2008 Oxford Business &Economics Conference Program

ISBN : 978-0-9742114-7-3

Predicting the effectiveness of product placement: a study on the execution strategy and impacts on hierarch of effects

Stella So Lai-man, Susanna Kwok Wai-yee Department of Marketing The Chinese University of Hong Kong Abstract The rapid increase in the volume and variety of product placement approaches nowadays has marked the importance of product placement techniques when put into practice. This paper reports the different categories of product placements techniques known as implicit, explicit, integrated and non-integrated product placements in the context of TV soap opera programmes in Hong Kong. Furthermore, this study examines the hierarchy of effects of the different categories of product placement and suggests important implications for promotional practice and future research. Introduction As the consumer market has becoming more fragmented, marketers in recent decade turned to a variety of communication channels in their efforts to reach customers. One of the emerging channels that have been exploited frequently in recent years is product placement. Product placement is not a new concept in the field of promotion. Schudson (1984) describes

June 22-24, 2008 Oxford, UK

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the receptivity of Hollywood to influence attempts by cigarette firms in 1920s as a results from actors and actresses smoking in the movies. In recent years, product placement has been more organized to enhance product communications and which attracted the attention from academics (Babin and Carder, 1996; DeLorme and Reid, 1999; Gould, Gupta, and GrabnerKrauter, 2000; Gupta and Gould, 1997; Karrh, 1998; Nebenzahl and Secunda, 1993; Ong and Meri, 1994). Product placement has been defined as a paid product message aimed at influence movie or TV audiences via the planned and unobtrusive entry of a branded product into the movie or TV programme (Balasubramanian, 1994). There are several key advantages of product placement, which ranges from cost-effectiveness to positive audience perception and brand association (Delorme & Reid, 1999; Gould, Gupta, & Grabner-Krauter, 2000). Comparing with traditional advertising messages, the product placement sponsors identity is kept hidden and this type of hybrid messages enable the sponsor to control the message content, and in the meantime disguise the commercial origins and appear believable. In addition, brand placements often involve an implicit endorsement by the celebrity using the brand which would have influences on attitudes toward the brand (Avery & Ferraro, 2000), such as the influence of James Bond on BMW and Spider-Man on Dr.Pepper.

Effectiveness of Product Placement

June 22-24, 2008 Oxford, UK

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ISBN : 978-0-9742114-7-3

Most of the past research studies of product placement attempt to measure the effectiveness, especially at effects on brand recall, recognition, and attitudes (Babin and Carder 1996; Gupta, Balasubramanian and Klassen 2000; Gupta and Lord 1998; Karrh 1994; Ong and Meri 1994; Vollmers and Mizerski 1994). Overall speaking, results from the past research found respondents to have positive view towards product placement in terms of higher recall/ recognition, positive attitudes and preference ( DAstous & Chartier, 2000; Karrh 1994; Saberwahl et al. 1994; DeLorme et al. 1994 and Nebenzahl & Secunda 1993; Bhatnagar, Aksoy, & Malkoc 2002). However, some studies on the effects of product

placement yielded mixed results with respect to the recall or recognition of brands placed. Research studies found that recall of placed brands was weak and perceptions differ by product class (Ong and Meri, 1994; Gupta and Gould, 1997). This has to do with the ethical concerns about product placements as well as concerns about specific products such as alcohol, guns and tobacco. Furthermore, according to Ong & Meris study in 1994, 77% of viewers recalled seeing Coke while watching the movie Falling Down, but only 18% recalled seeing Hamms Beer in the movie. The mixed results are due to the failure to recognize the multidimensional nature of product placement, such as the effectiveness of product placement of different modes (visual, audio) (Gupta and Lord 1998); the effectiveness of product placement of the type of placement (prop or more integral to the story) (Brennen, Dubas, and Babin, 1999); the effectiveness as a function of the nature of measurements (explicit or implicit) (Law and
June 22-24, 2008 Oxford, UK

