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Can brand image move upwards after Sideways? A strategic approach to brand placements

  • Thomas, Sunil
  • Kohli, Chiranjeev S.
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    In today's environment of fragmented mass media and popular technologies, such as DVR and TiVo, it is increasingly challenging for marketers to obtain quality face time with audiences. As more customers try to avoid advertisements, there has been growth in brand placement: the practice of integrating brands into entertainment media, particularly television and film. Brand placement engages the audience, limits viewers' ability to ignore commercial messages, and even impacts purchase behavior--as evidenced by the surge in Blackstone pinot noir wine sales after the brand's placement in the movie Sideways. Despite the prevalence of this practice, however, the industry often operates in a somewhat unfocused manner. In this article, we draw from academic literature and industry publications, offer insight regarding the growing popularity of brand placements, and suggest a specific set of guidelines to enhance the efficacy of placements in accomplishing a brand's marketing objectives.

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    Article provided by Elsevier in its journal Business Horizons.

    Volume (Year): 54 (2011)
    Issue (Month): 1 (January)
    Pages: 41-49

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    Handle: RePEc:eee:bushor:v:54:y::i:1:p:41-49
    Contact details of provider: Web page: http://www.elsevier.com/locate/bushor

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    1. McCracken, Grant, 1989. " Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, University of Chicago Press, vol. 16(3), pages 310-21, December.
    2. 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, University of Chicago Press, vol. 29(3), pages 306-18, December.
    3. Friestad, Marian & Wright, Peter, 1994. " The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, University of Chicago Press, vol. 21(1), pages 1-31, June.
    4. KARRH, JAMES A. & McKEE, KATHY BRITTAIN & PARDUN, CAROL J., 2003. "Practitioners' Evolving Views on Product Placement Effectiveness," Journal of Advertising Research, Cambridge University Press, vol. 43(02), pages 138-149, June.
    5. 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.
    6. 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.
    7. T. Bettina Cornwell & Michael S. Humphreys & Angela M. Maguire & Clinton S. Weeks & Cassandra L. Tellegen, 2006. "Sponsorship-Linked Marketing: The Role of Articulation in Memory," Journal of Consumer Research, University of Chicago Press, vol. 33(3), pages 312-321, November.
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