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Etude de la place du produit, du packaging et de la marque dans les annonces télévisées

Author

Listed:
  • Sophie Lacoste-Badie

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

Executional elements in TV commercials have been studied since the 1970' s. Many studies have examined the impact of the presence of a celebrity, music or humor but no major studies have considered how people recognize a product or brand in ads. This study aims at examining the place of product, packaging and brand in television commercials. The purpose of this study is to give a better insight into the advertising design as far as these three elements are concerned. The study involved 600 television commercials broadcast in France between 1991 and 2007. The results indicate a large diversity in practices. Finally, we will specify implications and future research.

Suggested Citation

  • Sophie Lacoste-Badie, 2008. "Etude de la place du produit, du packaging et de la marque dans les annonces télévisées," Post-Print halshs-00276056, HAL.
    • Handle: RePEc:hal:journl:halshs-00276056
    as

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