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英文原文 Effectiveness of brand placement: New insights about viewers
Jean-Marc Lehu, Etienne Bressoud
Abstract: Since traditional media have become saturated, the technique of product placement has been attracting growing interest. This research explores new insights concerning viewers' reactions during a second viewing of a movie. A sample of 3532 French viewers of DVDs has been used to link the way the movie was chosen, viewed and appreciated (or not) with a spontaneous brand placement recall, the day after the film was watched at home. Results make a contribution to strengthening professionals' interest in the technique, and to adding to academic knowledge of the topic. A first viewing of the movie at the cinema improves brand placement recall, as does watching the movie at home on a large home cinema screen. Such an improvement also occurs when a DVD movie is chosen either because of the movie director or when the viewer likes the movie.
Keywords: Consumer; Product placement; Brand placement; Movie; Film; Branded-entertainment; Spontaneous day-after recall
1 Introduction
Product placements (a product and/or a brand intentionally placed in a cultural medium) are mushrooming in movies nowadays. In 2007 alone, the fact that in the movie Sleuth, Bvlgari jewels are a key element of the plot, that MSNBC is the favored news channel in The Invasion, that the Porsche car brand is used as a reference in Transformers, that the New York Post is the unavoidable newspaper in the movie The Brave One, and that a Sony video camera is used in Vantage Point, a Columbia picture (subsidiary of the Sony Group), is not coincidental at all. Those products are part of a so-called product placement deal. Product placement in movies has become a communication technique which is used more than ever by advertisers (Karrh et al., 2003; PQ Media, 2007). A recent Association of National Advertisers (ANA) survey indicates that 63% of the American advertisers who respo
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