Este artículo es una investigación sobre la figura de la cultura participativa en relación con una marca de ficción. El estudio busca conocer en detalle los procesos y decisiones tomadas por la ...organización de fans de Star Wars la Legión 501 para traer el mundo real parte de este relato desde una perspectiva física y de comportamiento. Este análisis se fundamenta a través de la herramienta publicitaria de product placement inverso desarrollando una metodología exploratorio-descriptiva dividida en fases. Como resultado, se obtiene un trabajo que reflexiona sobre las dimensiones relacionadas con esta técnica y la experiencia transmedia generada.
El sector de la publicidad cuenta con una constante evolución de sus métodos en busca de una relación más directa entre la marca y el público objetivo. Una de las herramientas comunicativas que ha ...favorecido esa evolución es el product placement inverso, una forma de emplazamiento de producto que recrea marcas de ficción en el mundo real. Es una herramienta que apenas cuenta con unas décadas de desarrollo. Sin embargo, se trata de una técnica inexplorada en el mundo académico y que necesita de una ordenación teórica. Por esta razón, en esta investigación se busca estudiar esta práctica publicitaria con el objetivo de analizar el tratamiento y posibilidades de comunicación que es capaz de ofrecer. Para ello, se ha tomado como muestra a uno de sus casos históricos más relevantes. En concreto, el caso de las zapatillas NikeMAG de Regreso al Futuro 2 (1989). Para su realización se ha elaborado un análisis cualitativo de la información bibliográfica recabada así como de las declaraciones exclusivas para este artículo de Chris Dukeminier, Global Brand Director de NikeSB. Los resultados obtenidos estructuran los procesos y las relaciones desarrolladas con el público al materializar estas marcas desde sus narrativas originales. Se trata de una investigación que reflexiona sobre la concepción transmedia de este tipo de proyectos tomando como muestra un ejemplo de proyección internacional que ilustra el uso de esta herramienta publicitaria de cara al futuro.
Recent advances in information technologies (IT) have powered the merger of online and offline retail channels into one single platform. Modern consumers frequently switch between online and offline ...channels when they navigate through various stages of the decision journey, motivating multichannel sellers to develop omni-channel strategies that optimize their overall profit. This study examines consumers’ cross-channel search behavior of “pseudo-showrooming,” or the consumer behavior of inspecting one product at a seller’s physical store before buying a related but different product at the same seller’s online store, and investigates how such consumer behavior allows a multichannel seller to achieve better coordination between its online and offline arms through optimal product placement strategies.
We develop a stylized model in which a multichannel firm offers a product line consisting of two horizontally differentiated products. Consumers are uncertain about the true value of either product. A consumer’s uncertainty regarding a particular product’s value is fully resolved after inspecting that product in person, and can also be partially resolved after inspecting the other related product. By selling only one product through the dual channel and the other product through the online channel exclusively, the firm induces consumer pseudo-showrooming for the online exclusive product. Our analysis shows that this product placement strategy generates a greater profit than selling both products through the dual channel, if the fit probability of individual products and consumers’ cost for returning a misfit product are both in the intermediate range. Moreover, we find that over a large parameter region, consumers also enjoy a greater total surplus under the firm’s product placement strategy that induces consumer pseudo-showrooming. Furthermore, we find that the firm garners the most benefit from inducing consumer pseudo-showrooming by selling the higher-quality product or the higher-demand product through the online channel exclusively. Collectively, our study offers a compelling demand-side justification of the commonly witnessed practice among multichannel sellers to offer products online exclusively when offline selling is feasible.
Product placement (the advertising technique of showing brands within movies, TV series, and other media) has expanded enormously in recent decades and is expected to continue to grow in the future. ...This article reviews the narrative transportation model, a very appropriate theoretical framework for understanding why films and television are able to change public's beliefs, intentions, and behaviors and, more specifically, why product placement is able to make the public recall placed brands, change attitudes towards them, and even end up consuming them. This article also describes how film/television producers, advertising/media agencies, and advertisers organize themselves to manage brand placements within movies and TV series. Moreover, we analyze the strengths, weaknesses, opportunities, and threats that product placement presents nowadays, especially in comparison with conventional advertising. An overall assessment of these different aspects leads to conclude that product placement is a technique with better expectations than conventional advertising, particularly for those companies that lack the resources usually available to large multinationals but that aspire to compete in international markets.
The way products are placed in a supermarket can be effective in increasing sales and profit. A reasonable approach is to group together items that are likely to be purchased together. Thus, managers ...with the support of mining methods and techniques, can assist customers locating the products they want to buy in an easy and quick way. Many product placement strategies have been proposed over the years to leverage an effective and efficient way to achieve this goal. In this paper, association rules for product arrangement in supermarkets are studied and an algorithm based on such rules is proposed. The algorithm considers several factors, such as the number of units sold of each product, a hierarchical structure for product classification developed by the United Nations Department of Economic and Social Affairs, a set of association rules generated from sales, and a set of constraints that restrict some products to be placed physically close to each other in a supermarket, even if they are usually purchase together. Real public sales data of a supermarket were used for the experiments, where the proposed algorithm is applied for the generation of supermarket layouts. The results show that some supermarket departments may share the same products or product categories.
To identify effective strategies of visual product placement in virtual reality (VR) videos, an experiment was conducted to examine whether dialogic engagement, prominence, and perceived control of ...VR videos affected brand perception and recall. The experiment revealed that perceived control of VR videos significantly influenced interest in a brand and willingness to consider it. Prominence moderated the effect of dialogic engagement on brand recall. Dialogic engagement was positively associated with a co-creating experience. The findings suggest that product placement in VR videos resembles that of interactive media. Unlike traditional films, prominent placement is generally preferred in VR videos. Prominent placement that is highly engaging maximizes brand exposure. The current study is of significance since it differentiates VR videos from other similar interactive and/or visual media, extends the concept of dialogic engagement to VR, examines perceived control, co-creation, visual prominence, and brand perception in a new context, and offers strategic recommendations.
The aim of this study was to investigate whether or not the effects of brand-unspecific product placement disclosures in a popular music video were moderated by product placement frequency. An ...experimental study exposed participants to the video clip 'Telephone' by Lady Gaga; the product placement frequency of the brand Polaroid (zero, moderate, high) and the presence of placement disclosures were varied experimentally. The results demonstrated that placement disclosures lead to an increase in brand memory for moderately frequently and frequently depicted placements. Disclosures also activate persuasion knowledge independent of placement frequency. However, persuasion knowledge did not lead to more negative brand attitudes. The paper concludes with the implications for researchers and marketers.
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