Product placements in movies and on Broadway

  title={Product placements in movies and on Broadway},
  author={Rick T Wilson and Brian D. Till},
  journal={International Journal of Advertising},
  pages={373 - 398}
Product placement is increasing in importance as a non-traditional method to reach consumers. A review of previous research on this topic indicates three research gaps: the need for additional ecologically valid field testing, more research using categorycued recall of the brand as the basic measure of product placement effectiveness, and more studies covering entertainment media other than film and TV. To these ends, we conducted two field studies. The first replicates prior laboratory… Expand
An exploratory study of product placement in social media
The paper found that the effects of product placement conducts (product prominence and presentation) in social media are similar to the effectsof product placement in other media. Expand
Comprehensiveness of Product Placement Study in Hollywood and Bollywood Movies
This research study is a detailed content analysis focused on finding a relationship between product placements found in Hollywood and Bollywood movies that share similar plotlines with one anotherExpand
The Effectiveness of Product Placement: A Field Quasi-experiment
Results show that exposure to prominent, audio-visual, highly connected to the plot product placement causes an increase in brand awareness among film viewers, irrespective of other executional variables of a given placement. Expand
How using versus showing interaction between characters and products boosts product placement effectiveness
This paper argues and shows that a specific type of placement, character–product interaction (CPI), is able to achieve effectiveness across measures of placement success, and demonstrates the consistent advantage of CPI placements over static prominent placements. Expand
How to Mix Brand Placements in Television Programmes to Maximise Effectiveness
This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in aExpand
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
Better together? Harnessing the power of brand placement through program sponsorship messages
In two field studies, this article investigates the potential benefits of combining brand placement with program sponsorship messages vis-a-vis brand placement or program sponsorship messages only inExpand
Positive or Negative Effects of Technology Enhancement for Brand Placements? Memory of Brand Placements in 2D, 3D, and 4D Movies
Brand placements in movies are common throughout the world. Within the last few years, 3D movie technology has experienced substantial growth in both cinemas and home entertainment. Furthermore,Expand
Marketers have always been looking for alternative ways to reach the target population with their messages. One approach that has grown the last decades is product placement that has become a largeExpand
The effect of product placement on persuasion for mobile phone games
The purpose of this investigation was to explore the persuasive effect of product placement on mobile phone games. An experiment was conducted with a 2 (type of game: high level of attention vs lowExpand


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
Effects of TV brand placement on brand image
A survey as well as an experiment was conducted to study the effects of television brand placement on brand image. The studies showed that the integration of a brand into the editorial content of aExpand
Should Product Placement in Movies Be Banned
Product placement is a flourishing promotional strat- egy. It is the contentious practice of arranging for brand-name goods to make prominent, paid-for appearances in films, television pro- grams,Expand
Brand Appearances on Prime-Time Television
Abstract This research provides a baseline study documenting the frequency, context and portrayal characteristics of brands appearing on prime-time television. One week of prime-time television onExpand
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
Recall of Brand Placements in Computer/Video Games
  • M. Nelson
  • Psychology
  • Journal of Advertising Research
  • 2002
ABSTRACT Product placements have become popular across media, including computer and video games, as a way to increase brand awareness. This paper explores effectiveness of placing brands in a racingExpand
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
The effect of product placement in computer games on brand attitude and recall
Media fragmentation and proliferation, in concert with declining television advertising efficacy, has engendered interest in developing more effective ways to reach consumers – particularly non-usersExpand
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
Advertising via the Box Office
Product placement in motion pictures is a practice that has grown tremendously in recent years. However, as with many alternative mediums, there is very little empirical research regarding theExpand