The product placement efficiency as a result of a relationship between a spectator and a movie

While adding to the academic knowledge about product placement, this exploratory research comforts the advertisers in their communication choice for the technique. It focuses on the efficiency as a result of a relationship between a spectator and a movie (before, during and after viewing the movie). Choosing a DVD movie because of the movie director improves the number of brand placement recalled as well as liking the kind of the movie. Such an improvement also occurs when the viewer appreciates the movie. Unfortunately, speaking with someone else while watching the movie does not decrease the number of brand placement recalledBrand placement, consumer, movie, product placement, spontaneous day after recall

Product placement in movies: questioning the effectiveness according to the spectator's viewing conditions

While adding to the academic knowledge about product placement, this exploratory research comforts the advertisers in their communication choice for the technique. It focuses on the efficiency as a result of a relationship between a spectator and a movie (before, during and after viewing the movie). Choosing a DVD movie because of the movie director improves the number of brand placement recalled as well as liking the kind of the movie. Such an improvement also occurs when the viewer appreciates the movie. Unfortunately, speaking with someone else while watching the movie does not decrease the number of brand placement recalledBrand placement, consumer, movie, product placement, spontaneous day after recall

Viewers and brand placement in movies: new insights about viewers contribute to better understand the effectiveness of the technique

Several studies have shown the potential of product placement use. Since traditional media have become saturated, this communication technique benefits from growing interest. Consequently, product and/or brand placements have mushroomed, especially in Hollywood movies, but not always with the same effectiveness. Rather than focusing on the placement itself, this research proposes to explore new insights concerning viewers' reaction during the second step exposure. A sample of 3,532 DVD French viewers has been used to link the way the movie has been viewed, chosen and appreciated (or not) with a spontaneous brand placement recall, the day after the film has been watched at home. Results contribute to strengthen the professionals' interest in the technique, and complete the academic knowledge on the topic. A profusion of brand placements does not mechanically increase the number of brands recalled, and a first viewing of the movie at the cinema, just as watching it at home on a large home cinema screen, improves the brand placement recall. Such an improvement also occurs when a DVD movie is chosen either because of the movie director or when the viewer likes the movie he watchedConsumer, product placement, brand placement, movie, branded-entertainment, spontaneous day after recall

The second life of a product placement in movies: the DVD

Product placement in movies seems to develop at the same pace than media fragmentation expands. Many studies have shown the potential of its impact according to the placement modalities. Rather than focusing on the way the placement is made, this exploratory research offers new insights about the second life of the placement through DVD. A sample of 3,532 DVD French viewers has been used to study the visibility of brand placements, when the film is watched on DVDbranded-entertainment, product placement, DVD, movie, spontaneous day after recall

Integrating placement and audience characteristics to assess the recall of product placements in film: findings from a field study

This research incorporates into a single model characteristics of product placements in films and characteristics of the consumers and their viewing environment to assess the memorability of the placements. Eleven movies containing a total of 98 placements of varied characteristics were coded. 3,532 individuals who viewed a DVD rental of one of these movies at home completed a questionnaire on the following day. The questionnaire included audience viewing characteristics as well as a free recall measure of placements. The results reveal important insights into the variables that affect, positively or negatively, the day after recall of products placed in moviesBrand placement, consumer, movie, product placement, spontaneous day after recall

The product placement efficiency as a result of a relationship between a spectator and a movie

While adding to the academic knowledge about product placement, this exploratory research comforts the advertisers in their communication choice for the technique. It focuses on the efficiency as a result of a relationship between a spectator and a movie (before, during and after viewing the movie). Choosing a DVD movie because of the movie director improves the number of brand placement recalled as well as liking the kind of the movie. Such an improvement also occurs when the viewer appreciates the movie. Unfortunately, speaking with someone else while watching the movie does not decrease the number of brand placement recalle

Product placement in movies: questioning the effectiveness according to the spectator's viewing conditions

While adding to the academic knowledge about product placement, this exploratory research comforts the advertisers in their communication choice for the technique. It focuses on the efficiency as a result of a relationship between a spectator and a movie (before, during and after viewing the movie). Choosing a DVD movie because of the movie director improves the number of brand placement recalled as well as liking the kind of the movie. Such an improvement also occurs when the viewer appreciates the movie. Unfortunately, speaking with someone else while watching the movie does not decrease the number of brand placement recalle

L'acceptabilité du placement de marques dans les jeux vidéo : une application aux joueurs de 15 à 35 ans

Relatively new alternative communication technique, brand placement in video games is still suffering from the lack of research about players' attitude toward in-game brand placement. This research presents new insights, setting aside two players subpopulations (15-24 vs. 25-35 years-old). It also identifies two other subpopulations of players according to their assiduity (casual vs. hardcore). Gamers admit brand intrusion in games and main results show that a younger player tends to accept them more favourably. On the other hand, brand placement in video games acceptability is systematically stronger for hardcore gamers than casual ones. Limits are discussed as main managerial implicationsTechnique de communication alternative relativement récente, le placement de marques dans les jeux vidéo souffre du peu de recherches sur l'attitude des joueurs à son égard. Cette étude présente de nouveaux résultats selon l'âge des joueurs (15-24 versus 25-35 ans) et leur assiduité. Les résultats montrent que le placement de marques dans les jeux vidéo est accepté, et ce d'autant plus facilement que le joueur est jeune. D'autre part, l'acceptabilité du placement de marques dans les jeux vidéo est plus forte pour les joueurs assidus que pour les non assidus. Les limites sont présentées ainsi que les implications managériales majeure

Viewers and brand placement in movies: new insights about viewers contribute to better understand the effectiveness of the technique

Several studies have shown the potential of product placement use. Since traditional media have become saturated, this communication technique benefits from growing interest. Consequently, product and/or brand placements have mushroomed, especially in Hollywood movies, but not always with the same effectiveness. Rather than focusing on the placement itself, this research proposes to explore new insights concerning viewers' reaction during the second step exposure. A sample of 3,532 DVD French viewers has been used to link the way the movie has been viewed, chosen and appreciated (or not) with a spontaneous brand placement recall, the day after the film has been watched at home. Results contribute to strengthen the professionals' interest in the technique, and complete the academic knowledge on the topic. A profusion of brand placements does not mechanically increase the number of brands recalled, and a first viewing of the movie at the cinema, just as watching it at home on a large home cinema screen, improves the brand placement recall. Such an improvement also occurs when a DVD movie is chosen either because of the movie director or when the viewer likes the movie he watche

L'acceptabilité du placement de marques dans les jeux vidéo : une application aux joueurs de 15 à 35 ans

Technique de communication alternative relativement récente, le placement de marques dans les jeux vidéo souffre du peu de recherches sur l'attitude des joueurs à son égard. Cette étude présente de nouveaux résultats selon l'âge des joueurs (15-24 versus 25-35 ans) et leur assiduité. Les résultats montrent que le placement de marques dans les jeux vidéo est accepté, et ce d'autant plus facilement que le joueur est jeune. D'autre part, l'acceptabilité du placement de marques dans les jeux vidéo est plus forte pour les joueurs assidus que pour les non assidus. Les limites sont présentées ainsi que les implications managériales majeuresAdvergaming, acceptabilité, placement de marques, placement de produits, jeux vidéo