Effectiveness Of Product Placement Research Articles

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

Product placements are strategic brand placements within media that are meant to be noticed by the consumer, to further influence purchase intentions. Placements in music videos have grown in recent years however, there is little research on placements in this medium and available research has not measured the influence of product placement on purchase intention. The study addressed the gap where product placement in music videos was under researched. This paper investigated the effectiveness of brands and products placements in music videos in influencing the purchase intentions of the Y generation population living in Johannesburg. A self-administered research questionnaire was used to collect data through a quantitative research method by convenience sampling of 420 randomly chosen respondents, aged between 18-27, obtained from the University of the Witwatersrand and Johannesburg. A six minute music video stimulus was used for respondents to base their opinions about placements. The results indicate reliability of the constructs in the model developed as Cronbach Alphas were greater than 0.6 for the variables. The main findings show the variables individual factors and execution stimulus are significantly related to brand recall, brand recognition and brand choice. In turn, brand recall, brand recognition and brand choice influence the consumer’s purchase intentions. The strongest linear relationship existed between brand choice and purchase intention. Placement strategies are equally effective for consumers in the Y generation of differing genders, income brackers and age groups. The research reveals that music videos are an effective platform to reach the targeted Y generation population and the model adapted for placements in music videos shows the stages of the processing in the consumer’s mind from exposure to placements to the final purchase intention. The findings contribute to the knowledge of strategies marketers should use to promote brands and products to effectively target the South African Y generation. DOI: 10.5901/mjss.2014.v5n20p2095

Exposure to Product Placement in Text Can Influence Consumer Judgments

SummaryFive experiments explored the consequences of exposure to product placement in text. In each experiment, participants read three short stories containing the names of several brand‐name products. When given a surprise judgment task asking them to rate their likelihood of purchasing a number of brands—some of which were placed and some of which were not placed—participants rated placed brands significantly higher than non‐placed brands. This effect of product placement was observed even when participants were warned about product placement prior to reading the stories, and even when participants reported having a negative opinion about product placement as a form of advertisement. Under some conditions, however, the effect did interact with brand familiarity, such that judgments of familiar brands were affected less by product placement than were judgments of unfamiliar brands. Copyright © 2014 John Wiley & Sons, Ltd.

English

The popularity of product placement as a viable alternative to traditional commercials has been increasing rapidly. Latest PQ Media report (2012) noted that global spending on product placement has already reached $8.25 billion. However, despite its popularity, extant academic research on product placement lags behind its practice. The aim of this paper is to review, categorize and analyze exhaustively the existing product placement literature with the purpose of identifying possible research gaps for academics and guidelines of effective product placements for practitioners interested in the field. 73 academic studies that in particular focus on product placements within movies, television (TV) programmes and video games were examined. The exhaustive review revealed that studies in the US investigating product placement effectiveness through memory related measures and consumer attitudes dominate the product placement literature. However, studies investigating effects of product placement on measures other than memory related and attitudinal ones are extremely scarce. Based on the identified research gaps, an agenda for future studies is suggested. Also, factors that were evidenced to trigger product placement effects throughout the literature are revealed and outlined for practitioners use.

Effectiveness of Product Placement: An Experimental Study in Turkey

This experimental research conducted in Turkey aims to investigate the effects of product placement on consumer choice and memory by combining explicit and implicit measures. Results of the present study support the overall impact of placements on memory and choice. According to the results prominent product placements were recalled and recognized more than subtle product placements, whereas centrality had no reliable effect on brand choice. Effect of modality also differed for memory and choice results where audiovisual placements were the most recalled and recognized.

Produktų demonstravimo vaizdo žaidime veiksmingumo vertinimas

Achieving to attract contemporary consumers, organizations apply various regular and innovative marketing tools and methods. Product placement can be named as an innovative marketing tool. According to S. K. Balasubramanian (1994) product placement is a paid product message aimed at influencing movie (or television) audiences via the planned and unobtrusive entry of a branded product into a movie (or television program); and one of the most recent marketing channels for this tool is video games. One of the most salient advantages of videogames as a marketing channel is their interactivity (Lee, Faber, 2007; Jin, Park, 2009). Various methods of the usage of product placement in video games are provided and analyzed in scientific literature (Frith, Mueller, 2010; Lehu, 2007; Glass, 2007). However, there are several researchers stating that the usage of product placement in video games is not always beneficial for a company (Kuster et al., 2010; Barejee, 2009; Williams et al., 2011). Organizations achieving to avoid potential risks of the usage of product placement should assess the effectiveness of this tool. The effectiveness of product placement was analyzed by such scientists as M. Yang et al. (2006), P. Walsh et al. (2008). The lack of scientific research on the effectiveness of product placement in terms of three core consumer-related aspects (cognitive, affective, and conative), in particular time frame, determined the framework of this research. Therefore, the problem of the research comes out of the question: what is the level of effectiveness of product placement in basketball video games after a period of time? The object of the research is the effectiveness of product placement in video games; the aim of the research is to determine the level of the effectiveness of product placement in the video game “NBA 2K13”. [...]

