Expenditure on product placement has grown faster (170%) than on advertising (15%) over the past 10 years, but some evidence suggests that the return on investment has been declining. For the ...well-known, fast-moving consumer goods/consumer-packaged goods (FMCG/CPG) food brands typically placed in local TV programming—the context of this article—the management problem of overfocusing on brand exposure hinders gaining brand choice, the ultimate strategic goal of marketing. Managers’ preconditioning, ease of measuring, and assumptions about the value of exposure contribute to their subtle placements becoming blatant or in other problems, as when other promotional devices, like a television commercial or program sponsorships billboard, get bundled into the same TV episode as the company’s own product placement. The higher brand exposure gained can evoke negative mental outcomes in consumers, weakening influences on brand choice. An experiment with a large sample of grocery shoppers supports such an outcome. More strategic value can also be gained from product placements in general by their use longitudinally, in-between campaigns of TV commercials, as an instructive tool and through normalizing a brand’s role in a consumer’s life. We provide eight checkpoints for marketers to consider when planning to use product placement to gain value for their brands.
•Comprehensive meta-analytical synthesis of brand placement effectiveness.•Placements have strong positive effects on brand placement memory.•Placements have small-modest effects on salience, ...attitude, and conation.•Plot connection can strengthen affective and conative effects.•Prominent placements enhance memory of placement but not persuasion.•Disclosure enhances memory of placement itself with no other effects.
Although brand placements are commonplace in promotion strategies, the extant literature lacks a quantitative empirical synthesis of the effect of placements on cognitive, attitudinal, and conative outcomes. The authors report a meta-analysis addressing the extent to which brand placements affect consumers’ brand placement memory, brand salience, consumer attitude toward the placed brand, and purchase intentions or choice. Four hierarchical meta-regression models explore contexts and executional characteristics that contribute to relatively stronger or weaker brand placement effects. Overall, findings suggest strong, positive placement effects on brand placement memory and small or modest, positive placement effects on brand salience, attitude, and conation. Among the factors potentially moderating these effects, brand-plot connection emerges as a key executional characteristic associated with stronger (more positive) cognitive, attitudinal, and conative effects for plot-connected relative to unconnected placements. Moreover, prominent placements enhance brand placement memory effects while not evidencing any significant backlash on persuasive effects. The same pattern emerges for placement disclosure. The findings have significant implications for marketing managers and public policy makers and provide important directions for further research.
This study comprehensively reviews the literature on product placements to develop an integrative conceptual model that captures how such messages generate audience outcomes. The model depicts four ...components: execution/stimulus factors (e.g., program type, execution flexibility, opportunity to process, placement modality, placement priming); individual-specific factors (e.g., brand familiarity, judgment of placement fit, attitudes toward placements, involvement/connectedness with program); processing depth (degree of conscious processing); and message outcomes that reflect placement effectiveness. The execution and individual factors influence processing depth (portrayed as a high-low continuum), which in turn impacts message outcomes. The outcomes are organized around the hierarchy-of-effects model into three broad categories: cognition (e.g., memory-related measures such as recognition and recall); affect (e.g., attitudes); and conation (e.g., purchase intention, purchase behavior). This study integrates potential main and interaction effects among model variables to advance a series of theoretical propositions. It also offers an extensive research agenda of conceptual and empirical issues that future work can address.
This study aims to determine the characteristics of Indonesian brand product placement, viewers’ attitude, and the form of viewers’ attitude towards web series on Youtube website. Data were taken ...from 16 brands covering 94 episodes in 21 web series. Data were analyzed by frequency distribution and content analysis. The results showed that the characteristics of Indonesian brand product placement were very diverse, viewers attitude were positive, and the form of viewers attitude were stronger in attitude toward film, attitude toward actors, and attitude toward character compared to attitude toward product placement and attitude toward brand. Bahasa Indonesia Abstrak: Penelitian ini bertujuan untuk mengetahui karakteristik penempatan produk merek Indonesia, sikap penonton, dan bentuk sikap penonton terhadap web series di situs web Youtube. Data diambil dari 16 merek yang mencakup 94 episode dalam 21 web series. Data dianalisis dengan distribusi frekuensi dan analisis konten. Hasil penelitian menunjukkan bahwa karakteristik penempatan produk merek Indonesia sangat beragam, sikap penonton positif, dan bentuk sikap penonton lebih kuat pada sikap terhadap film, sikap terhadap aktor, dan sikap terhadap karakter dibandingkan dengan sikap terhadap penempatan produk dan sikap terhadap merek.
