The Effect of Audiences’ Individual Differences on Promotional Hybrid Techniques: Movies Brand Placement (in Persian)

As no clear-cut equivalents have been proposed in Iranian marketing literature to stand for “brand placement” and “product placement”, this fact signifies that such concepts have not yet been thoroughly addressed in our country. Audience skepticism and cynicism toward promotional advertisements, media fragmentation, ever-increasing number of Internet users, and fading away of the traditional media such as newspapers and printed press are the main reasons for rapid growing of the brand placement. This article tries to explore the impacts of individual differences on promotional hybrid techniques and cognitive effectiveness of brand placement. The researchers have conducted structured interviews with three groups of elites including academicians, film-makers, and advertising institutes to evaluate the effects of individual differences affecting brand placement. Finally, the model of individual differences was formulated and tested on 536 selected samples. To the best of the researchers’ knowledge, no previous study (nationally or internationally) has focused on audience’s individual differences on cognitive elements of brand placement effectiveness.