Product Placement and Brand Equity

Corniani, M

doi:10.4468/2001.1.07corniani

Cited by 5 publications

(6 citation statements)

References 9 publications

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“…A good example of this is the Ford brand, which exerts significant influence over the placements it purchases, giving filmmakers very firm instructions to ensure their cars do not appear in scenes involving “damaged brakes, drained batteries or punctured tires” ( Turcotte, 1995 ). Product placement also allows for the use of the best technologies, including such elements as sound, color, and movement, something difficult to do in the case of other marketing tools ( Corniani, 2001 ).…”

Section: Discussionmentioning

confidence: 99%

“…This method of advertising a product or service consists in the intentional insertion of specially selected objects into defined messages, for financial gratification, and with the intention of having a promotional effect ( Williams et al, 2011 ). Advertising a product using this method can be done by highlighting the product or its trademark during selected scenes of a film or TV series, the use of consumption of products by characters in the show, a conversation by characters about the product, or displaying the product’s logo as a background for other events ( Corniani, 2001 ). It is also sometimes the case that product placement is applied in radio broadcasts, and even in literature.…”

Section: Introductionmentioning

confidence: 99%

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Is Product Placement Really Worse Than Traditional Commercials? Cognitive Load and Recalling of Advertised Brands

2018

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Considering the large number of adverts inundating the average consumer every day, the marketing industry is seeking methods to reach clients in a more subtle manner than traditional marketing messages. One such tool is product placement. The article addresses issues of effectiveness of product placement in comparison to a traditional commercial. The objective of the study was to check how participants would recall the content of persuasive messages in conditions of artificially inducted cognitive load (in conditions of traditional advertisement and product placement). Two studies were conducted – a pre-study intended to assess the usefulness of the selected stimuli, and the main experiment. The experiment devoted to this question was planned using an ANOVA scheme 2 (Type of advert: traditional vs. product placement) × 2 (neutral conditions vs. cognitive load). It turned out that the commercial was better retained in neutral conditions than in conditions of cognitive load. The traditional commercial was remembered better than product placement. From the perspective of the study’s ecological validity, of importance is also comparison of retention of brands viewed in a traditional commercial in conditions of cognitive load with retention of brands in conditions of product placement without load. These comparisons indicate the superiority of product placement – brands presented in this manner were more frequently recalled by viewers.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Is Product Placement Really Worse Than Traditional Commercials? Cognitive Load and Recalling of Advertised Brands

2018

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“…In global markets, product placement is particularly useful for improving equity of brands with a wellestablished brand awareness (Corniani, 2001) [10].…”

