A New Branch of Advertising

@article{Reijmersdal2009ANB,
  title={A New Branch of Advertising},
  author={Eva A van Reijmersdal and P. Neijens and E. Smit},
  journal={Journal of Advertising Research},
  year={2009},
  volume={49},
  pages={429 - 449}
}
ABSTRACT This literature review presents a quantitative synthesis of 57 studies on product placement and shows which factors are most effective. It shows that placement characteristics, such as placement commerciality, modality, and prominence, have a strong impact on audience reactions. Audience characteristics, such as attitudes and beliefs about brand placement, advertising, and media, also shape audience reactions to brand placement. Advertising and psychological theories provide valuable… Expand

Figures and Tables from this paper

Promoting Brands through Product Placement in Successful and Unsuccessful Films in Emerging Markets
ABSTRACT This article examines the nature and role of the product placement in film as an alternative strategy for better brand recall. For this study, four films, two successful and another twoExpand
Product Placement Versus Conventional Advertising: The Impact on Brand Choice of Integrating Promotional Stimuli into Movies
ABSTRACT Despite the increasingly favorable environment enjoyed by product placement, the question of whether this technique produces stronger behavioral effects than conventional advertising remainsExpand
The influence of product placement prominence on consumer attitudes and intentions: a theoretical framework
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.Expand
Mixing advertising and editorial content in radio programmes: appreciation and recall of brand placements versus commercials
Although the literature on brand placement is rapidly evolving, no studies thus far have focused on radio brand placement or on the effects of the combination of brand placement and commercials.Expand
New advertising formats: How persuasion knowledge affects consumer responses
The impact of traditional advertising is decreasing, making traditional mass media channels less attractive for advertisers to invest in. The 30-second ad is increasingly replaced by alternativesExpand
Distinguishing Implicit from Explicit Brand Attitudes in Brand Placement Research
Brand placement is a popular topic, both in business and academia. Brands are placed in a wide-ranging array of media, including television programs, movies, radio shows, magazines, games, musicExpand
Informing consumers about 'hidden' advertising. A literature review of the effects of disclosing sponsored content
This chapter provides an overview of what is currently known in the scientific literature about the effects of disclosures of sponsored content on consumers' responses. Methodology We provide aExpand
Product placement by global brands as an alternative strategy: is it worth in emerging market?
This paper examines the nature and role of the product placement in the film as an alternative strategy for better brand recall. For this study, four films – two successful and another twoExpand
When James Bond shows off his Omega: does product placement affect its media host?
Purpose – This paper aims to contribute to the marketing literature and practice by examining the effect of product placements on the host brand. The declining effectiveness of traditionalExpand
An investigation of brand placement effects on brand attitudes and purchase intentions: Brand placements versus TV commercials☆
Brand placements are gradually becoming an important part of promotional toolkit of many major companies. However, despite the increasing volume of research on brand placements during the lastExpand
...
1
2
3
4
5
...

References

SHOWING 1-10 OF 163 REFERENCES
And Now, A Word from Our Sponsor--A Look at the Effects of Sponsored Content and Banner Advertising
As the number of Internet users increases daily, Internet advertising grows in importance as one of the elements of the communications mix. Because of the controversy surrounding the effectiveness ofExpand
“I Saw it in the Movies”: Exploring the Link between Product Placement Beliefs and Reported Usage Behavior
Abstract Previous research in the area of product placement in movies has suggested that it may influence brand recognition, recall, attitudes, and acceptance of the placements in general. However, aExpand
Feature Advertising: Policies and Attitudes in Print Media
Abstract This study reports the results of a survey of advertising managers and editors of weekly and daily newspapers and of selected consumer magazines concerning the issue of feature advertising.Expand
A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies
Abstract An important issue for a firm wishing to invest in a product placement is deciding how its product or brand is going to be presented within the movie. Accordingly, the objective of thisExpand
Branded Entertainment: A New Advertising Technique or Product Placement in Disguise?
In the last few decades product placement has matured and become more sophisticated. Branded products are no longer just 'placed'; they are woven into entertainment content making a strongerExpand
More than meets the eye
A growing research literature suggests that visual brand placements need not be recalled in order to have an impact on brand attitudes. In an experimental study working with an authentic televisionExpand
Infomercials and advertising effectiveness : an empirical study
Despite their increasing use by advertisers, little research has examined the effectiveness of infomercials. This study explores the influence of infomercial advertisement design elements, such asExpand
Consumers' Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences
Abstract Product placement in movies is an important emerging area of marketing and advertising communications, but it also raises controversial ethical issues. In order to investigate these issuesExpand
Product Placement: How Brands Appear on Television
The current study documents the prevalence of product placement in prime-time television, while also providing crucial criteria to consider in tackling the measurement issue of this emergingExpand
Practitioners' evolving views on product placement effectiveness
ABSTRACT The practice of product (or brand) placement has grown significantly during the past 20 years; marketers now frequently use placements as the basis for multimillion dollar integratedExpand
...
1
2
3
4
5
...