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Introduction 13 1 Introduction An increasing number marketers have warned companies about the changing consumer responses to advertising. Interruption-based marketing models are claimed to soon become obsolete (Godin, 1999). Some go one step further in asserting that the traditional 30-second spot on television could die all together in its current form (Jaffe, 2005). Whether these claims will prove to be true remains yet to be seen: advertising spending in the US continues to grow year after year (Nanji, 2017). Drawing attention is no easy task due to the hundreds of messages consumers are confronted with on a daily basis (Foxall, Brown and Goldsmith, 1998) and their limited ability to handle large quantities of information (Miller, 1956). Yet the amount of alternative types of marketing approaches and tools are plenty, ranging from viral marketing to gaming or social media to name a few. This thesis will focus in particular on product placement (for definition, see chapter 3.2.1) as a marketing practice. As a response to consumers increasingly skipping advertising breaks (Russell and Belch, 2005), advertisers are diverting their spending to this form of promotion: product placement spending in 2017 in the US only is estimated at $8.78 billion (PRWeb, 2018). With its legalization on the 1 st of June 2011 in the Czech Republic, the product placement practice is still rather recent and therefore relevant for the Czech market (Kalista, 2011). This increased spending has also resulted in increases in sales across various product categories (Russell and Stern, 2006). In addition, product placements in successful films have a positive effect on stock prices (Wiles and Danielova, 2009). Qualitative advantages of product placement include its potential for specific targeting and heightened exposure frequency (Russell and Belch, 2005). Product placement as a marketing practice is, however, not new: it has been around since the beginning of the last century (Turner, 2004). However, research on the effects of product placement remains limited. This will be the focus of this thesis. In particular, the thesis wishes to determine the impact of this form of promotion on cognitive, affective and conative responses (Foxall, Brown and Goldsmith, 1998). Which outcomes can be expected from product placement and how can marketers improve their product placement efforts?
14 Objectives 2 Objectives The general research objective of the thesis is to determine the effects of product placement on consumer behavior through the scientific method by describing, predicting, controlling and explaining behavioral phenomena (Kardes, 1999). Particularly, the thesis wishes to determine which cognitive, affective and conative reactions (Foxall, Brown and Goldsmith, 1998) are to be expected from this form of promotion as a source of brand equity Keller, Apéria and Georgson, 2008). It aims to tackle these issues within the following research conditions: • Determining the cognitive and affective responses to brands resulting from exposure to product placement; • Determining the differences in cognitive and affective responses to brands between exposure to visual and audiovisual types of product placement; • Determining the differences in affective and conative responses to brands between exposure to product placement and non-exposure to product placement. By effect studied, this breaks the research objective down into the following partial objectives: 2.1 Effects on cognitive responses In terms of cognitive responses, the thesis firstly wishes to describe how much attention is given to product placement and test if there are differences in attention to visual product placement between product preferences. Secondly, it wishes to test if product category recall and brand recall are dependent on each other given exposure to product placement. Thirdly, it wishes to test if brand recall and product placement type are dependent on each other. 2.2 Effects on affective responses In terms of affective responses, the thesis firstly wishes to test if attitude towards brands and brand recall are dependent on each other given exposure to product placement. Secondly, it wishes to describe the differences in attitude towards brands between visual and audiovisual types of product placement and the qualitative reasons for attitudinal change. Thirdly, it wishes to test if there is a difference in attitude between exposure and non-exposure to product placement. Fourthly, it wishes to test the dependency between product preference and product placement type and describe the qualitative reasons for preference. Finally, it wishes to describe in which way brand personality is influenced by character personality traits.
Page 1 and 2: The Effects of Product Placement on
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Page 8: Abstract VAN WICHELEN, Steven. The
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Results 63 Overall, brand recall wa
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Results 65 indicating a medium to l
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Results 67 To assess the level of s
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Results 69 Tab. 18 Crosstabulation:
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Results 71 20 15 10 5 0 15 14 9 5 0
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Results 73 Audiovisual types of pro
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Results 75 Tab. 23 Crosstabulation:
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Results 77 and 60%. The amount of s
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Results 79 Tab. 27 Product placemen
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Results 81 Fig. 21 Visual product p
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Results 83 24. With 32 subjects ind
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Results 85 Fig. 26 Audiovisual prod
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Results 87 brand is likely the reas
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Results 89 Starbucks 15 14 Red Bull
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Results 91 Starbucks 2.66 2.96 Red
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Results 93 The results regarding th
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Results 95 became less descriptive.
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Results 97 Red Bull (control group)
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Results 99 Starbucks 2.85 2.86 Red
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Results 101 to evoking and recallin
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Results 103 influence. It does not
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Discussion 105 Regarding product pr
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Discussion 107 (Kotler, 2012) in th
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Benefits of the thesis 109 • Mana
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Conclusion 111 evoke brand recall t
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References 113 9 References Aaker,
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References 115 Cacioppo, J. )., & P
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References 117 Ferrier, M. (2014, J
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References 119 Kahneman, D. (1973).
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References 121 McGuire, William J.
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References 123 Rossiter, J. R. (199
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References 125 Wiles, M. A., & Dani
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List of tables 127 Tab. 22 Intervie
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List of figures 129 Fig. 23 Visual
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Appendix 131 B Questionnaire interv
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Appendix 133 7. Which of the follow
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Appendix 135 Name Surname Gender Ag
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