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ISBN : 978-0-9742114-7-3

Braun, 2000; Alain dAstous and Nathalie Seguin 1999; Tiwsakul, Hackley & Szmigin 2005); the ethical concerns of product placements ( Gupta and Gould 1997) etc. According to a recent research work, product placement strategies can be classified into three main types: implicit product placement, integrated explicit product placement and nonintegrated explicit product placement (Tiwsakul, Hackley & Szmigin 2005). In the study, implicit product placement refers to the placement of a branded product within a television programme without formally expressed. These products do not play an active role in the programme and often seen on shelf at the background. On the other hand, a branded product that is formally expressed within a television programme is defined as an integrated explicit product placement which plays an active role, e.g. the actors or actresses consuming the products. Non-integrated explicit product placement means that a branded product which is formally expressed (the sponsors name is presented) but it is not integrated within the contents of the programme. Interestingly, results indicated that the implicit product placement gets the most negative consumer evaluation, in other words, consumers prefer the more explicit product placement. The implicit placement might be perceived as less ethical because of the association of subliminal effects. The level of integration of a brand into the editorial content of a program has significant effects on brand image and effectiveness. The ways that product placement are conveyed also has a crucial effect on the consumers as people learned through formed associations.

June 22-24, 2008 Oxford, UK

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ISBN : 978-0-9742114-7-3

Bandura (1977) suggested that product demonstrations in product placements help people to learn how to use products quickly. Consumers shape self-relevant information through an association principle linking their own self concept and identity with the desirable images in the programme. The viewer will then establish association with the personality in the

programme, and then the brand. As a result, consumers will perceive the demonstrated brands or products as more natural than those direct and manipulative selling messages. A

transformational linkage is then developed between the programmes or movies and the product placed (Delmore, Reid and Zimmer 1994; Russell 1998). Ultimately, this will increase the adoption likelihood for placed products and services. Affective reactions to marketing stimuli are important to our understanding of consumers attitudes when doing advertising or promotion, and therefore, in this study we are attempting to investigate the effects on consumers attitudes and behaviour in relations to exposures of explicit and integrated versus implicit and non-integrated stimuli. In addition, we will also measure the relationship between consumers attitudes and perceived value toward product placement and the hierarchy of effects (cognitions, affection and purchase intention) on the brand placed.

Outcome variables of product placement Past literature of product placement is relatively sparse; and most studies focus on the mental stages of consumers, such as awareness/understanding, interest/liking, and purchase

June 22-24, 2008 Oxford, UK

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ISBN : 978-0-9742114-7-3

intention (Barry 1987; Barry and Howard 1990). In a model developed by Balasubramanian, Karrh and Patwardhan (2006), the outcomes discussed product placement literature can be divided into cognitive, affective and conative classes. (a) Cognitive outcome

So far, most placement studies are preoccupied with cognitive effects which measure advertising effectiveness, such as recognition, salience, or recall. Comparing to advertisement, placements are better integrated with editorial content than ads and the impact of programinduced mood on message processing depends on the valence of mood and the degree to which the placement is congruent with editorial content (Aylesworth and MacKenzie 1998). Therefore, the cognitive outcomes for a brand in a product placement would be more effective if the placements are congruent and integrated to the editorial. However, studies show that placements only generate short-term memory effects that consumers are unable to retain the brand memory for long term (Babin and Carder 1996; Baker and Crawford 1995; Gupta and Lord 1998; Johnstone and Dodd2000; Karrh 1994; Nelson 2002; Sabherwal, Pokrywczynski, and Griffin 1994). Studies have found that viewers may retain long term memories of certain placements, but only for those placements that prompted more conscious processing during exposure (Krugman 1965; Synott 1991; DeLorme and Reid 1999). Therefore, cognitive outcomes are more appropriate for placements that elicit moderate to high levels of conscious processing. In other words, placements messages which are subliminal and prompt

June 22-24, 2008 Oxford, UK

2008 Oxford Business &Economics Conference Program

ISBN : 978-0-9742114-7-3

unconscious processing are not effective in influencing consumers cognitive response. This argument is in line with the past research that subliminal embeds do not influence measures of cognitive processing (Aylesworth, Goodstein and Kalra 1999). Therefore, we predict the cognitive response is not positively related to non-integrated product placements with subliminal messages. Hypotheses One H1: The effect on cognition is higher when product placement (pp) is integrated and explicit than when pp is non-integrated and implicit (b) Affective outcome

