I Saw it in the Movies, But Does That Matter? Product Placement in a Cross Cultural Study Between Brazil and the USA

Abstract

The broader objective of this study was to measure the attitudes of consumers regarding the brand displayed by this strategy as well as to highlight recall, recognition and purchase intentions generated by product placement on consumers from both Brazil and the USA. Cronbachs Alpha Coefficient ensured the reliability of survey instruments. The study involved the use of the Structural Equation Modeling (SEM) for the hypothesis testing. This study used the Confirmatory Factor Analysis (CFA) to assess both the convergent and discriminant validities instead of using the Exploratory Factor Analysis (EFA) or the Principal Component Analysis (PCA). This reinforced for the use of the regression Chi Square and T statistical tests in further. Only hypothesis H3 was rejected, the rest were not. T test provided insight findings on specific subgroup significant differences. It can be concluded that product placement varies markedly in the U.S. from Brazil based on the influence of a range of factors. In order for product placement to become more competitive in the promotional marketing, there will be the need for researchers to extend focus from the traditional variables and add knowledge on the conventional marketplace.DOI: 10.5585/remark.v12i2.2507

Cartoons, publicidad y transmedialidad

“…En referencia a la primera, el emplazamiento propiamente dicho es el más rentable: se trata de la colocación de un producto/marca en el atrezzo de la película, a partir de un intercambio económico o colaborativo entre la producción fílmica y la empresa o entidad generadora del producto/marca (Arconada, 2007;Boeing, Torres & Gentry, 2013). En estos casos, el objeto publicitado es fácilmente perceptible para el espectador, aunque no es consciente del mensaje publicitario.…”

Comparison of tobacco and alcohol use in films produced in Europe, Latin America, and the United States

“…Films are a source of popular entertainment and a powerful promotional vehicle for products and behaviors [ 1 , 2 ]. Studies in Europe [ 3 – 6 ], the United States (US) [ 7 – 9 ], India [ 10 ], and Mexico [ 11 , 12 ] have found that exposure to onscreen film smoking promotes adolescent smoking.…”

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

“…Essa nova forma da comunicação, conhecida no Brasil erroneamente como merchandising, merchandising comercial (Boeing, Urdan, & Gentry, 2013), merchandising televisivo (Trindade, 2007) ou de merchandising editorial (Blessa, 2009), que na verdade está focada na promoção de produtos e serviços nos próprios pontos de vendas (Shimp, 2002), é chamado de brand placement ou product placement e definida como sendo a inclusão paga de marcas de produtos ou de identificadores das marcas através de meios visuais e/ou sonoros na programação da mídia de massa (Karrh, 1998).…”

“…Por fim, questões éticas e morais podem ser mais facilmente indagadas devido à natureza do placement do que à propaganda tradicional (Andriasova, 2006 (Eisend, 2009) ou ainda ser semelhante em culturas um tanto diferentes no que se refere às atitudes e intenção de compra da marca inserida na mídia (Boeing et al, 2013).…”