The Effectiveness of Product Placement: The Influence of Product Placement towards Consumer Behavior of the Millennial Generation

The Effectiveness of Product Placement: The Influence of Product Placement towards Consumer Behavior of the Millennial Generation

The effect of product placement on persuasion for mobile phone games

The purpose of this investigation was to explore the persuasive effect of product placement on mobile phone games. An experiment was conducted with a 2 (type of game: high level of attention vs low level of attention) × 2 (placement location: focal vs peripheral) × 2 (type of brand: high-familiarity brand vs low-familiarity brand) between-subjects design to examine whether the type of game, type of brand and product placement of mobile phone games affect gamers’ (N = 324) memories, attitudes towards product placement and purchase intentions. The results showed that: (1) gamers have higher recall of brands embedded in the focal area than those in the peripheral areas of the game; (2) gamers’ product-related recall improves when high-familiarity brands rather than low-familiarity brands are embedded within games; and (3) gamers who exhibit more positive attitudes towards product placement are more likely to exhibit stronger purchase intentions.

Normative Influences on Product Placement Effects: Alcohol Brands in Television Series and the Influence of Presumed Influence

This research investigates how normative influences surrounding television (TV) series impact product placement effects. Drawing from the influence of presumed influence (IPI) model of communications research, the research assesses the impact of the presumed influence of TV series on others on young consumers’ desire to buy placed alcohol brands. Three experiments show that presumed influence can increase or decrease consumers’ intentions to purchase brands placed in TV series. Furthermore, this relationship is moderated by individual differences in susceptibility to normative interpersonal influence and, for individuals low in psychological trait reactance, by contextual effects that prime conformity.

Conscious and nonconscious effects of product placement: Brand recall and active persuasion knowledge affect brand attitudes and brand self-identification differently.

Conscious and nonconscious effects of product placement: Brand recall and active persuasion knowledge affect brand attitudes and brand self-identification differently.

The Identification of Factors Modifying Product Placement Effectiveness

The Identification of Factors Modifying Product Placement Effectiveness

Strategies for Effective Product Placements in Taiwanese Idol Dramas

In this study, the researchers sought to investigate the implementation strategies of product placements and examine the relationships among exposure times, plot connection and the effects of product placements in Taiwanese idol dramas. The study addresses an on-going question about the relevance of Taiwanese Idol Dramas given the extent of competition in the media today as well as their decreasing relevance. Following an experiment, interviews were conducted with media experts to supplement the findings and add further depth to our understanding. The results show that Taiwanese Idol Dramas continue to have a powerful effect on the audience. Specifically, brand placements with a high number of exposures that were highly connected to plots resulted in more positive brand attitudes than those with few exposures that were loosely connected to the plots. Increasing brand exposure time and the plot connection strategies are suggested at different stages to maximise their impact.

프로그램 특성 및 제품노출 방식에 따른 텔레비전 PPL의 효과 차이 : 대규모 온라인 설문을 통한 의사실험 연구

프로그램 특성 및 제품노출 방식에 따른 텔레비전 PPL의 효과 차이 : 대규모 온라인 설문을 통한 의사실험 연구

The Effects of Environment and Product Placement on Fruit and Candy Consumption amongst College Students

The Effects of Environment and Product Placement on Fruit and Candy Consumption amongst College Students

At the Roots of Product Placement: The Mere Exposure Effect

The present study aims to analyze the effect of product placement on attitude change and takes into consideration psychological models of the mere exposure effect. A sample of high school students watched an excerpt from two widely-distributed movies in which several products were shown by using the technique known as product placement. The results indicate that students who saw the commercial brand liked the products more than those who didn’t see it. This effect, in line with the literature on the product placement effect, seems to be independent from the recognition of the brand in the movie excerpt. This study also shows that, in the high involvement condition, one exposure is enough to produce a positive attitude toward the brand.

