Title: The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory, and Brand-Choice Behavior
Abstract:Product placements within a movie are often treated as a binary variable: either they are present or absent. However, placements can occur at many different levels ranging from a simple background pro...Product placements within a movie are often treated as a binary variable: either they are present or absent. However, placements can occur at many different levels ranging from a simple background prop to the product being an instrumental part of the story. The influence of 3 different levels of brand placements on explicit and implicit memory for the brand, implicit choice behavior, and attitudes toward the brand were examined. The results confirmed that levels of brand placements influence recognition of the target brand and attitudes toward the brand. On the other hand, simple placement of the brand within the movie influenced implicit memory and the implicit choice task. The implications of the current study's findings were discussed.Read More
Publication Year: 2007
Publication Date: 2007-08-13
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 227
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