Should Product Placement in Movies Be Banned?

Ong, Beng Soo

doi:10.1300/j057v02n03_09

Cited by 52 publications

(47 citation statements)

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“…For example, Ong and Meri (1994) found little improvement in memory for some brand placements and remarkably large improvements in memory for other brands. Seventy-seven percent of viewers recalled viewing Coke while watching the movie Falling Down, but only 18% recalled seeing Hamm's Beer in the movie (Ong and Meri 1994).…”

Section: The Effect Of Brand Placements On Memorymentioning

confidence: 97%

“…Consequently, much of the empirical research on brand placements has focused on viewers' memory for the brands placed within a movie or television show (Karrh 1998;McCarty 2004;Yang, Roskso-Ewoldsen, and Roskos-Ewoldsen 2004). Generally, the research on the effect of brand placement on brand memory has yielded rather mixed results (Babin and Carder 1996;Ong and Meri 1994;Yang, Roskos-Ewoldsen, and Roskos-Ewoldsen 2004). For example, Ong and Meri (1994) found little improvement in memory for some brand placements and remarkably large improvements in memory for other brands.…”

Section: The Effect Of Brand Placements On Memorymentioning

confidence: 99%

“…Generally, the research on the effect of brand placement on brand memory has yielded rather mixed results (Babin and Carder 1996;Ong and Meri 1994;Yang, Roskos-Ewoldsen, and Roskos-Ewoldsen 2004). For example, Ong and Meri (1994) found little improvement in memory for some brand placements and remarkably large improvements in memory for other brands. Seventy-seven percent of viewers recalled viewing Coke while watching the movie Falling Down, but only 18% recalled seeing Hamm's Beer in the movie (Ong and Meri 1994).…”

Section: The Effect Of Brand Placements On Memorymentioning

confidence: 99%

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The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names

Yang¹,

Roskos‐Ewoldsen

Dinu³

et al. 2006

Journal of Advertising

209

106

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Moonhee Yang (Ph.D., University of Alabama) is a senior researcher, Munhwa Broadcasting Corporation, Seoul, Korea. David R. Roskos-Ewoldsen (Ph.D., Indiana University) is a professor of psychology, University of Alabama. Lucian Dinu (Ph.D., University of Alabama) is an assistant professor of communications, University of Louisiana. Laura M. Arpan (Ph.D., University of Alabama) is an associate professor of communications, Florida State University. Advertising, vol. 35, no. 4 (Winter 2006 Given the increasing practice of in-game advertising and its potential as an alternative advertising medium, surprisingly little research has been done regarding the effects of in-game advertising. Little is known about whether in-game advertising influences gamers' memory for the brand, attitude toward the brand, purchase behavior, and so forth. Clearly, players' awareness of the brand name is one of the important goals of in-game advertising (Nelson 2002). Therefore, the current study explored this virtually unresearched area and asked whether in-game advertising influences the memory of the players for the embedded brands, especially among college students-one of the groups that most frequently plays video games. In fact, 70% of college students report playing video games (Jones 2003). Following the practice established in television and movie research, the current study employed measures of both implicit (unconscious) memory (with a wordfragment completion test) and explicit (conscious) memory (with a recognition test) for ads placed in two popular sports games (Law and Braun 2000; Law and Braun-LaTour 2004; Yang, Roskos-Ewoldsen, and Roskos-Ewoldsen 2004). Testing two different types of memory for in-game advertising effectiveness is expected to benefit both scholars and practitioners in this area. Journal of THE EFFECTIVENESS OF "IN-GAME" ADVERTISINGComparing College Students' Explicit and Implicit Memory for Brand Names Moonhee Yang, David R. Roskos-Ewoldsen, Lucian Dinu, and Laura M. Arpan ABSTRACT: In-game advertising has become a major advertising outlet. The current study examined the effect of brand names placed in video games on college students' memory. Both implicit and explicit memory for brands placed in two sports computer games were tested using a word-fragment test and a recognition task, respectively. The results indicated that college students had low levels of explicit memory (recognition test) for the brands, but they showed implicit memory (word-fragment test) for the brand names placed in the video games.

