Artículos de revistas: "Product placement"

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Wiles, Michael A., and Anna Danielova. "The Worth of Product Placement in Successful Films: An Event Study Analysis." Journal of Marketing 73, no. 4 (July 2009): 44–63. http://dx.doi.org/10.1509/jmkg.73.4.044.

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As a result of the diminishing effectiveness of broadcast advertising, firms are increasingly turning to product placements in films and television to promote their products. A growing stream of product placement research has conducted surveys of consumer and practitioner views on the practice and experiments to gauge product placement's impact on brand awareness, attitudes, and purchase intent. However, there is no evidence of whether firms’ investments in film product placements are worthwhile. The event study of 126 product placements in successful films during 2002 reveals a mean cumulative abnormal return of .89% during the film's opening, indicating that product placement in a successful film is associated with positive movements in firm stock prices. Cross-sectional analysis of the returns offers new insight into how product, film, and execution factors influence the placement's worth. The authors find that placement abnormal returns are enhanced by tie-in advertising and brand equity but are inhibited by audience absorption, critical acclaim, and violent film content. Placement modality, character associations, and blatancy also significantly affect the placement's value.

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Turner, Christopher R. "Product Placement of Medical Products." Journal of Promotion Management 10, no. 1-2 (May 11, 2004): 159–70. http://dx.doi.org/10.1300/j057v10n01_11.

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Natharius, David, and Mary-Lou Galician. "When Product Placement Is NOT Product Placement." Journal of Promotion Management 10, no. 1-2 (May 11, 2004): 213–18. http://dx.doi.org/10.1300/j057v10n01_15.

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Buckser, Andrew and Susan. "Product Placement." Anthropology News 46, no. 4 (April 2005): 60. http://dx.doi.org/10.1525/an.2005.46.4.60.

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Yeston, J. "Product Placement." Science 334, no. 6056 (November 3, 2011): 571. http://dx.doi.org/10.1126/science.334.6056.571-c.

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Alexander, Christian. "Alexandra Puff: Product Placement Stephan Leitgeb: Product-Placement." Zeitschrift für geistiges Eigentum 2, no. 4 (2010): 492. http://dx.doi.org/10.1628/186723710794481345.

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Anggraini, Ine, Jan Jan Eka Sulistiana, and Monique Dzulfairda. "TRENDS OF PLACING PRODUCT ADVERTISEMENTS ON ENTERTAINMENT AND INFORMATION SHOWING ON NATIONAL BROADCASTING TELEVISION." Jurnal Komunikasi dan Bisnis 10, no. 1 (May 15, 2022): 85–98. http://dx.doi.org/10.46806/jkb.v10i1.823.

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Television is the most effective place in the world of advertising. Many formats or forms are currently developing in television shows, creating a new phenomenon about the number of advertisements that are made by advertisers in informative and entertainment television shows. The purpose of this study was to determine what kind of product advertisement placement advertisers tend to choose on entertainment programs on national broadcast television and what kind of product advertisement placements advertisers tend to choose on informative programs on national broadcast television. The method used in this research is content analysis . The instrument used is a coding sheet format with six product placement indicators , namely visual dimension, auditory dimension, plot connection dimension (PCD), implicit product placement, integrated explicit product placement, non-integrated explicit product placement . The results showed that in the iNews afternoon news program, there were three types of product placement integration that were chosen by advertisers and creative teams into their advertisements, namely visual dimensioning, Implicit product placement and Non-Integrated explicit product placement techniques. While in the soap opera Bond of Love, there are four types of placement product integration that are most chosen by advertisers and creative teams into their advertisements , namely visual dimensioning techniques, Auditory dimensions, Plot connection dimensions (PCD) and Non-Integrated explicit products. placements.

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Sugara, Restu Pramesti, and Rudy Tobing. "PENGARUH PRODUCT PLACEMENT DALAM DRAKOR LITTLE WOMEN DAN PRODUCT QUALITY TERHADAP PURCHASE INTENTION." Jurnal Riset Rumpun Ilmu Ekonomi 2, no. 2 (October 2, 2023): 36–48. http://dx.doi.org/10.55606/jurrie.v2i2.1946.

