It is demonstrated that the participants recalled and recognized authentic brands rather than the actual brand-modified products that appeared in the shown movie clips. Schema theory suggests that the brand-modified products were assimilated into preexisting knowledge structures, and that the recall and recognition of the products was due to prior exposure of the authentic brands. In terms of brand-modifications, this study demonstrates that associations are made to authentic products more often than to the brand-modified products that appeared in the movies.
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"Recall and Recognition of Brand-Modified Product Placement in Movies" by Caitlin Anderson
Privacy Copyright. Skip to main content. BYU ScholarsArchive. Abstract In recent years, the product placement industry has seen a significant boom. Keywords brand-modification, product placement, brand-modified. La Ferle, C. Product placement: How brands appear on television. Journal of Advertising , 35 4 , Law, S. Lee, T. International Journal of Advertising, 30 3 , Effectiveness of brand placement: New insights about viewers.
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Journal of Current Issues and Research in Advertising , 24 2 , Nebenzahl, I. International Journal of Advertising , 12 , Paivio, A. Imagery and verbal processes. Roehm, M. Plugs versus placements: A comparison of alternatives for within-program brand exposure. Russell, C. Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude. Journal of Consumer Research , 29 3 , Toward a framework of product placement: Theoretical propositions.
The consumption of television programming and validation of the connectedness scale. Journal of Consumer Research , 31 1 , Russell,, C. Consumers, characters, and products: A balance model of sitcom product placement effects. Journal of Advertising , 35 1 , Saunders, M. Research methods for business students. Essex: Pearson Education Limited. Sung, Y. New brand worlds: College student consumer attitudes toward brand placement in films, television shows, songs, and video games.
Sample dissertation 6 - product placement in films
Journal of Promotion Management , 14 , Tulving, E. Priming effects in word fragment completion are independent of recognition memory. Journal of Experimental Psychology , 8 4 , Van Reijmersdal, E. Brand placement prominence: Good for memory!
creatoranswers.com/modules/zero/mujeres-solteras-en-san-jose.php Journal of Advertising Reseacrh , 49 2 , Effects of television brand placement on brand image. Customer magazines: Effects of commerciality on reader reactions.
Journal of Current Issues and Research in Advertising , 32 1 , Waldt, D. Product placement: Exploring effects of product usage by principal actors. African Journal of Business Management , 2 6 , Waldt, V. Recognition and recall of product placements in films and broadcast programmes.
Innovar , 18 31 , Wenner, L. On the ethics of product placement in the media entertainment. Journal of Promotion Management , 10 , Williams, K. Product placement effectiveness: Revisited and renewed.
Journal of Management and Marketing Reasearch, 7. Yang, M. The effectiveness of brand placements in the movies: Levels of placements, explicit and implicit memory, and brand-choice behavior.
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