The Product Well Placed

  title={The Product Well Placed},
  author={Etienne Bressoud and J. Lehu and C. Russell},
  journal={Journal of Advertising Research},
  pages={374 - 385}
ABSTRACT The relative impact of placement and audience characteristics on product placement recall is assessed with survey data from 3,532 individuals who viewed a DVD movie rental the previous day. Eleven American movies were selected and the executional characteristics of 88 placements therein were coded. Viewing the movie on a large screen emerged as the most important factor on recall: in addition to its main effect, it increases the positive impact of visual characteristics of the… Expand

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