Regulating Product Placement in the European Union and Canada: Explaining Regime Change and Diversity

Ginosar, Avshalom; Levi‐Faur, David

doi:10.1080/13876988.2010.516512

Cited by 37 publications

(17 citation statements)

References 22 publications

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“…Product placement originally falls under the umbrella of covert marketing because viewers are often unaware of the commercial persuasion effort. Product placement is the purposeful incorporation of commercial content into non-commercial settings, that is, a product plug generated via the fusion of advertising and entertainment (Ginosar & Levi-Faur, 2010). This is an innovative approach to build a brand as media are not fully utilized and the concept is new in India-an emerging market (Srivastava, 2012).…”

Section: Product Placement and Its Role In Brandingmentioning

confidence: 98%

Promoting Brands through Product Placement in Successful and Unsuccessful Films in Emerging Markets

Srivastava

2016

Journal of Promotion Management

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This article examines the nature and role of the product placement in film as an alternative strategy for better brand recall. For this study, four films, two successful and another two unsuccessful based on box office reports, are selected. Clippings of the films are shown to 119 respondents. The article concludes by arguing product placement in film can be an alternative to advertisements for better brand recall, purchase intentions and changes in perceptions toward the brand as well as improving attitudes toward the brand. It also gives direction on developing the consumer as a brand spokesperson for global brands.

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Section: Product Placement and Its Role In Brandingmentioning

confidence: 98%

Promoting Brands through Product Placement in Successful and Unsuccessful Films in Emerging Markets

Srivastava

2016

Journal of Promotion Management

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“…In other words, product placement can be thought of as the fusion of advertising and entertainment (Ginosar & Levi-Faur, 2010). The intent of product placement is to expose the involved audience to the product and/or the brand during the natural process of them consuming the particular media vehicle, such as a television show or a movie (Panda, 2004).…”

Section: Review Of Literature Product Placementmentioning

confidence: 99%

Hegemonic Masculinity in Hip-Hop Music? Difference in Brand Mention in Rap Music Based on the Rapper's Gender

Mohammed-Baksh

Callison

2015

Journal of Promotion Management

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“…In general, brand placement refers to a marketing method that aims to incorporate commercial content with non-commercial mass media programs to increase brand exposure and enhance consumer's brand attitudes [1]. This article focuses on brand placement behavior under different drama types (costume/modern).…”

Section: Brand Replacementmentioning

confidence: 99%

The Effect of Drama Types and Brand Familiarity on Brand Attitude in Brand Placement

Liu¹,

Pan²,

Xu³

2019

AJIBM

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Recent years, with the popularity of the costume drama, brand placement began to appear in the costume drama, such as "vip.com" in drama "Fighter of the Destiny", and "Unifon" in the drama "Princess Agents". This phenomenon is very controversial while attracting eyeballs. The large amount of audience can bring exposure to the brand, but many views complain about its rigid, and reducing the brand attitude. Based on the above phenomena, this article builds up a theoretical model including drama types, brand familiarity and consumers' attitude toward implanted brand. We validate it through two empirical studies, and the results show that, for high-familiar brands, placement into modern dramas will result in more active brand attitudes than places into costume dramas; for low-familiar brands, there is no significant difference between the two. The research results enrich the existing theories of advertising implants. Besides, it also provides references for the exposure of brands in different brand cycles in television programs, in order to obtain the best publicity and economic benefits.

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Regulating Product Placement in the European Union and Canada: Explaining Regime Change and Diversity

Cited by 37 publications

References 22 publications

Promoting Brands through Product Placement in Successful and Unsuccessful Films in Emerging Markets

Promoting Brands through Product Placement in Successful and Unsuccessful Films in Emerging Markets

Hegemonic Masculinity in Hip-Hop Music? Difference in Brand Mention in Rap Music Based on the Rapper's Gender

The Effect of Drama Types and Brand Familiarity on Brand Attitude in Brand Placement

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