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Separate and joint effects of advertising and placement

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  • Uribe, Rodrigo

Abstract

This study explores the effects of the separate and joint effect of advertising and placement on consumer responses. Specifically, this paper examines these responses in terms of brand awareness, brand attitude, and purchase intention. The study results only show differences between exposure to advertising- or placement-only conditions and the control group in the case of brand recall (no differences were detected in the case of brand attitude or purchase intention). As was found in a previous study incorporating brand placement (van Reijmersdal, 2011), this paper cannot demonstrate the existence of synergy in the joint use of placement and advertising in the three dependent variables examined. The main implication of this study is to reinforce the relevance of advertising as promotional tool, particularly in order to increase brand awareness and proposes that if a company wants to use a placement, this kind of passive type seems not to be advisable.

Suggested Citation

  • Uribe, Rodrigo, 2016. "Separate and joint effects of advertising and placement," Journal of Business Research, Elsevier, vol. 69(2), pages 459-465.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:2:p:459-465
    DOI: 10.1016/j.jbusres.2015.06.052
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    References listed on IDEAS

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    Cited by:

    1. Giacomo Gistri & Matteo Corciolani, 2020. "Towards a better understanding of practitioners’ ideas about product placement: an empirical analysis in the Italian context," Italian Journal of Marketing, Springer, vol. 2020(4), pages 261-288, December.
    2. Annie Susanto & Halida Fauziah, 2023. "The Influence of Product Placement and Product Attributes toward Purchase Intention of Subway Sandwich," International Journal of Science and Business, IJSAB International, vol. 19(1), pages 128-146.
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. Neale, Michael & Corkindale, David, 2022. "Make product placement work for you: Get less exposure," Business Horizons, Elsevier, vol. 65(2), pages 149-157.
    8. 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.
    9. 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.

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