More than meets the eye

@article{Matthes2007MoreTM,
  title={More than meets the eye},
  author={J{\"o}rg Matthes and Christian Schemer and Werner Wirth},
  journal={International Journal of Advertising},
  year={2007},
  volume={26},
  pages={477 - 503}
}
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 television broadcast, the authors investigated the influence of frequency of placement exposure, viewers’ involvement and viewers’ persuasion knowledge on the attitudes towards the brand and brand recall. Results clearly indicate a mere exposure effect. A frequently presented brand placement can have a positive… Expand
Using Eye Tracking to Understand the Effects of Brand Placement Disclosure Types in Television Programs
This eye tracking experiment (N = 149) investigates the influence of different ways of disclosing brand placement on viewers’ visual attention, the use of persuasion knowledge, and brand responses.Expand
How media factors affect audience responses to brand placement
This study investigates the influence of media factors on brand placement effects in a real-life setting. Although many studies on brand placement have been conducted, insights into context effectsExpand
At the Roots of Product Placement: The Mere Exposure Effect
The present study aims to analyze the effect of product placement on attitude change and takes into consideration psychological models of the mere exposure effect. A sample of high school studentsExpand
Processing of product placements and brand persuasiveness
Purpose – The purpose of this paper is to contribute to literature on marketing communication by exploring the roles of depth of processing and the dispositional factor, need for cognition (NFC), onExpand
THE ROLE OF DISCLOSURE TYPE AND AWARENESS
This eye tracking experiment (N = 149) investigates the infl uence of different ways of disclosing brand placement on viewers’ visual attention, the use of persuasion knowledge, and brand and programExpand
CHAPTER 5 THE ROLE OF DISCLOSURE TYPE AND AWARENESS
  • 2014
This eye tracking experiment (N = 149) investigates the infl uence of different ways of disclosing brand placement on viewers’ visual attention, the use of persuasion knowledge, and brand and programExpand
Good for the feelings, bad for the memory: the impact of 3D versus 2D movies on persuasion knowledge and brand placement effectiveness
Abstract Brand placements have been a popular advertising strategy for several decades, yet the effects of technological factors have been largely neglected in brand placement research. Consequently,Expand
Product placement disclosures: Exploring the moderating effect of placement frequency on brand responses via persuasion knowledge
The aim of this study was to investigate whether or not the effects of brand-unspecific product placement disclosures in a popular music video were moderated by product placement frequency. AnExpand
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
Advertising your product in television drama: Does information overload and character involvement matter?
Hong Kong Baptist University Abstract. Including branded information within media contents is an emerging yet important area of marketing communication. The current study investigates the effects ofExpand
...
1
2
3
4
5
...

References

SHOWING 1-10 OF 52 REFERENCES
Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude
This article develops and tests a conceptual framework for the practice of product placement. The empirical testing introduces a controlled experimental approach called the theater methodology.Expand
Viewers' Recognition of Brands Placed Within a Film
Product placement in motion pictures has grown enormously in recent years, but there is very little empirical research regarding its communication effectiveness. The few prior empirical studies haveExpand
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
Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall
Abstract A promotional strategy of growing interest is the placement of branded products in movies. An experiment compared the recall effectiveness of common product-placement strategies with eachExpand
I'll Have What She's Having: Gauging the Impact of Product Placements on Viewers
Product placement in TV shows is becoming increasingly common, yet little is known about its effectiveness nor even how to define and measure such effectiveness. This research examined theExpand
Brand Placement Recognition
Abstract This study examines the impact of adding an audible reference to a visually prominent brand placement on recognition of the brand placed. Facilitated recognition scores were used to controlExpand
The Effect of Conceptual and Perceptual Fluency on Brand Evaluation
According to the processing fluency model, advertising exposures enhance the ease with which consumers recognize and process a brand. In turn, this increased perceptual fluency leads to consumersExpand
Explicit, non-integrated product placement in British television programmes
The rapid increase in the volume and variety of product placement approaches has outpaced research in the field. There is a marked shortage of studies that address particular product placement (pp)Expand
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. Expand
Experiencing Interactive Advertising beyond Rich Media
ABSTRACT Theories from social psychology, consumer psychology, and Human Computer Interaction suggest that 3D gaming Virtual Environments increase users affective engagement with theExpand
...
1
2
3
4
5
...