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Results 85 Fig. 26 Audiovisual product placement (Heineken) - AOI KPIs Source: experiment 1, 2015, n = 80 Fig. 27 Audiovisual product placement (Heineken) – heatmap Source: experiment 1, 2015, n = 80 The audiovisual product placement for Apple was particular in the way the audio component and visual component were presented separately: firstly, the audience hears the character mentioning the brand name (only once) and secondly, they see him using the product. The message was encoded as a plot placement as the brand actively contributes to the advancement of the plot the characters exorbitant love for brand is central to the scene as well as how it makes his birthday better) (Russell, 1998). With a hit ratio of 95%, 38 of the subjects saw the brand element at least
86 Results once, see figure 28. This was 18% higher than the hit ratio for the visual product placement of Apple. With a dwell time of 3072,4 milliseconds, the audiovisual product placement also seemed to be more successful on the level of subject engagement. This is further supported by the revisitors to hit ratio, which was for the visual product placement lower compared to the audiovisual. Despite a better performance of the audiovisual product placement vs. the audiovisual one on all these KPIs, it did not translate in a higher unaided brand recall. This might be due to the fact the audiovisual product placement was not supported by showing the actual brand name, contrarily to visual product placement which did show the brand name. Fig. 28 Audiovisual product placement (Apple) - AOI KPIs Source: experiment 1, 2015, n = 80 The audiovisual product placement for Red Bull was particular in the way that the visual component was only briefly visible. This whereas the audio component was dominant with the brand name mentioned 15 times during a 43 seconds time period (of a total duration of the clip of 86 seconds). The message was encoded as a plot placement as the brand actively contributed to the advancement of the plot (Red Bull being the reason why the character could party all night with friends and still join in the next morning to go for a run with his girlfriend) (Russell, 1998). In this way, not only the brand name was referred to during the video but also one of the main product benefits. This might be the reason why the audiovisual product placement of Red Bull evoked the most qualitative responses regarding Red Bull as their preferred product due to product benefits. Though only shown briefly, 39 of the 40 subjects saw the brand element, resulting in hit ratio of 97,5%, see figure 29. The main reason is probably because during certain screen frames, the AOI covered 37% of the screen, which is significantly higher than any other of the AOIs which were part of this experiment, automatically resulting in hits. The brief visibility of the
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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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Page 37 and 38: 36 Literature Survey Fig. 7 A model
Page 39 and 40: 38 Literature Survey (words, object
Page 41 and 42: 40 Literature Survey affective comp
Page 43 and 44: 42 Methods and materials 4 Methods
Page 45 and 46: 44 Methods and materials can stand
Page 47 and 48: 46 Methods and materials moderator,
Page 49 and 50: 48 Methods and materials 4.3 Self-r
Page 51 and 52: 50 Methods and materials As the aim
Page 53 and 54: 52 Methods and materials Before exp
Page 55 and 56: 54 Methods and materials and its ca
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 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 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
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