search query: @indexterm CONSUMER RESEARCH / total: 600
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| Author: | Bressoud, E. Lehu, J-M. Russell, C.A. |
| Title: | The product well placed |
| Journal: | Journal of Advertising Research
2010 : DEC, VOL. 50:4, p. 374-385 |
| Index terms: | advertising research mass communication consumer research placement marketing management |
| Language: | eng |
| Abstract: | The paper showcases advertising research on product placement in mass media. An experiment to identify consumer recall and the effect of product placement is conducted, where consumers viewed a DVD-video disc of motion pictures including notable product placements. The size of the television receiver or motion picture screen used for viewing the motion pictures was found to have a significant effect on recall of the product placement, as did its connection to the plot of the motion picture. Verbally mentioning the product on the motion picture soundtrack had the greatest effect on recall by test subjects. |
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