The Relationship Between Product Placement And the Performance of Movies

Song, Reo; Meyer, Jeffrey D.; Ha, Kyoungnam Catherine

doi:10.2501/jar-2015-012

Cited by 11 publications

(7 citation statements)

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“…As such, an increase in exposure frequency positively affects the intentions of viewers to discuss the brand. This is in line with the findings of Song et al (2015), who showed that brand placements in movies have a positive effect on consumers' subsequent recommendations of the movies. One of the possible explanations for such a relationship is that the wear-out effect for WOM might occur at higher levels of repetition.…”

Section: Discussionsupporting

confidence: 91%

Effectiveness of brand placements in music videos on viewers’ brand memory, brand attitude and behavioral intentions

Davtyan

Cunningham

Tashchian

2020

EJM

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Purpose This paper aims to investigate the effects of brand placement repetition in music videos on consumers’ memory, brand attitudes and behavioral intentions, as well as, explores the effective frequency needed to achieve optimal advertising impact. Design/methodology/approach The proposed hypotheses and research questions were tested using an experimental approach. Participants watched a block of music videos containing various levels of brand placement repetitions. Afterward, participants completed a questionnaire designed to measure memory, brand attitudes and behavioral intentions. Findings At low levels (below 4–5 exposures), the repetition of a brand placement has a positive effect on brand memory, brand attitudes, intentions to buy and to recommend the brand to others. However, further increases in repetition had detrimental effects on brand attitudes and purchase intentions, but not on memory measures. Additionally, the effects of brand placement repetition on brand attitudes and memory measures were moderated by respondents’ brand familiarity. Research limitations/implications The effects of brand placements were measured through explicit tests that refer to the placement event. Researchers are encouraged to test suggested propositions by using implicit tests. Practical implications The results of this study can serve as guidance for marketing practitioners on optimal ways to integrate their brands into the contents of mass media programming. Originality/value Despite the increasing usage of music videos in marketing promotions, limited scholarship explores the effects of placing consumer brands in this promising medium. Current research addresses this gap and contributes both to brand placement literature and scholarship on advertising repetition.

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Section: Discussionsupporting

confidence: 91%

Effectiveness of brand placements in music videos on viewers’ brand memory, brand attitude and behavioral intentions

Davtyan

Cunningham

Tashchian

2020

EJM

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“…When financing decisions are made, the attached production team (Ebbers & Wijnberg, 2012) and expected appeal to cinema operators (Leung et al., 2020) become important in guiding the ultimate budget, as does the genre (Hsu et al., 2012; Shamsie et al., 2009) and anticipated competitive environment (Delre et al., 2017; King et al., 2017). Strategic product placement is a well‐known strategy for subsidizing production costs (Karniouchina et al., 2011; Patil & Bisoyi, 2012; Wiles & Danielova, 2009), but this is not without risk if consumers are put off by the practice (Song et al, 2015). While films making use of advanced special effects such as 3D (Knapp & Hennig‐Thurau, 2015) continue to push costs well into the hundreds of million dollars with increasing frequency, basic production and editing costs have actually fallen.…”

Section: Movie Microeconomicsmentioning

confidence: 99%

The economics of movies (revisited): A survey of recent literature

McKenzie

2022

Journal of Economic Surveys

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Twenty years ago, there were all but a handful of scholarly studies published about the economics of the motion picture industry. Over the first decade of the new millennium, this changed dramatically and many studies began to appear in economics journals and those of cognate disciplines. The following, and most recent, decade has seen this trend continue and the literature on the “economics of movies” has well and truly matured. While economics and marketing disciplines still generate the most output, newer data‐orientated disciplines have increasingly turned their attention towards the industry and its abundance of rich and relatively accessible data. This survey endeavors to concisely but comprehensively review recent literature related to this eternally fascinating industry.

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“…Con base en lo expuesto, esta investigación tiene como objetivo explorar el uso del emplazamiento de producto en tres series populares de Netflix, pues la mayoría de los estudios se han centrado en investigar el emplazamiento en películas (Chan et al 2017;Gundle, 2020;Redondo et al, 2018;Song et al, 2015;Srivastava, 2016;Yee, 2016). Sin embargo, el formato de las series de televisión presenta diferencias que juegan a favor de la técnica del emplazamiento de producto.…”

Section: El Emplazamiento De Producto Y Su Definiciónunclassified

Análisis del emplazamiento de producto en tres series originales de Netflix

Boix-Romero

Vilaplana-Aparicio

Ortiz

2021

Comysoc

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Advertising has encountered an obstacle with the proliferation of platforms like Netflix and this has sparked a boost in product placement. Through a content analysis, this exploratory study examines the use of product placement in three of Netflix’s original series, to understand how it behaves on this platform. The results indicate that it is a settled formula, but that the type of location or the number of marks is determined by the plot. Likewise, the fact that the audience is not restricted to a specific country seems to favor the presence of global brands.

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The Relationship Between Product Placement And the Performance of Movies

Cited by 11 publications

References 0 publications

Effectiveness of brand placements in music videos on viewers’ brand memory, brand attitude and behavioral intentions

Effectiveness of brand placements in music videos on viewers’ brand memory, brand attitude and behavioral intentions

The economics of movies (revisited): A survey of recent literature

Análisis del emplazamiento de producto en tres series originales de Netflix

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