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Are We Aware of Product Placements in Music Videos?

Author

Listed:
  • Roozen, Irene

    (Hogeschool-Universiteit Brussel (HUB), Belgium)

  • Claeys, Christel

    (Hogeschool-Universiteit Brussel (HUB), Belgium)

Abstract

The objective of this research is to analyse the effectiveness of product-placements used in music videos. Two different experimental groups were exposed to different music videos. Results indicate that a more appreciated music video (higher score on attitude towards the music, towards the video, towards the artist) can significantly enhance the effectiveness of product-placements, whereby the different viewing experiences do not significantly affect the results. The results show that the prominent visual product placements are significantly more effective than subtle and or audio placements. However, no differences are found for attitude toward the brand between the different treatments.

Suggested Citation

  • Roozen, Irene & Claeys, Christel, 2009. "Are We Aware of Product Placements in Music Videos?," Working Papers 2009/38, Hogeschool-Universiteit Brussel, Faculteit Economie en Management.
    • Handle: RePEc:hub:wpecon:200938
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    References listed on IDEAS

    as
    1. Roozen, Irene, 2008. "The effectiveness of product placements: the influence of the likeability of the programme," Working Papers 2008/08, Hogeschool-Universiteit Brussel, Faculteit Economie en Management.
    2. Alpert, Mark I. & Alpert, Judy I. & Maltz, Elliot N., 2005. "Purchase occasion influence on the role of music in advertising," Journal of Business Research, Elsevier, vol. 58(3), pages 369-376, March.
    3. 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.
    4. 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.
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    Cited by:

    1. Mohammad Toufiqur Rahman & Tanjina Pial, 2020. "Influence of Rational and Emotional Appeals on Purchasing Through Online: The Case on Social Media," International Journal of Financial Research, International Journal of Financial Research, Sciedu Press, vol. 11(1), pages 34-42, January.

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