How using versus showing interaction between characters and products boosts product placement effectiveness
How using versus showing interaction between characters and products boosts product placement effectiveness
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DOI：
10.2501/ija-32-4-633-653
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发表时间：
2013-01-01
影响因子：
6.7
通讯作者：
Jyote, Abul Khair
中科院分区：
文献类型：
--
作者：
Kamleitner, Bernadette;Jyote, Abul Khair
在电影中的位置增加品牌知名度。他们是否是有效的超越记忆，（例如，在品牌态度方面）是一个有争议的问题。本文认为，并表明，一个特定类型的位置，字符产品交互（CPI），能够实现跨措施的安置成功的有效性。同一部电影的三个实验版本的比较表明，CPI放置在静态突出放置的一致优势。其他探索性分析表明，置入有效性也可能取决于置入产品的特征。
Placements in movies increase brand awareness. Whether they are effective beyond memory, (e.g. in terms of brand attitudes) is a contested issue. This paper argues and shows that a specific type of placement, character product interaction (CPI), is able to achieve effectiveness across measures of placement success. A comparison of three experimental versions of the same movie demonstrates the consistent advantage of CPI placements over static prominent placements. Additional exploratory analyses suggest that placement effectiveness may also depend on characteristics of the placed product.