Memory and perception of brand mentions and placement of brands in songs

Abstract

International audienceAlthough brand placement in movies and TV series has attracted significant interest from researchers and practitioners, little is known about the financed insertion of brands in songs. However, evidence is growing that this kind of placement could be of interest for addressing certain types of target audience. This article sheds light on this new form of communication, and highlights its interest for advertisers. It also studies its effectiveness. Based on a web survey, the paper analyses recall and recognition of 17 brands placed in two songs ('Tes Parents' (Your parents), a French chanson-style song by Vincent Delerm, and 'Wonderbra', a rap song by MC Solaar), and attitude towards the use of brands in songs

The Effectiveness of Product Placement: A Field Quasi-experiment

“…These findings are consistent with the results of previous studies which have shown the positive impact of such placements on brand awareness and product placement recall and recognition (Russell, 1999;Russell 2002;Law & Braun, 2000;Gupta & Lord, 1998;Brennan et al, 1999;Steortz, 1987;Brennan & Babin, 2004;Delattre & Colovic, 2009;Johnstone & Dodd, 2000;Yang & Roskos-Ewoldsen, 2007;Cowley & Barron, 2008;Lehu & Bressoud, 2009). …”

“…The prominence of placed brands is the second factor which has been found to improve cognitive effects. Previous research has indicated that prominent placements are better recalled and better recognized than subtle placements (Brennan, Dubas, & Babin, 1999;Gupta & Lord, 1998;Weaver & Oliver, 2000;Cowley & Barron, 2008;Delattre & Colovic, 2009;Lehu & Bressoud, 2009, Bressoud et al, 2010Wilson & Till, 2011). The third important element which improves brand memory is high connection to the plot.…”

“…Studies show that viewers are able to recall or recognize brands which are placed in films and other media (Steortz, 1987;Ong & Meri, 1994;Babin & Carder, 1996a;Vollmers & Mizerski, 1994;Law & Braun, 2000;Rössler & Bacher, 2002;Ong, 2004;Yang, Roskos-Ewoldsen, Dinu, & Arpan, 2006;Tsai et al, 2007;Brennan, 2008;Delattre & Colovic, 2009) and product placement can increase brand salience/brand awareness (Karrh, 1994;Babin & Carder, 1996b;Johnstone & Dodd, 2000;Yang & Roskos-Ewoldsen, 2007). But product placement can result in either very high or very low recall, recognition or brand salience/brand awareness.…”

Yo, DJ, That's My Brand: An Examination of Consumer Response to Brand Placements in Hip-Hop Music

“…Cowley and Barron (2008) consider placements to be prominent when those placements "(1) were connected to the plot, (2) were mentioned more than once or were on the screen for more than five seconds, and (3) were either audio or audiovisual," while subtle placements "were (1) visual, (2) not 48 N. S. FERGUSON AND J. N. BURKHALTER related to the plot, and (3) seen only briefly" (92). Scholars like de Gregorio and Sung (2009) and Delattre and Colovic (2009), however, argue that that prominence must be conceptualized differently for auditory-only content. In their studies, prominence is operationalized based on the frequency and repetition of mentions.…”

Television Product Placement Strategy in Thailand and the UK

“…Gupta and Gould, 1997) although it is also common to see brands placed in computer games, books, stage plays and popular music (e.g. Delattre and Colovic, 2009). Moreover, most extant definitions emphasise that placements are 'paid for' by the advertiser but this ignores two important issues.…”