PT  - JOURNAL ARTICLE
AU  - Etienne Bressoud
AU  - Jean-Marc Lehu
AU  - Cristel Antonia Russell
TI  - The Product Well Placed
AID  - 10.2501/S0021849910091622
DP  - 2010 Dec 01
TA  - Journal of Advertising Research
PG  - 374--385
VI  - 50
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/50/4/374.short
4100  - http://www.journalofadvertisingresearch.com/content/50/4/374.full
SO  - J Advert Res2010 Dec 01; 50
AB  - The relative impact of placement and audience characteristics on product placement recall is assessed with survey data from 3,532 individuals who viewed a DVD movie rental the previous day. Eleven American movies were selected and the executional characteristics of 88 placements therein were coded.Viewing the movie on a large screen emerged as the most important factor on recall: in addition to its main effect, it increases the positive impact of visual characteristics of the placement. Another key finding is the detrimental effect of multiple simultaneous placements: not only do they reduce placement recall, they eliminate the otherwise positive impact of a placement's level of plot integration and auditory mention.