Effets de la manipulation du produit packagé par le personnage dans l'annonce télévisée sur l'efficacité publicitaire

Sophie Lacoste-Badie ()

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Abstract: This research aims to understand and to explain the influence of product focal integration in a commercial on consumers' memorial and attitudinal responses. The concept of focal integra-tion is operationalized by the physical contact between the actor and product packaged during the ad (product packaged in hand / on a table). Our results show that product packaged in hand improve recall and recognition of the products category, brand, recognition of the pack-aging and also attitude toward the ad. Taking into account these dimension can help design more effective commercials.

Keywords: Executional elements; Product; Focal integration; Eléments d'exécution; Produit; Packaging; Intégration focale; Persuasion (search for similar items in EconPapers)
Date: 2010-05
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Published in 26ème Congrès International de l'AFM,, May 2010, Le Mans, France. 25 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00523223

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