"Product Placement" or "Brand Placement" is the paid inclusion of branded products or brand identifiers, through audio and/or visual means, within entertainment media. This dissertation is a collection of three essays that investigate factors affecting the effectiveness of product placements. The first essay focuses on two measures of product placement effectiveness - audience recall and attitudes toward the placement. Extant empirical studies that address the antecedents of these constructs were integrated through a meta-analysis. Some key findings are as follows. The prominence of placements is a controllable executional factor that was found to have a significant positive relationship with recall. Recall was also affected by modality - audio-visual placements had better recall than audio-only placements which in turn performed better than visual-only placements. Audience attitudes toward placements had a strong relationship with the nature of the product - products that had negative ethical connotations were found to be less acceptable to audiences. However, viewers who were avid consumers of entertainment media tended to have more positive attitudes. Essay 2 focuses on the effect of repetition of placements of the same brand within a single television program. The results from an experiment show that unlike advertising, there was no negative-U relationship between the frequency of placements and audience attitudes toward the brand placed. In the case of visual placements, attitudes actually improved with frequency as a result of the mere exposure effect. However, this effect was not observed in the case of audio placements. Essay 3 addresses "Need for Cognition", an individual level variable that was found to affect audience response toward the brand placed. Data were collected through an online survey and analyzed using structural equation modeling. The mood of the viewer and their parasocial attachment with the character in the program that was associated with the placement had significant positive relationships with their attitude toward the specific placement, which in turn had a strong positive relationship with the attitude toward the brand. However, the latter relationship was moderated by NFC, with the effect being significantly stronger for those viewers who did not engage in, or enjoy analytical activity. Limitations of the studies, the relevance of the findings to marketing practice, and the contribution to scholarly research are discussed.

Du fait des mouvements anti-publicité de plus en plus virulents et des stratégies d'évitement des individus face à une forte pression publicitaire, il convient de repenser les stratégies de communication classiques des entreprises. Dans cette optique, le placement de marques apparaît comme une technique efficace pour promouvoir une marque, un produit ou un service auprès des consommateurs. Ce travail doctoral propose d’étudier l’impact du placement de marques sur le comportement du consommateur dans une expérience de consommation musicale. Dans ce cadre, la création d’un outil de mesure en temps réel, le Continous Responses Digital Interface, sera présenté. Une expérimentation menée auprès de 240 personnes a permis de tester et de valider le modèle de recherche et l'outil CRDI sur deux supports audiovisuels différents. Les traitements statistiques réalisés à partir du logiciel SmartPLS mettent en lumière des effets mémoriels à courts termes du placement de marques présents dans le support audiovisuel. De plus, le modèle de recherche a été validé en mettant en évidence le rôle du flow comme médiateur de la relation entre l’immersion et la satisfaction globale. / Facing increasingly violent anti-advertising movements and a diversion of individuals from a strong advertising pressure, marketing has to rethink traditional communication strategies. From this perspective, brand placement appears to be an effective way to promote a brand, a product or a service to individuals. We study the impact of brand placement on the behavior of the consumer in a musical consumer experience. In this context, we present the development of the real-time measurement tool, the Continous Responses Digital Interface. Through an experiment with 240 individuals, we test and validate the research model and the CRDI tool, on two different audiovisual supports. The statistical processing carried out using SmartPLS software highlights short-term memorial effects of brand placement in the audiovisual medium. In addition, our research model highlights the role of flow as a mediator of the relationship between immersion and satisfaction.

In this study we will explore impact exposure to brands references in music videos may have on the development of consumers’ brand knowledge. We assert that an understanding of this relationship is a function of both executional elements of the message and the intervening effects of select individual-difference factors. This dissertation applies social cognitive theories, the cultivation hypothesis, attribution theory and the elaboration likelihood model to develop the set of hypotheses. This dissertation seeks to provide initial evidence regarding the key factors brand managers and music executives must be aware of when implementing music video brand placements. A conceptual model of music video brand placement is presented and evaluated utilizing qualitative and quantitative techniques. The qualitative methodology employs real music fans as informants and music videos as stimuli in developing an understanding of the relationship consumers have with music as well as their reactions to music videos. The quantitative methodology uses an original music video as the stimulus, real music fans as respondents and a real-time on-line survey to measure the relationship among the variables. Study findings support the ability of music videos to impact extra-musical consumption and provide early evidence regarding factors important to understanding consumers’ responses to music video brand placements.

In this study we will explore impact exposure to brands references in music videos may have on the development of consumers’ brand knowledge. We assert that an understanding of this relationship is a function of both executional elements of the message and the intervening effects of select individual-difference factors. This dissertation applies social cognitive theories, the cultivation hypothesis, attribution theory and the elaboration likelihood model to develop the set of hypotheses. This dissertation seeks to provide initial evidence regarding the key factors brand managers and music executives must be aware of when implementing music video brand placements. A conceptual model of music video brand placement is presented and evaluated utilizing qualitative and quantitative techniques. The qualitative methodology employs real music fans as informants and music videos as stimuli in developing an understanding of the relationship consumers have with music as well as their reactions to music videos. The quantitative methodology uses an original music video as the stimulus, real music fans as respondents and a real-time on-line survey to measure the relationship among the variables. Study findings support the ability of music videos to impact extra-musical consumption and provide early evidence regarding factors important to understanding consumers’ responses to music video brand placements.

Tato diplomová práce se zabývá postoji českých spotřebitelů k Brand (Product) Placementu ve filmech a v televizi, tj. k umísťování značkových výrobků ve zmíněných médiích za účelem předání komerčního sdělení. Praktická část práce zkoumá postoje Českých spotřebitelů k této formě komunikace a jejich názory týkající se etičnosti a přijatelnosti Brand (Product) Placementu. V analytické části práce jsou sledovány rozdíly v názorech českých spotřebitelů vzhledem k individuálním odlišnostem, pohlaví respondentů a konkrétním umísťovaným produktovým kategoriím.

No description available.

No description available.

No description available.

Product placement, an advertising trend that places a brand within the context of an information medium, has emerged as an effective means of increasing brand recognition. The practice has not been thoroughly examined in the different media in which it occurs. The purpose of the present experiment was to investigate the effectiveness of prominent and subtle product placements in books on different forms of memory. The effectiveness of the placements was evaluated by measuring explicit and implicit memory for the placed brands. Additionally, effectiveness was measured with two types of preference judgments: a forced choice scenario and a shopping list scenario. Results from Experiment 1 showed that participants demonstrated implicit memory for brands mentioned in the novel with a word stem completion task and a category exemplar generation task. The centrality of placement only affected performance on these tasks for test-aware participants. Experiment 2 used a forced choice task and showed that consumer preference was unaffected by subtle and prominent placements. Experiment 3 used a shopping list scenario and showed that brand placement affected participants’ preferences for previously studied brands regardless of the placement centrality. The experiments also showed that participants had explicit memory for the brands with prominent placements leading to better recall than subtle placements. Taken together, the findings show that the placement of brands in books is a valid means of influencing consumer awareness and behavior toward the brand.

This thesis measures college students' attitudes toward, and the effectiveness of, brand placement in the genre of reality television. Surveys were used to discover the level of brand recall for the products and brands displayed in reality television programming and to discover viewers' reported reasons for paying attention to these brands. The study found that viewers tended to have positive attitudes toward brand placement in reality television and that focus on a brand was a major reason for recall. Furthermore, the study found no significant difference in the recall scores of reality television viewers versus non-viewers and no significant difference based on the perceived level of the reality of the programming.