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Product placement in movies: questioning the effectiveness according to the spectator’s viewing conditions

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Author Info
Etienne Bressoud (LED - Laboratoire d Economie Dyonisien - Université Paris VIII Vincennes-Saint Denis)
Jean-Marc Lehu (CÉREM - Centre de Recherche et d Études en Marketing - 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

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File URL: http://halshs.archives-ouvertes.fr/docs/00/34/45/29/PDF/Bressoud_Lehu_2008_Product_Placement_viewers_SILABO.pdf
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Paper provided by HAL in its series Post-Print with number halshs-00303667_v2.

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Date of creation: 2008
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Publication status: Published, New Trends in Advertising Research, Lisboa: Sílabo (Ed.), 2008, 145-163
Handle: RePEc:hal:journl:halshs-00303667_v2

Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00303667/en/
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Related research
Keywords: Brand placement; consumer; movie; product placement; spontaneous day after recall;

References listed on IDEAS
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  1. Russell, Cristel Antonia & Belch, Michael, 2005. "A Managerial Investigation into the Product Placement Industry," Journal of Advertising Research, Cambridge University Press, vol. 45(01), pages 73-92, March. [Downloadable!]
  2. Smith, Sharon P & Smith, V Kerry, 1986. "Successful Movies: A Preliminary Empirical Analysis," Applied Economics, Taylor and Francis Journals, vol. 18(5), pages 501-07, May.
  3. David A. Reinstein & Christopher M. Snyder, 2005. "THE INFLUENCE OF EXPERT REVIEWS ON CONSUMER DEMAND FOR EXPERIENCE GOODS: A CASE STUDY OF MOVIE CRITICS -super-* ," Journal of Industrial Economics, Blackwell Publishing, vol. 53(1), pages 27-51, 03. [Downloadable!] (restricted)
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