Based on a theoretical framework of product placement characteristics, we present the most comprehensive content analysis of children's movies to date. We analyzed the integration of brands in 250 ...movies from 1991 to 2015. We found that 64.4% of all movies contained at least one brand placement. Comedies and movies produced in the US contained a higher number of brand placements compared to other genres and non-US movies. Animated movies and movies presenting a nature-, or fantasy-scenery contained a comparatively low number of placements. Brands were inserted mostly visually, and placed in the centre of the screen without explicit evaluation. Placements frequently presented a physical or verbal interaction with a main character. This practice was found to increase over time even though the sole number of brand placements remained stable over the past 25 years. Implications for parents, consumer-advocacy-groups, and advertising researchers are discussed.
According to the law of the European Union (EU), broadcasters are obligated to inform consumers about the presence of product placements (PP) through disclosures. To ascertain whether disclosures are ...able to improve consumers' understanding of persuasive intent, researchers have examined the impact of multiple disclosure presentations. This can be attributed to the fact that all EU Member States currently apply a variety of different disclosures. No study so far, however, has assessed how PP disclosures are implemented across the EU and whether PP disclosures investigated in advertising research relate to disclosures used in practice. In the present study, we thus conducted both a systematic assessment of practical disclosures of leading EU broadcasters and a comparison of the current practical disclosure presentations with the empirically tested versions. Results revealed that especially brand-unspecific and repetitive disclosures are under-investigated forms of disclosures although commonly used in practice. Implications for both science and policy, and future research are discussed.
Product placements are often consumed in social settings. However, the product placement literature has yet to adequately incorporate social settings into its research agenda. This research adds to ...the product placement literature by examining the nature of the social setting based on the relationship between coviewers. Results from a multilevel modeling analysis of 254 dyads showed that coviewing settings with friends generated greater recall of placed brands than those with non-friends. This effect was especially strong in social settings that allowed for interaction between coviewers. In interactive coviewing settings, visually placed brands were better recalled among friends than non-friends; there was no significant difference in recall of audio and audio-visual brands between conditions. Additional analyses revealed that interactive coviewing settings with friends also resulted in greater recall of placed brands than solo viewing settings. Theoretical and managerial implications of findings on recall of placed brands in social settings are discussed.
This research explored how a new platform of advergames functions to communicate prosocial initiatives. A 2 (Advergame narratives: with vs. without a prosocial narrative) × 2 (Company placement in ...games: prominent vs. subtle) between-subject factorial design was employed in an online experiment. A mobile advergame with four conditions was specifically developed as study stimuli. A total of 131 undergraduate student subjects were asked to play an advergame in one of the four conditions and subsequently redirected to an online survey that measured advergame effectiveness (attitudes toward the game, word-of-mouth intention toward the game, and company evaluation). Findings showed that those who played an advergame with a prosocial narrative responded more favorably toward both the game and the company embedded in the game than those who played an advergame without a prosocial narrative. Further, findings revealed that this relationship was mediated by the level of game engagement. In addition, this study found an interaction effect of advergame narratives and company placement on consumer response. In the advergame with a prosocial narrative, participants exposed to a prominently placed company logo evaluated the company more favorably than those exposed to a subtly placed logo did. By comparison, in the advergame without a prosocial narrative, evaluation of the company was more positive in a subtly placed condition than in a prominently placed condition. Implications and suggestions for future research were discussed.
•A prosocial advergame led to more favorable response toward the game and the company than a non-prosocial advergame.•Game engagement mediated the relationship between advergame narratives and consumer response.•In the prosocial advergame, prominent placement led to more favorable company evaluation than subtle placement.•In the non-prosocial advergame, subtle placement led to more favorable company evaluation than prominent placement.
Purpose
The purpose of this paper is to examine the impact of the type of disclosure used by social media influencers on consumer evaluations of influencer transparency, product performance ...expectations and how those factors ultimately influence purchase intentions.
Design/methodology/approach
An experiment was conducted with 321 participants recruited from MTurk to test a moderated serial-mediation model.
Findings
The results indicate that when consumers become cognizant that an influencer’s branded promotional post may have been motivated by an underlying financial relationship, they evaluate the influencer as significantly less transparent if a more ambiguous disclosure is used relative to a clearer disclosure. Transparency perceptions of the influencer impact consumers’ perceptions of product efficacy as well as purchase intentions.
Originality/value
Social media influencers are rapidly emerging as a popular marketing tool for brand managers, but consumer response to this form of promotion is not well understood. To the best of the authors’ knowledge, this is the first study to investigate how the type of endorsement disclosure used by a social media influencer impacts consumer perception of influencer transparency, product efficacy and purchase intentions. Further, this research demonstrates the applicability of the persuasion knowledge model in the domain of influencer marketing.
A expansão tecnológica das últimas décadas no campo midiático levou as agências de publicidade a adotarem novas formas de produzir e veicular mensagens para as marcas anunciantes e seus produtos e ...serviços, como o embalde marketing, o branded content, a live experience, entre outras. Discutiremos a utilização de uma dessas estratégias publicitárias frequentemente exploradas nos tempos atuais, o product placement, apoiando-nos nas reflexões de Byung-Chul Han em sua obra A salvação do belo (2019). Nossa “tese” sinaliza que a publicidade, para atender ao consumidor sem caráter (aquele no qual nada se esculpe ou se fixa), tornou-se também “lisa”, graças sobretudo à sua “estética de velamento”.
Rapid growth in the global gaming industry has created substantial opportunities for marketers. The potential and effectiveness of in-game advertising have attracted increasing attention from ...academics. Drawing on product placement literature, this study explores the influence of size (small, large), order (primacy, recency) and level of absorption (low, high) on consumer memory (brand recall and recognition) of well-known brands placed in a racing game. Using a controlled experiment, 285 participants were recruited to play the sports video game Trackmania 2 Canyon. Results indicate a positive effect of size, but order and level of absorption had no effect on brand recall and brand recognition. In particular, large size brands are recalled and recognised significantly better. Findings offer important implications for marketers in a global gaming industry that is steadily growing.
•Advert size, order and level of absorption on consumer memory is examined.•Order of in-game advertisements has no effect on brand recall or recognition.•Level of game absorption has no effect on brand recall or recognition.•Larger size in-game advertisement leads to higher brand recall and recognition.•Important implications exist for marketers in the growing global gaming industry.
This study examines the effects of age (early versus middle adolescence) combined with the content of disclosures for sponsoring in online influencer videos on adolescents’ knowledge of persuasion ...and on persuasion. An experiment was conducted among a sample of 406 adolescents (167 early adolescents aged 12–14 years, mean age 12.85,
SD
= 0.14, 53% female; and 239 middle adolescents, aged 15–16 years, mean age 14.36,
SD
= 0.13, 59% female). The results show that early adolescents need extensive information (disclosure of advertising and of its intent) to activate their knowledge of persuasion regarding sponsored influencer videos, whereas middle adolescents’ knowledge of persuasion is activated by disclosure of advertising alone. This indicates that early adolescents’ knowledge of persuasion is less well developed and that their information processing is more limited than that of middle adolescents. Moreover, only middle adolescents showed more negative brand and influencer attitudes in response to the disclosure. Interestingly, purchase intention remains unaffected by the disclosure for all adolescents. These findings add to the research on adolescence as they show that adolescents’ responses to influencer marketing are a function of their developmental stage in combination with disclosure content. As such, this study has implications for theory on persuasion among adolescents and for regulations aiming to empower adolescents to deal with online sponsored influencer videos.
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