Abstract
An important issue for a firm wishing to invest in a product placement is deciding how its product or brand is going to be presented within the movie. Accordingly, the objective of this research study is to examine the impact of objective and subjective characteristics of product placements on consumer evaluations and memory. A sample of 103 movie goers viewed and reacted to 18 product placements taken from 11 different movies. After a one-week delay, they were contacted and asked to recall the products and brands they had seen. Based on the results, it appears that the effectiveness of product placement as a communication strategy must be gauged against the specific objectives of decision makers.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
