Using advertising alignment to improve product placement effects on product choice: The power of facilitating analogies

摘要

Two studies investigate the utility of analogical reasoning for improving the likelihood of consumer choice after a product placement. Data suggest that analogical transfer to real-life situations of a product solution featured in a placement can be facilitated by judicious use of accompanying advertising. Ads that are distinct from placement content are associated with higher choice frequencies for the focal item than are ads that play as extensions of a show episode in which a product was placed. This presumably occurs because distinct ads promote generalization of the solution viewed in the product placement, and this, in turn, facilitates later analogical mapping of the solution.