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.
This paper analyses the Cheers brand using a communicative and marketing tool called ‘reverse product placement’. This type of analysis explores efforts by advertisers and companies to exploit and ...develop fictional brands as an element of identity in audio-visual narrative fiction and in the business sphere, be that in the offline domain and/or the metaverse. The research design included a literature review, an in-depth interview, and a qualitative case study analysis. The results show the high communicative potential of audio-visual fiction to generate brand identity, loyalty, and engagement in real markets and in digital culture.
Este trabajo analiza la marca Cheers a partir de una herramienta comunicativa y mercadotécnica denominada 'emplazamiento de producto inverso'. Este tipo de análisis muestra la apuesta publicitaria y comercial por explotar y desarrollar marcas de ficción como elemento de identidad, tanto en la ficción narrativa audiovisual como en el ámbito empresarial, en la realidad física o el metaverso. El diseño de investigación incluye un análisis bibliográfico, una entrevista en profundidad y un análisis cualitativo del caso de estudio. Los resultados ponen de manifiesto el elevado potencial comunicativo de la ficción audiovisual para generar identidad de marca, fidelidad y engagement en el mercado real y en la cultura digital.
•36 articles reporting reviews or empirical studies (2016–2018) were reviewed.•Over 80% of studies reported positive outcomes.•A critical discussion on the core shortcomings of available studies is ...offered.
Food marketing strategies constantly use trendy messages, novel displays, colourful floor decals, compelling store arrangements and other environmental triggers to exploit consumers; nudges hold the promise to adopt the same interventions to increase healthier choices. The purpose of this systematic review is to frame the state of the art and research gaps on nudging interventions aimed at increasing healthy food choice. Thirty-six articles reporting reviews or empirical studies performed between 2016 and 2018 were analysed. Over 80% of the reviewed empirical research reported positive outcomes. The work provides insights to further analyse the most promising approaches and critically discusses the core shortcomings of available studies. Finally, future research avenues are highlighted as the need for more replications and scalability of interventions.
El product placement se caracteriza por innovar en las técnicas de publicidad al insertarse en formatos que, como en el cine, pueden arrojar resultados positivos para las empresas en cuanto a su ...difusion y promocion del producto. En relacion a lo anterior, el efecto de persuasion de esta técnica en las peliculas es un area que aún se encuentra en desarrollo de investigacion, por lo tanto, este articulo se propone medir el efecto de la persuasion en los espectadores mediante 4 items a considerar: i) valoracion de la pelicula, ii) el transporte narrativo, iii) identificacion con los personajes y iv) actitud hacia el product placement. Esta investigacion consistio en una de tipo experimental con una muestra aleatoria (N=91) que es dividida en dos grupos, en donde solo un grupo observa la pelicula con product placement, mientras que el otro no. Posteriormente se les aplico, a todos los participantes, un cuestionario que aborda los 4 aspectos mencionados que fue respondido a través de la escala Likert. Los resultados mostraron que el product placement tiene un efecto de persuasion, especificamente en la memoria y actitud.
Este trabajo analiza la marca Cheers a partir de una herramienta comunicativa y mercadotécnica denominada 'emplazamiento de producto inverso'. Este tipo de análisis muestra la apuesta publicitaria y ...comercial por explotar y desarrollar marcas de ficción como elemento de identidad, tanto en la ficción narrativa audiovisual como en el ámbito empresarial, en la realidad física o el metaverso. El diseño de investigación incluye un análisis bibliográfico, una entrevista en profundidad y un análisis cualitativo del caso de estudio. Los resultados ponen de manifiesto el elevado potencial comunicativo de la ficción audiovisual para generar identidad de marca, fidelidad y engagement en el mercado real y en la cultura digital.
Herramientas de comunicación como el product placement inverso y el storydoing guardan relación con el protagonismo otorgado al producto. Dada la escasa atención académica a estos fenómenos, este ...trabajo aborda sus posibilidades a través de un caso pionero: el felpudo de IKEA de 2006. Se realiza un análisis cualitativo a partir de fuentes secundarias y de las declaraciones de Natalia Cazcarra, directora de cuentas de la agencia *S,C,P,F... Los resultados demuestran las oportunidades de producto nacido en la ficción como activo de marca cuando trae consigo un relato y en el contexto de la narrativa transmedia y la cultura participativa.
This article provides a comprehensive and systematic review of the product placement literature in order to map the thematic development of product placement research, help researchers understand the ...current research status, and suggest directions for future research. A pool of 874 publications related to product placement in mass media was retrieved from the Web of Science, Scopus, EBSCOhost, and Google Scholar databases. Bibliometric and network analyses were used to identify the leading journals, scholars, and publications to capture information about emerging issues and to map the development of product placement research. Three major clusters of product placement research were identified: (1) basic concepts, fundamental research frameworks, and empirical studies on product placement in movies and television programs; (2) empirical studies on product placement in games, especially focusing on children and food product placements; and (3) empirical studies on the effects and underlying mechanisms of product placement disclosures. This article concludes by suggesting a future research agenda for product placement research.
While sponsorship disclosure is proposed as a remedy for covert marketing, i.e., tactics such that the persuasive nature of the communication is not clear to consumers, little is known about whether ...or when disclosures prompt consumers to correct for persuasion. Three experiments reveal that covert marketing, in the form of subtle product placements, can increase brand recall and attitudes but that both instructions to avoid influence and mere disclosure of sponsorship can lead to correction. The first experiment demonstrates that consumers are able to correct both brand attitudes and stated recall when there are instructions to avoid influence. The following two experiments show that mere sponsorship disclosure can evoke use of persuasion knowledge for correction. However, disclosure timing differentially influences correction for recall and attitudes. Disclosure prior to exposure to the covert marketing tactic leads only to correction for effects on recall; attitude is as high with a prior disclosure as with placement with no disclosure. Disclosure after placement provides general correction of the impact of the covert marketing tactic on both recall and attitudes.
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