Product Placement Research Articles

A new linearized ADI compact difference method on graded meshes for a nonlinear 2D and 3D PIDE with a WSK

In this work, a new linearized alternating direction implicit (ADI) compact difference method (CDM) is proposed for solving nonlinear two-dimensional (2D) and three-dimensional (3D) partial integrodifferential equation (PIDE) with a weakly singular kernel (WSK). The time derivative is treated by Crank-Nicolson (CN) method and the Riemann-Liouville (R-L) integral by product integration (PI) rule on graded meshes. The linear interpolation combining with Taylor formula is applied in time to deal with nonlinear term v∇v in interval (t0,t1), and linear interpolation concerning two previous time points is employed to deal with v∇v in intervals (tn−1,tn),n≥2. A linearized semi-discrete scheme is obtained, which can achieve second-order convergence in time. Then via introducing two kinds of compact difference operators to discretize the spatial derivatives. To improve the computing efficiency, we construct a ADI compact difference method. It is the first time that the ADI compact difference method is applied for the nonlinear 2D and 3D PIDE with a WSK. The advantage of our proposed scheme is that it not only has second-order accuracy in time and fourth-order accuracy in space, but also fast computational speed, just by solving the linear coupled equations for tridiagonal matrices. In addition, we prove the existence, uniqueness and convergence of 2D scheme. Four numerical examples in 2D and 3D are present to demonstrate our proposed method.

The Resilient Agility of Brand Voice in Volatile Environments

Abstract In an era marked by rapid change, the role of brand voice within brand communication has become increasingly vital to protecting brand identity, moving beyond traditional marketing approaches. This research introduces the concept of “resilient agility” of brand voice and examines it in a variety of uncertain contexts. Aiming to investigate the potential influence of volatile environments on brand voice within the context of brand communication, the author based her research on the examination of various case studies and as a result introduced two new models of projecting brand identity through brand communication, including one tailored for volatile environments. The author identifies the resilient agility of brand voice in projecting the essence of brand identity, consistency in core messaging, and transparency in addressing issues as key success factors for brand communication. This research enhances the understanding of the projection model of brand identity through brand communication, especially in volatile environments, offering valuable insights for marketers aiming to maintain brand integrity and develop lasting customer relationships amidst uncertainty.

The perceptions of brand coappearance in product placement: cooperation, competition or coopetition?

Purpose Brands increasingly coappear in television programs while research in product placement has primarily focused on the placements of a single brand. Building on research related to product placement and cobranding, this study aims to systematically examine the roles of product competitiveness and brand competitiveness on the effectiveness of brand coappearance on television programs. Design/methodology/approach Extensive pretesting and four experimental studies were conducted. Real stimuli that had been digitally manipulated with fictitious brands were used in Study 1 (laboratory experiment involved student samples) and Study 2 (online experiment with a national sample) to examine the short- and long-term impacts of product competitiveness on brand coappearance. Real stimuli incorporated actual brands were used in Study 3 (involved advertisers’ key demographic) and Study 4 (alterative television program with a national sample) to examine the impacts of brand competitiveness and its interaction effect with product competitiveness. Findings The study found that coappearing with a product of high competitiveness significantly enhanced attitudes and purchase intention toward the coappearing products both in the short and long term. Product competitiveness further interacts with brand competitiveness to influence attitudes and purchase intention toward the coappearing brands suggesting a coopetition pattern for brand coappearances. The effect of brand coappearances did not vary substantially for low or high involvement products with or without character interaction. Research limitations/implications The study develops a useful framework for explaining and understanding the potential spillover effects in brand coappearances. It contributes to the existing literature on product placement and cobranding, while also paving the way for future research opportunities. Practical implications When introducing new brands, marketers are advised to consider coappearance deals with more competitive brands in highly competitive product categories. Conversely, coappearance deals with less competitive brands in less competitive product categories should be adopted to promote well-known brands. Advertisers may also consider product or brand exclusivity arrangements with broadcasters to enhance the effectiveness of the product placement. Originality/value Although brand coappearance in media content is likely to continue to proliferate, little is known about the phenomenon and its effects. To the best of the authors’ knowledge, this research is the first to systematically examine the perceptions toward brands coappeared in television programs.