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Product Placement adalah strategi pemasaran yang melibatkan penempatan produk dalam konten media. Ini adalah strategi populer bagi merek untuk menjangkau konsumen dan memengaruhi perilaku pembelian seperti purchase intention. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Product Placement dan Product Quality di Drakor Little Women terhadap Purchase Intention produk Kopiko Coffee Candy Blister Pack. Metode kuantitatif deskriptif digunakan dalam penelitian ini. Analisis regresi berganda digunakan untuk menganalisis data. Sampel terdiri dari 347 responden yang berdomisili di Jakarta Barat. Hasil penelitian menunjukkan bahwa product placement dan product quality berpengaruh signifikan terhadap purchase intention produk Kopiko Coffee Candy Blister Pack. Temuan penelitian ini menunjukkan bahwa product placemen dapat menjadi cara yang baik untuk mempengaruhi perilaku konsumen. Namun, efek product placement cenderung dimoderasi oleh product quality. Merek harus mempertimbangkan untuk menggunakan product placement bersamaan dengan produk berkualitas tinggi untuk memaksimalkan efektivitas kampanye pemasaran.

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Rössler, Patrick, and Julia Bacher. "Transcultural Effects of Product Placement in Movies." Zeitschrift für Medienpsychologie 14, no. 3 (July 2002): 98–108. http://dx.doi.org/10.1026//1617-6383.14.3.98.

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Abstract. Product placement represents an alternative strategy of advertisers to overcome restrictions of traditional commercial communication. The paper describes different types of placement and resumes the small body of research in the field, both serving as a starting point for empirical research. As a matter of fact, placements which have become part of top movies will be distributed in cinemas and on screens all over the world. A quasi-experimental study carried out in Germany and the USA was designed in order to detect awareness and attitude effects of the respective placements as well as general evaluations. The results indicate small but noteworthy differences between the American and the German audience: To a certain degree, product placement was more effective on the awareness dimension in Germany, and more effective on the evaluative dimension in the USA (a result that may be traced back to the perceived function of creating a realistic impression). High placement awareness led to smaller attitude effects in Germany, while a lower degree of awareness in America should have enhanced the impact on product assessment.

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Wright, Bianca. "Beyond product placement." Communicare: Journal for Communication Studies in Africa 30, no. 1 (October 17, 2022): 47–65. http://dx.doi.org/10.36615/jcsa.v30i1.1665.

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In South Africa, advergaming currently does not reach a mass audience because of the lownumber of Internet users and the high cost of Internet access. However, as a brand communicationtool, advergaming has the potential to be used as a viral marketing tactic. The article analysesthe potential of the mobile environment as a catalyst for enabling the use of advergaming as aviral marketing tool in South Africa and proposes a theoretical model derived from an analysis ofexisting literature and observation, for operationalising mobile advergaming.

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Kanitz, Christopher, Laurent Muzellec, Michael Schade, and Christoph Burmann. "Reverse Product Placement." Marketing ZFP 35, no. 3 (2013): 233–50. http://dx.doi.org/10.15358/0344-1369_2013_3_233.

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Redondo, Ignacio. "Product-Placement Planning." Journal of International Consumer Marketing 18, no. 4 (October 11, 2006): 33–60. http://dx.doi.org/10.1300/j046v18n04_03.

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Hsu, Chia-Ling, Rafael Matta, Sergey V. Popov, and Takeharu Sogo. "Optimal Product Placement." Review of Industrial Organization 51, no. 1 (March 22, 2017): 127–45. http://dx.doi.org/10.1007/s11151-017-9575-y.

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Kasza, Irén Éva. "Product Placement – New Age of Hungarian Advertisement." E-conom 3, no. 1 (2014): 79–106. http://dx.doi.org/10.17836/ec.2014.1.079.

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Álvarez Rodríguez, Víctor. "Types of product placement: a theoretical overview." IROCAMM-International Review Of Communication And Marketing Mix 1, no. 3 (2020): 7–22. http://dx.doi.org/10.12795/irocamm.2020.v01.i03.01.

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K. Balasubramanian, Siva, Hemant Patwardhan, Deepa Pillai, and Kesha K. Coker. "Modeling attitude constructs in movie product placements." Journal of Product & Brand Management 23, no. 7 (November 11, 2014): 516–31. http://dx.doi.org/10.1108/jpbm-04-2014-0552.

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Purpose – The purpose of this paper is to propose and test a conceptual framework of attitudinal constructs that influence attitude toward the brand in movie product placements. Advertising literature is replete with studies on factors that influence attitude toward the brand (Ab). However, this topic remains under-explored for product placements. Design/methodology/approach – Our framework showcases several theories to relate attitude and fit constructs to attitudes toward the product placement and attitude toward the brand. We use the structural equation model approach to estimate the conceptual framework. Findings – Several attitudinal movie constructs (attitude toward the actor, the character and the movie) influence attitude toward the product placement, which in turn mediates the relationship between the former attitudinal constructs and attitude toward the brand. Interestingly, only the fit between the actor and placed brand impacted attitude toward the product placement, with no effects found for the fit between the character and the fit between the movie and brand and the attitude toward the product placement. Research limitations/implications – We focus on explicit attitudes; implicit attitudes need future research attention. Practical implications – Findings affirm a key role for the actor featured in the placement in directly or indirectly shaping the attitude toward the brand. Originality/value – This is the first study to apply the structural equation modeling approach to this research area.

