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The effectiveness of product placements: the influence of the likeability of the programme

Author

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  • Roozen, Irene

    (Hogeschool-Universiteit Brussel (HUB), Belgium)

Abstract

The objective of this research is to analyse the influence of likeability of the programme on the effectiveness of product-placements and TV-commercials. Four different experimental groups were exposed to different TV-soap-series, with combinations of commercials and product- placements. Results indicate that a more appreciated programme can significantly enhance the effectiveness of product-placements but no commercials. The effectiveness of TV-commercials is significantly higher than for product-placements. No differences are found for attitude toward the brand between commercials and product-placements after watching the programmes. More generally, the attitude toward the well known brands studied seems not to be affected by different viewing experiences.

Suggested Citation

  • 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.
    • Handle: RePEc:hub:wpecon:200808
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    File URL: http://lirias.hubrussel.be/handle/123456789/2211
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    Cited by:

    1. 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.

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