Product Placement Effectiveness Implicit Recall And Brand Image At The Level Of Modality
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Product Placement Effectiveness Implicit Recall And Brand Image At The Level Of Modality
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Author : Hendrik Arnold
language : en
Publisher: GRIN Verlag
Release Date : 2013-02-22
Product Placement Effectiveness Implicit Recall And Brand Image At The Level Of Modality written by Hendrik Arnold and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-02-22 with Business & Economics categories.
Master's Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 9.0 (out of 10), Maastricht University (School of Business and Economics), course: Strategic Marketing, language: English, abstract: Product placement effectiveness currently receives much attention regarding explicit recall, general attitude and brand attitude. However, few studies investigate the impact on implicit recall and brand image. This study tries to fill these gaps, using modality to distinguish placements. It is hypothesized that audio-only placements perform more effectively than visual–only ones and that audio-visual placements outperform both of the former in terms of both, implicit recall and brand image. Furthermore, two moderating effects are hypothesized, namely perceived congruence and prior notifications. Anderson and Bower’s (1973) HAM theory as well as KPM (Friestad & Wright, 1994, 1995) and the concept of reactance (Brehm, 1981) are used to predict the respective effects. An online questionnaire is used to collect quantitative data from 257 respondents using sequences from the TV show Modern Family. The findings reveal that changing modality indeed leads to better recall and increasing brand image, which is in line with the respective hypotheses. The evaluation of the moderation effects provides mixed results of significance. Theoretical and managerial implications of the findings are discussed in detail and finally, limitations and potential avenues for future research are defined.
Essays On Product Placement
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Author : Deepa Anil Pillai
language : en
Publisher:
Release Date : 2011
Essays On Product Placement written by Deepa Anil Pillai and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with categories.
"Product Placement" or "Brand Placement" is the paid inclusion of branded products or brand identifiers, through audio and/or visual means, within entertainment media. This dissertation is a collection of three essays that investigate factors affecting the effectiveness of product placements. The first essay focuses on two measures of product placement effectiveness - audience recall and attitudes toward the placement. Extant empirical studies that address the antecedents of these constructs were integrated through a meta-analysis. Essay 2 focuses on the effect of repetition of placements of the same brand within a single television program and essay 3 addresses "Need for Cognition", an individual level variable that was found to affect audience response toward the brand placed. Data were collected through an online survey and analyzed using structural equation modeling. Limitations of the studies, the relevance of the findings to marketing practice, and the contribution to scholarly research are discussed.
Product Placement
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Author : Isabel Manzano
language : en
Publisher:
Release Date : 2011
Product Placement written by Isabel Manzano and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with categories.
Product placement, an advertising trend that places a brand within the context of an information medium, has emerged as an effective means of increasing brand recognition. The practice has not been thoroughly examined in the different media in which it occurs. The purpose of the present experiment was to investigate the effectiveness of prominent and subtle product placements in books on different forms of memory. The effectiveness of the placements was evaluated by measuring explicit and implicit memory for the placed brands. Additionally, effectiveness was measured with two types of preference judgments: a forced choice scenario and a shopping list scenario. Results from Experiment 1 showed that participants demonstrated implicit memory for brands mentioned in the novel with a word stem completion task and a category exemplar generation task. The centrality of placement only affected performance on these tasks for test-aware participants. Experiment 2 used a forced choice task and showed that consumer preference was unaffected by subtle and prominent placements. Experiment 3 used a shopping list scenario and showed that brand placement affected participants' preferences for previously studied brands regardless of the placement centrality. The experiments also showed that participants had explicit memory for the brands with prominent placements leading to better recall than subtle placements. Taken together, the findings show that the placement of brands in books is a valid means of influencing consumer awareness and behavior toward the brand.
Branded Entertainment
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Author : Jean-Marc Lehu
language : en
Publisher: Kogan Page Publishers
Release Date : 2007-03-03
Branded Entertainment written by Jean-Marc Lehu and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-03-03 with Business & Economics categories.
