Professional Documents
Culture Documents
Product Placement & Consumer Brand Salience Measuring The Impact
Product Placement & Consumer Brand Salience Measuring The Impact
CRITICAL REVIEW:
1. Introduction
This paper aims to measure and analyze the impact of product placement on brand
salience that is, consumer level of awareness about a particular brand. The study is
experiential research, in which the impact of product placement on customers’ brand
salience is measured among media and media genres. Moreover, cross-cultural
investigations also tell that customers’ response differs towards brand placement
among Singaporean and U.S. respondents, whereby Singaporean respondents accept
very little on ethical grounds as compared to U.S. respondents.
2. Brand Placement
Product placement can be defined as the use of a brand name, a product, or the name
of a firm in a television program or in a movie for promotional purpose (d’Astous &
Chatier, 2000). There are three kinds of product placement strategies. First is implicit
product placement, in which product is placed within a television program in such a
way that formal expression can be avoided. Thus, the brand itself is passive and
contextual. The second strategy is integrated explicit product placement, in which
product is placed within a television program in such a way that attributes and
benefits are clearly expressed and emphasized during the program. Thus, the brand’s
role changes to active role. The third strategy is non-integrated explicit product
placement, in which the name of sponsor appears at the beginning and end of the
program.
Product placement helps to get the financial support from the sponsors in the venue
of promoting their product. It is also cost effective for both moviemakers and
sponsors, as moviemakers can increase their sales (Galician, 2004; Russell, 2002;
Lehu, 2007), while sponsors can create awareness of their brand to the audience
(Wasko et al., 1993). It also provides an unlimited coverage as compared to other
media like TV, radio, etc.
When a product is included in the movie, a viewer gets the chance to see it again and
again. They get more aware of brand and less aware of competitor’s brand (Alba &
Chattopadhyay, 1986). It changes the mind set of a viewer (Moran, 1990). Thus,
awareness leads to memory based course of action from recall to recognition
(Rossiter & Percy, 1983). Cues in a scene may facilitate recall of the brand by
reconstructing the brand characteristics in the memory, or recognition by
differentiating the earlier acquired stimuli from a set of possibly distracting and
extraneous stimuli. Recall and recognition collectively results in brand salience.
6. Experimental Methodology
7. Conclusions
The results showed that N95 mobile was at the top of participants’ mind. Moreover,
brand familarity and brand recognition is improved in post-exposure. Thus, the sutyd
concluded that product placement improves brand salience, if proper practices are
employed. So the study recommends that more importantly, further studies should be
conducted to determine procedures and practices that can enhance brand salience,
and real life experiments can be conducted to enhance the significance and practical
implications of the findings.
4
References
Evangelista, B. (1999). Advertisers now getting into video games. San Francisco
Chronicle, E1.
Law & Braun. (2000). Impact of Product Placement. Psychology & Marketing,
17(12), 1059-1075.
Moran, W.T. (1990), “Brand Presence and the Perceptual Frame,” Journal of
Advertising Research, 30 (6), 9-16.
Wasko, J., Phillips, M., & Purdie, C. (1993). Hollywood meets Madison Avenue: the
commercialization of US films. Media, Culture & Society, 15(2), 271-293.