What do you see and what do you recall?: Using eye tracking to understand product placement

Abstract

Since 1982, when one of the most successful product placements appeared in the movie ET, marketers have continued adopting this strategy in various media channels. Among those, research studies indicated that product placements in situation comedies (Sitcoms) are the most effective. This study aims to examine five forms of product placement: (1) product movement, (2) plot integration, (3) product tie-in, (4) sponsorship, and (5) graphics, which are the most effective, in terms of brand recognition and brand recall. The 3.18-minute sitcom with motorcycle placement was shown to a total of 65 participants; daily motorcycle riders and office workers. An eye tracking device was used while participants watched the sitcom. Following this, in-depth interviews were conducted with each participant. The results showed that product movement was the most effective form leading to brand recognition in lower-level education consumers, whereas plot integration is the most effective form leading to brand recognition in higher education consumers. In both groups, graphics were the least effective form leading to brand recognition. Furthermore, none of the five forms successfully led to brand recall. The key implication of this study showed that applying different forms of product placement for the different consumer education levels was the way forward. Plot integration may not always be the most effective for product placement as it is not believed, dependent on the group of consumers and media type. Plot integration in sitcom should be used with the awareness that it can irritate consumers and ultimately lead consumers to brand rejection.