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Chapitre D'ouvrage Année : 2008

Product placement in movies: questioning the effectiveness according to the spectator's viewing conditions

Résumé

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
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Dates et versions

halshs-00303667 , version 1 (22-07-2008)
halshs-00303667 , version 2 (05-12-2008)

Identifiants

  • HAL Id : halshs-00303667 , version 2

Citer

Etienne Bressoud, Jean-Marc Lehu. Product placement in movies: questioning the effectiveness according to the spectator's viewing conditions. F. Costa Pereira, J. Veríssimo & P. Neijens (Eds.). New Trends in Advertising Research, Lisboa: Sílabo, pp.145-163, 2008. ⟨halshs-00303667v2⟩
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