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Int. Journal of Advertising
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Fancy a coffee with Friends in 'Central Perk'? Reverse product placement, fictional brands and purchase intention
Laurent Muzellec, Christopher Kanitz and Theodore Lynn, International Journal of Advertising, Vol. 32, No. 3, 2013, pp. 399-417
Fictional brands are brands that exist only in the world of fiction and not the real physical world. Reverse product placement consists of transforming these fictional brands into products and services in the real physical world.
Fictional brands are brands that exist only in the world of fiction and not the real physical world. Reverse product placement consists of transforming these fictional brands into products and services in the real physical world. This paper posits that consumers, despite having no pre-existing experience of fictional brands in the real world, may develop positive attitudes towards fictional brands; hence the fundamental managerial question is to ascertain whether these positive attitudes can drive purchase intention to justify the investment into a real product or service based on the fictional brand. Using two fictional service brands, ‘MacLaren’s Pub’ and ‘Central Perk’, featured respectively in How I Met Your Mother and Friends, this study confirms the existence of protobrands, and shows that attitudes towards a fictional brand are driven by perceived service quality, identification with the brand and attitudes towards the television programme. The study goes on to provide evidence that attitudes towards the fictional brand can influence purchase intention of a future defictionalised brand in the real world. The paper contributes to product placement and branding literature in a new emerging area.
PP for 'product placement' or 'puzzled public'? The effectiveness of symbols as warnings of product placement and the moderating role of brand recall
Tina Tessitore and Maggie Geuens, International Journal of Advertising, Vol. 32, No. 3, 2013, pp. 419-442
This research examines the effectiveness of the European ‘PP’ symbol, recently introduced as a warning of product placement in locally produced television programmes.
This research examines the effectiveness of the European ‘PP’ symbol, recently introduced as a warning of product placement in locally produced television programmes. The authors test whether this symbol counters the pervasive effect of product placement on purchase intention. Study 1 shows that the symbol does not prompt resistance to the influence of product placement. This is because the majority of consumers neither notice nor comprehend the symbol. In Study 2, two training methods are tested to increase the symbol’s effectiveness: (1) verbal label training and (2) a combination of verbal label training and information training. The addition of information training is necessary to increase the symbol’s noticeability, whereas verbal label training helps increase the symbol’s comprehensibility and effectiveness in activating persuasion knowledge and decreasing purchase intention. Finally, the results provide evidence that brand recall is crucial for resistance to product placement, suggesting the importance of brand recall as a moderator of resistance processes.
Penta-gration! A new integrated study to measure sponsorships
Atul Phadnis, ESOMAR, Branded Entertainment/Sponsorship Conference, Montreal, June 2005
With sponsorships and branded entertainment on television taking many different forms (Placements, Content Integration, Story line Integration, Sponsorships, Content Associations, etc.), the challenge lies in making comparisons and evaluations of these formats so as to be able to assess efficiency, ROI, selections, effectiveness.
With sponsorships and branded entertainment on television taking many different forms (Placements, Content Integration, Story line Integration, Sponsorships, Content Associations, etc.), the challenge lies in making comparisons and evaluations of these formats so as to be able to assess efficiency, ROI, selections, effectiveness. This paper proposes a series of new evaluation templates from a pool of multiple studies to eventually enable selection of Branded Entertainment options.
Product integration - the gold behind the American Music Awards
Beth Uyenco and Rachel Mueller-Lust, ESOMAR, Branded Entertainment/Sponsorship Conference, Montreal, June 2005
ABC in partnership with OMD conducted research to understand the advertising impact of a product integration during the American Music Awards (AMAs) telecast on November 14, 2004.
ABC in partnership with OMD conducted research to understand the advertising impact of a product integration during the American Music Awards (AMAs) telecast on November 14, 2004. The research compares brand and program metrics for the product integration compared to the same brand appearing in commercial exposures. Viewer’s attitudes and reactions to the integration and the program were also explored.
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