Due to increased clutter and consumers' active avoidance of traditional media, marketers have sought alternative means to effectively reach their audiences. One such technique is the use of ...media-based product placements in narrative. This strategy is often problematic, however, as extant research demonstrates that when consumers are aware of blatant placements, their attitudes toward the placed product may become less, rather than more, favorable. In a series of studies, we develop and test a theoretically-based Product Placement Fit model that recognizes the importance of congruency between consumers' narrative consumption goals and the manner in which products are placed. Results indicate that when product placements are congruent with both the narrative's story structure (cognitive fit) and the affective tones elicited by the narrative (affective fit), more favorable brand attitudes are produced. Further, narrative enjoyment resulting from a product placement mediates the impact of product placement fit on consumers' brand evaluations.
•A theoretically-based Product Placement Fit model is developed to address viewers’ negative reactions to blatant product placements.•Favorable brand attitudes occur when placements are congruent with the story’s structure (cognitive fit) and affective tones (affective fit).•Less favorable brand attitudes occur when placements are incongruent with the story’s narrative structure and affective tones.•When placements are partially congruent (e.g., high in cognitive fit but low in affective fit), there are no changes in viewer brand attitudes.•Narrative enjoyment resulting from a product placement mediates the impact of product placement fit on consumers’ brand evaluations.
The advancement in technology has allowed the consumers to avoid the traditional advertising which has led to the growth of product placement. News has evolved as a platform for product placement but ...has been neglected in bibliometric studies. Current research tries to fill this critical gap by enlarging the search scope while collecting data and propose future research agenda for researchers. This study has collected data from two databases i.e., Scopus and Web of Science (WoS) and has used bibliometrix Rpackage and Biblioshiny package for analysing journals, authors, keywords, citations and countries and conducting thematic evolution analysis to understand recent trend and suggests future research scope. It is found that studies in product placement are in growth stage and news as a platform is in the trend. The study suggests to find out the ways of disclosure and training that can help to improve children's ability to recognize deceptive persuasion intents.
We aimed to determine the frequency with which kid influencers promote branded and unbranded food and drinks during their YouTube videos and assess the nutritional quality of food and drinks shown.
...Researchers used Socialbakers data to identify the 5 most-watched kid influencers (ages 3 to 14 years) on YouTube in 2019. We searched for 50 of their most-watched videos and 50 of their videos that featured food and/or drinks on the thumbnail image of the video. We coded whether kid influencers consumed or played with food or toys, quantified the number of minutes food and/or drinks appeared, and recorded names of branded food and/or drinks. We assessed the nutritional quality of foods using the Nutrient Profile Model and identified the number of drinks with added sugar.
A sample of 418 YouTube videos met the search criteria, and 179 of those videos featured food and/or drinks. Food and/or drinks were featured in those videos 291 times. Kid influencers' YouTube videos were collectively viewed >48 billion times, and videos featuring food and/or drinks were viewed 1 billion times. Most food and/or drinks were unhealthy branded items (
= 263; 90.34%; eg, McDonald's), followed by unhealthy unbranded items (
= 12; 4.1%; eg, hot dogs), healthy unbranded items (
= 9; 3.1%; eg, fruit), and healthy branded items (
= 7; 2.4%; eg, Yoplait yogurt).
Kid influencers generate millions of impressions for unhealthy food and drink brands through product placement. The Federal Trade Commission should strengthen regulations regarding product placement on YouTube videos featuring young children.
This study investigates how different formats of brand placement disclosures influence brand recall and brand attitude in music videos. Four formats of disclosures presenting different visual ...characteristics (textual and pictorial vs textual only) and auditory features (brand melody vs silent) are tested. The research adopts a multimethod approach combining eye-tracking, electrodermal activity, and self-reports. Results show that disclosures including higher visual information content positively influence the awareness of embedded advertising in music videos and the attention paid to the disclosure. Brand melodies prove to be effective to increase attention to the disclosure only when paired with textual and pictorial disclosures. Further empirical evidence demonstrates the positive indirect effect of disclosures on brand recall and brand attitude. Brand placement disclosures are shown to function as primes that can enhance brand attitudes and recall. Implications for marketing communication managers and policymakers in terms of advertising fees, contractual requirements, disclosures' design, and policy recommendations are discussed.
Advertisers are increasing their spending on product placements in TV programs, often with other integrated marketing communications (IMC) elements. This study uses 12 versions of an informational TV ...program to investigate whether too much product placement in the presence of IMC elements has a negative effect on TV program evaluation. The research reveals that combining placement and IMC presence has interactive, not additive, effects on brand recognition and recall, persuasion knowledge, and program evaluations. IMC elements, particularly a billboard seen before a product placement, have a "hedonic contamination" effect, worsening evaluation of an informational TV program featuring blatant product placement.
This research tests a model of the effects of personalized product placements on consumer preference, both for the embedded brand and the digital entertainment product in which that brand is ...embedded. The latter has yet to be examined in the traditional product placements literature. The results of two studies conducted in the domain of eBooks are presented. Evidence suggests that when pre-existing rankings of brands were systematically collected and used to design personalized product embeds, participants were willing to pay more for the eBook when it contained a favourably (vs. unfavourably) ranked brand, but only when the brand embed was subtle (as opposed to obvious). Study 2 also finds that personalized product placements enhanced consumers' recall of, and probability of choosing the embedded brand. Results suggest that both the digital entertainment product and the embedded brand can benefit from the strategic use of personalized product placements.
