An Exploratory Content Analysis of Product Placement in Top Grossing Films

@article{Chan2016AnEC,
  title={An Exploratory Content Analysis of Product Placement in Top Grossing Films},
  author={Fanny Fong Yee Chan},
  journal={Journal of Promotion Management},
  year={2016},
  volume={22},
  pages={107-121}
}
  • F. Chan
  • Published 9 February 2016
  • Business
  • Journal of Promotion Management
ABSTRACTThe current study examines the prevalence and characteristics of brand appearances in the top grossing films broadcast in the United Kingdom (U.K.) and Hong Kong (H.K.). An average of 13 brand appearances per film was recorded and similarities and differences in brand execution features were revealed in the two cultural markets. Most of the films registered on the U.K. and H.K. top grossing lists are US production, which demonstrates that product placements are increasingly exported to… 
The Television Cult: Prevalence of Brand Placements in an Indian Reality Show
Abstract Brand Placements (BP), a predominant strategy to ensure brand prominence has not been explored substantially concerning its role in reality shows (RS). This study on content analysis
Key Factors in Understanding Trends in Hollywood Product Placements from 2005 to 2015
ABSTRACT This study updates extant product placement research by identifying the evolutions in product placements between 2005 and 2015 in top grossing Hollywood films. Using a quantitative content
Brand placements: prevalence and characteristics in Bollywood movies, 1995-2015
ABSTRACT Brand placement is a growing phenomenon and contributes to the overall marketing communication plan. Despite its growth in the developed market, it is still in the nascent phase in emerging
Product placement practices in prime-time television programmes in Hong Kong
ABSTRACT Product placement research tends to show how product placements impact consumer behaviour but less research examines the nature of product placement execution. This is the first study to
Product placement analysis in three Netflix
Advertising has encountered an obstacle with the proliferation of platforms like Netflix and this has sparked a boost in product placement. Through a content analysis, this exploratory study examines
MEASURING THE EFFECT OF PRODUCT PLACEMENT STRATEGY ON ATTITUDINAL ASPECTS
Conventional advertisements due to its over exposure are losing their effectiveness; consequently product placement strategy is becoming a popular marketing tool. The aim of this paper is to
Disclosing Product Placements of Fast Food to Children: The Importance of Reinforcing the Use of Disclosures and the Age of Children
TLDR
Examining the effects of using disclosures and reinforcing their use during a program on children at different ages showed that reinforcing the use of disclosures increased the awareness of placements and raised brand recall and limited brand preference of the advertised brand.
Brand Placement in a Movie Song and its Impact on Brand Equity
Abstract The article aims to find out the impact of brand name used in the movie song lyrics on its brand equity, consumer attitude, and brand personality. It is a primary research, which consists of
Análisis del emplazamiento de producto en tres series originales de Netflix
TLDR
This exploratory study examines the use of product placement in three of Netflix’s original series to understand how it behaves on this platform and indicates that it is a settled formula, but that the type of location or the number of marks is determined by the plot.

References

SHOWING 1-10 OF 31 REFERENCES
Brand Placements in Korean Films, 1995–2003: A Content Analysis
ABSTRACT A content analysis was conducted of the top 10 most popular Korean films of each year between 1995 and 2003. The study examines to what extent and in what context brands have been placed in
A Comparison of Product Placements in Movies and Television Programs
Abstract Product placement has expanded as a promotional tactic, aided by technological innovations which present new openings for, and challenges to, branded messages via television. Product
Product placement in US and New Zealand television soap operas: an exploratory study
Although the soap opera as a television genre has consistently captured the imagination of millions of people around the world, surprisingly little has been written about it in the marketing
Brand Placement: A Review
TLDR
This review clarifies the definition of brand placement and outlines an emerging body of research into placement, especially in its potential impact on program audiences.
In‐film placement trends: a comparative study of Bollywood and Hollywood
Purpose – The purpose of this paper is to understand the growing phenomenon of brand placements in the Indian movie industry. The study goes further to compare the incidence and the nature of brands
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 emerging
Product Placements in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers' Attitudes toward This Emerging, International Promotional Medium
Abstract This paper reports on a cross-cultural study which tests the robustness of the approach developed by Gupta and Gould (1997) concerning use of product placements in movies. Using their
Product Placement in African-American Targeted Shows on the Defunct UPN Network
The purpose of this article is to examine product placement in African-American-oriented television programming on the defunct United Paramount Network (UPN). Using the PQ Media's (2005) “Product
The Effective Product Placement: Finding Appropriate Methods and Contexts for Higher Brand Salience
Notwithstanding the little understanding on the product placement in movies, practitioners have misbelieved that this marketing activity eventually generates favorable attitudes toward their
Recall of Brand Placement in Movies: Interactions between Prominence and Plot Connection in Real Conditions of Exposure
A product placement can be characterized by its prominence and its plot connection. This research scrutinizes the interaction between these two elements in the context of the consumer perceptual
...
...