RT Journal Article
SR Electronic
T1 The Product Well Placed
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 374
OP 385
DO 10.2501/S0021849910091622
VO 50
IS 4
A1 Etienne Bressoud
A1 Jean-Marc Lehu
A1 Cristel Antonia Russell
YR 2010
UL http://www.journalofadvertisingresearch.com/content/50/4/374.abstract
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.