The role of social influence in mediating the relationship between relative advantage and purchase intentions for smartphones: A study in Kathmandu, Nepal

This research explores smartphone usage dynamics in Kathmandu, Nepal, focusing on how relative advantage, social influence, and purchase intention interact in the context of the city's growing technological landscape. To address the identified gap in understanding the mediating role of social influence, descriptive and exploratory research methods are used. A survey involving 412 smartphone users was conducted both in person and online. The study reveals that relative advantage significantly impacts both social influence and purchase intention. Social influence is found to partially mediate the relationship between relative advantage and purchase intention. Specifically, individuals who perceive a greater relative advantage in a smartphone, thereby further enhancing their purchase intention. The research provides valuable insights into the factors driving consumer behavior in Kathmandu's smartphone market. It demonstrates that while relative advantage directly affects purchase intentions, social influence also plays a critical role in mediating this relationship. These findings can guide marketers in refining their product placement, promotional strategies, and community engagement efforts, ensuring they address both the perceived advantages of smartphones and the influence of social factors on consumer decisions.

The influence of social media and video-on-demand platforms on the appeal and consumption of tobacco and emerging tobacco products: A cross-sectional study.

Digital platforms serve as an avenue for the tobacco industry to promote both conventional tobacco and emerging products, with a notable focus on capturing the attention of young people through sophisticated marketing campaigns. This research aims to analyze the prevalence of different advertising strategies on digital platforms and to assess the impact of exposure to these strategies on the probability of use initiation and increased consumption of conventional tobacco and new tobacco products among young Spaniards. An online survey was conducted on a representative sample of 1730 young Spaniards aged 16-21 years in November 2022 using a comprehensive approach, considering all possible relevant factors and perspectives regarding the issue of the study. A descriptive analysis and two adjusted logistic regression models were employed to explore the association of exposure to digital platforms with the likelihood of conventional tobacco and new tobacco product use among this population. Among the participants, 83.2% reported witnessing individuals smoking, 61.6% observed identifiable logos or explicit advertisements, and 77.6% encountered indirect product placement on social media. Notably, exposure to conventional tobacco product placement (AOR=1.71; 95% CI: 1.27-2.30) emerged as the variable most significantly associated with an increased probability of tobacco use. Furthermore, exposure to advertising related to new tobacco products (AOR=2.47; 95% CI: 1.90-3.21) was linked to a heightened likelihood of subsequent use. Similarly, the direct promotion of these novel products is also associated with a higher probability of conventional tobacco use (AOR=1.58; 95% CI: 1.21-2.07). A reciprocal impact was identified, with the promotion of vaping being associated with an elevated probability of engaging in conventional tobacco smoking. Urgent attention is warranted for formulating public policies to mitigate the adverse effects of such insidious indirect advertising practices on digital platforms.

Analysis of cigar marketing expenditures by product category, placement strategy and geolocation in the USA, from 2017 to 2022

SignificanceThe marketing of cigars, little cigars and cigarillos (CLCCs) and cigar wraps is under-regulated and understudied in the USA. To describe strategies CLCC manufacturers and vendors used to advertise their...

The Power of a Brand: Paramount, Heartland Narrowcasting, and Taylor Sheridan’s Yellowstone

Taylor Sheridan’s Yellowstone is, above all, the story of a brand. By situating the popular series in relation to both the streaming and culture wars, as well as a related schism in academic media studies, this article proposes that the political economy of media corporations and the narrative aesthetics of media texts must be understood in tandem. As the Paramount Network’s signature property, Yellowstone manifested the channel’s demographic mission to include women and “narrowcast” to heartland viewers. By sophisticated generic and narratological innovations, Yellowstone went further to create an aesthetic protocol of brand loyalty where the process of branding, at once ancient and modern, physical and symbolic, was made self-consciously central to the show’s redescription of rural cowboying as a cultural identity and marketable lifestyle. The show’s intertwining of branding and belonging, as well as its vigorous use of product placement and merchandising, modifies prior assumptions in the field of franchise studies. In the gap between brand synergy and brand dilution, Yellowstone presents itself as a paradigmatic case study for the new imbrications of narrative entertainment, commodity fetishism, and identitarian politics.

Mitigating product placement effects induced by repeated exposure: Testing the effects of existing textual disclosures in children’s movies on disclosure awareness

Abstract In certain cases, children can react strongly in favor of product placements inserted in movies. Scholars therefore argue that existing disclosures might be one strategy in protecting children from any negative effects. However, disclosure research indicates that viewers should both notice disclosures and, in cases of textual cues, read them. We conducted an experiment with 139 children (Mage = 8.46; SD = 1.12; girls = 53.2 %) and tested the influence of textual disclosure format on disclosure awareness as well as brand-related effects. When comparing with no disclosure, results showed that exposure to an existing textual disclosure positively affects disclosure awareness while exposure to an expanded version of it (i.e., by using more textual elements) did not. Further analyses revealed that prior movie exposure positively affected brand evaluation. However, disclosure awareness reversed this effect. We conclude that children appear to be socialized with the existing textual disclosure and that disclosure awareness might be of importance in shielding children against persuasive influence.

