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

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.

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

Etienne Bressoud

Université Paris 8 Vincennes Saint-Denis

Jean-Marc Lehu

Université Paris 1 Panthon Sorbonne

Cristel Antonia Russell

University of Auckland

INTRODUCTION

The last two decades have witnessed an exponential increase in the academic literature on product placements and their effects on consumers. Since Israek D. Nebenzahl and Eugene Secunda’s 1993 article in the InternationalJournal of Advertising and Siva K. Balasubramanian’s Journal of Advertisingarticle on hybrid advertising in 1994, no fewer than 45 scientific articles on product placement have appeared in...

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