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Literature Survey 25 However, one must distinguish product placement in video games from advergames. In the case of product placement, the video game exists not because of the product placement: the brand is just a part of experience of the game. Advergames however, are created for the purpose of promoting the brand. Advergames have the advantage that they can include brand interactivity, higher traffic and the ability to obtain market information through the character selected and the psychographic and demographic information about the gamer. Finally, novels are also known to contain product placement though it is difficult to assess to which extent these placements are commercial in nature (Brennan, 2008). In certain cases, the author is known to have received a financial compensation for including a brand in the story. Fay Weldon indicated having received a fee from the brand Bulgari to include its product in the novel The Bulgari Connection. It is claimed that such practice is on the rise (Lehu, 2007). Other than the types of media available to product placement, a company needs to make choices regarding the way the message is encoded into the product placement. 3.2.4 Product placement types There are several ways how to define types of product placement. As will be shown below, the various definitions of these types contain quite some similarities among each other. A first way to categorize product placements is through how the brand is being communicated, the modality of the message (Kardes, 1999): visually, verbal or a combination of these two (Karrh, 2003). A more specific description of these product placement types are screen placements visually presenting the brand in the background, script placements mentioning the brand verbally and plot placements where the brand is an actual part of the storyline (Russell, 1998). A similar description of such types are background, concerning placements shown with the character but lacking interaction between brand and the character, used by character where the character does interact with the product and story connection where the brand is an active component of the storyline (Yang and Roskos-Ewoldsen, 2007). Such differences in types of stimuli can have an impact on the level of involvement and learning process among consumers. In this regard, product placement types as described previously respectively represent lower and higher levels of involvement. Low-level involvement product placement is expected to be insufficient to result in changes in persuasion or attitude, despite its ability to overcome a resistant attitude, and merely reinforce existing attitudes over time through repetition (Krugman, 1965). Message source characteristics as previously described, carried by the endorser, are particularly important when the source is highlighted (Andreoli and Worchel, 1978, Kardes, 1999), which is common for television, a medium using product placement. In particular, in terms of message modality, the source attractiveness is important for audiovisual or audio-only media whereas it is not important for a written medium (Chaiken and Eagly, 1983). This will be further on elaborated when describing the endorsement process. Another categorization of product placement can be based on the nature of the information being transferred (Gupta and Lord, 1998): visual only (VIS), audio
26 Literature Survey only (AUD) and combined audio-visual (AV). The first type (VIS) refers to a situation where the brand is shown but without any audio support to attract attention to the brand. In this case, when repeated, iconic rote memory learning takes place (Foxall, Brown and Goldsmith, 1998). The second type (AUD) refers to a situation where the brand is being communicated through audio directly or when a character communicates messages related to the brand. For example, this could be the case when a character mentions the brand name of a product and/or refers to its product benefits, without showing the product or brand in a visual way. The third type, combined audio-visual (AV) refers to a situation where the brand is being presented in a visual way and in the same time through a brand mention or by communicating a message relevant to the brand through audio. It is noteworthy that studies indicated incongruence in visual and audio stimuli could lead to increased learning (Krugman, 1965). Implicit, integrated explicit and non-integrated explicit product placements are another way of categorizing product placement dAstous and Séguin, 1999). An implicit product placement refers to a situation where the brand is presented in the program but not expressed in a formal way. )n this way its merely passive, contextual. For example, a scene happens to take place in a branded clothes shop or the character wears clothes of a certain brand. In this situation the product benefits are not explicitly communicated. In the case of integrated explicit product placement, there is a formal expression and its role is active. This could be when the character resorts to the clothes of a certain brand in order to make a good impression during a job interview. In this case there is a direct link between showing the product and communicating the products advantages. Lastly, non-integrated explicit product placement refers to a situation where the brand is expressed in a formal way without integrating it in the plot or content of the program. Following the aforementioned example, this could be the preceding announcement that a fashion program is being sponsored by brand of clothes or that the brand name is incorporated in the programs name. The level of involvement of a product regarding the plot a story can have a downside: the more important the role a product plays in this way, the more likely the audience might find its presence suspicious, undermining the naturalness of product placement, giving the viewers the feeling they are being influenced on purpose. As a result, this might evoke counterarguments similar to the ones common for traditional advertising messages (Russell, 2002). 3.2.5 Product placement regulations, ethics and criticism The ethicality of product placement has been a long-time concern. Attempts to force on-screen disclosure of products advertised in movies date back to the previous century (Rothenberg 1991). One study by showed that American consumers believe that brands visible in movies are usually part of an advertising campaign (Karrh, Frith, and Callison, 2001). Americans are usually more accepting to product placement than other nationalities (Gould, Gupta, and Grabner-Krauter, 2000).
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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 85 Fig. 26 Audiovisual prod
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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 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 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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