Examining the impact of product placement, television advertising and print advertising on consumer attitudes and intentions: a comparison study

Abstract

Today‘s marketers are looking for alternative approaches to communicate with their target population. One approach which has continued to receive attention over the past decade is product placement. While researchers have examined the effectiveness of product placement with respect to brand awareness and audience attitudes, little attention has been given to conative responses (such as purchase intention). In addition, no previous studies have compared the effectiveness of product placement to that of more traditional advertising approaches. Using an experimental design, this paper investigates the impact of product placement, television advertising and print advertising on consumers‘ attitudes and purchase intentions. Overall, results showed that product placement was no more and no less effective than television advertisements and print advertisements with respect to both consumer attitudes and purchase intention. It is suggested that results will be of interest to both marketing theorists and practitioners