Thesis

Results 65
indicating a medium to large magnitude of effect size. Activia showed a value between
0.3 and 0.5, indicating a small to medium magnitude of effect size (Murphy,
2014). This might be because unlike the brands Sony and Heineken, the name of the
Activia brand was not clearly shown in the video. Therefore, brand name knowledge
purely relied on associating the shape of the product packaging to the brand name
and to the actor description of the product. Regarding the latter, it is noteworthy
that despite not having a brand name visible, the Activia product placement was the
only one that had a story connection: the character explicitly mentioned both the
product category and the product benefit as an essential part of the storys script.
Tab. 14 Phi values: product category recall x brand recall
Brand Value
Phi Sony 0.564
Heineken 0.623
Activia 0.428
Source: questionnaire survey, 2014, n = 164
5.1.4 Attitude
Across product categories, a higher percentage of subjects reported to feel a positive
attitude to the brand related to the product placements than the percentage of subjects
which did not. Figure 13 summarizes attitude towards brands across product
categories in percentages.
It seems not possible to attribute these results merely to the exposure to the
product placement as previous exposure to the brand, for instance through previous
brand communications or product ownership, could influence the attitude.
80%
60%
60%
51%
48%
40%
20%
24%
32% 29%
16% 17%
23%
0%
Sony Heineken Activia
Positive Neutral Negative
Fig. 13 Attitude towards brands
Source: questionnaire survey, 2014, n = 164
Across product categories, the following null hypothesis was stated regarding the
dependency of attitude towards brands and brand recall:
H0: Attitude towards brands and brand recall are independent from
each other.