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Illustrating a systematic approach to selecting motion pictures for product placements and tie-ins
Ignacio Redondo and Morris B Holbrook, International Journal of Advertising, Vol. 27, No. 5, 2008, pp. 691-714
Previous literature has inadequately facilitated the systematic selection of motion pictures for promotional actions.
Previous literature has inadequately facilitated the systematic selection of motion pictures for promotional actions. By contrast, in the present illustrative application, singlesource data on movie attendance and on consumption in Spain permit the examination of a film’s suitability for promoting a product by considering the match between attending the film and consuming the relevant good or service. The illustration investigates how such suitability is predicted by movie characteristics (storyline content and country of origin) to the end of identifying what types of film best fit various product categories.
Adoption of digital video recorders and advertising: threats or opportunities?
John A. Fortunato and Daniel M. Windels, The Journal of Interactive Advertising, Vol. 6, No. 1, Fall 2005
It can be said that every time the technological communication environment changes so to does the advertising environment.
It can be said that every time the technological communication environment changes so to does the advertising environment. Advertisers who do not carefully monitor and adapt to the technological communication environment run the risk of losing millions of dollars on inefficient advertising expenditures. The digital video recorder (DVR) is the latest technological innovation to which advertisers must adapt. By easily allowing the viewer to skip commercials the DVR is a device that could have potentially huge implications on advertising creative and placement strategies. The DVR is a clear threat to the advertising industry, but there are some opportunities for advertisers that can be explored because of DVR technology. The opportunities exist through an interdependent relationship between television networks and advertisers in creating a communication environment that is economically beneficial to both entities. The focus of this article is on understanding how and why DVR's are being used by the audience and examines the potential threats and opportunities that advertisers must be aware of in adapting to this technology.
The effectiveness of cinema advertising in Hong Kong
Gerard Prendergast and Chan Lai Wah, International Journal of Advertising, Vol. 24, No. 1, 2005, pp. 79-93
Cinema advertising offers a relatively less cluttered environment for advertisers to present their message to a captive audience.
Cinema advertising offers a relatively less cluttered environment for advertisers to present their message to a captive audience. However, little is known about its effectiveness in countries such as Hong Kong (a city that is relatively underdeveloped in terms of cinema adspend). Building on the work of Ewing et al. (2001) and Dunnett and Hoek (1996), insights into perceptions of cinema advertising in Hong Kong were obtained from a survey of 150 interviewees. As opposed to previous studies, which utilised delayed recall, this study interviewed audience members immediately after they had viewed a particular movie. Results showed that cinema advertising exposure and recall rates were significantly related to various demographic variables, especially gender and age. Furthermore, the level of recall was found to be correlated with various situational stimuli in the cinema, such as the larger-than-life screen, Dolby stereo sound, the silent environment, comfortable seats and audience members’ expectations to focus on the screen. Based on these findings, recommendations for cinema managers and advertisers are made.
The 2003 MTV influential moviegoers study
Elaine Nefsky and Matt Catapano, ESOMAR, Marketing Conference, Warsaw, October 2004
This paper details the deep emotional connection young adults have with movies and the distinct actions, behaviors and attitudes involved in their movie selection process.
This paper details the deep emotional connection young adults have with movies and the distinct actions, behaviors and attitudes involved in their movie selection process. It demonstrates that young adults, and MTV viewers in particular, are passionate about a wide range of movie genres and are key consumers in the DVD aftermarket. It reveals the existence of a core group of enthusiasts who wield tremendous power and influence. Known as the Influentials, these moviegoers seek out information from a broad range of personally relevant sources, which, in turn, allows them to serve as the trusted resource for their friends and family.
Semiotics and narrative congruence. Leveraging consumer insights through product placement
Kevin September and Charles Leech, ESOMAR, Consumer Insight Conference, Vienna, April 2004
The paper describes the semiotic process of assessing potential co-branding projects, such as product placement in feature films, for narrative congruence.
