Effectiveness Of Product Placement Research Articles

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.

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.

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.

The Perceived Effect of Product Placement on the Purchase Behavior of Generations X, Y, and Z in Calamba, Laguna

The primary objective of this study is to accomplish research and establish a body of knowledge that can serve as a basis for enhanced product placement strategies/advertisements in Calamba, Laguna, which is considered to be a place where a lot of businesses operate; and may it be a big or small enterprises. In particular, this study aims to (1) determine the perception of Generation X, Y, and Z in Product Placement in Calamba, Laguna in terms of Attention, Interpretation, and Recall. (2) find out the perception of Generation X, Y, and Z in Purchase Behavior in Calamba, Laguna in terms of Attitude, Subjective Norms, Perceived Behavioral Control, and Intention. Lastly, (3) ascertain if there is a significant effect between Product Placement on the Purchase Behavior of Generation X, Y, and Z in Calamba, Laguna. The research design that was used in this study is Quantitative-Descriptive Causal; this type of research design attempts to establish a connection between the dependent and independent variables that can answer the research problem. In this study, there were three hundred eighty-four (384) respondents from Generation X, Y, and Z who live in Calamba, Laguna. Statistical treatment applied to the data of the overall research study includes mean and standard deviation for determining the perception of Generation X, Y, and Z in Product Placement and in Purchase Behavior in Calamba, Laguna, and simple linear regression that is used to know if there is a significant effect between product placement and the purchase behavior of Generation X, Y, and Z in Calamba, Laguna. Findings revealed that the overall response for the Perception of Product Placement of Generation X, Y, and Z in Calamba, Laguna are all concluded as strongly agreed. It means that Product Placement has a strong impact on their ability to remember a product; thus, this strengthens the effectiveness of product placement in reaching and connecting with Generation X, Y, and Z audiences. In addition, the study also shows a positive overall response for the Perception of Purchase Behavior of Generation X, Y, and Z in Calamba, Laguna; this means that the respondents have a positive attitude towards the product and it is considered to be an advantage for affecting purchase behavior across the three generations. The study shows that product placement has a significant effect and also has a positive impact on the purchase decision of Generation X, Y, and Z. Thus, there is a significant effect between Product Placement on the Purchase Behavior of Generation X, Y, and Z in Calamba, Laguna.

The Effect of Product Placement in Animation on Generation Z Consumers

In recent years, the animation market in China has flourished, and many brands use animation as a popular promotional platform to showcase their products and brands through product placement, benefitting from this marketing approach. Therefore, there is an urgent need to investigate the impact of product placement on Generation Z consumers—the primary audience for animation. In this study, we used popular Chinese animation to investigate Generation Z consumers’ cognition, attitude, and purchase intention regarding product placement. The results show a significant correlation between brand cognition, attitude, and purchase intention. Low-profile brands achieve better product placement effects in animation than high-profile brands. This study also established a mathematical model of participants’ post-cognition, post-attitude, and post-purchase intention regarding product placement in animation through factor analysis. This mathematical model intuitively shows that the effect of product placement in animation is primarily determined by the audience’s post-attitude.

PENGARUH KEMASAN BLISTER, BRAND AWARENESS, HARGA DAN PRODUCT PLACEMENT DALAM DRAMA KOREA TERHADAP MINAT BELI PRODUK PERMEN KOPIKO DI BANYUWANGI

This study aims to determine the effect of blister packaging, brand awareness, price and product placement in Korean dramas on buying interest in kopiko candy products in Banyuwangi. The population used in this study were respondents who had watched Korean dramas in Banyuwangi. Sampling using purposive sampling technique, namely Non-Probability Sampling. The sample used was 100 respondents who met the criteria. The criteria are age 15 and over, have watched Korean dramas, know the product placement of kopiko in Korean dramas, know the product of blister packs of kopiko candy, have ever bought a kopiko candy product. The analytical techniques used in this study were instrument tests (validity and reliability tests), classical assumption tests (normality test, multicollinearity test and heteroscedasticity test, multiple linear regression tests, coefficient of determination R^2 test, hypothesis testing (t test and F).Based on the results of the study, it shows that blister packaging and brand awareness, price, and product placement simultaneously influence purchase intention, while blister packaging and brand awareness partially have no effect on purchase intention. The coefficient of determination R^2 is 65.5% of buying interest. While the rest is influenced by other variables.