Product Placement Efficiency in Marketing Communication Strategy

Product placement is the conceived insertion of a brand within a movie, broadcast, computer, cable TV programs,blogs, video games, music video/DVD’s, magazine, books, musicals, internet and mobile phones and etc.Humankind are exposed to product placement in mainstream media, occasionally even without knowing it.While product placement is one of the fastest growing forms of marketing communication, there are questionsboth about the merits, demerits and effectiveness of the product placement. The purpose of this study is tocritically discuss the role, merits and or demerits of products placement in marketing communication strategy byclearly outlining its definitions, objectives, strategies as well as its efficacy in value creation compared to othercommunication and promotion types. The effectiveness of product placement will be evaluated as a globalmarketing communication tool by examining a study conducted in US, and relevant regulations in UK.

Liking of Movie Genre Alters the Effectiveness of Background Product Placements

Product placement has been likened to evaluative conditioning (EC) in which a viewer's liking of an actor using a brand transfers to the brand. Less research has evaluated how more subtle background placements work. Further, most published studies report explicit brand attitudes as outcome measures. We show that background placements of a familiar brand can alter implicit brand attitudes. Furthermore, viewers who liked the movie genre showed positive implicit attitudes, and viewers who disliked the movie genre showed negative implicit attitudes, suggesting that genre generated affect transferred to implicit attitudes. Advertising implications are discussed.

An Intelligent Embedded Marketing Service System based on TV apps: Design and implementation through product placement in idol dramas

Due to the increase in advertising requirements for various multi-media services, two studies were conducted to first propose an Intelligent Embedded Marketing Service System (IEMSS) and then to use this IEMSS to implement product placement strategies for idol dramas using interactive television. In study 1, the IEMSS combines TV apps, multiple agents, and multi-document summarization technologies to retrieve and store information and comments about merchandise from search engines, blogs, and forums. The IEMSS involves a multi-document summarization technique that uses the TF-IDF (term frequency-inverse document frequency), the position and an artificial neural network (ANN) to automatically generate and transmit key positive comments to the user via TV apps. The experimental results show that the IEMSS has 100% accuracy, indicating that the IEMSS is capable of helping users understand the merchandise and improving purchase intentions.In study 2, a 2 (product description messages: shown vs. not shown)×2 (online reviews: shown vs. not shown) between-subjects design was conducted to examine the effectiveness of the IEMSS in an actual application. The results of this empirical research reveal that the display of reviews of the embedded products obtained from the Internet using the IEMSS functionality provides the viewing audience of idol dramas with the opinions of others who have used the embedded product, thereby improving attitudes toward the brand and product placement and stimulating purchase intentions.In sum, the IEMSS can be successfully applied to automatic summarization for advertising. Furthermore, this approach can be considered an extension of eWOM marketing and an application of Media Richness Theory that increases the effectiveness of product placement.

PP for ‘product placement’or ‘puzzled public’?

This research examines the effectiveness of the European ‘PP’ symbol, recently introduced as a warning of product placement in locally produced television programmes. The authors test whether this symbol counters the pervasive effect of product placement on purchase intention. Study 1 shows that the symbol does not prompt resistance to the influence of product placement. This is because the majority of consumers neither notice nor comprehend the symbol. In Study 2, two training methods are tested to increase the symbol’s effectiveness: (1) verbal label training and (2) a combination of verbal label training and information training. The addition of information training is necessary to increase the symbol’s noticeability, whereas verbal label training helps increase the symbol’s comprehensibility and effectiveness in activating persuasion knowledge and decreasing purchase intention. Finally, the results provide evidence that brand recall is crucial for resistance to product placement, suggesting the importance of brand recall as a moderator of resistance processes.

How using versus showing interaction between characters and products boosts product placement effectiveness

Placements in movies increase brand awareness. Whether they are effective beyond memory, (e.g. in terms of brand attitudes) is a contested issue. This paper argues and shows that a specific type of placement, character–product interaction (CPI), is able to achieve effectiveness across measures of placement success. A comparison of three experimental versions of the same movie demonstrates the consistent advantage of CPI placements over static prominent placements. Additional exploratory analyses suggest that placement effectiveness may also depend on characteristics of the placed product.

The Effectiveness of Product Placement: A Field Quasi-experiment

Using an experimental approach and field settings, the effectiveness of prominent, audio-visual, highly connected to the plot product placement in movies has been examined. An after only with control group design was used. Results show that exposure to prominent, audio-visual, highly connected to the plot product placement causes an increase in brand awareness among film viewers, irrespective of other executional variables of a given placement. However, this particular type of placement does not guarantee positive impact on attitudes and brand choice.