Product placements in movies and on Broadway

Abstract

Product placement is increasing in importance as a non-traditional method to reach consumers. A review of previous research on this topic indicates three research gaps: the need for additional ecologically valid field testing, more research using categorycued recall of the brand as the basic measure of product placement effectiveness, and more studies covering entertainment media other than film and TV. To these ends, we conducted two field studies. The first replicates prior laboratory research by assessing brand recall from product placements in four movies, while the second extends previous research by assessing brand recall in a Broadway musical. Both these field studies confirm previous laboratory findings in that those placements that are combined audio-visual, prominently displayed, have actor involvement, and have two or more verbal mentions of the brand significantly increase consumers’ subsequent category-cued recall of the brand name of the product placement.