Advertising professionals are not just interested in the cognitive responses, traditional measures of advertising effectiveness, there are increasing number of studies focusing on the affective responses or feelings generated from advertising or product placements (Aylesworth, Goodstein and Kalra 1999). These affective reactions or feelings not just influencing attitudes toward advertisements, but also have direct impact on brand perceptions. Many of these research work suggested that subliminal messages have effects on affective reactions to the message (Moore 1982; Key 1973; Edwards 1990; Edell and Burke 1987); low to moderate levels of conscious processing also produce impact of a placement on brand attitudes (MacInnis and Jaworski 1989; Alba and Hutchison 1987; Russell (2002)). An interesting research finding argued that brand memory and brand image are not related, i.e. brand image becomes more positive regardless of viewers memory of the brand placements. It is further
June 22-24, 2008 Oxford, UK 7

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pointed out that the integration of a brand into the editorial content of a programme has a significant effect on brand image (Reijmersdal, Neijens and Smit 2007). People tend to develop affective reactions toward the product and brands in moods and feelings as the more they are exposed to the brand placed. In this study, we predict the affective response is positively related to integrated product placements with explicit messages. Hypothesis Two H2: The effect on affection is higher when pp is integrated and explicit than when pp is non-integrated and implicit. (c) Conative outcome

Despite the evidence that subliminal embedded messages may affect feelings and affective reactions generated by product placements, there is no convincing evidence showing that subliminal messages affect behaviour which is the ultimate goal of advertising (Moore 1982; Trappey 1996; Aylesworth, Goodstein and Kalra 1999). Purchasing behaviour is considered to be too complex which involves purchase intentions and product choice that subliminal messages may not be effective (Caccavale, Wanty, and Edell 1982; Moore 1982, Trappey 1996). Therefore, we predict the conative response is not positively related to non-integrated product placements with implicit messages. Hypothesis Three H3: The effect on purchase intention is higher when pp is integrated and explicit than when pp is non-integrated and implicit
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Attitudes and perceptions toward placements The volume and sophistication of product placements are growing impressively and rapidly. Studies have found that product placements receive more acceptability, higher

evaluations and affective outcomes than advertising as placements are perceived to be less intrusive (Gupta & Reid 1997; Nebenzhal & Secunda 1993; Paradun & McKee 1996; Hackley 2003; Karrh, McKee & Pardun 2003). Attitudes toward placements, i.e. the acceptability, involvements and perceptions of audiences, are important influential elements for the effectiveness of placements. However, there is a lack of literature on the attitudes towards product placement and its effectiveness. Most of the past research studies on the effectiveness of product placement attitudes focused on the ethical acceptability (Nebenzahl and Secunda 1993); gender influences (Gould, Gupta, and Grabner-Krauter 2000; Gupta and Gould 1997; McKechnie and Zhou 2003); cultural influences (Karrh, Frith, and Callison 2001; McKechnie and Zhou 2003) and viewers involvement with the programme (Bhatnagar, Aksoy, and Malkoc 2004). Only a few research studies have examined the effects of attitudes and perceptions toward product placements (Morton and Friedman, 2002). Therefore, in this study we will measure correlations between the attitudes and the hierarchy of effects, i.e. the effects on cognition, affections and intention to purchase. A research study conducted by Polly and Mittal (1993) investigated the overall global attitudes toward advertising and had discovered the attitudes were depicted as a function of a series of beliefs reflecting the effects of seven

June 22-24, 2008 Oxford, UK

2008 Oxford Business &Economics Conference Program

ISBN : 978-0-9742114-7-3

factors (three personal factors and four societal factors). Personal factors include product information, social role and image, and hedonic/pleasure while the societal effects include good for economy, materialism, value corruption, and falsity/ no sense. In this study, we will modify and simplify the Polly and Mittal model to develop a 5 factors model in explaining the attitudes and perceptions toward product placements. The five factors of consumer attitudes and perceptions are: 1. product placements are entertaining 2. product placements are acceptable 3. product placements are credible 4. 5. product placements are informative product placements give brand confidence