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Abu Seman, Rabiah Adawiah, Yee Shan Lew, and Jing Ni Tee. "Correlation Between Product Placement in Film, Purchase Intention And Brand Attitude." Jurnal Pengajian Media Malaysia 21, no. 1 (May 31, 2019): 61–74. http://dx.doi.org/10.22452/jpmm.vol21no1.5.

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Product placement has been widely used in international film industry because of its efficiency. During the past 20 years, the practice of product placement has grown appreciably which lead to most of the marketers nowadays use placements as their marketing strategy. Therefore, this research aim to analyse the effectiveness of product placement in film. Experimental design was employed by 40 respondents in UCSI University for this study which was supported by the theories of the Hidden Message and the Character-Product Interaction (CPI). Correlation between product placement in film, purchase intention and brand attitude were found significant. Brand attitude and the purchase intention after exposed to product placement have higher findings among others. Moreover, purchase intention and brand attitude of respondents both increased after being exposed towards product placement. Limitation were taken in account in terms of demographic, efficiency and extensive. Future researchers are suggested to conduct their studies with a larger sampling size, a longer duration and to conduct the study with different categories of product to provide a more accurate result for the improvement of marketers. Hence, marketers were suggested to use product placement in film in order to increase the purchase intention and positive brand attitude of audiences.Students generally have positive purchase intention and brand attitude on product placement in film no matter before or after the exposure to the selected movie Jurassic World.

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van der Waldt, De la Rey. "The role of product placement in feature films and broadcast television programme." Communicare: Journal for Communication Studies in Africa 24, no. 2 (October 24, 2022): 1–16. http://dx.doi.org/10.36615/jcsa.v24i1.1767.

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Emphasis on product placement as a variable in the marketing communication strategyof organisations seems to be a relatively new focus. However, evidence exists that asearly as the 1940s product placement was used in feature films to brand products andservices. The initial use of product placements in feature films received new opportunitiesthrough the introduction of new electronic media, such as video, DVD, mobile messaging,electronic billboards, Internet clips and websites. Product placement is not confined tocinema feature films. New electronic media offer unique opportunities for productplacement, which necessitated the renewed focus on product placement as a vehicle ofdeliberate product exposure within the broader integrated marketing communication(IMC) context.The use of product placement has increased rapidly over the last few years. Productnames are increasingly being featured in films and television programmes. Companiesare increasingly seeking to broaden their marketing campaigns to include productplacement in broadcast media to confirm the product’s brand identity or to reach differentaudiences effectively.This article aims to describe the context in which product placement is categorised. Italso explains the relevance of product placement as a vehicle of communication in theintegrated marketing communication strategy.In order to reach the set objectives of this article, a literature review of existing informationwas conducted. The article does not claim to be a comprehensive work on productplacement in general - it rather attempts to provide a theoretical framework in which product placement could be studie

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Guennemann, Frank, and Yoon C. Cho. "The Effectiveness Of Product Placement By Media Types: Impact Of Image And Intention To Purchase." Journal of Service Science (JSS) 7, no. 1 (November 3, 2014): 29–42. http://dx.doi.org/10.19030/jss.v7i1.8911.

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Product placement, as an integrated marketing communication tool, is widely applied to increase attention, interest, and purchasing intention. Product placement is also identified as an integrative conceptual model that captures how such messages generate audience outcomes (Balasubramanian, Karrah, and Patwardhan, 2006). By considering various applications of product placement in the automobile brands, the purpose of this study is to measure awareness, familiarity, image, and purchase intention of brands placed in various media types. In particular, this study measures 1) how brand awareness from product placement affects brand image, 2) how brand familiarity from product placement affects brand image, 3) how brand image affects purchase intention, and 4) the effects of brand awareness and familiarity based on different media types. This study applied a survey to collect data and used quantitative analyses to test hypotheses. The study provides managerial implications for the effectiveness of product placements by media types.

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Hishamudin, Farah Farhanah, and Nur Atikah A Rahman. "Gegar Vaganza: Persepsi Pengguna dan Penempatan Produk D’Herbs dalam Rancangan Realiti Televisyen di Malaysia." Jurnal Pengajian Media Malaysia 23, no. 2 (November 23, 2021): 73–91. http://dx.doi.org/10.22452/jpmm.vol23no2.2.