Este trabajo es una investigación sobre el uso de la herramienta del emplazamiento de producto inverso en el contexto de la comunicación comercial española a través de un caso histórico y ...paradigmático que fue pionero en el área y se convirtió en precursor de una nueva tendencia comunicativa contemporánea de éxito. Se trata de una exploración sobre la aplicación de una técnica que sirvió como vehículo para construir el discurso prototípico. Hablamos del caso sucedido con la marca Limón & Nada de Coca-Cola. Hemos empleado una metodología exploratorio- descriptiva dividida en fases. Primero se ha realizado un análisis bibliográfico sobre esta práctica. Seguidamente, se ha entrevistado a la creativa Ángela Pacheco que aporta una visión pragmática sobre el proceso. Finalmente, se efectúa un análisis cualitativo cruzando los datos de las fases previas. Como resultado alcanzamos un estudio que detecta las dimensiones comunicativas relacionadas con esta técnica pionera dentro de nuestro contexto histórico.
David Lynch is the creator of filmic universes of deep symbolic structure, denoted surrealism and plots based on
elements of psychoanalysis. His characters are identified by being enigmatic as well ...as disturbing and emotio-
nally challenging. Sometimes, in this fictional landscape, the characters' favourite drinks can be part of the cons-
truction of their own enigma and function as triggers for their emotional reactions. Eventually, both the drink and
its brand name form a sort of letter of introduction to the subject within the filmic statement. This research analy-
ses the relationship of the characters in David Lynch's filmography with spirits and the brand of choice. It investi-
gates the symbolic operativity of ethyl drinks in the Lynchian universe, taking as a reference the iconic case of
Blue Velvet (1986). In this film, there is not only the reference drink, being beer, but also the stigma of three of its
commercial brands, which intertextually collaborate in the creation and deployment of the main character, his
antagonist and a third secondary male character.
David Lynch es creador de universos fílmicos de profunda estructura simbólica, surrealismo denotado y tramas
fundadas sobre elementos propios del psicoanálisis. Sus personajes se caracterizan por lo enigmático tanto
como lo perturbador y emocionalmente desafiante. Algunas veces, en este panorama ficcional, las bebidas favo-
ritas de los personajes pueden formar parte de la construcción de su propio enigma y funcionar como detonantes
de su despliegue emocional. Eventualmente, tanto la bebida como su determinada marca comercial conforman
una suerte de carta de presentación del sujeto dentro del enunciado fílmico. Esta investigación analiza la relación
de los personajes en la filmografía de David Lynch con las bebidas espirituosas y la marca de elección. Se inves-
tiga la operatividad simbólica de las bebidas etílicas en el universo lynchiano, tomando como referente el icónico
caso de Blue Velvet (Terciopelo azul, 1986). En el largometraje, no solo la bebida de referencia, que es cerveza
en este texto, sino el estigma de tres de sus marcas comerciales, que colaboran intertextualmente en la creación
y despliegue del personaje protagonista, su antagónico y un tercer personaje secundario masculino.
•Product placement in music videos is a growing promotional strategy.•This experiment exposed participants to e-cigarette product placement.•E-cigarette product placement in music videos impacted ...e-cigarette susceptibility.•Young adults who have never used e-cigarettes may be vulnerable to these promotions.
Product placement in music videos is a growing promotional strategy. This study examined the impact of e-cigarette product placement and imagery in music videos on susceptibility to use e-cigarettes among young adults.
A non-probability sample of young adults (18 to 24) in Southern California were recruited to participate in an experiment over Zoom. Participants were randomized into a treatment or a control group. The treatment group watched seven music videos with e-cigarette product placement and imagery. The control group watched the same seven music videos with all e-cigarette product placement and imagery digitally removed. Participants completed a questionnaire after watching the music videos. The focus of the analysis was on susceptibility to use e-cigarettes in the future among never users (n = 303).
Participants in the treatment group who had never used e-cigarettes were more likely to report intentions to try e-cigarettes in the future (OR = 1.94, 95% CI 1.08, 3.54, compared to participants in the control group. Participants in the treatment group who had never used e-cigarettes were more likely to report peer influence (OR = 1.97, 95% CI 1.19, 3.32, compared to participants in the control group. While these subitems of susceptibility to use e-cigarettes were statistically significant, the relationship between the treatment group and the composite measure of susceptibility was not.
Exposure to e-cigarette product placement in music videos may increase young adults’ intentions to try e-cigarettes in the future. Federal, state, and local tobacco control regulatory bodies should consider strategies to reduce e-cigarette product placement in music videos.
Research on product placement, the integration of brands/products within entertainment content, has flourished over the past three decades, culminating in several review articles. This article ...conceptualizes product placement as a commercial intertext to enable the development of novel research questions that account for the interconnections of the placement and a web of intertextual connections. Contextualizing product placement as a message within a system of sociocultural, marketing communications, and textual cross-references opens new opportunities for research that extend beyond the well-documented executional characteristics of the placement. Illustrative research questions are proposed.
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