We believe that consumers who rank high in these five factors of attitudes and perception will result in higher product placements hierarchy-of-effects (HoE). Therefore, we predict that:

Hypothesis Four H4a: Positive attitudes toward product placement will result in greater understanding of the product placed H4b: Positive attitudes toward product placement will result in greater affection for the product placed

June 22-24, 2008 Oxford, UK

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H4c: Positive attitudes toward product placement will result in higher purchase intention of the product placed. Methodology (a) experimental design A 20-minutes video tape featuring two Chinese TV soap operas with two different product placement clips and regular commercials are recorded. In order to avoid subjects who may have been suspicious of the true purpose of the experiment and biased the results, we have inserted regular commercials in-between the clips of product placement. A famous actor and a famous actress were featured in the two product placement clips. The two product placement clips are 1) soya sauce implicit, non-integrated execution 2) 3G mobile phone (3G) explicit, integrated execution Prior to the experiment and survey, a pretest was conducted. A total of 37 respondents were selected to view the clips and answer a well-constructed questionnaire. In addition, a manipulative test was also conducted to ensure that no biased responses caused by celebrity preference. From the results, it is clear that there is no significant difference between the preferences of the two celebrities (Actress Sit and Actor Fong) and which confirmed that the celebrity effects would not affect the subjects opinions in the experiment (Table 1). Table 1: Manipulative Test on Celebrity Difference Mean 0.00
11

Overall preference towards the

June 22-24, 2008 Oxford, UK

Sit

S.D. 1.00

t 0.00

Sig. 0.857

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ISBN : 978-0-9742114-7-3

actor/actress

Fong

0.00

1.00

(b) sample A good cross section of 125 subjects, aged from 18 to 55 from the population is invited to view the tape in a classroom setting without being informed of the research objectives. After viewing the tape, participants are then asked to answer a well-constructed questionnaire that is distributed to them. The questionnaire is organized around the hierarchy-of-effects model of three broad categories: cognition (recall); affect (attitudes); and conation (purchase intention) on the product placement clips. Participants are also asked on their general attitudes towards product placement developed based on the 5-Factor model. (c) questionnaire design The questionnaire is divided into three different sections. Section I is product placement specific questions, first on soya sauce and then on 3G, with 5-point scale with 5 for strongly agree and 1 for strongly disagree, asking participants whether the product placement clip provides them with information and increase their product knowledge, helps to generate positive affection on the related brand, and intensifies their purchase intention. Section II is also 5-point scale questions on general attitudes towards product placement developed based on the 5-Factor model, including entertaining, acceptable, credible, informative and develop brand confidence. Section III is demographic questions on gender, age and monthly personal income.

June 22-24, 2008 Oxford, UK

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Test Results The research data indicates that the execution style has tremendous impact on product placement recall rate. For non-integrated and implicit execution (soya sauce), the recall rate is relatively low, only 35 out of 125 respondents (28%) reported that they have seen the product in the tape. Whereas, 88 out of 125 respondents (70%) reported that they have seen the mobile phone that is explicitly and integrated in the soap opera with the celebrity using it. Based on respondents who reported to have recalled both soya sauce and 3G product placements in the video clip (N=35), Table 2 indicates that explicit/integrated execution can achieve greater influence and significant difference on the viewers all along the hierarchy-ofeffects, for cognition (t = -4.77, p<0.01), for affection (t = -5.11, p<0.01), and for conative (t = -3.82, p<0.01). Hence, hypotheses one to three are supported. However, the effects on respondents wear down gradually from cognition to conation, the result is consistent will previous findings Table 2: Hierarchy-of-effects (N=35) Mean Understand Implicit/non-integrated execution (soya sauce) Explicit/integrated execution (3G) Positive Attitude Implicit/non-integrated execution (soya sauce) Explicit/integrated execution (3G) Purchase Intention
June 22-24, 2008 Oxford, UK 13

t -4.77***

2.49 3.34 -5.11*** 2.23 3.20 -3.82***

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ISBN : 978-0-9742114-7-3

Implicit/non-integrated execution (soya sauce) Explicit/integrated execution (3G)