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This study examines the types of product placements used in the television show Gegar Vaganza, particularly in its 5th season and looks at the consumer perceptions on the product placements used by D’Herbs Holdings Sdn. Bhd. Qualitative content analysis and in-depth interviews were conducted on eight respondents. The saturation of advertisements in the market has prompted marketers to turn to media product placement to deliver messages to the audiences more effectively. This study found that integrated implicit product placement received positive feedback on the process of recalling a brand or product. On the other hand, integrated explicit placements received positive perceptions in increasing the level of consumer information, however, received negative perceptions towards consumer purchasing intentions.

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Moh, Christine J., Shuhui Sophy Cheng, Hsiang-Wai Lai, and Po-Chung Chuang. "Exploring Practitioners’ Views on Product Placement: What can Taiwan Learn from the West." Academic Journal of Interdisciplinary Studies 13, no. 3 (May 5, 2024): 51. http://dx.doi.org/10.36941/ajis-2024-0064.

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To improve Taiwan’s media production quality, especially in placement marketing practices, this study explores Western practices and regulations to find what Taiwan can learn from the West. The study first gathered, reviewed, and analyzed past placement marketing studies and literature from Europe and the United States, then conducted in-depth interviews with a scholar who reviews placement marketing violation cases for Taiwan’s competent authority (NCC) and American media professionals who had first-hand experience with placement marketing practices. The interviews revealed how Americans had executed the placements at various levels during the entire production process, from preproduction to postproduction; it also informed that their placement practice is natural and subtle creatively and how Americans combine product placements in the content with on-screen graphic overlays to gather consumer data. The study also exposed a curiously interesting product placement phenomenon with Taiwanese news media and how they get away with the current laws and regulations. Received: 6 January 2024 / Accepted: 19 April 2024 / Published: 5 May 2024

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Vashist, Devika. "Effect of product involvement and brand prominence on advergamers’ brand recall and brand attitude in an emerging market context." Asia Pacific Journal of Marketing and Logistics 30, no. 1 (January 8, 2018): 43–61. http://dx.doi.org/10.1108/apjml-01-2016-0014.

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Purpose The purpose of this paper is to investigate the impact of product involvement and brand prominence on advergamers’ brand recall and brand attitude in an emerging market context. Specifically, this research illustrates the conditions under which brand placements in online games create attention, elaboration and subsequent brand recall and brand attitude by drawing the insights from the limited capacity model of attention and the elaboration likelihood model. Design/methodology/approach A 2 (product involvement: low or high) × 2 (brand prominence: prominent or subtle) between-subject measures design is used. In total, 280 students participated in the study. A 2×2 between-subjects MANOVA is used to test the hypotheses. Findings In the context of advergames, for a low-involvement product, a prominent brand placement results in greater brand recall than a subtle brand placement. However, for a high-involvement product, a subtle-placement results in greater brand recall than a prominent brand placement. Further, results reveal that for a low-involvement product, a subtle brand placement results in more favorable brand attitude than a prominent brand placement. For a high-involvement product, a prominent brand placement results in more favorable brand attitude than a subtle brand placement. Research limitations/implications The findings and conclusions are very important for advertising experts in terms of advergame designing, execution and for an operational use of brand placements in advergames. Originality/value This investigation adds to the online advertising literature, specifically the advergames context by examining and analyzing the real-time roles of advergame-specific factor, such as brand prominence and the gamer-specific factor, such as product involvement in creating gamers’ brand recall and brand attitude from attention and elaboration perspectives in an emerging market context like India.

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Begy, Genevieve, and Vishal Talwar. "The Economic Worth of Product Placement in Prime-time Television Shows." International Journal of Market Research 58, no. 2 (March 2016): 253–75. http://dx.doi.org/10.2501/ijmr-2015-026.

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Product placement is fiercely being courted by firms as a consequence of the declining credibility of traditional broadcast advertising and the ‘30-second spot’. Very little research analysing its economic worth exists outside of the realm of film, however. This paper responds by applying a consistent measure of placement effectiveness to television through use of event analyses. It finds a mean cumulative abnormal return of 0. 79% in a sample of 264 placements from the 2011-12 prime-time season, confirming that product placement in television is positively and significantly associated with movement in firms' stock prices. Placement in a season premiere has significantly higher mean returns than in a non-pivotal episode, irrespective of whether the firm places the product in both episodes. A cross-sectional analysis of placement, episode and show factors suggests that the duration of placement and one-hour show length are positively associated with stock price movement. Placement in a show's debut season is adversely associated to worth.

