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Results 101 to evoking and recalling the brand. The study revealed no differences in dwell time between product preferences, indicating that previous usage or preference of brands does not bring the consumer in a heightened state of attention when subjected to product placement stimuli of the preferred brand. Brand recall The study indicates that product category recall and brand recall are dependent on each other. Despite brand names not or partially visible, consumers seem capable to deduct the brand rather well based on other brand elements such as the shape and colour of the product. The study also indicates that brand recall and product placement type are dependent on each other for certain product categories. Visual types of product placement seem to perform better than audiovisual product placements in terms of brand recall, both aided and unaided. Recommendations In order to use product placement as a marketing tool to support brand recall, it seem therefore advisable to take special care of encoding the product category clearly in the message. This does not seem to require showing the brand name completely. It seems that placements can therefore be placed within the scene in a subtle matter. Placing the product in a context with brand elements related to brand can further benefit brand recall. If brand recall is a main objective for the marketer, visual product placement seem to elicited higher rates of brand recall and could be the encoding form of choice. 5.4.2 Affective responses Attitudes towards brands The study indicates that brand recall and attitude are dependent on each other across product categories. However, attitudinal changes due to product placement as a communication medium specifically, seem weak and moreover do not seem to depend on the type of product placement, either visual or audiovisual. Qualitative data indicate that attitudes can be shaped both by recent exposure to product placement as well as previous exposure to the brand. The study further indicates that attitudes and exposure or non-exposure to product placement differ according to the product category. Brand personality The meaning transfer of personality traits from characters to brands differ between product categories and the characters used. The stronger a trait is associated with a character does not seem to increase the chance of the trait being more strongly associated with the brand. Additionally, associating a trait with a character seems in certain cases to have an adverse effect on how brand is perceived, by decreasing the level of association of the brand with the trait. Overall, product placement seems to perform rather weakly and erratic as an endorsement process aimed at transferring personality traits.
102 Results Product preference The study indicates product preference and product placement type are independent from each other. Qualitative data indicate that preferences seem to be shaped solely by previous exposure to the brand. Product placements encoded by embedding its benefits into the script seem to only weakly resonate among the consumers who indicate preference. Recommendations The implications for the usage of product placement as a marketing tool are therefore multiple. Though attitudes towards the brand and brand recall after exposure to product placement seem dependant on each other, the study was not able to relate this solely product placement as a practise nor to its type. It would seem that other factors such as previous exposure to advertising or first-hand experience influence the overall attitude strongly. An integrated marketing approach might in this context be beneficial to make the most out of product placement as a vehicle to shape attitudes. Key factors for the marketer to take care of when encoding the product placement message are the liking the consumer takes to the character, the movie type or the scene type. However, taking the character as a way to shape attitudes, it seems to do so weakly in the meaning transfer of personality traits to shape brand personality. As it seems personality trait association is influenced in a rather erratic way, it would be advisable to test in advance which personality traits are most likely to be influenced through product placement and in which manner before associating a brand to a certain character, to avoid weak or even unwanted outcomes. As for its ability to influence product preferences, product placement seems not a proper choice in the communication mix, regardless of product placement type, even when clearly communicating product benefits. 5.4.3 Conative responses Purchase intention Overall, the study indicates there is no significant difference in purchase intention between exposure and non-exposure to product placement. Looking at the results per product category, even though weak, the influence of product placement on purchase intention does not necessarily seem to be positive as intentions seem to also have the possibility to decrease. Moreover: it seems that when a purchase intention decreases, it seems to decrease by percentage higher than in case of an increase. Recommendations Product placement seems not a proper choice within the communication mix to directly influence purchase intention. This does not mean product placement has no part to play in shaping purchase intention. As brand equity is shaped by the consecution of evoking recall, shaping attitudes and preferences and finally purchase intentions, it might have an
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The Effects of Product Placement on
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I would firstly and foremost like t
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Abstract VAN WICHELEN, Steven. The
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4.3 Self-reported effects of produc
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12 Introduction x
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14 Objectives 2 Objectives The gene
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16 Literature Survey 3 Literature S
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18 Literature Survey through brand
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20 Literature Survey Fig. 2 Sub-dim
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22 Literature Survey bring about gr
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24 Literature Survey 3.2.2 Product
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28 Literature Survey Apéria and Ge
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30 Literature Survey and the charac
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32 Literature Survey Tab. 1 Alignme
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34 Literature Survey and experience
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36 Literature Survey Fig. 7 A model
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38 Literature Survey (words, object
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40 Literature Survey affective comp
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42 Methods and materials 4 Methods
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44 Methods and materials can stand
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46 Methods and materials moderator,
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48 Methods and materials 4.3 Self-r
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Page 57 and 58: 56 Methods and materials fer across
Page 59: 58 Methods and materials The second
Page 64 and 65: Results 63 Overall, brand recall wa
Page 66 and 67: Results 65 indicating a medium to l
Page 68 and 69: Results 67 To assess the level of s
Page 70 and 71: Results 69 Tab. 18 Crosstabulation:
Page 72 and 73: Results 71 20 15 10 5 0 15 14 9 5 0
Page 74 and 75: Results 73 Audiovisual types of pro
Page 76 and 77: Results 75 Tab. 23 Crosstabulation:
Page 78 and 79: Results 77 and 60%. The amount of s
Page 80 and 81: Results 79 Tab. 27 Product placemen
Page 82 and 83: Results 81 Fig. 21 Visual product p
Page 84 and 85: Results 83 24. With 32 subjects ind
Page 86 and 87: Results 85 Fig. 26 Audiovisual prod
Page 88 and 89: Results 87 brand is likely the reas
Page 90 and 91: Results 89 Starbucks 15 14 Red Bull
Page 92 and 93: Results 91 Starbucks 2.66 2.96 Red
Page 94 and 95: Results 93 The results regarding th
Page 96 and 97: Results 95 became less descriptive.
Page 98 and 99: Results 97 Red Bull (control group)
Page 100 and 101: Results 99 Starbucks 2.85 2.86 Red
Page 104 and 105: Results 103 influence. It does not
Page 106 and 107: Discussion 105 Regarding product pr
Page 108 and 109: Discussion 107 (Kotler, 2012) in th
Page 110 and 111: Benefits of the thesis 109 • Mana
Page 112 and 113: Conclusion 111 evoke brand recall t
Page 114 and 115: References 113 9 References Aaker,
Page 116 and 117: References 115 Cacioppo, J. )., & P
Page 118 and 119: References 117 Ferrier, M. (2014, J
Page 120 and 121: References 119 Kahneman, D. (1973).
Page 122 and 123: References 121 McGuire, William J.
Page 124 and 125: References 123 Rossiter, J. R. (199
Page 126 and 127: References 125 Wiles, M. A., & Dani
Page 128 and 129: List of tables 127 Tab. 22 Intervie
Page 130 and 131: List of figures 129 Fig. 23 Visual
Page 132 and 133: Appendix 131 B Questionnaire interv
Page 134 and 135: Appendix 133 7. Which of the follow
Page 136 and 137: Appendix 135 Name Surname Gender Ag
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