Brand-Placement Effectiveness And Competitive Interference In Entertainment Media: Brand Recall and Choice in Kid’s Video-Game Advertisements

Haiming Hang

University of Bath

Management slant

  • Dissociation between brand recall and brand choice suggests that advertisers need to use multiple methods to measure brand placement effectiveness. Brand recall/recognition alone may underestimate brand placement impact.
  • The presence of a competing brand placement makes children tend to choose their preexposure favorite brands. This suggests advertisers need to avoid clutters if their brands are not the most favorite ones in their target markets (otherwise they would waste their investments in brand placement).
  • The implicit influence of brand placement on children suggests a subtle placement can bypass children's cognitive defense, making them unable to resist its persuasive intent. This may raise great concerns among public policy makers.