Advergames Cauberghe, Verolien; De Pelsmacker, Patrick
Journal of advertising,
20/4/1/, Volume:
39, Issue:
1
Journal Article
Peer reviewed
The impact of in-game brand exposure strength is explored by investigating the advertising effects of brand prominence and game repetition. Four hundred eighty participants played an online game two ...or four times. The results indicate a positive effect of brand prominence on brand recall, without influencing brand attitude. Repeatedly playing an identical game had no effect on brand recall, but had a negative impact on brand attitude, indicating that the wear-out phase was reached quickly. Product involvement had a moderating effect for game repetition only, with more negative attitude effects of game repetition for a high-involvement product than for a low-involvement product. In a follow-up study in which participants could play the game as often as they wanted, the effects of repeatedly playing the game were confirmed.
Natarajan et al discuss the integration of Brand placement (BP) in reality shows. In India, movies are the primary source of earnings for BP, especially Bollywood movies, which facilitate BP in the ...scenes of famous actors and actresses. The digital revolution in India has given rise to certain mediums like the Internet and smartphones, which are now used profusely for entertainment purposes. The study recommends a real-time interactive discrete-event simulation system for coding BP in RS to avoid an inevitable manual error. It is Content-Based Image Retrieval (CBIR) system, which is also similar to Google Image Search. Hence, the accuracy of the outcomes will highly be improved to help marketing practitioners.
Branded Women in U.S. Television examines how The Real Housewives of New York City, Martha Stewart, and other female entrepreneurs create branded televised versions of the iconic U.S. housewife. ...Using their television presence to establish and promote their own product lines, including jewelry, cookware, clothing, and skincare, they become the primary physical representations of these brands. While their businesses are serious and seriously lucrative, especially reality television enables a certain representational flexibility that allows participants to create campy and sometimes tongue-in-cheek personas. Peter Bjelskou explores their innovative branding strategies, specifically the complex relationships between their entrepreneurial endeavors and their physical bodies, attires, tastes, and personal histories. Generally these branded women speak volumes about their contemporaneous political environments, and this book illustrates how they, and many other women in U.S. television history, are indicative of larger societal trends and structures.
Despite frequent calls for research from policy makers and scholars, the effect of the prior disclosure of product placement has yet to be confirmed. A preliminary analysis of eight weeks of ...prime-time television programs revealed that most brand appearances (60.1%) were not disclosed. For those that were disclosed, the placed brands were acknowledged at the end of the programs. A between-subjects web-based experimental study was then conducted to examine the effect of three levels of prior disclosure (none vs. partial vs. full) on placement effectiveness (N = 1100). The results showed that explicitly disclosing the source and intent of a placed brand enhanced the recall and liking of it. Level of prior disclosure also had an indirect effect on the evaluation of a placed brand via the mediator of program liking, while psychological trait reactance worked as a moderator. The results have significant theoretical and practical implications for the field, which are discussed together with future research avenues.
The Role of Cameraman in the Shooting of Commercials Timlin, Eduard; Didenko, Maryna; Savchin, Vladislav
Vìsnik Kiïvsʹkogo nacìonalʹnogo unìversitetu kulʹturi ì mistectv. Serìâ: Audìovìzualʹne mistectvo ì virobnictvovyrobnytstvo,
12/2022, Volume:
5, Issue:
2
Journal Article
Peer reviewed
Open access
The purpose of the research is to analyze the role of the cameraman in filming commercials; define the concept of video advertising and describe its main specific development methods; determine the ...effectiveness of advertising using a video series and demonstrate its specific techniques. Research methodology. The article applies a set of research methods, namely generalization, comparative analysis of media texts, as well as a systematic approach, which manifested itself in a comprehensive analysis of sources on the theory of commercials production and comparing them with the main cameraman techniques that ensure the effectiveness and efficiency of the commercial. The scientific novelty of the article lies in the attempt to analyze the cameraman’s techniques in the creation of the commercial, which are important for the emotional impact on the recipient. The main advantages of video advertising are analyzed. The main ways in which marketers can create convincing videos that arouse the interest of viewers are indicated. The main trends of video advertising, which is a little-studied phenomenon in Ukrainian cinema and media space, are analyzed. Conclusions. The features of the cameraman’s work during the creation of advertising videos are examined. The role of the advertising duration, the definition of the target audience, mobility, cinematography, and specifics of advertising distribution in social networks in creating effective video advertising by cameramen are revealed. The main technical capabilities of the frame have been analyzed. The key objects for applying an effective marketing strategy thanks to videos have been highlighted. It has been found that video advertising is an ideal environment for experimentation, the creation of unique frames, implementation of the most non-standard ideas.
El vídeo musical se define como un formato esencialmente publicitario. Por ello, en este artículo se pretende analizar la presencia de la técnica del Product placement y su evolución desde el ...comienzo del videoclip hasta la actualidad. El estudio se realiza sobre una muestra de 32 vídeos musicales ganadores del premio de la cadena MTV en la categoría de mejor vídeo del año. Se observa tras el estudio la ausencia de dicha técnica de marketing publicitario en los primeros años de desarrollo del videoclip como formato y la mayor presencia en los clips más actuales, conscientes de su valor comercial.
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