In this research, we examine the relationship between advertising expenditures and perceptions regarding popular brands as held by children and mothers in the United States. Our findings show that ...traditional media advertising expenditures positively relate with brand affinity for children and mothers, while product placement relates positively with children's brand affinity but not with mothers' brand affinity. A closer examination of advertising budgets reveals that marketers for the top children's brands devote most of their advertising to TV and magazine advertisements, indicating that they still believe that traditional media play a key role in reaching the youth market. Additionally, the advertisers spend disproportionately higher amounts to reach Hispanic and African American populations.
This article contributes to the existing literature by examining the appropriate philosophical and methodological foundations for research in marketing communication that has yet to be discussed. In ...particular, this article argues that the ontological, epistemological, and methodological underpinnings of a critical realist paradigm could be a meaningful alternative to the predominant positivism in product placement research. Under a critical realist framework, several unexplored areas in product placement research are identified and a multimethodology approach is proposed to expand the scope of knowledge in the field. The discussion ends with some ethical concerns and the major contributions to the discipline with regards to Habermas's three worlds: the material, social, and personal worlds.
Hoje em dia, os consumidores são submetidos a uma infinidade de publicidade e, consequentemente, os anúncios tendem a ser evitados. Para se superar tais dificuldades, a indústria do marketing tem ...recorrido a métodos alternativos e/ou complementares, nomeadamente, ao Brand e ao Product Placement.O objetivo principal desta pesquisa, centra-se no estudo da eficácia da utilização de animais como personagens de videojogos, verificando-se se estes são capazes de gerar Brand recall/memorização das marcas inseridas, uma intenção de jogar novamente e intenção de recomendaro videojogo a um(a) amigo(a).Para a realização deste trabalho, recorreu-se a tabletsque continham um jogo de plataformas 2D e a questionários ajustados ao objetivo do estudo.Com a análise dos resultados obtidos, verificou-se um efeito positivo na utilização de animais como personagens do videojogo na recomendação do jogo. Tal efeito não se verificou integralmente nas restantes variáveis, podendo-se referir que os animais como personagens não geram o efeito desejado na memorização e na intenção de jogar novamente.Embora os animais como personagens do videojogo não tenham causado um efeito significativo na memorização das marcas, realizou-se uma segmentação dos grupos experimentais, analisando-os em pares de grupos, no que concerne à ligação com os animais e às marcas recordadas. Com essa análise, verificou-se um efeito estatisticamente significativo na memorização assistida para as condições 1 e 2, e um efeito estatisticamente significativo para a memorização espontâneanas condições 3 e 4, isoladamente.Foi ainda possível divulgar sugestões para futuras pesquisas nesta área, que passam pela utilização de uma amostra cuja maioria dos participantes não tenha animais de estimação, pela replicação deste estudo num ambiente totalmente controlado, impossibilitando comunicação entre os participantes, e pela replicação do estudo a diferentes públicos-alvo.
A comunicação e interação acompanham as alterações socioculturais da humanidade em todas as situações do quotidiano. As marcas, entidades criadas e desenvolvidas pelo Homem, por sua vez, são moldadas ...pelos mais diversos interesses e vontades desta mesma humanidade.Ao profissional de comunicação, é exigido que crie estratégias comunicacionais para as marcas, que devem caminhar junto da evolução da sociedade global, com vista à criação de notoriedade. Desta forma, com o apogeu da Web e a migração da sociedade para a comunidade online, também as organizações sentiram necessidade de se reinventar e criar a sua identidade digital. Os meios mais tradicionais como a televisão e a imprensa criaram canais para chegar aos públicos, levando consigo a comunicação das marcas. As redes socias fizeram nascer os Influenciadores Digitais, novos agentes de comunicação para as marcas que funcionam como verdadeiros líderes de opinião junto do seu publico.Esta paralelismo comunicacional fez levantar a questão da sobrevalorização destes novos meios online, e se realmente estes poderiam ser a escolha mais acertada para trabalhar a notoriedade das marcas. Tendo em conta esta questão e todo o trabalho desenvolvido ao longo do estágio de seis meses na agência de assessoria de comunicação, Companhia das Soluções, o presente relatório foca esta questão no ramo das indústrias de moda, estudando comparativamente as marcas Fred Perry, Lemon Jelly e Pinko.
