IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-00303731.html
   My bibliography  Save this paper

Integrating placement and audience characteristics to assess the recall of product placements in film: findings from a field study

Author

Listed:
  • Etienne Bressoud

    (LED - Laboratoire d'Economie Dionysien - UP8 - Université Paris 8 Vincennes-Saint-Denis)

  • Jean-Marc Lehu

    (CEREM - Centre d'étude et de recherche en marketing - UP1 UFR06 - Université Paris 1 Panthéon-Sorbonne - UFR Gestion & économie d'entreprise - UP1 - Université Paris 1 Panthéon-Sorbonne)

  • Cristel Antonia Russell

    (AUT - Auckland University of Technology)

Abstract

This research incorporates into a single model characteristics of product placements in films and characteristics of the consumers and their viewing environment to assess the memorability of the placements. Eleven movies containing a total of 98 placements of varied characteristics were coded. 3,532 individuals who viewed a DVD rental of one of these movies at home completed a questionnaire on the following day. The questionnaire included audience viewing characteristics as well as a free recall measure of placements. The results reveal important insights into the variables that affect, positively or negatively, the day after recall of products placed in movies

Suggested Citation

  • Etienne Bressoud & Jean-Marc Lehu & Cristel Antonia Russell, 2008. "Integrating placement and audience characteristics to assess the recall of product placements in film: findings from a field study," Post-Print halshs-00303731, HAL.
    • Handle: RePEc:hal:journl:halshs-00303731
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00303731v2
    as

    Download full text from publisher

    File URL: https://shs.hal.science/halshs-00303731v2/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. KARRH, JAMES A. & McKEE, KATHY BRITTAIN & PARDUN, CAROL J., 2003. "Practitioners' Evolving Views on Product Placement Effectiveness," Journal of Advertising Research, Cambridge University Press, vol. 43(2), pages 138-149, June.
    2. Russell, Cristel Antonia, 2002. "Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 306-318, December.
    3. Russell, Cristel Antonia & Belch, Michael, 2005. "A Managerial Investigation into the Product Placement Industry," Journal of Advertising Research, Cambridge University Press, vol. 45(1), pages 73-92, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49.
    2. Lehu, Jean-Marc & Bressoud, Etienne, 2008. "Effectiveness of brand placement: New insights about viewers," Journal of Business Research, Elsevier, vol. 61(10), pages 1083-1090, October.
    3. Kirk Kristofferson & Lea Dunn, 2023. "The brand that wasn’t there: The impact of brand displacement on viewer engagement and brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 716-745, May.
    4. Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49, January.
    5. Etienne Bressoud & Jean-Marc Lehu, 2008. "Product placement in movies: questioning the effectiveness according to the spectator's viewing conditions," Post-Print halshs-00303667, HAL.
    6. Davtyan, Davit & Cunningham, Isabella, 2017. "An investigation of brand placement effects on brand attitudes and purchase intentions: Brand placements versus TV commercials," Journal of Business Research, Elsevier, vol. 70(C), pages 160-167.
    7. Jean-Marc Lehu & Etienne Bressoud, 2007. "Viewers and brand placement in movies: new insights about viewers contribute to better understand the effectiveness of the technique," Post-Print halshs-00305723, HAL.
    8. Horrigan, David, 2009. "Branded Content: A new Model for driving Tourism via Film and Branding Strategies," MPRA Paper 25419, University Library of Munich, Germany, revised 28 Aug 2009.
    9. Chung Hur & Jiyoung Hwang & Chankoo Yeo, 2020. "The differential impact of consumer’s thinking styles on brand placement: a cross-cultural study," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 300-311, May.
    10. Su, Hung Jen & Huang, Yu-An & Brodowsky, Glen & Kim, Hyun Jeong, 2011. "The impact of product placement on TV-induced tourism: Korean TV dramas and Taiwanese viewers," Tourism Management, Elsevier, vol. 32(4), pages 805-814.
    11. Komal Nagar, 2016. "Consumer Response to Brand Placement in Movies: Investigating the Brand-Event Fit," Vikalpa: The Journal for Decision Makers, , vol. 41(2), pages 149-167, June.
    12. Dens, Nathalie & De Pelsmacker, Patrick & Verhellen, Yann, 2018. "Better together? Harnessing the power of brand placement through program sponsorship messages," Journal of Business Research, Elsevier, vol. 83(C), pages 151-159.
    13. de Haan, Evert & Wiesel, Thorsten & Pauwels, Koen, 2016. "The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 491-507.
    14. Etienne Bressoud & Jean-Marc Lehu, 2007. "The second life of a product placement in movies: the DVD," Post-Print halshs-00305729, HAL.
    15. Chan, Fanny Fong Yee, 2020. "Prior disclosure of product placement: The more explicit the disclosure, the better the brand recall and brand attitude," Journal of Business Research, Elsevier, vol. 120(C), pages 31-41.
    16. Gunawardena, Thuthi & Waiguny, Martin K.J., 2014. "So many things to do! How multitasking affects memory and attitude for product and brand placements," Australasian marketing journal, Elsevier, vol. 22(4), pages 288-295.
    17. Neale, Michael & Corkindale, David, 2022. "Make product placement work for you: Get less exposure," Business Horizons, Elsevier, vol. 65(2), pages 149-157.
    18. Audrezet, Alice & de Kerviler, Gwarlann & Guidry Moulard, Julie, 2020. "Authenticity under threat: When social media influencers need to go beyond self-presentation," Journal of Business Research, Elsevier, vol. 117(C), pages 557-569.
    19. Frank, Bianca & Rennhak, Carsten, 2011. "Product Placement am Beispiel des Kinofilms Sex and the City: The Movie," Reutlingen Working Papers on Marketing & Management 2009-03, Reutlingen University, ESB Business School.
    20. Babin, Barry J. & Herrmann, Jean-Luc & Kacha, Mathieu & Babin, Laurie A., 2021. "The effectiveness of brand placements: A meta-analytic synthesis," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 1017-1033.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:halshs-00303731. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.