Roles of cognition demand and advertising literacy in advergames

PurposeTo determine the impact of advergame specific factors on players’ brand recall and brand attitude by conducting two experimental studies.Design/methodology/approachTwo 2 × 2 × 2 experiments were conducted in this study.FindingsIndividuals with high-cognition-demand reported superior brand recall for an advergame with prominent brand placements and low game-product analogy and a more favorable brand attitude for a prominently placed game with high game-product analogy than the low-cognition-demand individuals. Individuals with high advertising literacy reported higher brand recall but less favorable brand attitude for games with less game-rapidity but high product-involvement than those with low advertising literacy.Practical implicationsThe research outcomes are highly significant for the marketing specialists, as choosing a communication tool that best fits the advertised product with regard to the content of the media is a planning stratagem that has been broadly used by the media designers.Originality/valueThis research mainly adds to the literature of online advertising, exclusively the advergames by probing the impact of game-specific and gamer-specific factors on brand recall and brand attitude. Also, this study supports comprehending the moderating roles of cognitive demand and advertising literacy on players’ cognitive and affective brand responses.

Multitasking, subtitles, and product placement effectiveness: an analysis of multitasking influencing the effectiveness of product placement and being influenced by audiovisual translation formats

ABSTRACT Placing brands and products in movies and series has significantly increased in recent years, leading to more research on the subject being undertaken. Little of this research has so far focused on the relationship between multitasking by audiences and the effectiveness of product placement. This study tests time the correlation between levels of multitasking and brand recall of placements in programs. The second objective of the study is to investigate if there is any link between the version of a program watched (i.e. original, dubbed, or subtitled), and levels of multitasking. The experimental online survey showed no difference in brand recall among viewers engaging in secondary activities while watching a program for up to 5 minutes in a 20-minute episode. The addition of subtitles increased screen attention, and viewers did not multitask as much. An innovative out-of-lab method consisting of in-home video observation produced high-precision time data on viewers’ multi-tasking behavior and enabled cross-checking with the survey answers for false-positives. The main outcome of this study is that multitasking while watching shows or movies should not be a concern for advertisers investing in product placement.

Antecedents & After-Effects of Content Creator-Based Product Placement: Empirical Insights from Bangladesh

Purpose: The emergence of content creators in social media is a comparatively new phenomenon of interest which has rightfully attracted the digital marketers. As they have discovered a new way to connect with the audience it has inevitably led to the advent of content creator-based product placement. The study is designed to propose and test a creator product placement model uncovering the factors determining audiences’ attitude and subsequent behavioral responses. Design/Methodology: The study employed a single-cross sectional design administering a structured questionnaire-based survey on a sample of 385 respondents. A conceptual model was developed showing the hypothesized relationships among specified variables which was validated using Structural Equation Modeling. Findings: Content preference, relatability, quality, attitude toward creator, parasocial relationship, fit between content and brand and fit between creator and brand are the significant determinants of the attitude toward creator product placement. It in turn influences attitude toward brand and subsequent purchasing intention. Practical Implication: The proposed framework will aid social media marketers to formulate effective creator marketing strategies to elicit desired behavioral response from the audience. It also enriches the existing body of literature of creator marketing. Originality/Value: The study endeavors to come up with a comprehensive model to understand the behavior of the target audience toward creator product placement which is relatively unexplored and unidentified.

A Narrative Review: Optimization Algorithms for The Problem of Allocating Shelf Space in Retailing

The Shelf Space Allocation Problem (SSAP) is of great significance in the retail industry since it directly impacts the effectiveness of product placement and organization within a shop. This issue arises from a deficiency in comprehending the strategic arrangement of products, resulting in the wasteful utilization of space. Notably, SSAP has a significant negative impact on store operations and customer satisfaction, resulting in wasted space and a reduction in the number of products that can be displayed to customers. Hence, the careful selection of an optimization method is crucial for effectively managing the allocation of shelf space in retail operations. This study aims to examine optimization algorithm techniques for addressing the issue of shelf space allocation in a particular environment, such as enhancing sales, minimizing congestion, or optimizing space utilization. Several studies have considered several optimization algorithm methods that have been used in solving the SSAP, including Genetic Algorithm (GA), Linear Programming (LP), Dynamic Programming (DP), Simulated Annealing (SA), Particle Swarm Optimization (PSO), and Variable Neighborhood Search (VNS). These methods are selected based on problem characteristics, including nonlinearity, integer requirements for variables, and constraints such as limited rack space. This optimization method helps retailers to effectively optimize shelf space allocation and maximize sales and profits. The study thus reviewed previous papers examining optimization algorithm methods to solve the problem of shelf space allocation. Those methods are crucial in improving product organization efficiency, customer satisfaction, and overall business performance.

