When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence

  title={When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence},
  author={E. Cowley and Chris Barron},
  journal={Journal of Advertising},
  pages={89 - 98}
Previous research has found a positive shift in brand attitude after exposure to product placements. The study presented here investigates conditions under which product placements may cause a negative shift in brand attitude. The results reveal that prominent placements can negatively impact brand attitudes of viewers who report high levels of program liking. Conversely, viewers reporting lower levels of program liking shift brand attitude in a positive direction after exposure to a prominent… 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
The influence of product placement prominence on consumer attitudes and intentions: a theoretical framework
Today’s marketers are looking for alternative approaches to communicate with their target population. One approach which has continued to receive attention over the past decade is product placement.Expand
The effectiveness of brand placements: A meta-analytic synthesis
Abstract Although brand placements are commonplace in promotion strategies, the extant literature lacks a quantitative empirical synthesis of the effect of placements on cognitive, attitudinal, andExpand
Antecedents of product placement effectiveness across cultures
Purpose – The purpose of this paper is to contribute to the marketing literature by developing and testing a conceptual model to examine the effects of product placement across a country low inExpand
When James Bond shows off his Omega: does product placement affect its media host?
Purpose – This paper aims to contribute to the marketing literature and practice by examining the effect of product placements on the host brand. The declining effectiveness of traditionalExpand
Product placement and prior notification : effect on brand attitude
The aim of this master thesis was to find the effect of prior notification of product placement on Norwegian television series and film viewers’ attitude towards product placed brands. We put forwardExpand
Product placement in television drama: do information overload and character attribute matter?
Including branded information within media contents is an emerging yet important area of marketing communication. This research investigates in two studies the effects of information-overload andExpand
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
Effects of congruence between brand and film image in brand placements on brand recall and attitudes
The effects brand placements (i.e. advertisements of brands placed in a film or television show) have on memory, attitudes and behavior are still for a large part unknown. Therefore, in this studyExpand


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
Consumer reactions to product placement strategies in television sponsorship
Reports the results of an experimental study that examines the impact of different strategies of product placement on consumer reactions in the context of television sponsorship. Four factors wereExpand
Feeling and Liking Responses to Television Programs: An Examination of Two Explanations for Media-Context Effects
This research empirically examined how the feelings elicited by television programs and the liking of television programs affected viewers' evaluations of commercials. Subjects' feelings wereExpand
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
Plugs versus placements: A comparison of alternatives for within-program brand exposure
A study is presented that compares two forms of within-program brand appearances: product placements and celebrity plugs. Evidence suggests that plugs may often have a retention advantage overExpand
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
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
Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads
Abstract This paper explores forced viewing of “pop-up ads” on the Internet to understand better how viewers come to define ads as irritating and decide to avoid them. Perceived intrusiveness wasExpand
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
When Attention-Getting Advertising Tactics Elicit Consumer Inferences of Manipulative Intent: The Importance of Balancing Benefits and Investments
This research examines two attention-getting tactics commonly used in television advertising and explores how the use of these tactics might sometimes lead consumers to infer that the advertiser isExpand