This research investigates the role played by normative influences that surround the consumption of TV series on the effect of product placements. In line with the Theory of Reasoned Action, we posit ...that perceptions of TV programs' influence on others moderate the relationship between positive brand attitudes and consumers' intentions to buy brands linked to the program through product placement. Data collected from Brazilian women show that social norms related to novelas, Latin American soap operas, indeed moderate the impact of a brand placed therein.
Despite the increasingly favorable environment enjoyed by product placement, the question of whether this technique produces stronger behavioral effects than conventional advertising remains largely ...unexplored. Based on the transportation-imagery model, we hypothesized that, among users of well-established products, promotional stimuli produce stronger effects on brand choice when integrated into movies than when presented as independent ads, while among nonusers, no differences are expected. Our hypotheses were confirmed in a field experiment that compared the effects of a Coca-Cola placement within the movie Ways to Live Forever with the same Coca-Cola stimulus shown as a usual commercial.
Although much attention has been paid to the question of whether violent video games increase aggressive behaviour, little attention has been paid to how such games might encourage antecedents of gun ...violence. In this study, we examined how product placement, the attractive in-game presentation of certain real-world firearm brands, might encourage gun ownership, a necessary antecedent of gun violence. We sought to study how the virtual portrayal of a real-world firearm (the Bushmaster AR-15) could influence players' attitudes towards the AR-15 specifically and gun ownership in general. College undergraduates (N = 176) played one of four modified video games in a 2 (gun: AR-15 or science-fiction control) × 2 (gun power: strong or weak) between-subjects design. Despite collecting many outcomes and examining many potential covariates and moderators, experimental assignment did little to influence outcomes of product evaluations or purchasing intentions with regard to the AR-15. Attitudes towards public policy and estimation of gun safety were also not influenced by experimental condition, although these might have been better tested by comparison against a no-violence control condition. By contrast, gender and political party had dramatic associations with all outcomes. We conclude that, if product placement shapes attitudes towards firearms, such effects will need to be studied with stronger manipulations or more sensitive measures.
ObjectiveTo assess whether the food and drink retail outlets in two major National Health Service (NHS) district general hospitals in England adhere to quality statements 1–3 of the UK National ...Institute for Health and Care Excellence (NICE) quality standard 94.DesignCross-sectional, descriptive study to assess the food and drink options available in vending machines, restaurants, cafes and shops in two secondary care hospitals.Main outcome measuresAdherence to quality statement 1 whereby the food and drink items available in the vending machines were classified as either healthy or less healthy using the Nutrient Profiling Model (NPM). Compliance with quality statements 2 and 3 was assessed through the measurement of how clearly the shops, cafes and restaurants displayed nutrition information on menus, and the availability and prominent display of healthy food and drink options in retail outlets, respectively.ResultsAdherence to quality statement 1 was poor. Of the 18 vending machines assessed, only 7 (39%) served both a healthy food and a healthy drink option. Neither hospital was compliant with quality statement 2 wherein nutritional information was not available on menus of food providers in either hospital. There was inconsistent compliance with quality standard 3 whereby healthy food and drink options were prominently displayed in the two main hospital restaurants, but all shops and cafes prioritised the display of unhealthy items.ConclusionsNeither hospital was consistently compliant with quality statements 1–3 of the NICE quality standard 94. Improving the availability of healthy foods and drinks while reducing the display and accessibility to less healthy options in NHS venues may improve family awareness of healthy alternatives. Making it easier for parents to direct their children to healthier choices is an ostensibly central component of our healthcare system.
Impact Factor: The Holy Grail of Research Robert, Ruby Stella; Gnanavel, Sundar
Indian journal of psychological medicine,
04/2015, Volume:
37, Issue:
2
Journal Article
Peer reviewed
Open access
2 The multiple limitations of impact factor as a bibliometric index include uneven contribution of individual articles to a journal's impact factor, technical bias including selective journal ...self-citation, not correcting for self-citation rates, inclusion of the specific type of articles and use of a short period like 2 years for computation of the index while a longer period might provide a better picture, limitation of the database used, preference for publications in English language, nature of specialty in which the research is conducted (younger sciences vs. established sciences, broader vs. narrower specialty, basic science vs. clinical science, etc.) and over-reliance on citation rate, which is an imperfect indicator by itself (for example, review articles would typically be more cited than original research articles and longer articles tend to be cited more commonly than shorter articles).
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