IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-00305718.html
   My bibliography  Save this paper

The product placement efficiency as a result of a relationship between a spectator and a movie

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)

Abstract

While adding to the academic knowledge about product placement, this exploratory research comforts the advertisers in their communication choice for the technique. It focuses on the efficiency as a result of a relationship between a spectator and a movie (before, during and after viewing the movie). Choosing a DVD movie because of the movie director improves the number of brand placement recalled as well as liking the kind of the movie. Such an improvement also occurs when the viewer appreciates the movie. Unfortunately, speaking with someone else while watching the movie does not decrease the number of brand placement recalled

Suggested Citation

  • Etienne Bressoud & Jean-Marc Lehu, 2007. "The product placement efficiency as a result of a relationship between a spectator and a movie," Post-Print halshs-00305718, HAL.
    • Handle: RePEc:hal:journl:halshs-00305718
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00305718v2
    as

    Download full text from publisher

    File URL: https://shs.hal.science/halshs-00305718v2/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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jean-Marc Lehu & Etienne Bressoud, 2008. "L'acceptabilité du placement de marques dans les jeux vidéo : une application aux joueurs de 15 à 35 ans," Post-Print halshs-00305739, HAL.

    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. 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.
    4. 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.
    5. 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.
    6. Medha Kulkarni & Leena B. Dam & Feeroj Nasirkhan Pathan & Vaibhav V. Vasundekar, 2024. "Evaluating Efficacy of Statutory Disclaimers of Mutual Funds on Novice and Seasoned Investors," Business Perspectives and Research, , vol. 12(1), pages 113-132, January.
    7. 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.
    8. Florack, Arnd & Egger, Martin & Hübner, Ronald, 2020. "When products compete for consumers attention: How selective attention affects preferences," Journal of Business Research, Elsevier, vol. 111(C), pages 117-127.
    9. 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.
    10. Janée N. Burkhalter & Carolyn Folkman Curasi & Corliss G. Thornton & Naveen Donthu, 2017. "Music and its multitude of meanings: Exploring what makes brand placements in music videos authentic," Journal of Brand Management, Palgrave Macmillan, vol. 24(2), pages 140-160, March.
    11. Giacomo Gistri & Matteo Corciolani, 2020. "Towards a better understanding of practitioners’ ideas about product placement: an empirical analysis in the Italian context," Italian Journal of Marketing, Springer, vol. 2020(4), pages 261-288, December.
    12. 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.
    13. Zitong Cheng & Yukari Nagai, 2024. "The Effect of Product Placement in Animation on Generation Z Consumers," Societies, MDPI, vol. 14(5), pages 1-14, May.
    14. Etienne Bressoud & Jean-Marc Lehu, 2007. "The second life of a product placement in movies: the DVD," Post-Print halshs-00305729, HAL.
    15. 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.
    16. 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.
    17. Lynne Eagle & Stephan Dahl, 2018. "Product Placement in Old and New Media: Examining the Evidence for Concern," Journal of Business Ethics, Springer, vol. 147(3), pages 605-618, February.
    18. Slim Khalbous & Donata Vianelli & Tomasz Domanski & Christian Dianoux & Meriem Maazoul, 2013. "Attitudes toward Product Placement: A Cross-Cultural Analysis in Tunisia, France, Italy, and Poland," Post-Print hal-01369730, HAL.
    19. 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.
    20. Laban, Guy & Zeidler, Chamoetal & Brussee, Eline, 2020. "Binge-watching (Netflix) product placement: A content analysis on different product placements in Netflix originals vs. non-Netflix originals, and drama vs. comedy shows," MediArXiv hxjgf, Center for Open Science.

    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-00305718. 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.