Revolutionizing Logistics and Fleet Management: A Comprehensive Analysis of the Impact of EunoKinetiX on Operational Efficiency and Societal Dynamics

The purpose of this paper is to analyze the impacts of EunoKinetiX, an Enterprise Resource Planning SaaS ( Software as a Service ) in the Fleet Management spheres coupled with Route Optimization for more efficient Logistical provision. EunoKinetiX is a platform intended to assist Logistical providers manage their services and resources, both machine and human power. The product employs artificial intelligence, both predictive and generative for route optimization and payload allocation, effectively reducing costs, CO2 emissions, and saving valuable time. Through advanced analytics, it streamlines logistics, enhancing operational efficiency while contributing to environmental sustainability. The product's integration of AI technology showcases its potential to revolutionize contemporary fleet management practices, offering a compelling solution to disorganized systems to maximize profits.

THE SIGNIFICANCE AND ROLE OF LIVESTOCK BREEDING AS PART OF THE AGRICULTURAL SECTOR IN PELAGONIA REGION

Livestock breedeing is one of the most important economic sectors in our country, directly influencing the overall progress of the agricultural sector. Its continuous development significantly impacts economic stability, food supply, rural development, and societal well-being. In the research, the objectives are clearly defined to provide a comprehensive description and classification of the conditions, current status, and possibilities for the development of livestock production. The main goal of the research is to identify the components of the reproduction process in the agricultural and food industry and their influence on macroeconomic movements. Various scientific methods were used in the preparation of the thesis, including analytical, synthetic, inductive, deductive, descriptive, and statistical methods. The most relevant conclusions obtained through the analysis of the results from the "Questionnaire" encompass aspects such as identifying agriculture as a primary source of income for many farmers, particularly in crop farming and livestock husbandry. Additionally, challenges like a lack of workforce, delayed subsidy payments, and issues with water supply for livestock hydration are identified. The significance of a strategy to protect clean water is emphasized as a response to the water scarcity challenge. The future of the agricultural sector depends on factors such as product placement, subsidies, timely payment for finished products, and ensuring the workforce, highlighting them as key aspects for the sector's future development. The research provides significant data contributing to the improvement of the current state in livestock farming, both in the Pelagonian region and in our country.

Building Future Leaders: The Power of Brand Knowledge in Shaping the Younger Generation

In the dynamic landscape of leadership development, cultivating future leaders requires a strategic focus on instilling brand knowledge as a powerful tool. Recognizing the profound impact that brand awareness can have on shaping the younger generation, this approach goes beyond traditional leadership training. It emphasizes the importance of understanding and embodying the values, ethos, and narrative of a brand, empowering emerging leaders to navigate complexities with authenticity and purpose. This integration of brand knowledge not only equips them with a strong foundation for decision-making but also fosters a sense of identity and commitment, ultimately contributing to the development of visionary and impactful leaders poised to shape the future. The conceptual model was developed based on four main variables, namely Brand Knowledge Acquisition, Leadership Development Programs, Digital Literacy and Social Media Engagement to Leadership Effectiveness with Brand Integration and Education Level. For analyzing purposes, data was collected from a representative sample of 200 both male and female individual who were aged between 16 to 28 from Colombo metropolitan. A self-administered questionnaire was used for data collection. SPSS version 25 statistical package was used for data analysis. The findings of the study conclude that Brand Knowledge Acquisition, Leadership Development Programs, Digital Literacy and Social Media Engagement have significant impact on Leadership Effectiveness with Brand Integration. And also, Education Level moderate the relation between the power of brand knowledge and Leadership Effectiveness with Brand Integration.

Anchoring decisions: the role of decoy pricing in consumer choices

PurposeHospitality firms aim to increase their profits by implementing a variety of marketing activities, including using decoy pricing to provide alternative choices for consumers. Decoys are relatively higher-priced offerings that signal lower value than the other offerings in the consideration set. The purpose of this research is to investigate the influence of decoy pricing on consumer choices across various contexts in the foodservice and hotel industries.Design/methodology/approachAcross the pilot and four main studies, the current research employs a sequential exploratory mixed-method design to investigate the influence of decoy pricing in the foodservice and lodging industries. The qualitative part of this research was based on two focus groups, followed by a pilot study and four main study experiments.FindingsThe results show that decoy pricing escalates consumers’ choices of more expensive product bundles in both restaurant and hotel cancellation policy contexts. However, decoy pricing does not increase the selection of more expensive hotel product bundles.Originality/valueWhile decoy pricing has been utilized as an effective revenue maximization strategy for product placement in retail stores, less is known about how promotional advertisements with decoy offers influence hotel and restaurant customers to choose more costly options. Specifically, this is the first study that explores whether decoy pricing and product/service bundling can encourage customers to select more expensive offers in hotel and restaurant contexts, considering the types of hospitality bundles that may limit this effect.