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Section: The Effect Of Brand Placements On Memorymentioning

confidence: 97%

Section: The Effect Of Brand Placements On Memorymentioning

confidence: 99%

Section: The Effect Of Brand Placements On Memorymentioning

confidence: 99%

See 1 more Smart Citation

The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names

Yang¹,

Roskos‐Ewoldsen

Dinu³

et al. 2006

Journal of Advertising

209

106

View full text Add to dashboard Cite

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“…Tales indagaciones incluyen desde el análisis de las primeras incorporaciones gratuitas de productos en las producciones audiovisuales del siglo XX, o de piezas cinematográficas de la década de los treinta que, gracias a "una serie de fenómenos de mercado provocados por algunas películas vinieron a demostrar que el cine era una buena vía para fomentar el consumo a través de la ilusión" (Baños & Rodríguez, 2003, p. 50), hasta el examen de su repercusión como estrategia publicitaria (Wiles & Danielova, 2009). Incluso están aquellos que ponen en duda su eficacia real (Soo & Meri, 1995), así como aportaciones significativas sobre la inserción de mensajes comerciales a través del emplazamiento de productos en el atrezzo y la ficción publicitaria. Pero en todas estas contribuciones teórico-metodológicas se vislumbra la resistencia a abordar investigaciones que profundicen en la utilización de las distintas tipologías de publicidad no tradicional (indirecta y encubierta) en el cine de animación, como soporte para transmitir mensajes comerciales y persuasivos.…”

Section: Estado De La Cuestiónunclassified

Cartoons, publicidad y transmedialidad

Pons

Comesaña

2016

cdi

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RESUMENEste estudio histórico-diacrónico-descriptivo-analítico examina en los cartoons estrategias publicitarias indirectas consolidadas, encubiertas no regladas, emergentes, desconocidas y acciones cross-media y transmedia. La investigación evidencia que la modalidad indirecta es propia del cine europeo, mientras que la encubierta está en todas las filmografías, siendo el credit-roll la más abundante, aunque velada por su fugacidad; se encuentra gran presencia del product placement y brand placement, que apenas son perceptibles por su sutileza, apuntalada por el carácter animado de la imagen. Además de productos licenciados, se diseñan acciones de marketing interactivo (multiplataformas, Web 2.0) generando transferencias de consumo audiovisual en industrias adyacentes y circuitos anexos.Palabras clave: cartoons, cine de animación, estrategias publicitarias, mensajes persuasivos, cross-media, transmedia.RESUMO O estudo, de tipo histórico-diacrónico-descritivo-analítico, analisa nos cartoons estratégias publicitárias indiretas consolidadas, encobertas não reguladas, emergentes, desconhecidas e ações cross-mídia e transmídia. A investigação evidencia que a modalidade indireta é própria do cinema europeu enquanto a encoberta está em todas as filmografias, sendo o credit-roll a mais abundante ainda que velada por sua fugacidade; se encontra grande presença do product placement e brand placement que são quase imperceptíveis por sua sutileza reforçada pelo carácter animado da imagem. Além de produtos licenciados desenham-se ações de marketing interativo (multiplataformas, Web 2.0) gerando transferências de consumo audiovisual em indústrias adjacentes e circuitos anexos.Palavras-chave: cartoons, cinema de animação, estratégias publicitárias, mensagens persuasivas, cross-mídia, transmídia.

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“…Studies in product placement have often been based on survey methods (e.g. McKechnie and Zhou, 2003;Nelson, 2002;Ong and Meri, 1994;Karrh et al, 2001;Gupta and Gould, 1997;Nebenzahl and Secunda, 1993;Vollmers and Mizerski, 1994) exploring consumer attitudes to the practice. These studies generated robust findings regarding the generally positive consumer attitudes towards product placement in spite of some disquiet over the ethics of the practice, and the apparently marginal or non-existent direct sales effect of product placement exposure.…”

mentioning

confidence: 99%

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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Should Product Placement in Movies Be Banned?

Cited by 52 publications

References 0 publications

The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names

The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names

Cartoons, publicidad y transmedialidad

Entertainment Marketing and Experiential Consumption

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