The Effectiveness of Product Placement: A Field Quasi-experiment

Artur Cholinski

Abstract


Using an experimental approach and field settings, the effectiveness of prominent, audio-visual, highly connected to the plot product placement in movies has been examined. An after only with control group design was used. Results show that exposure to prominent, audio-visual, highly connected to the plot product placement causes an increase in brand awareness among film viewers, irrespective of other executional variables of a given placement. However, this particular type of placement does not guarantee positive impact on attitudes and brand choice.


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DOI: http://dx.doi.org/10.5539/ijms.v4n5p14

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail: ijms@ccsenet.org

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