*p<.10; **p<.05; ***p<.01

2.40 3.03

Previous studies rarely correlate respondents attitude towards product placement as a predictor, execution style with results based on hierarchy-of-effects. In this study, we hypothesize that those with positive attitudes towards product placement as a promotion tool based on the 5-factor model generate greater understanding, affection and higher purchase intention. The results show that even people exhibit the same kind of attitude towards product placement on the five different dimensions, namely entertaining, informative, credibility, acceptance and brand confidence, their responses are still highly associated and affected by execution style. A regression analysis was employed to test the hypotheses 4a, 4b and 4c with the product placements HoE as the dependent variables and the 5 factors of consumer attitudes ( entertaining, acceptable, credible, informative and brand confident) toward product placements as independent variables. Table 3 summarizes that for explicit and integrated execution (F varied from 4.6 for cognition outcome, 3.7 for affection outcome to 3.7 for conative outcome, all significant at 0.01 level), as for implicit/non-integrated execution (F varied from 2.33 for cognition, 0.88 for affection and 1.02 for conative, only cognition is significant at 0.10 level). Conclusively, hypothesis 4a to 4c can only be partially supported as explicit and integrated execution manages to generate more predictive results than implicit and nonJune 22-24, 2008 Oxford, UK 14

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integrated execution in spite of peoples general attitudes towards product placement.

June 22-24, 2008 Oxford, UK

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Table 3: 5-factors Model correlates with HoE Outcome Explicit/Integrated 3G Cognition Affection Conative
*p<.10; **p<.05; ***p<.01

Implicit/Non-integrated Soya Sauce

R 0.21 0.17 0.17

F 4.6*** 3.7*** 3.7***

R 0.23 0.10 0.11

F 2.33* 0.88 1.02

Discussion and conclusion The current study examines the effect of product placement on peoples hierarchy-ofeffect, namely cognitive, affective and conative outcomes. The results indicated that most crucial factor for product placement effectiveness depends on the execution styles, explicit and integrated, managed to be more effective and influential on peoples responses. The 5-factor model on peoples general attitudes towards product placement, however, cannot significantly predict a correlation with the hierarchy-of-effect in this study. As an exploratory study it is interesting to note that external factor such as promotion execution style is more predictive than the internal factor such as general attitudes towards product placement (Figure 1), more in-depth study should be conducted on this aspect.

June 22-24, 2008 Oxford, UK

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Figure 1: 5-Factor Model as predictors for Hierarchy-of-effects Predictors Execution Style Results (Hierarchy-of-effects) () Cognition Entertaining Credible Informative Acceptable Develop brand Confidence Implicit/Non-integrated (X) Affection (X) Conative Explicit/Integrated () Cognition () Affection () Conative

However, the number of respondents who managed to recall both implicit and explicit execution is relatively small (N=35) in this study, a larger valid sample size definitely helps to portray a more concrete relationships in-between. Further, peoples product knowledge and involvement for individual product is not considered in this study, both can be important independent variables that, in turn, affect the hierarchy-of- effects. With limited promotion budget and the inclination of using product placement to replace advertising, it is also important to investigate peoples level of skepticism on advertising or product placement and the outcome effectiveness. Lastly, the difference and similarity in-between western and eastern culture on the 5-factor model correlated with the hierarchy-of-effect should also be studied. Reference: Alba, Joseph W., and J. Wesley Hutchinson (1987), Dimensions of Consumer Expertise,

June 22-24, 2008 Oxford, UK

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Journal of Consumer Research, 13 (March), 411454. Avery, RosemaryJ., and Rosellina Ferraro (2000), Verisimilitude or Advertising? Brand Appearances on Prime-Time Television, Journal of Consumer Affairs, 34 (2), 217244 Aylesworth, Andrew B., Ronald C. Goodstein, and Ajay Kalra (1999), Effect of Archetypal Embeds on Feelings: An In direct Route to Affecting Attitudes? Journal of Advertising, 28(3), 7381. -------and Scott B. MacKenzie (1998), Context Is Key: The Effect of Program-Induced Mood on Thoughts About the Ad ,Journal of Advertising, 27 (2), 1731. Baker, Michael J., and Hazel A. Crawford (1995), Product Placement, working paper no.95(2), Department of Marketing, University of Strathclyde, Glasgow, Scotland. Balasubramanian, Karrh, and Patwardhan, Audience response to product placements, Journal of advertising; Fall 2006, 35,3 Balasubramanian, Siva K. (1994), Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues, Journal of Advertising, 23 (December), 2946.

