Integrating placement and audience characteristics to assess the recall of product placements in film: findings from a field study

Etienne Bressoud, Jean-Marc Lehu and Cristel Antonia Russell
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Etienne Bressoud: LED - Laboratoire d'Economie Dionysien - UP8 - Université Paris 8 Vincennes-Saint-Denis
Jean-Marc Lehu: CEREM - Centre d'étude et de recherche en marketing - UP1 UFR06 - Université Paris 1 Panthéon-Sorbonne - UFR Gestion & économie d'entreprise - UP1 - Université Paris 1 Panthéon-Sorbonne
Cristel Antonia Russell: AUT - Auckland University of Technology

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Abstract: This research incorporates into a single model characteristics of product placements in films and characteristics of the consumers and their viewing environment to assess the memorability of the placements. Eleven movies containing a total of 98 placements of varied characteristics were coded. 3,532 individuals who viewed a DVD rental of one of these movies at home completed a questionnaire on the following day. The questionnaire included audience viewing characteristics as well as a free recall measure of placements. The results reveal important insights into the variables that affect, positively or negatively, the day after recall of products placed in movies

Keywords: Brand placement; consumer; movie; product placement; spontaneous day after recall (search for similar items in EconPapers)
Date: 2008
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00303731v2
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Published in 7th International Conference on Research in Advertising (ICORIA), Antwerp, 27-28 June, 2008, Belgium

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00303731

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