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| Author: | Wilson, R.T. Till, B.D. |
| Title: | Product placements in movies and on Broadway |
| Journal: | International Journal of Advertising
2011 : VOL. 30:3, p. 373-398 |
| Index terms: | brands consumer behaviour consumers film industry advertising |
| Freeterms: | product placement |
| Language: | eng |
| Abstract: | This paper consists of two field studies. The first study examines brand recall from product placements in four movies and the second study explores brand recall in a Broadway musical. The results of both studies are parallel to prior laboratory findings: those product placements with combined audio-visual, central displayed, have actor involvement, have two or more verbal mentions of the brand increase consumers' later recall of the brand name. |
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