Navigating the artificial intelligence frontier: Strategic imperatives for safeguarding brand integrity

This paper delves into the transformative era of generative artificial intelligence (GenAI) in marketing, underscoring the vast potential of AI to revolutionise marketing strategies through enhanced personalisation and efficiency while highlighting the rapid adoption rate among companies and marketing professionals. Despite the enthusiasm, it navigates through the apprehensions surrounding job displacement, misinformation and brand safety, offering a comprehensive guide to the strategic adoption of artificial intelligence (AI) with a view to harnessing its benefits without compromising brand integrity. It identifies common pitfalls in AI adoption, such as lack of preparation, myopic focus on current use cases, and neglect of strategic planning, emphasising the importance of a thoughtful, multi-disciplinary approach to AI integration. This includes viewing AI as an assistive tool rather than an end goal, understanding its implications for media, fostering internal leadership, and establishing stringent brand protection guardrails. The paper concludes with a call to action for marketers to embrace AI with strategic foresight, leveraging its revolutionary potential to drive innovation while steadfastly upholding ethical standards and brand values.

Online retail nudges to help parents with lower-income choose healthy beverages for their children: A randomized clinical trial.

Nudges offer a promising tool to reduce sugary drink intake among children who are most at risk for diet-related disease. To examine the impact of online store nudges on purchases of sugary drinks for children in lower-income households. Caregivers with lower-income were recruited to an online shopping experiment and instructed to spend $10-$30 on three beverages for their child aged 1-5 years. Participants were randomized to navigate an online supermarket in its standard version (n = 1106) or a version with nudges (n = 1135), including a product placement nudge (i.e. placing healthy beverages in prominent positions) and a swap nudge (i.e. offering a swap of water, plain milk and/or 100% fruit juice upon selection of sugary drinks). On average, participants purchased 1887 (SD = 2113) and 620 (SD = 1528) calories from sugary drinks per basket in the control and experimental conditions, respectively. Model-based results indicate that those in the experimental condition purchased 1267 (95% CI: 1419, 1114) fewer calories from sugary drinks, and fewer grams of total sugar (β = -253.5 g (95% CI: -286.3, -220.6)) and added sugar (β = -287.8 g (95% CI: -323.1, -252.5)) purchased from sugary drinks. Nudges may be an effective, acceptable, scalable strategy for leading caregivers in lower-income households to purchase fewer sugary drinks for their children.

The Role of Influencer Marketing in Shaping Purchase Intention of Counterfeit Luxury Fashion in Indonesia

This dissertation explores how influencer marketing affects consumer behavior towards counterfeit luxury fashion in Indonesia. It examines key characteristics of influencers—trustworthiness, expertise, congruence with the product, and congruence with the consumer—and their impact on the purchase intentions of counterfeit goods. Despite regulations, counterfeit products persist, partly due to influencers promoting them. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) with data from 241 respondents, the study finds that congruence between influencers and products, as well as between influencers and consumers, significantly influences purchase intentions. Although trustworthiness and expertise are important, they are less impactful than congruence. The study underscores the need for luxury brands to carefully select influencers and enhance consumer education to combat counterfeit goods, advocating for stricter regulations to protect brand integrity and consumer interests.

Beyond distribution: The critical role of content tracking

In the dynamic landscape of digital asset management (DAM), managing the life cycle of digital assets extends beyond mere storage and retrieval. This paper emphasises the critical importance of content tracking for safeguarding brand integrity and compliance. It outlines the complexities involved in managing digital assets, from pre-production to postdistribution, highlighting the necessity of tracking usage rights and expiration dates across various platforms and geographies. The piece explores advanced technologies such as visual matching and rights management systems that use artificial intelligence to automate tracking and compliance analysis, thereby mitigating legal risks and enhancing operational efficiency. The paper discusses practical scenarios where content tracking is indispensable, such as managing expiring content, avoiding rights violations and maintaining brand consistency during rebranding efforts. It concludes that in a world where digital content predominates, a robust content tracking system integrated with a DAM system is essential for maintaining control over digital assets and ensuring their compliant and effective use. This not only protects the brand but also optimises content performance, ultimately contributing to the brand’s market success.