I'll have what she's having: Gauging the impact of product placements on viewers

Abstract

Product placement in TV shows is becoming increasingly common, yet little is known about its effectiveness nor even how to define and measure such effectiveness. This research examined the effectiveness of product placement with the use of two different types of measures: explicit measures that tap memory directly (with the use of a recognition and recall task), and an implicit measure that measures the effect of exposure on product choice indirectly. It was hypothesized that the ability of product placement to enhance memory and choice may be mediated by distinct mechanisms. The results showed an overall enhancement in product recall, recognition, and choice due to placement. Further, although products central to the plot were remembered and recalled more than products placed more subtly, no reliable effect of centrality of placement was observed on the choice measure. This dissociation also occurred with modality of placement-where seen-only products most influenced choice but were least recalled. The present data conform to theories of memory, which predict that performance on explicit memory task can be dissociated or uncorrelated with performance on implicit performance or choice. This finding has significant implications for how product placements are designed and how their efficacy evaluated.

The Effect of Placement Exposure and Placement Prominence on Recognition, Attitude, and Travel Intention of Tourism Destination in Reality Television Show

“…The characteristic of product placement can be differentiated into three dimensions, modality, prominence, and plot connection. Modality is the presence of the brand in the form of visual or auditory (Law & Braun, 2000;Russell, 2002). The level of visual placement can be varying based on the size, duration, centrality, position, f r e q u e n c y , a n d ot h e r s , l i k e w i s e , t h e l e v e l o f a u d i t o ry pl a c e m e n t , f r e q ue n cy , emphasizing, and others.…”

“…On the other hand, subtle placements are mentioned or showed less prominently, smaller size, shorter time exposure, placed as background and others (Gupta & Lord, 1998;Cowley & Barron, 2008;Dens et al, 2012). By the nature of its appearance, numbers of studies have found that prominent placement is more likely to be recognized than subtle placement (Law & Braun, 2000;Lehu & Bressoud, 2008;Dens et al, 2012;Gillespie et al, 2012) and more likely to attract viewers' attention (Gupta & Lord, 1998).…”

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

“…A proeminência pode ser operacionalizada pelo tamanho do produto ou logotipo, pelo grau de centralização na tela, pela sua integração ou centralidade na estória do programa televisivo, pelo número de menções, pelo tempo de duração na tela, pela sua força, pela modalidade, dentre outros (Babin & Carder, 1996;Bhatnagar et al, 2004;Gupta & Lord, 1998;Law & Braun, 2000;Russell, 2002).…”

“…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.…”

“…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.…”