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 of washing-up liquid is constantly standing right beside the sink in the middle of the screen.