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Le placement de marques au cinéma : Proposition de la localisation du placement à l’écran comme nouveau facteur d’efficacité potentielle

Author

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  • 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

Le placement de marques et/ou de produits au cinéma paraît susciter un intérêt croissant chez les annonceurs. Après avoir rappelé le principe de la technique du placement de marques et présenté les principales motivations des utilisateurs, cet article propose d'analyser les critères d'utilisation retenus par les professionnels du placement de marques au cinéma. L'article combine une étude qualitative auprès d'un groupe d'experts, une analyse technique d'un long métrage (Minority Report) et une recherche exploratoire à l'aide d'une étude quantitative sur un échantillon de vidéophiles. Un nouveau facteur d'efficacité potentielle du placement de marques est mis en évidence : la localisation du placement à l'écran.

Suggested Citation

  • Jean-Marc Lehu, 2005. "Le placement de marques au cinéma : Proposition de la localisation du placement à l’écran comme nouveau facteur d’efficacité potentielle," Post-Print halshs-02915753, HAL.
    • Handle: RePEc:hal:journl:halshs-02915753
    DOI: 10.7193/DM.037.17.31
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    Cited by:

    1. 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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