Effectiveness of product placement in streaming TV series: the roles of product involvement, placement prominence, and celebrity endorsement

ABSTRACTStreaming platforms are revolutionizing the product placement practices in TV series via the embedment of brands using popular screenwriting and filmmaking techniques that could alter consumers’ perceptions and engagement. Aiming to extend the elaboration likelihood model and relevant theories, this experimental research investigated the influence of the key features of streaming TV series product placement and the interactions between them on consumers’ brand memory and attitudes. Participants (N = 347) watched pretested video clips from eight Chinese-language streaming series that featured product placements with different characteristics on a simulated streaming platform. Based on the findings that are partly inconsistent with previous literature in the context of traditional TV series, corresponding suggestions were put forward for the effective implementation of streaming series product placement to bring a win-win situation for the content producers, advertising and public relations practitioners, as well as consumers.

The Effect of Product Placement on Television Events on Brand Awareness and Product Purchase Intention

Nowadays, product placement is a tool for promoting a brand or product in television programs without being called formally (passive). It avoids word saturation due to being often spoken. Brand placement is payment inclusion on a product or brand identity consisting of audio and visual in mass media programs. This study aims to examine the effect of product placement on brand awareness and its implication on repurchase intention. The study is designed using a quantitative approach with primary data collected via electronic media (online survey) on 220 respondents taken with the purposive sampling technique. The data were analyzed using partial least squares and assisted by SmartPLS-3. The result shows that product placement has a significant effect on brand awareness and product placement has a significant impact on the repurchase intention. Brand awareness has a significant effect on the repurchase intention. In addition, brand awareness mediates the relationship between product placement and repurchase intention.

Kopiko Product Placement in Korean Drama on Brand Awareness

Kopiko, one of the products of PT Mayora Indah Tbk appears as a product placement in the Korean drama "Hometown Cha-Cha-Cha". Kopiko is a coffee candy from Indonesia with the benefit of relieving drowsiness. This research aims to determine the effect of Kopiko's product placement in the Korean drama "Hometown Cha-Cha-Cha" on the brand awareness of South Korean people who live in South Korea. The theory used in this research is Marketing Communication, Product Placement, and Brand Awareness. This research uses quantitative methods with visual dimension or screen placement, and plot connections for product placement variables. In addition, the dimensions of the top of mind, brand recall, brand recognition, and unaware of the brand for brand awareness variables. Data collection was carried out by distributing questionnaires online to 96 respondents. The sample selection used purposive sampling with the criteria of South Korean citizens living in South Korea and having watched the Korean drama "Hometown Cha-Cha-Cha". The result of this research shows that there is a significant effect between Kopiko's product placement on the brand awareness of South Korean people.

The Effect of Product Placement on Consumer Buying Interest with Brand Awareness as a Mediating Variable

This study aims to determine whether there is a positive and significant influence between product placement on consumer buying interest. Does brand awareness have a positive and significant effect on consumer buying interest? Does brand awareness have a positive and significant effect on brand awareness? And can brand awareness bridge the influence of brand awareness on consumer buying interest in Cimory's healthy products? This type of research is quantitative research. The sampling technique uses a purposive technique. The data collection technique uses a questionnaire through Google Forms. Data analysis using SmartPLS 3.0 software. The results of this study indicate that Product Placement has a positive and significant effect on Consumer buying interest in Cimory products, Product Placement has a positive and significant effect on brand awareness of Cimory products, Brand awareness has a positive and significant effect on Consumer buying interest in Cimory products, Product Placement has a positive effect and significant impact on Consumer buying interest mediated by brand awareness

INFLUENCE OF INDONESIAN PRODUCT PLACEMENT IN KOREAN DRAMA SERIES TO BUY INTEREST THROUGH BRAND FAMILIARITY AS A MEDIATOR

Purpose: This study was to determine the effect of Kopiko product placement in Vincenzo's Korean drama on buying interest through Kopiko brand familiarity with Indonesian audiences. Research design, Data, and Methodology: This study uses quantitative shared in the chat group Open Chat Line Song Joong Ki. This study was conducted through a questionnaire using google form which was sent to 181 respondents who were members of the open chat Line group Song Joong Ki fans who were domiciled in DKI Jakarta. Results: The results of the study stated that there is a positive and significant influence between product placement and interest in buying through brand familiarity as a mediating variable. Conclusion: Vincenzo's drama series succeeded in maximising the effect of product placement of Kopiko’s product especially in interest in buying through brand familiarity as the mediating variable.Vincenzo's drama series succeeded in maximising the effect of product placement of Kopiko’s product especially in interest in buying through brand familiarity as the mediating variable. The presence of Kopiko in the Korean drama series can foster buying interest in these local candy products to Korean drama audiences in Indonesia. For marketers of Indonesian products, this research can be a reference for companies to start marketing their products indirectly through product placement strategies in Korean drama series. Product placement in Korean drama series is generally not done blatantly, this makes the advertised products do not interfere with the storyline of the drama series but still make an impression on the audience.

