Make product placement work for you: Get less exposure
Author
Abstract
Suggested Citation
DOI: 10.1016/j.bushor.2021.02.034
Download full text from publisher
As the access to this document is restricted, you may want to search for a different version of it.
References listed on IDEAS
- Davtyan, Davit & Cunningham, Isabella, 2017. "An investigation of brand placement effects on brand attitudes and purchase intentions: Brand placements versus TV commercials," Journal of Business Research, Elsevier, vol. 70(C), pages 160-167.
- Uribe, Rodrigo, 2016. "Separate and joint effects of advertising and placement," Journal of Business Research, Elsevier, vol. 69(2), pages 459-465.
- Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49.
- 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.
- Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49, January.
- Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
- Russell, Cristel Antonia & Belch, Michael, 2005. "A Managerial Investigation into the Product Placement Industry," Journal of Advertising Research, Cambridge University Press, vol. 45(1), pages 73-92, March.
Most related items
These are the items that most often cite the same works as this one and are cited by the same works as this one.- Dens, Nathalie & De Pelsmacker, Patrick & Verhellen, Yann, 2018. "Better together? Harnessing the power of brand placement through program sponsorship messages," Journal of Business Research, Elsevier, vol. 83(C), pages 151-159.
- Kirk Kristofferson & Lea Dunn, 2023. "The brand that wasn’t there: The impact of brand displacement on viewer engagement and brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 716-745, May.
- Babin, Barry J. & Herrmann, Jean-Luc & Kacha, Mathieu & Babin, Laurie A., 2021. "The effectiveness of brand placements: A meta-analytic synthesis," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 1017-1033.
- Davtyan, Davit & Cunningham, Isabella, 2017. "An investigation of brand placement effects on brand attitudes and purchase intentions: Brand placements versus TV commercials," Journal of Business Research, Elsevier, vol. 70(C), pages 160-167.
- Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49.
- Tessitore, Tina & Geuens, Maggie, 2019.
"Arming consumers against product placement: A comparison of factual and evaluative educational interventions,"
Journal of Business Research, Elsevier, vol. 95(C), pages 38-48.
- Tina Tessitore & Maggie Geuens, 2019. "Arming consumers against product placement: A comparison of factual and evaluative educational interventions," Post-Print hal-01914724, HAL.
- Avramova, Yana R. & Dens, Nathalie & De Pelsmacker, Patrick, 2021. "Brand placement across media: The interaction of placement modality and frequency in film versus text," Journal of Business Research, Elsevier, vol. 128(C), pages 20-30.
- Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49, January.
- Audrezet, Alice & de Kerviler, Gwarlann & Guidry Moulard, Julie, 2020. "Authenticity under threat: When social media influencers need to go beyond self-presentation," Journal of Business Research, Elsevier, vol. 117(C), pages 557-569.
- Beth L. Fossen & David A. Schweidel, 2019. "Measuring the Impact of Product Placement with Brand-Related Social Media Conversations and Website Traffic," Marketing Science, INFORMS, vol. 38(3), pages 481-499, May.
- David A. Schweidel & Natasha Zhang Foutz & Robin J. Tanner, 2014. "Synergy or Interference: The Effect of Product Placement on Commercial Break Audience Decline," Marketing Science, INFORMS, vol. 33(6), pages 763-780, November.
- Horrigan, David, 2009. "Branded Content: A new Model for driving Tourism via Film and Branding Strategies," MPRA Paper 25419, University Library of Munich, Germany, revised 28 Aug 2009.
- Chung Hur & Jiyoung Hwang & Chankoo Yeo, 2020. "The differential impact of consumer’s thinking styles on brand placement: a cross-cultural study," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 300-311, May.
- Gabrielyan, Gnel & Just, David R., 2022. "The Effect of Logo Visibility on Brand Recognition and Willingness to Pay," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322354, Agricultural and Applied Economics Association.
- Zofia Saternus & Patrick Weber & Oliver Hinz, 2022. "The effects of advertisement disclosure on heavy and light Instagram users," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1351-1372, September.
- Chakravarty, Anindita & Liu, Yong & Mazumdar, Tridib, 2010. "The Differential Effects of Online Word-of-Mouth and Critics' Reviews on Pre-release Movie Evaluation," Journal of Interactive Marketing, Elsevier, vol. 24(3), pages 185-197.
- van Reijmersdal, Eva A. & Rozendaal, Esther & Buijzen, Moniek, 2012. "Effects of Prominence, Involvement, and Persuasion Knowledge on Children's Cognitive and Affective Responses to Advergames," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 33-42.
- Coker, Kesha K. & Altobello, Suzanne A., 2018. "Product placements in social settings: The impact of coviewing on the recall of placed brands," Journal of Business Research, Elsevier, vol. 87(C), pages 128-136.
- 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.
- Dias, José António & Dias, José G. & Lages, Carmen, 2017. "Can negative characters in soap operas be positive for product placement?," Journal of Business Research, Elsevier, vol. 71(C), pages 125-132.
More about this item
Keywords
Product placement; Brand placement; Brand strategy; Persuasion knowledge; Subtle placement; Blatant placement;All these keywords.
Statistics
Access and download statisticsCorrections
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:bushor:v:65:y:2022:i:2:p:149-157. See general information about how to correct material in RePEc.
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/bushor .
Please note that corrections may take a couple of weeks to filter through the various RePEc services.