The Product Well Placed The Relative Impact of Placement and Audience Characteristics on Placement Recall

摘要

The relative impact of placement and audience characteristics on product placement recall is assessed with survey data from 3,532 individuals who viewed a DVD movie rental the previous day. Eleven American movies were selected and the executional characteristics of 88 placements therein were coded. Viewing the movie on a large screen emerged as the most important factor on recall: in addition to its main effect, it increases the positive impact of visual characteristics of the placement. Another key finding is the detrimental effect of multiple simultaneous placements: Not only do they reduce placement recall, they eliminate the otherwise positive impact of a placement's level of plot integration and auditory mention.