Section: Economics and Management Of Enterprisesmentioning

confidence: 99%

The measurement of product placement

Kozak¹,

Barinka²

2016

EA-XXI

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Product placement can be defined as utilisation of a real product or a service directly in audiovisual works, under clear, contractually-agreed terms. The methodology for measuring the effectiveness of funds invested in product placement in audiovisual works has not been developed yet. The authors of this paper propose a possible solution for measuring the effectiveness of product placement, which they applied in the Vinari (Winemakers) TV series. The authors proceeded from the price. A sponsor of a TV commercial would have to pay to reach the target group to the same extent as when using product placement. The CPP (Cost per Point) approach was used, i.e. the cost of reaching 1% of the target group. Reaching the target group was surveyed by means of a primary investigation of the perception of the sponsor's company as a financial backer of cultural activities by using questionnaires. The authors based their calculations of effectiveness regarding the sponsoring of a television series using elements of brand and product placement on a model calculation of the current advertising prices for a thirty-second advertising spot in relation to the CPP. The average recall of the product placement in the sponsored series represented 16% of the target group. It was calculated that if broadcasting TV spots, the price would be CZK 6.7 million, which is more than six times the amount of the value of the sponsorship. The survey shows that there are positive benefits related to the support of the Vinari (Winemakers) TV series. A significant fact is also that respondents were still able to recall this sponsorship even after several days and not only when this information actually reached them. No pricelist or media can guarantee that a communicated message will be recalled, so sponsorship in TV series is concluded to be highly effective for reasonable price and with prolonged effect which surpass advertising expectations. Keywords: Product Placement; Benefits for Advertisers; Methodology for Measuring Effectiveness; Cost of Advertising; Cost per Point; Сeska Zbrojovka; Vinari JEL Classification: M31 DOI: https://doi.org/10.21003/ea.V161-15 Козак В. кандидат економічних наук, Університет Томаша Баті в Зліні, Злін, Чеська Республіка Барінка К. інженер, голова відділу маркетингу, АТ «Чеська збройовка», Чеська Республіка Оцінка ефективності розміщення продукту Анотація Розміщення продукту, або «продакт-плейсмент», можна визначити як використання реального продукту чи послуги безпосередньо в аудіовізуальних продуктах у відповідності з чітко визначеними умовами договору. Методика оцінки ефективності коштів, що вкладаються в розміщення товару в аудіовізуальних продуктах, дотепер залишається не розробленою. Автори даної статті пропонують можливе вирішення проблеми оцінки ефективності розміщення товару на прикладі серіалу «Vinari» («Винороби»). Визначальною у цьому відношенні, на думку авторів, є ціна. Спонсору телевізійного проекту доводиться платити, щоб досягти таких самих показників охоплення цільової групи, як і при використ...

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“…Sin embargo, existe confusiones entre bartering y product placement puesto que ambas son clasificadas como comunicación no convencional, la diferencia radica en que el emplazamiento se basa en la inclusión de una marca de manera intencional dentro del discurso y narración audiovisual que puede brindar realismo a la escena o a caracterizar a un personaje, pero sin modificar el guion de la escena o acción (Gonzalez, 2013). En otras palabras, para realizar un product placement se necesita identificar una escena donde el producto se puede ver natural ya sea solo estando presente o en uso (Corniani, 2001). Mientras que el bartering sí modifica el guion ya sea porque el anunciante crea el programa o porque se brinda las características principales del producto, y se caracteriza por ser un intercambio de servicios.…”

Section: Barteringunclassified

“…Las sobreimpresiones aparecían, las cuales tenían efecto de luces, una bola de cristal tipo disco y el logo del pico saludo. Mientras que los conductores47 continuaban con la mención, la cual duraba aproximadamente 47 segundos, el camarógrafo enfocaba a los guerreros los cuales también se encontraban bailando, haciendo gestos faciales, enviando besos al televidente y mostrándose coquetos ante las cámaras. Capturas de pantalla del material audiovisual de Topline utilizado durante el bartering.Adaptado de youtube.pe, 2014Los concursantes además de estar bailando sostenían tarjetas circulares que tenían unos labios verdes y utilizaban lentes de sol.…”

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Percepciones de los jóvenes de 15 a 19 años de edad del estrato C en Lima Metropolitana tras la exposición del mensaje de la marca por medio del bartering. Eligiendo como caso de estudio: el pico saludo de la marca Topline durante la programación de Esto es Guerra

Morales¹,

Fabiola²

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En la sociedad contemporánea, la publicidad está en todos lados. No podemos caminar por las calles, tiendas, ver televisión, revisar nuestro mail, acceder al internet, leer un periódico o tomar un tren sin tomarnos con esta. Donde vayamos solos, con nuestros amigos o familia, o en grupo, la publicidad siempre está con nosotros, hasta en la etiqueta de algo que estamos usando (traducción propia).

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Product Placement and Brand Equity

Cited by 5 publications

References 9 publications

Is Product Placement Really Worse Than Traditional Commercials? Cognitive Load and Recalling of Advertised Brands

Is Product Placement Really Worse Than Traditional Commercials? Cognitive Load and Recalling of Advertised Brands

The measurement of product placement

Percepciones de los jóvenes de 15 a 19 años de edad del estrato C en Lima Metropolitana tras la exposición del mensaje de la marca por medio del bartering. Eligiendo como caso de estudio: el pico saludo de la marca Topline durante la programación de Esto es Guerra

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