Baridura, Albert (1977), Social Learning Theory, Englewood Cliffs, NJ; Prentice-Hall. Barry, Thomas F. (1987), The Development of the Hierarchy of Effects: An Historical Perspective, Current issues and Research in Advertising, 10(2), 25 1295. ------and Daniel J. Howard (1990), A Review and Critique of the Hierarchy of Effects in
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Advertising, International Journal of Advertising, 9(2), 121135, Bhatnagar, Aksoy and Malkoc (2002), Embedding brands within media content: The impact of Message, Media, and Consumer Characteristics on Placement Efficacy, pp.100-115 Bhatnagar, Namita, Lerzan Aksoy, and Selin A. Malkoc (2004), Embedding Brands Within Media Content: The Impact of Message, Media, and Consumer Characteristics on Placement Efficiency, in The Psychology of Entertainment Media, L. J. Shrum, ed, Mahwah, NJ: Lawrence Eribaum, 99116. Brennan, Ian, Khalid M. Dubas, and Laurie A. Babin (1999), The Influence of ProductPlacement Type and Exposure Time on Product-Placement Recognition, International Journal of Advertising, 18 (3), 323337. DAstous, Alain, and Francis Chartier (2000), A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies, Journal of Current Issues and Research in Advertising, 22 (2), 3140. -------, and Nathalie (1999), Consumer reactions to product placement strategies in television sponsorship, European Journal of Marketing , Vol 33, P.897-910 DeLorme, D. E., & Reid, L. N. (1999). Moviegoers experiences and interpretation of brand in films revisited. Journal of Advertising, 28, 7195. DeLorme, Denise E., and Leonard N. Reid (1999), Moviegoers Experiences and Interpretations of Brands in Films Revisited, Journal of Advertising, 28 (2), 7195.
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Edell , J & Burke, M (1987) The power of feelings in understanding advertising effects, Journal of consumer research; Dec 1987 Edwards, K (1990) The interplay of affect and cognition in attitude formation and change, Journal of Personality and Social Psychology, Aug 1990 Gould, Stephen J., and Pola B. Gupta (2006), Come on Down: How Consumers View Game Shows and the Products Placed in Them, Journal of Advertising, 35(1), 6581. ------, ------, and Sonja Grabner-Kruter (2000), Product Placements in Movies: A CrossCultural Analysis of Austrian, French, and American Consumers Attitudes Toward This Emerging International Promotional Medium, Journal of Advertising, 29 (4), 4158. Gupta, Pola B., Siva K. Balasubramanian, and Michael Klassen (2000), Viewers Evaluations of Product Placements in Movies: Public Policy Issues and Managerial Implications, Journal of Current Issues and Research in Advertising, 22 (2), 4152. -------, and Stephen J. Gould (1997), Consumers Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences, Journal of Current Issues and Research in Advertising, 19 (1), 3750. -------and Kenneth R. Lord (1998), Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall, Journal of Current Issues and Research in Advertising, 20 (1), 4759. Hackley C (2003). IMC and Hollywood what brand managers need to know. Admap,
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(November), 44-46. Johnstone, Emma, and Christopher A. Dodd (2000), Placements as Mediators of Brand Salience Within a UK Cinema Audience, Journal of Marketing Communications, 6 (3), 141158. Karrh, J. A. (1994). Effects of brand placements in motion pictures. Proceedings of the 1994 American Academy of Advertising (pp. 9096). ------. (1994), Effects of Brand Placements in Feature Films, in Proceedings of the 1994 Conference of the American Academy of Advertising, Karen Whitehill King, ed., Athens, GA: American Academy of Advertising, 9096 ------ (1998), Brand Placement: A Review, Journal of Current sues and Research in Advertising, 20(2), 3149. ------Katherine T Frith, and Coy Callison (2001), Audience Attitudes Toward Brand (Product) Placement: Singapore and the United States, International Journal of Advertising, 20 (1), 324. ------, McKee KB & Pardun C J (2003). Practitioners evolving views on product placement effectiveness. Journal of Advertising Research, 43 (2), 13 8-149. Key, Wilson Bryan. (1972), Subliminal Seduction: Ad Medias Manipulation of Not So Innocent America. Englewood Cliffs, NJ: Prentice-Hall. Krugman, Herbert E. (1965), The Impact of Television Advertising: Learning Without