The paper describes the semiotic process of assessing potential co-branding projects, such as product placement in feature films, for narrative congruence. Narrative congruence assessment allows marketing professionals to determine whether a product placement or co-branding is beneficial to both brands, just one, or neither. Case histories from recent popular films are used to demonstrate the process, with client feedback to attest to its success. Contextualizing this paper is the theory of 'metasemiotics' which suggests that assessing product placement and co-branding is the kind of modern intertextual reflex that defines large segments of consumers, particularly youth.
Product placement in movies: a comparison of Chinese and American consumers' attitudes
Jia Zhou and Sally A. McKechnie, International Journal of Advertising, Vol. 22, No. 3, 2003, pp. 349-374
In recent years there has been an increase in the practice of product placement. This paper reports the findings of an exploratory quantitative study of the attitudes of Chinese consumers towards product placement.
In recent years there has been an increase in the practice of product placement. This paper reports the findings of an exploratory quantitative study of the attitudes of Chinese consumers towards product placement. The aim is to provide some insights into how similar, or different, these attitudes are to those of American consumers. Country differences were found to exist between the U.S. and the People's Republic of China (PRC) in terms of Chinese consumers generally being less accepting of product placement than American consumers, while individual differences were not found to have much of an impact given the major differences in cultural values between the U.S. and the PRC. Also, more ethically-charged products generated greater concerns among both U.S. and Chinese consumers than less ethically-charged products.
The effects of PVRs on television viewing
Daniel J. Monistere and Scott L. Brown, ESOMAR, TV Audience Measurement, LA, June 2003
By analyzing data from the Nielsen National People Meter Sample, this paper dimensions the penetration of PVRs in television households in the United States.
By analyzing data from the Nielsen National People Meter Sample, this paper dimensions the penetration of PVRs in television households in the United States. Also, Nielsen has established an offline test panel of people meter homes equipped with TiVo PVR devices. This test panel allows NMR to analyze the viewing patterns before and after the introduction of a PVR device into the household. The results are based on the initial data analyzed from this offline test panel.
How Early Can Video Revenue Be Accurately Predicted
Elsie Prosser, Journal of Advertising Research, Vol. 42, No. 2, March/April 2002
Americans love videos. Last year, consumers spent $17.4 billion on videos, renting 3 billion and buying 700 million (VSDA, 2000).
Americans love videos. Last year, consumers spent $17.4 billion on videos, renting 3 billion and buying 700 million (VSDA, 2000). Predicting video revenue is critical, because it accounts for 55 percent of gross studio revenue, more than box-office, pay-per-view, and television revenue combined (VSDA, 1998). How early can video revenue be accurately predicted? Several early indicators are tested: first and second weeks' theatrical revenues, fall-off, opening screens, advertising, genre, and critics' ratings. Two models are developed to predict rental and sell-through video revenue with 86 percent accuracy on average by the second week of a movie's release.
The Gender Perspective in Relation to Children as Consumers
Birgitte Tufte and Jens Halling, Forum for Advertising Research, Jan 2002
Describes a research project to investigate the differences between girls and boys, at different ages, in their attitudes to pocket money, brands, media and responses to advertising.
Describes a research project to investigate the differences between girls and boys, at different ages, in their attitudes to pocket money, brands, media and responses to advertising. Media investigated are TV, the Internet, cinema and mobile phones. A number of intriguing differences were found.
Cinema Advertising Re–considered
Charles Foster, M.T Ewing and Erik Du Plessis, Journal of Advertising Research, Vol. 41, No. 1, January/February 2001
A worldwide surge in cinema advertising expenditure underscores the need foradditional research into the medium's impact and effectiveness.
A worldwide surge in cinema advertising expenditure underscores the need foradditional research into the medium's impact and effectiveness. Proponents argue that among cinema's many virtues are its abilities to reinforce and complement other media. To explore this contention empirically, a study of commercials launched ~ simultaneously on television and in cinema is reported here. Findings confirm that assuming a set budget/GRP constraint, in-market recall scores for commercials I flighted concurrently in both media are significantly higher than for those launched only on television. Furthermore, young adults, a cohort often considered by advertisers to be evasive and difficult to target via traditional media, can be effectively reached -through cinema advertising. Cinema's appeal is not restricted to the youth market, however. It is an underrated and underutilized medium through which to target older - consumers. Conclusions are drawn and future research directions outlined. -
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