Warc index
 

This paper presents two laws about the effects of brand placement on audience reactions. Brand placement is the compensated inclusion of brands or brand identifiers within media programming. The first

This article examines brand-execution tactics (showing and naming the brand) in television, internet video advertising, and brand placement within TV programs. Multiple research studies provide evide

This paper describes an eye-tracking study into product placement, conducted by TV Azteca in Mexico. It evaluated the visual impact of brands and products in different genres of TV shows, in order to ...

The article discusses product placement, which can be very rewarding for a brand if done well, but can easily go wrong. Paid-for placement is still not allowed in the UK. Placement in films is the mos

An online experiment was conducted to study the effects of brand placements in computer games on brand attitude as well as game attitude (N = 521; between subject design: familiar vs unfamiliar brands ...

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 a ...

This paper employs the latest technology to better understand the relationship between what people say they watch versus what they actually watch during product placement segments of TV programmes. It ...

Marketers should not be frightened by the changes in television, but should welcome them as opportunities. New technology is giving viewers control not only over what they watch, but how and where the ...

The product placement industry is worth as much as $40bn globally, but very little is really known about it. This paper investigates the potential of 'brand integration', as those involved prefer to c ...

Tapping the commercial potential of online social networks remains elusive. Bebo, the 40m-member website, has embraced online product placement, signing up Procter & Gamble, Microsoft and movie studio ...

In print, advertising is clearly distinguished from editorial content, and, on television, commercials are clearly distinct from programmes. However, this principle has begun to drift. Advertisers, fa ...

In this article, FTC chair Deborah Platt Majoras addresses the major issues affecting the US advertising industry. These include the FTC's priorities against deceptive health claims and mortgage adver ...

A growing research literature suggests that visual brand placements need not be recalled in order to have an impact on brand attitudes. In an experimental study working with an authentic television br ...

This article reports an ANA survey into the use of product placement, which found that 66% of member companies had participated in a branded entertainment project in the past year, and 75% of responde ...

Previous studies suggest that the presentation of an advertisement largely determines how well consumers receive the message. Video games have many elements that make them ideal platforms for advertis ...

This report looks at the growing phenomenon of product placement in the automotive industry, a technique increasingly used both alongside and in addition to traditional advertising to promote car bran ...

This report summarises the findings of Nielsen Media Research’s study into ‘The Performance of Brand Placement on Television’. The impact of brand placement on recognition, brand feeling, purchase int ...

This paper discusses the growing importance of product placement as a form of advertising. While the act of placement itself - be it on television or in films - is hardly new, paid-for-placements are ...

This report summarises the findings of the Global Product Placement Forecast 2006, by PQ Media. It reveals spending on paid product placement soared by 42.2% to $2.21 billion globally in 2005, with d ...

Advergames are increasingly being used as part of a marketing campaign to promote products and brands. Previous research investigating the extent to which game players absorb messages in interactive e ...

In this article, MediaLab's Kathryn Bradley looks at consumer attitudes to product placement in theory and in practice in order to assess whether its controlled introduction into UK programming could ...

Product placement is an increasingly popular source of revenue for commercial broadcasters as other sources of income are becoming squeezed. This article, by MediaLab's Kathryn Bradley, looks at the o ...

Adrian Coleman, founding partner of VCCP, discusses recent trends in communication techniques, and asks whether the new EU directive permitting TV programmes to charge for product placement will make ...

To understand how brands might best use games for commercial communication, Mediaedge:cia conducted a global study. Damian Thompson, head of consumer insight, charts the growth of gaming and discusses ...

Tim Stock and Marie Lena Tupot, from scenarioDNA New York, argue that the goal of product placement is to find the right place for the brand - effectively to cast the brand, much like actors and scrip ...

Using IAG's tracking studies Barbara Zack, managing director and chief strategic officer for IAG Research, looks at the successes and failures of product placement in US TV programmes in 2005. She con ...

In his introduction to Admap's report on product placement, Roderick White looks at the implications of the EU directive permitting paid placement on TV in Europe - and the booming interest in it else ...

The subject for this Comments section is the fast-growing alternative to traditional advertising media known as product placement (PP). PP is seen as a potential mechanism for cutting through media cl ...

To make more effective and efficient media planning decisions, we need insight into media context variables that influence the effects of the advertisements embedded in these media. The research invol ...

The practice of placing brand names, logos and products into computer games is becoming increasingly popular. Recent research has focused on movies and television, with little research considering com ...