THE EFFECT OF PRODUCT PLACEMENT ON "IKATAN CINTA" DRAMA ON PURCHASE INTENTION OF "LEMONILO" NOODLES

This study aims to determine and explain the effect of product placement on the purchase intention of Lemonilo noodle products moderated by consumer attitudes in the "Ikatan Cinta" drama. This study uses a quantitative approach. The research method used is verification, with explanatory research that aims to test hypotheses to explain the position between variables. The variables studied were product placement, consumer attitudes, and purchase intentions. Respondents were used as many as 100 people distributing questionnaires to people who had watched the "Ikatan Cinta" drama and knew product placement in the "Ikatan Cinta" drama. The test tool uses Moderated Regression Analysis (MRA) on the SPSS tool. Based on the analysis, it can be concluded that product placement influences purchase intention, and attitude does not moderate the relationship between product placement and purchase intention. The test results for the coefficient of determination show that the level of product placement contribution and attitude towards purchase Intention is 52.5%, and the remaining 47.5% is influenced by other factors not examined in this study.

Product Placement On Indonesian Rap Song

Product placement literature has two gaps, namely research in developing countries including Indonesia and song as media placement. This study aims to fill this gap by testing the effectiveness of product placement in Indonesian rap songs on three aspects of consumer behaviour. The research design used pretest and post-test experiments without a control group involving 74 undergraduates as participants. The treatment used in this research is the song. It's a Dad Thing by Saykoji. The results showed that product placement on the song had an effect on brand recall, attitude towards the song and product placement influenced by attitude towards the artist, and purchase intention influenced by attitude toward product placement.

The Effectiveness of Product Placement in Tamil movies: A Study with Reference to the State of Tamil Nadu, India

This study endeavors to enquire the power of item arrangements in Tamil motion pictures. The past surveys are more focused towards Hollywood films, and the majority of the Indian examinations are concentrated towards Hindi motion pictures. Subsequently, there exists a critical hole for this flow exploration to discover the viability of item position and item advancement in the films. The review bargains on Tamil films, VIP support, buyer mentality, corporate believability, brand picture and buy expectation are thought about to foster the speculations. The review was led utilizing an organized poll which was coursed among 3500 film circumvents Tamil Nadu. The investigation was achieved utilizing Visual PLS and SPSS. The consequences of this examination demonstrate that item situations really do have compelling exploration among Tamil crowds, which likewise has a positive relationship with buy goal.

The Effectiveness of Food and Beverage Product Placement in Korean Dramas

The increase of Korean drama audiences in Indonesia over the years opens up another way for businesses to promote their products or services through product placement, which is a marketing strategy commonly found in Korean dramas. Since product placement comes with different dimensions, this paper analyses the effectiveness of different product placements by measuring brand awareness and brand attitude consumers have towards food and beverage brands displayed in Korean dramas using different product placement dimensions as well as comparing the effectiveness of audio-visual and visual food and beverage product placement in creating purchase intention with brand awareness and brand attitude as mediating variables. A post-test only non-equivalent quasi-experimental research design with a quantitative survey was used on a control group and two treatment groups. Results showed that the use of different product placement dimensions affect top-of-mind awareness and brand attitude yet no significant difference between audio-visual and visual product placement. Also, both top-of-mind awareness and brand attitude resulting from product placement successfully generated purchase intention among the Indonesian audience.

The Effect of a Product Placement Intervention on Pupil's Food and Drink Purchases in Two Secondary Schools: An Exploratory Study.

