How using versus showing interaction between characters and products boosts product placement effectiveness

Placements in movies increase brand awareness. Whether they are effective beyond memory, (e.g.

How using versus showing interaction between characters and products boosts product placement effectiveness

Bernadette Kamleitner

Vienna University of Economics and Business

Abul Khair Jyote

Independent University, Bangladesh

Introduction

  • Scene 1 of a romantic comedy: Romeo has just finished serving dinner. He talks to Julia, who watches him adoringly while he moves towards the sink to do the dishes.
  • Scene 2a: Romeo pours some washing-up liquid from a well-known branded bottle, places the bottle right beside the sink (i.e. roughly in the middle of the screen) and washes the dishes.

Or

  • Scene 2b: Romeo washes the dishes. A well-known branded bottle...

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