The effectiveness of product placements: the influence of the likeability of the programme

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

No 2008/08, Working Papers from Hogeschool-Universiteit Brussel, Faculteit Economie en Management

Abstract: The objective of this research is to analyse the influence of likeability of the programme on the effectiveness of product-placements and TV-commercials. Four different experimental groups were exposed to different TV-soap-series, with combinations of commercials and product- placements. Results indicate that a more appreciated programme can significantly enhance the effectiveness of product-placements but no commercials. The effectiveness of TV-commercials is significantly higher than for product-placements. No differences are found for attitude toward the brand between commercials and product-placements after watching the programmes. More generally, the attitude toward the well known brands studied seems not to be affected by different viewing experiences.

Keywords: Product placements; TV commercials; Likeability of Programme (search for similar items in EconPapers)
Pages: 12 pages
Date: 2008-01
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:hub:wpecon:200808

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