Product Placements

@article{Homer2009ProductP,
  title={Product Placements},
  author={P. Homer},
  journal={Journal of Advertising},
  year={2009},
  volume={38},
  pages={21 - 32}
}
  • P. Homer
  • Published 2009
  • Journal of Advertising
The global market for product placement, the practice in which firms pay to place branded products (e.g., brand name/logo, package, signage, other trademarks) in the content of mass media programming, has exploded. A pair of studies test two potential moderating factors that may help account for the lack of attitude change reported in past experimental studies of placement effects. Specifically, this paper examines the effects of repetition of branded product placements in television and movies… Expand
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References

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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
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
Consumer Response to Brand Placements in Films: Role of Brand Congruity and Modality of Presentation in Bringing Attitudinal Change Among Consumers with Special Reference to Brand Placements in Hindi Films
Advertisers are looking for newer methods and media to reach the consumers for various reasons. The objective of brand communication has been to expose the audience to a brand, whereby the effect canExpand
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
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 theirExpand
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
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
Product placement in movies: a comparison of Chinese and American consumers’ attitudes
In recent years there has been an increase in the practice of product placement. This paper reports the findings of an exploratory quantitative study of the attitudes of Chinese consumers towardsExpand
Threats to the External Validity of Brand Extension Research
The findings of prior research suggest that a brand's extendibility is constrained by the degree of perceived fit between the brand and extension product categories. However, there are many examplesExpand
Exploring children's choice: the reminder effect of product placement
There has been little attempt to understand the influence on children of branded products that appear in television programs and movies. A study exposed children of two different age groups (6–7 andExpand
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