The product placement efficiency as a result of a relationship between a spectator and a movie

Etienne Bressoud and Jean-Marc Lehu
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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

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Abstract: While adding to the academic knowledge about product placement, this exploratory research comforts the advertisers in their communication choice for the technique. It focuses on the efficiency as a result of a relationship between a spectator and a movie (before, during and after viewing the movie). Choosing a DVD movie because of the movie director improves the number of brand placement recalled as well as liking the kind of the movie. Such an improvement also occurs when the viewer appreciates the movie. Unfortunately, speaking with someone else while watching the movie does not decrease the number of brand placement recalled

Keywords: Brand placement; consumer; movie; product placement; spontaneous day after recall (search for similar items in EconPapers)
Date: 2007
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00305718v2
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Citations: View citations in EconPapers (1)

Published in 6th International Conference on Research in Advertising (ICORIA), Lisbon, 29-30 June, 2007, Portugal

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00305718

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