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Involvement, Public Opinion Quarterly, 29 (Fall), 349356. Law, Sharmistha, and Kathryn A. Braun (2000), Ill Have What Shes Having: Gauging the Impact of Product Placements on Viewers, Psychology and Marketing, 17 (12), 1059 1075. Maclnnis, Deborah J., and Bernard J. Jaworski (1989), Information Processing from Advertisements: Toward an Integrative Framework, Journal of Marketing, 53 (October), 123. McKechnie, Sally A., and Jia Zhou (2003), Product Place ment in Movies: A Comparison of Chinese and American Consumers Attitudes, International Journal of Advertising, 22 (3), 349374. Moore, T. E. (1982). Subliminal advertising: What you see is what you get, Journal of Marketing, 46, 3847. Morton, Cynthia R., and Meredith Friedman (2002), I Saw It in the Movies: Exploring the Link Between Product Placement Beliefs and Reported Usage Behavior, Journal of Current Issues and Research in Advertising, 24 (2), 33-40 Nebenzahl, I D & Secunda E (1993). Consumers attitudes towards product placement in movies. International Journal of Advertising, 12 (1), 1-11. Nelson, Michelle R. (2002), Recall of Brand Placements in Computer/Video Games, Journal of Advertising Research, 42 (March/April), 8092.
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Ong, B. S., & Men, D. (1994). Should product placement in movies be banned? Journal of Promotion Management, 2, 159175. Pardun, Carol J. and Kathy Brittain Mckee. What Advertising Agency Media Directors Have to about Placing Clients Products in Motion Pictures, Paper presented to the Conference of the Association for Ed, Journalism and Mass Conimunicati 1996. Pollay, Richard W., and Banwari Mittal (1993), Heres the heef: Factors, determinants, and segments in consumer criticism of advertising. Journal of advertising; 57 99-114 Reijmersdal, E.A. Neijens, P. and Smit, E.G., Effects of Television Brand Placement on Brand Image, Pschology & Marketing, Hoboken: May 2007. Vol.24, Iss. 5, pg. 403. Russell, Cristel A. (1998), Toward a Framework of Product Placement: Theoretical Propositions, in Advances in Consumer Research, vol. 25, Joseph W. Alba and J Wesley Hutchinson, eds., Provo, UT: Association for Consumer Research, 357362. ------(2002), Investigating the Effectiveness of Product Placement in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude, Journal of Consumer Research, 29 (December), 306318. Sabherwal, Shonall, Jim Pokrywczynski, and Robert Griffin (1994), Brand Recall for Product Placements in Motion Pictures: A Memory-Based Perspective, paper presented at the 1994 Conference of the Association for Education in Journalism and Mass Communication, Atlanta, GA.
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Synott, Anthony (1991), A Sociology of Smell, Canadian Review of Sociology and Anthropology, 28 (1), 437459. Tiwsakul, Hackley and Szmigin (2005), Explicit, non-integrated product placement in British television programmes, International Journal of Advertising, 24(1), pp.95-111 Trappey C. (1996), A meta-analysis of consumer choice and subliminal advertising Psychology & Marketing; Aug Vol 13, Iss.5 pg.517-531 Vollmer, S, & Mixerski, R. (1994). A review and investigation into the effectiveness of product placement in films, Proceedings of the 1994 Annual Conference of the

American Academy of Advertising, 97102.

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