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Effets de la manipulation du produit packagé par le personnage dans l'annonce télévisée sur l'efficacité publicitaire

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

This research aims to understand and to explain the influence of product focal integration in a commercial on consumers' memorial and attitudinal responses. The concept of focal integra-tion is operationalized by the physical contact between the actor and product packaged during the ad (product packaged in hand / on a table). Our results show that product packaged in hand improve recall and recognition of the products category, brand, recognition of the pack-aging and also attitude toward the ad. Taking into account these dimension can help design more effective commercials.

Suggested Citation

  • Sophie Lacoste-Badie, 2010. "Effets de la manipulation du produit packagé par le personnage dans l'annonce télévisée sur l'efficacité publicitaire," Post-Print halshs-00523223, HAL.
    • Handle: RePEc:hal:journl:halshs-00523223
    as

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