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| Author: | Law, S. Braun, K. |
| Title: | I'll have what she's having: gauging the impact of product placements on viewers |
| Journal: | Psychology and Marketing
2000 : DEC, VOL. 17:12, p. 1059-1076 |
| Index terms: | PLACEMENT PREDICTION THEORY PRODUCTION |
| Language: | eng |
| Abstract: | Product placement in TV shows is becoming increasingly common, yet little is known about its effectiveness nor even how to define and measure such effectiveness. This research examined the effectiveness of product placement with the use of two different types of measures: explicit measures that tap memory directly and an implicit measure that measures the effect of exposure on product choice indirectly. It was hypothesized that the ability of product placement to enhance memory and choice may be mediated by distincy mechanisms. |
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