The influence of product-placement type &amp; exposure time on product-placement recognition

Brennan, Ian; Dubas, Khalid M.; Babin, Laurie A.

doi:10.1080/02650487.1999.11104764

Cited by 99 publications

(60 citation statements)

References 6 publications

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“…In fact, 17.9% of regular video game players consider the celebrities involved in the games as one of the main reasons for playing them (ESA 2005). Second, a brand placed in a movie or television program has a longer lifetime than a typical advertisement (Brennan, Dubas, and Babin 1999;d'Astous and Chartier 2000). The lifetime of brands placed in video games might also be considerable (Nelson 2002), especially in the case of heavy game players.…”

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

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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.

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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

“…5 examined audiences ' recognition of product placement depending on the type of product placement and its exposure time. Regarding the effectiveness of product placement types, the results of their study mirrored those of Gupta and Lord 6 , which suggested that prominent product placements proved more effectual than other methods of promoting consumer memory.…”

Section: Theoretical and Empirical Background Product Placementmentioning

confidence: 99%

The effect of the placement of the product in film: Consumers' emotional responses to humorous stimuli and prior brand evaluation

Jin

Villegas²

2007

J Target Meas Anal Mark

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This study explores the role of prior brand evaluation and the placement of the product in humorous movies on the consumer judgment stage, investigating their effects on consumer response. The fi ndings of the study indicate that the placement of product in humorous movie scenes result in positive emotional responses from consumers. In addition, prior brand evaluation was found to play an important role in post-decision-making processes, such as purchasing behaviour. It is anticipated that the analysis resulting from this valuable study will provide a reference for further empirical and theoretical studies on the use of the placement of the product in movies as an alternative to advertising and other marketing communications strategies.

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“…Finalmente, a quinta e última vantagem do placement frente à propaganda tradicional é que a marca veiculada dentro dos programas televisivos tem uma vida útil mais longa (Brennan, Dubas, & Babin, 1999;D'Astous & Chartier, 2000), porque um programa de TV normalmente é relançado em DVD, BluRay ou reapresentado na própria TV em vários momentos, fazendo com que a marca continue presente com a reexibição do programa.…”

Section: Referencial Teóricounclassified

“…Além disso, já existem trabalhos sobre a memória no que se refere ao placement. Por exemplo, estudos encontraram que a proeminência de um placement tem um impacto positivo sobre a lembrança da marca anunciada do que um placement sutil (Babin & Carder, 1996;Brennan et al, 1999;D'Astous & Chartier, 2000;Gupta & Lord, 1998;Law & Braun, 2000). Isso porque, segundo , há um processamento mais intenso do placement proeminente do que de um placement sutil, aumentando, consequentemente, a memorização pelo consumidor.…”

Section: Memóriaunclassified

“…Ou seja, que um pop-up ad proeminente tenha um impacto mais positivo sobre a lembrança da marca anunciada do que um sutil, assim como foi encontrado em placement (Babin & Carder, 1996;Brennan et al, 1999;D'Astous & Chartier, 2000;Gupta & Lord, 1998;Law & Braun, 2000). Com isso, estabeleceu-se a próxima proposição de pesquisa: P 1b : Quanto mais proeminente for o pop-up ad inserido no programa televisivo, maior será a memorização do consumidor ao mesmo.…”

Section: Memóriaunclassified

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Um ensaio teórico sobre placement televisivo e seus efeitos sobre o consumidor

Petroll

Prado

2014

Rev. adm. contemp.

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Atualmente, inovações tecnológicas, como os Digital Video Recorders, têm aumentado o poder do consumidor sobre sua exposição aos comerciais exibidos na programação televisiva. Sendo assim, os anunciantes agora inserem seus produtos e marcas nos próprios shows televisivos, o chamado placement, não permitindo, portanto, que o consumidor evite a exposição às mensagens persuasivas exibidas na TV. Tal vantagem faz com que investimentos em placement aumentem exponencialmente em todo o mundo e, com isso, estudos acadêmicos também proliferam, principalmente ao se abordar as dimensões do placement e seus efeitos sobre o comportamento do consumidor. Todavia, estudos sobre os pop-up ads - um novo tipo de placement em formato de banner - são ainda escassos, apesar de também serem cada vez mais utilizados pela mídia televisiva. É nesse sentido, portanto, que se insere o presente artigo, um ensaio teórico sobre os potenciais efeitos das dimensões da proeminência e da congruência do placement do tipo pop-up sobre o processamento de informação realizado pelo consumidor, desde a atenção do telespectador, passando pela memória e atitudes até o seu comportamento de compra. Finaliza-se o estudo com a apresentação do modelo teórico e de sugestões para futuras pesquisas.

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The influence of product-placement type & exposure time on product-placement recognition

Cited by 99 publications

References 6 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

The effect of the placement of the product in film: Consumers' emotional responses to humorous stimuli and prior brand evaluation

Um ensaio teórico sobre placement televisivo e seus efeitos sobre o consumidor

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