Branded Entertainment explains how product placement, a long-time phenomenon in films, has gone beyond this to now embrace all media. Citing examples from film to music video, to computer games, the author explains the: history and development of product placement; advantages of this form of brand advertising; and methods employed by different brands Most importantly, Branded Entertainment discusses the future possibilities for using this form of promotion to recreate an emotional connection with customers and exploiting the opportunities afforded by advances in technology to spread the message across multimedia channels.
The Handbook Of Applied Communication Research
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Author : H. Dan O'Hair
language : en
Publisher: John Wiley & Sons
Release Date : 2020-04-24
The Handbook Of Applied Communication Research written by H. Dan O'Hair and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-04-24 with Language Arts & Disciplines categories.
An authoritative survey of different contexts, methodologies, and theories of applied communication The field of Applied Communication Research (ACR) has made substantial progress over the past five decades in studying communication problems, and in making contributions to help solve them. Changes in society, human relationships, climate and the environment, and digital media have presented myriad contexts in which to apply communication theory. The Handbook of Applied Communication Research addresses a wide array of contemporary communication issues, their research implications in various contexts, and the challenges and opportunities for using communication to manage problems. This innovative work brings together the diverse perspectives of a team of notable international scholars from across disciplines. The Handbook of Applied Communication Research includes discussion and analysis spread across two comprehensive volumes. Volume one introduces ACR, explores what is possible in the field, and examines theoretical perspectives, organizational communication, risk and crisis communication, and media, data, design, and technology. The second volume focuses on real-world communication topics such as health and education communication, legal, ethical, and policy issues, and volunteerism, social justice, and communication activism. Each chapter addresses a specific issue or concern, and discusses the choices faced by participants in the communication process. This important contribution to communication research: Explores how various communication contexts are best approached Addresses balancing scientific findings with social and cultural issues Discusses how and to what extent media can mitigate the effects of adverse events Features original findings from ongoing research programs and original communication models and frameworks Presents the best available research and insights on where current research and best practices should move in the future A major addition to the body of knowledge in the field, The Handbook of Applied Communication Research is an invaluable work for advanced undergraduate students, graduate students, and scholars.
The Psychology Of Entertainment Media
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Author : L. J. Shrum
language : en
Publisher: Routledge
Release Date : 2012
The Psychology Of Entertainment Media written by L. J. Shrum and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Business & Economics categories.
First Published in 2012. Routledge is an imprint of Taylor & Francis, an informa company.
Consumer Behaviour
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Author : Robert East
language : en
Publisher: SAGE
Release Date : 2008-05-19
Consumer Behaviour written by Robert East and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-05-19 with Business & Economics categories.
'A wonderful (and very unusual) balance between areas of marketing that are often at odds with each other (or, worse yet, unaware of each other)... I recommend it to any student, researcher, or manager in marketing' Peter Fader, Frances and Pei-Yuan Chia Professor; and Professor of Marketing, Wharton School, University of Pennsylvania 'Exceptional for the amount of relevant research that is presented and explained. Students who have read and understood this text are likely to be much more of use to industry' Fergus Hampton, Managing Director, Millward Brown Precis Written in a focused and accessible form by respected marketing academics, Consumer Behaviour helps readers to develop analytical and evidence-based thinking in marketing and avoid more formulaic approaches that lack the support of research. With a strong focus on the use of research, this book will really appeal to the specific needs of higher-level students. The book covers important material that is often missing in consumer behaviour texts. For example, whole chapters are devoted to brand loyalty, brand equity, biases in decision-making, word of mouth, the response to price and the effect of advertising. Shorter reviews cover evidence on topics such as loyalty programmes, the response to delay and retail atmospherics. Chapters are quite short and divided into sections. Each chapter contains exercises designed to draw out key ideas and consolidate understanding, and there are suggestions for further reading. A website to support the book has an Instructor's Manual that offers PowerPoint slides, discussion of exercises, computer programs, a suggested Masters-level course, and a Word file of references to assist students writing assignments.
The Greatest Trick The Devil Ever Pulled Was Convincing The World He Didn T Exist An Analysis Of How Film Makers Of The Usual Suspects Achieved The Shocking Effect
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Author : Sarah Rusch
language : en
Publisher: GRIN Verlag
Release Date : 2006-10-28
The Greatest Trick The Devil Ever Pulled Was Convincing The World He Didn T Exist An Analysis Of How Film Makers Of The Usual Suspects Achieved The Shocking Effect written by Sarah Rusch and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-10-28 with Foreign Language Study categories.
