into consumers' perceptions of product placements. Based on the findings, marketers can formulate effective product placement strategies.Originality/valueMost of the studies existing in this area have been conducted in the developed markets except a few which have been conducted in the emerging markets. Hence, the present study is an attempt to fill this research gap. This study is among the first to establish a relationship between product acceptability and consumers' purchase intentions.

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Product placement practices in prime-time television programmes in Hong Kong

Abstract: The version in the Kent Academic Repository may differ from the final published version. Users are advised to check http://kar.kent.ac.uk for the status of the paper. Users should always cite the published version of record.

Cited by 12 publications

References 65 publications

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

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

Configurating product placement prominence on brand memory: what counts and what does not?

Antecedents and consequences of consumers' attitudes toward product placements: evidence from India

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