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.
| Identifer | oai:union.ndltd.org:tamu.edu/oai:repository.tamu.edu:1969.1/ETD-TAMU-2010-08-8403 |
| Date | 2010 August 1900 |
| Creators | Manzano, Isabel |
| Contributors | Smith, Steven M. |
| Source Sets | Texas A and M University |
| Language | en_US |
| Detected Language | English |
| Type | thesis, text |
| Format | application/pdf |
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