Seminar paper from the year 2006 in the subject Didactics for the subject English - Miscellaneous, grade: 2,0, Johannes Gutenberg University Mainz (Department of English and Linguistics), course: Studying Media, language: English, abstract: When the filmThe Usual Suspectswas released in 1995 nobody knew it would eventually be rated as one of the best films of all time.1The appeal of the film lies within its cleverly structured narrative and its unique way of making the viewer want to watch the film again in a different light.The Usual Suspectsis one of those films you have to watch at least twice to get close to the truth of what is being told. During the second watching you will ask yourself if you are really seeing the same film and the same character, because you were sure that Verbal Kint seemed incredibly harmless the first time around while he comes across very differently the second time. That is the question that shall be examined in the course of this paper in which I want to analyse how Bryan Singer, the film's director, achieved his aim of creating a completely innocent character in the course of the film, only to let the audience find out that Kint might be the criminal mastermind behind the whole scheme. How do the film-makers achieve the portrayal of the harmless Kint, and how does he come across in the second watching? By choosingThe Usual Suspects,this paper also serves as an example of how audiences can be manipulated. Therefore, I will also have a look at the role and the behaviour of an audience. First of all, we will concern ourselves with a film theory developed by Kracauer examining the role of an audience and the effects films might have on it. We will analyse how audiences feel and behave during the experience of a film screening and how their minds function at the time. Secondly, I will shortly introduce the filmThe Usual Suspectswith its most important characters and its plot, before I, thirdly, want to go into the analysis of the creation of Verbal Kint's character, and scrutinise how Singer worked with narrative and technical means to leave behind a puzzled audience. To achieve that, I will pick a few scenes from the film and analyse them in respect to their filmic realisation. I hope that this paper will thoroughly answer the question of how an audience let themselves be manipulated by a feature film and what effects certain filmic means can achieve if properly deployed. Towards the end, all the gathered information will shortly be summarised and a conclusion will be expressed.
Social Comprehension And Judgment
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Author : Robert S. Wyer, Jr.
language : en
Publisher: Psychology Press
Release Date : 2003-09-12
Social Comprehension And Judgment written by Robert S. Wyer, Jr. and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-09-12 with Psychology categories.
Written by one of the foremost authorities in social cognition, Social Comprehension and Judgment examines how people process information encountered in their everyday lives. In the book, Dr. Wyer proposes a new theory about the way in which information acquired in everyday life is comprehended and represented in memory, and how it is later used as a basis for judgments and decisions. A major emphasis throughout is on the construction and use of narrative representations of knowledge and the way that visual images influence the comprehension of these narratives and the judgments based on them. The role of affective reactions in this cognitive activity is also discussed. Social Comprehension and Judgment is divided into three sections. Part I provides a conceptual overview by outlining the general theoretical framework focusing on assumptions about the storage and retrieval of information and reviews recent research on the impact of knowledge accessibility on judgments and decisions. Part II deals with the comprehension of information, and examines the role of these processes in impression formation, persuasion, and responses to humor. Part III describes the inferences that are based on information conveyed in social situations. This book is ideal for advanced students and researchers interested in the areas of social cognition or social information processing.
Movie Blockbusters
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Author : Julian Stringer
language : en
Publisher: Routledge
Release Date : 2013-10-18
Movie Blockbusters written by Julian Stringer and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-18 with Performing Arts categories.
Big-budget, spectacular films designed to appeal to a mass audience: is this what - or all - blockbusters are? Movie Blockbusters brings together writings from key film scholars, including Douglas Gomery, Peter Kramer, Jon Lewis and Steve Neale, to address the work of notable blockbuster auteurs such as Steven Spielberg and James Cameron, discuss key movies such as Star Wars and Titanic, and consider the context in which blockbusters are produced and consumed, including what the rise of the blockbuster says about the Hollywood film industry, how blockbusters are marketed and exhibited, and who goes to see them. The book also considers the movie scene outside Hollywood, discussing blockbusters made in Bollywood, China, South Korea, New Zealand and Argentina