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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
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    File URL: https://shs.hal.science/halshs-00305718v2/document
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    References listed on IDEAS

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    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.
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    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.

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