The second life of a product placement in movies: the DVD

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: Product placement in movies seems to develop at the same pace than media fragmentation expands. Many studies have shown the potential of its impact according to the placement modalities. Rather than focusing on the way the placement is made, this exploratory research offers new insights about the second life of the placement through DVD. A sample of 3,532 DVD French viewers has been used to study the visibility of brand placements, when the film is watched on DVD

Keywords: branded-entertainment; product placement; DVD; movie; 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-00305729v2
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Published in The EMAC 36th Conference, Reykjavik, 22-25 may, 2007, Iceland

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