Three Essays On Measuring Product Placement Effectiveness In Movies

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Three Essays On Measuring Product Placement Effectiveness In Movies

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Author : Raghu Kurthakoti
language : en
Publisher:
Release Date : 2011

Three Essays On Measuring Product Placement Effectiveness In Movies written by Raghu Kurthakoti 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 placements are gaining more importance in corporate marketing communication budgets and marketers need to understand the effectiveness of these placements to justify investments into them. Three studies were conducted to study the effectiveness of product placements in movies. Essay one studied the economic worth of product placements on the long term profitability of the firm through an event study. In essay two we study the effectiveness of product placement from a memory perspective by means of a longitudinal study. Results of a dynamic panel analysis using generalized estimating equations indicate that audience recognition for a movie placement significantly diminishes one to two weeks after exposure to the movie. Essay three examines the impact of brand-character association on consumer attitude toward the placed brand. Limitations and Implications of the studies were also discussed.

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 Effectiveness

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Author : Ciska Asriel
language : en
Publisher:
Release Date : 2006

Product Placement Effectiveness written by Ciska Asriel and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Motion pictures in advertising categories.

In this era of global competition, companies are trying to find efficient and effective ways to market their products and services to different national cultures. One way is through product placement that utilizes the global reach of Hollywood movies. However, minimal research has been conducted that studies product placement effectiveness across cultures. The current study proposes a comprehensive model that analyzes the moderating factors of product placement across cultures: general attitude towards product placement, culture and modality. In addition, the effect of actors and individual differences are also explored. Effectiveness scores are measured using both explicit and implicit memory tests. The findings suggest that modality and culture are the only significant predictors although the influence of culture decreases with the addition of other independent variables in implicit memory measurement.

The Effectiveness Of Product Placement In Films

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Author : Patricia Klerks
language : en
Publisher:
Release Date : 2004

The Effectiveness Of Product Placement In Films written by Patricia Klerks and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Branding (Marketing) categories.

Toward An Understanding Of The Product Placement Effect

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Author : Brian Christopher Gillespie
language : en
Publisher:
Release Date : 2013

Toward An Understanding Of The Product Placement Effect written by Brian Christopher Gillespie and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with categories.

The third and final essay considers the role of product placement in narrative by proposing that placements can offer benefits to consumers through proper product placement fit. Results indicate that consumers report more favorable brand evaluations when their narrative consumption goals (i.e., goal attainment and enjoyment) are met through exposure to product placement advertising, compared to when their goals are not met through exposure to product placement advertising. Taken together, I argue these essays provide a greater understanding of the product placement effect and validate product placement advertising as a viable promotional method.

The Effectiveness Of Product Placement In The Movie Industry

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Author :
language : en
Publisher:
Release Date : 2011

The Effectiveness Of Product Placement In The Movie Industry written by 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.

Advances In Advertising Research Vol Iv

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Author : Sara Rosengren
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-05-30

Advances In Advertising Research Vol Iv written by Sara Rosengren and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-05-30 with Business & Economics categories.

​Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA) which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme “The changing roles of advertising”. The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network.

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.

The Unmanageable Consumer

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Author : Yiannis Gabriel
language : en
Publisher: SAGE
Release Date : 2006-04-07

The Unmanageable Consumer written by Yiannis Gabriel and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-04-07 with Business & Economics categories.

`This book was radically challenging when it was first published, and is only more so today as the concept of consumer collapses under the weight of its many meanings' - Madeleine Bunting, Columnist, The Guardian Western-style consumerism appears unstoppable. Yet it is has failed to deliver greater happiness and is now facing major environmental, population and political challenges. This book examines the key Western traditions of thinking about and being a consumer. Each chapter posits a consumer model with examples from the international community. Readers are invited to enter an exciting and radical analysis of contemporary consumerism which suggests that consumerism is fragile and consumers unpredictable. Updated with new material, this Second Edition looks at the impact of new technologies on consumerism and the consolidation of consumerism and 'consumer' language in spheres like education and health. The authors discuss the spread of consumerism to developing countries like India and the effect of demographic change and migration. The fallout from 9/11 and United States military hegemony is examined, as is the influence on consumerism of Islamic fundamentalism, the anti-globalization movement, environmental concerns and depleting natural resources. This book is of interest to advanced undergraduate, postgraduate and MBA students taking courses on behaviour, buyer behaviour, customer behaviour, consumers and society and retailing. Any one interested in better understanding consumerism will also find this book a fascinating read.

Bulletin Of The Atomic Scientists

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Author :
language : en
Publisher:
Release Date : 1972-10

Bulletin Of The Atomic Scientists written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1972-10 with categories.

The Bulletin of the Atomic Scientists is the premier public resource on scientific and technological developments that impact global security. Founded by Manhattan Project Scientists, the Bulletin's iconic "Doomsday Clock" stimulates solutions for a safer world.