Limited research exists on the effectiveness of product placement in secondary schools. We explored the impact of re-positioning sweet-baked goods, fruit, sugar-sweetened beverages (SSBs) and water on pupil’s lunchtime purchases in two secondary schools in North-East England. We employed a stepped-wedge design with two clusters and four time periods. The intervention(s) involved re-positioning selected food and drinks to increase and decrease accessibility of ‘healthier’ and ‘less healthy’ items, respectively. Unidentifiable smartcard data measured the change in number of pupil’s purchasing the above items. McNemar tests were undertaken on paired nominal data in Stata(v15). In School A, pupils purchasing fruit pots from control to intervention increased (n = 0 cf. n = 81; OR 0, 95% CI 0 to 0.04); post-intervention, this was not maintained. In School B, from control to intervention pupil’s purchasing sweet-baked goods decreased (n = 183 cf. n = 147; OR 1.2, 95% CI 1 to 1.6). This continued post-intervention (n = 161 cf. n = 122; OR 1.3, 95% CI 1.0 to 1.7) and was similar for SSBs (n = 180 cf. n = 79; OR 2.3, 95% CI 1.7 to 3.0). We found no evidence of other changes. There is some evidence that product placement may positively affect pupil’s food and drink purchases. However, there are additional aspects to consider, such as, product availability, engaging canteen staff and the individual school context.

THE EFFECT OF IN-GAME PRODUCT PLACEMENT ON ATTITUDE TOWARDS IN-GAME ADVERTISEMENTS AND IN-GAME PURCHASE INTENTION: A STUDY ON YOUNG CONSUMERS

Brands and advertisers constantly seek new ways to target audiences shifting towards the digital world and media digitalization who search for new ways to reach and persuade their audiences. The game industry is one of the most affected sectors by those rapid developments. Online games are indispensable entertainment tools of the technology age. As a result, businesses have begun to devote a significant portion of their advertising budgets to in-game advertising campaigns and applications. This study aims to reveal the effect of in-game product placement on young consumers' attitudes towards in-game advertisements and attitudes' effect on their purchase intention. The study was conducted on undergraduate students, and a convenience sampling method was used. As a result, it was found that in-game product placement practices had a negative effect on the attitude towards in-game advertisements. On the other hand, the attitude towards the advertisement had a significant and positive effect on the purchase intention. Men's in-game product placement practices negatively affect the attitude towards in-game advertisements. In contrast, no significant effect was found for women. When the differences between these effect levels were examined, a significant difference was found between the path coefficients according to gender.

The impact of emerging technology influences product placement effectiveness: a scoping study from interactive marketing perspective

PurposeInteractive marketing (IM) has influenced commercial communication, including product placement (PP), which has become an essential form of integrating brands within the mass media. Existing research on PP has exceeded traditional TV and movies, and there is a lack of reviews considering the advanced technological perspectives. This scoping study aims to investigate PP in the context of IM and explore relations between technology-related factors and the effects of placement.Design/methodology/approachThe scoping study follows a systematic approach with strictly defined inclusion and exclusion criteria, research questions and a search strategy to identify relevant studies and extract the data. A two-stage screening process on 713 publications resulted in 42 studies for the final examination.FindingsThe results complemented existing theory by identifying and synthesizing the essential technology-related factors and their (un)favorable impacts on PP effectiveness, where interactivity was examined the most frequently. The results also outlined the (un)explored concepts of PP according to media technology and related factors, and show a prevailing research interest in in-game advertising and cognitive responses. Accordingly, the study provides implications for marketers and directions for future research.Originality/valueThis review is the first to examine PP studies in the context of IM and technology-related factors influencing the effect of placement.

The Persuasive Effect of Product Placements

Abstract. Marketers are increasingly relying on covert advertising tactics to persuade consumers. This empirical study selected the context of an emerging market to examine the effectiveness of product placements. Using an experimental design, we captured the affective and behavioral responses of young Indian adults. The results indicated that young adults are positive about product placements. The mediating role of brand attitude change in the relationship between attitude toward product placements and purchase intentions is established. The study provides valuable insights into the impact of execution factors on viewers’ responses. Implications and directions for future research are discussed based on the results of this study.

The effects of destination product placement in TV drama on the intention to visit South Korea : An Indonesian audience case

This study uses the hierarchy of effect by Lavidge and Steiner as the groundwork theory to examine the process and the effect of product placement in Korean dramas as a Korean tourism marketing strategy to persuade Indonesian audiences to visit Korea. Cognitive, affective, and conative psychological responses were used to explain the process of the audience’s response toward advertising exposure using 475 valid online survey data samples from Indonesian viewers as the source market. The empirical results confirmed that people go through a hierarchical process in response to advertising exposure, indicating both recall and informativeness as cognitive response affect brand attitude in terms of both attitude toward the drama itself and PPL destinations. The positive brand attitude led to visit intention among the viewers. Results strongly suggest that K-drama is an effective media to promote Korean tourism. Practical implications and limitations are also presented.