The Effectiveness of Product Placement in Music Videos: A Study on the Promotion Strategies for Brands and Products to Target the Y Generation in Johannesburg

Omarjee, Lameez; Chiliya, Norman

doi:10.5901/mjss.2014.v5n20p2095

Cited by 3 publications

(4 citation statements)

References 15 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…«Brand familiarity is a unidimensional construct that is directly related to the amount of time that has been spent processing information about the brand, regardless of the type or content of the processing that was involved» (Baker et al, 1986). Nelson (2002), Balasubramanian, Karrh and Patwardhan (2006) and Omarjee and Chiliya (2014) argue and demonstrate with their respective studies that brand familiarity has an effect on brand recall, i.e. they argue it is a contributing factor in remembering and recognising brands displayed or mentioned in branded entertainment.…”

Section: The Background Of Brand Familiarity and Recall Across Culturesmentioning

confidence: 85%

“…Brand memory is influenced, as stated, by brand familiarity and it is premise for consequent brand awareness, that is, for «a rudimentary level of brand knowledge involving, at the least, recognition of the brand name» (Hoyer and Brown, 1990, p. 141). As stated by Omarjee and Chiliya (2014) and Macdonald and Sharp (2003), the music-video brand placement stimuli positively contributed to participant's awareness of recalled brands, which will be consequently introduced in the consumer's consideration set at the moment of purchase, hence improving chance for purchase intention after exposure.…”

Section: The Background Of Brand Familiarity and Recall Across Culturesmentioning

confidence: 85%

See 1 more Smart Citation

Brand Placement in Music Videos: Effectiveness in UK, Spain and Italy

Piazzolla

Medina

Navarro-Beltrá

2021

ixc

View full text Add to dashboard Cite

Brand placement is used as an alternative advertising strategy. This case study aimed at investigating its efficacy in music videos in the UK, Spain and Italy through surveys. The first research question aimed at determining the degree of association between nationality and brand familiarity. Results have reported a directional association for half the brands advertised. The second research question aimed at determining the correlation between brand familiarity and brand recall. This study demonstrated that the greater the familiarity of the brand, the more likely it is to be recalled after watching a music video. The third research question aimed at determining whether participants were more aware of brands that they had not previously heard of after watching the music videos. Results showed similar responses of participants either agreeing or disagreeing with the statement and similar results were obtained for the Italian and British samples. It could be concluded that brand placement in music videos is especially effective in certain cultures and situations.

show abstract

Section: The Background Of Brand Familiarity and Recall Across Culturesmentioning

confidence: 85%

Section: The Background Of Brand Familiarity and Recall Across Culturesmentioning

confidence: 85%

Brand Placement in Music Videos: Effectiveness in UK, Spain and Italy

Piazzolla

Medina

Navarro-Beltrá

2021

ixc

View full text Add to dashboard Cite

show abstract

“…Lai and colleagues (2015) stated that explicit placement has a higher mean than implicit placement. Omarjee and Chiliya (2014) tested the relationship between brand recognition and purchase intention in music videos which significant was less than P<0.05. Yao and Huang (2017) found placement marketing shows remarkable effects on purchase intention.…”

Section: Discussionmentioning

confidence: 99%

Correlation Between Product Placement in Film, Purchase Intention And Brand Attitude

Seman

Lew

Tee

2019

JPMM

View full text Add to dashboard Cite

Product placement has been widely used in international film industry because of its efficiency. During the past 20 years, the practice of product placement has grown appreciably which lead to most of the marketers nowadays use placements as their marketing strategy. Therefore, this research aim to analyse the effectiveness of product placement in film. Experimental design was employed by 40 respondents in UCSI University for this study which was supported by the theories of the Hidden Message and the Character-Product Interaction (CPI). Correlation between product placement in film, purchase intention and brand attitude were found significant. Brand attitude and the purchase intention after exposed to product placement have higher findings among others. Moreover, purchase intention and brand attitude of respondents both increased after being exposed towards product placement. Limitation were taken in account in terms of demographic, efficiency and extensive. Future researchers are suggested to conduct their studies with a larger sampling size, a longer duration and to conduct the study with different categories of product to provide a more accurate result for the improvement of marketers. Hence, marketers were suggested to use product placement in film in order to increase the purchase intention and positive brand attitude of audiences.Students generally have positive purchase intention and brand attitude on product placement in film no matter before or after the exposure to the selected movie Jurassic World.

show abstract

“…Attitude towards product placement was measured using four dimensions and eight indicators adapted from (De Gregorio and Sung, 2009). Purchase intention was measured using four indicators adapted from (Omarjee and Chiliya, 2014). The four variables were measured using a 7-point Likert scale ranging from 1 for "Strongly disagree" to 7 for "Strongly agree".…”

Section: What the Hellmentioning

confidence: 99%

Product Placement On Indonesian Rap Song

Cokki

Nathania²,

Maupa³

2023

View full text Add to dashboard Cite

Product placement literature has two gaps, namely research in developing countries including Indonesia and song as media placement. This study aims to fill this gap by testing the effectiveness of product placement in Indonesian rap songs on three aspects of consumer behaviour. The research design used pretest and post-test experiments without a control group involving 74 undergraduates as participants. The treatment used in this research is the song. It's a Dad Thing by Saykoji. The results showed that product placement on the song had an effect on brand recall, attitude towards the song and product placement influenced by attitude towards the artist, and purchase intention influenced by attitude toward product placement.

show abstract

The Effectiveness of Product Placement in Music Videos: A Study on the Promotion Strategies for Brands and Products to Target the Y Generation in Johannesburg

Abstract: Abstract

Cited by 3 publications

References 15 publications

Brand Placement in Music Videos: Effectiveness in UK, Spain and Italy

Brand Placement in Music Videos: Effectiveness in UK, Spain and Italy

Correlation Between Product Placement in Film, Purchase Intention And Brand Attitude

Product Placement On Indonesian Rap Song

Contact Info

Product

Resources

About