Are We Aware of Product Placements in Music Videos?

Irene Roozen () and Christel Claeys ()
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Irene Roozen: Hogeschool-Universiteit Brussel (HUB), Belgium
Christel Claeys: Hogeschool-Universiteit Brussel (HUB), Belgium

No 2009/38, Working Papers from Hogeschool-Universiteit Brussel, Faculteit Economie en Management

Abstract: The objective of this research is to analyse the effectiveness of product-placements used in music videos. Two different experimental groups were exposed to different music videos. Results indicate that a more appreciated music video (higher score on attitude towards the music, towards the video, towards the artist) can significantly enhance the effectiveness of product-placements, whereby the different viewing experiences do not significantly affect the results. The results show that the prominent visual product placements are significantly more effective than subtle and or audio placements. However, no differences are found for attitude toward the brand between the different treatments.

Keywords: Product placement; music video; awareness; marketing communication (search for similar items in EconPapers)
Pages: 13 page
Date: 2009-12
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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