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Results 103 influence. It does not seem to be however the right vehicle to shape purchase intentions on the short-term.
104 Discussion 6 Discussion Previous research indicate that factors affecting cognitive responses, in terms of brand recall, are prominence, modality and plot connection (Gupta and Lord, 1998), elements which shape the product placement type. It was concluded that prominent placements result in a higher brand recall than do subtle placements. In addition, it was concluded that product placements that are only supported by audio, evoke a higher recall than placements that are only visual in nature. This was further supported by other research, indicating that brands that have a high connection to the plot of a movie have a higher recognition than brands that have a lower connection (Russell, 2002). Similar findings were found for the Czech Republic regarding brand recall and product placement type Slováčková and Souček, 2016). The results from this thesis cannot conclusively validate the effect of these factors on all product categories. As for how product placement type influences brand recall, the findings of this thesis seem to contradict previous research as results indicate a higher recall for product placements which only have a visual component. However, it should not be forgotten that every product placement is encoded in a unique way. It is therefore possible that the manner of encoding per brand (for instance, in terms of duration and visibility), given a certain product placement type, might have a stronger influence on recall than the choice of one type of product placement or another. Other research indicates that background product placements in movies are less effective if the consumer dislikes the movie (Redker, Gibson and Zimmerman, 2013). Such relation was not explored in this thesis and could provide interesting opportunities for future studies. Regarding affective responses, research has shown that product placements which do not fit the context in which they are placed, have negative effects on attitudes (Russell, 2002; DeLorme and Reid, 1999). Though the findings of this thesis did not particularly compare congruence between product placement and context, the subjects of the research evoked incongruence only in a limited way as a factor determining attitude changes. Other research on advertising effectiveness at large indicate that the amount of times the message is repeated, can potentially create negative associations (Cacioppo and Petty, 1979). Message repetition was only evoked in a limited way in the results of this thesis as a factor influencing attitude. Though further product placement effectiveness studies in the Czech Republic are limited, marketing practitioners in the Czech Republic are convinced of its overall efficiency (Kramoliš and Kopečková, 2013). The thesis should also account for a number of limitations. Firstly, the results of the study were aimed understanding the outcomes of different types of product placement stimuli as situational variables, not if any difference in effects exist among consumers with different person variables which are specific to the individual (Foxall, Brown and Goldsmith; 1998, Kardes, 1999), except for their product preference. The study is therefore not able to discern one group of consumers from another, for instance on demographic factors such as gender, age or income, and predict whether there exist differences in responses to product placement among these groups.
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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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26 Literature Survey only (AUD) and
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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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50 Methods and materials As the aim
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Page 57 and 58: 56 Methods and materials fer across
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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 102 and 103: Results 101 to evoking and recallin
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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