Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall

Gupta, Pola B.; Lord, Kenneth R.

doi:10.1080/10641734.1998.10505076

Cited by 413 publications

(384 citation statements)

References 18 publications

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“…However, Russell (2002) found a link between the congruency and persuasiveness while brand recall in itself did not necessarily influence attitudes to the brand. While a product placement made prominent by size, position on the screen or centrality to the action may improve brand recall (Gupta and Lord, 1998), the recall effects may not transfer to attitude or purchase intention. According to Russell (2002), the memory-attitude relationship is not necessarily linear.…”

Section: The Effect Of Entertainment Marketing On Consumersmentioning

confidence: 99%

“…More recently, after exposure in the movie E.T. : The Extra Terrestrial Hershey claimed 65 percent increase in sales of Reese"s Pieces while the new BMW Mini ran out of stock in the US after starring in the re-make of the hit movie The Italian Job (Gupta and Lord, 1998;Karrh, 1998;Hackley, 2005). Since the sponsorship of US TV shows by Proctor and Gamble in the 1950"s gave the term "soap opera" to the English vernacular many brands have used product placement approaches other than explicit sponsorship deals as an arm of their promotional mix.…”

Section: Scope and Growth Of Entertainment Marketing Practicementioning

confidence: 99%

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Entertainment Marketing and Experiential Consumption

Hackley¹,

Tiwsakul²

2006

Journal of Marketing Communications

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The full-text may be used and/or reproduced, and given to third parties in any format or medium, without prior permission or charge, for personal research or study, educational, or not-for-prot purposes provided that:• a full bibliographic reference is made to the original source • a link is made to the metadata record in DRO • the full-text is not changed in any way The full-text must not be sold in any format or medium without the formal permission of the copyright holders.Please consult the full DRO policy for further details. AbstractThe placement of brand references within mainstream entertainment (called here "entertainment marketing") is a rapidly evolving marketing communications field in its scale and sophistication. Much previous research in the field has conceptualized entertainment marketing as promotion and focused on measuring consumer attitudes, purchase intention and brand recall in response to exposure to brand exposure. This conceptual paper suggests that there is also a need to understand the quality of the consumer engagement with brands in the context of mediated entertainment. The paper draws on phenomenological/existential research traditions to begin to theorize the role that entertainment marketing techniques may play in facilitating consumer self-concept and identity formation through brand exposure within dramatic portrayals of characters and lifestyles.

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Section: The Effect Of Entertainment Marketing On Consumersmentioning

confidence: 99%

Section: Scope and Growth Of Entertainment Marketing Practicementioning

confidence: 99%

Entertainment Marketing and Experiential Consumption

Hackley¹,

Tiwsakul²

2006

Journal of Marketing Communications

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show abstract

“…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).…”

Section: Dimensões Do Placementunclassified

“…Tais categorizações são muito importantes, já que ambos os modos de apresentação e a proeminência são relevantes para facilitar com que a marca possa ser incorporada na programação televisiva e, por conseguinte, para o custo ao anunciante (Gupta & Lord, 1998). Além disso, diferentes tipos de placement poderão causar diferentes reações no consumidor.…”

Section: Dimensões Do Placementunclassified

“…Sendo assim, entende-se que eles também possuam dimensões semelhantes ao placement. Nesse sentido, a proeminência pode ser verificada nos pop-ups com a mesma intenção de torná-los o foco central da atenção da audiência (Gupta & Lord, 1998). Conforme o que foi visto até aqui, um placement pode ser proeminente ou sutil, sendo que há estudos sobre o assunto, mas que não abordam a atenção visual sobre o mesmo.…”

Section: Atenção (Visual)unclassified

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

Law

Braun²

2000

Psychol. Mark.

216

185

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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.

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Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall

Cited by 413 publications

References 18 publications

Entertainment Marketing and Experiential Consumption

Entertainment Marketing and Experiential Consumption

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

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

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