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Chan, Fanny Fong Yee, Dan Petrovici, and Ben Lowe. "Antecedents of product placement effectiveness across cultures." International Marketing Review 33, no. 1 (February 8, 2016): 5–24. http://dx.doi.org/10.1108/imr-07-2014-0249.

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Purpose – The purpose of this paper is to contribute to the marketing literature by developing and testing a conceptual model to examine the effects of product placement across a country low in assertiveness and performance orientation (the UK) and a country high in assertiveness and performance orientation (Hong Kong (HK)). Design/methodology/approach – A content analysis of brand appearances in high grossing films within the UK and HK was conducted followed by a 2×2 between-subjects experiment (n=572). Findings – The results indicate participants exposed to prominent placements have a less positive brand attitude and lower purchase intention toward the placed brand. Likewise, respondents exposed to a less well-known placed brand tend to have a less positive brand attitude and lower purchase intention toward the placed brand. There is evidence of interaction effects with cultural dimensions such as assertiveness and performance orientation within the UK and HK. Practical implications – The results suggest that product placements can be optimized through tailored campaigns targeted at markets with known cultural characteristics. With advances in digital technology, such practices are becoming more frequent and more feasible. Originality/value – This is one of the first studies to explore the effect of culture on perceptions of product placement and the first study to empirically examine the role of prominence and brand awareness, and their interactions with GLOBE values on the effectiveness of product placement.

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Wadia, Reena. "E-cigarette product placement." British Dental Journal 230, no. 10 (May 2021): 662. http://dx.doi.org/10.1038/s41415-021-3104-y.

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Hackley, Chris, and Rungpaka Amy Hackley née Tiwsakul. "Observations: Unpaid product placement." International Journal of Advertising 31, no. 4 (January 2012): 703–18. http://dx.doi.org/10.2501/ija-31-4-703-718.

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Sri Lydianingsih Galingging and Ahmad Budiman. "STRATEGI DAN DIMENSI PRODUCT PLACEMENT PERMEN KOPIKO PADA DRAMA KOREA (STUDY PADA SERIAL DRAMA TELEVISI KOREA VINCENZO)." Jurnal Cakrawala Ilmiah 1, no. 11 (July 24, 2022): 2851–64. http://dx.doi.org/10.53625/jcijurnalcakrawalailmiah.v1i11.2870.

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Dimasa sekarang ini siapa yang tidak tahu tentang adannya korean Wave atau Hallyu, ini merupakan fenomena yang sedang melanda di berbagai negara salah satunya indonesia. Salah satu produk kebudayaan hallyu yang paling banyak digemari yaitu drama. Pada masa sekarang ini drama Korea tidak lagi hanya sebagai hiburan semata namun juga dapat digunakan sebagai media sarana iklan/promosi, dengan melakukan produk placement (sisipan produk) pada tayangan drama Korea. Salah satu drama yang memiliki rating tinggi dan banyak digemari yaitu drama Korea Vincenzo. Pada drama ini terdapat product placement permen Kopiko asal Indonesia. Penelitian ini dilakukan dengan meninjau strategi dan dimensi product placement. Tujuan dari penelitian ini menjelaskan product placement permen Kopiko pada Drama Korea Vincenzo ditinjau pada strategi dan dimensi product placementnya. Pada penelitian ini digunakan metode deskriptif kualitatif. Penelitian ini menggunakan teori product placement menurut D, astous and Seguin dan dimensi product placement menurut Russel. Hasil penelitian ini menunjukkan bahwa sisipan produk pada Drama Korea termasuk kedalam integrated Explicit Brand Placement dikarenakan, sifat product placement ini aktif sehingga product placemen yang ditampilkan dilengkapi dengan adanya keterangan yang mendeskripsikan produk permen Kopiko. Pada setiap penayangan product placement di drama Vincenzo ini menggunkan teknik pengambilan gambar secara Close Up pada produk permen Kopiko. Pada drama Vincenzo juga terdapat plot connection Dimention yang kuat, dikarenakan Produk permen kopiko dan Drama Vincenzo memiliki alur cerita yang selaras, sehingga seolah-olah produk permen Kopiko menjadi bagian dalam Drama Vincenzo sehingga kesan yang di timbulkan terlihat natural dan tidak dipaksakan. Selanjutnya jika tinjau dari jenis iklan bedasarkan manfaatnya produk permen Kopiko termasuk kedalam jenis Brand Advertising Tipe dari Brand Advertising berfokus dari segi pengembangan image dan identitas produk dalam jangaka waktu yang panjang, ini juga bertujuan agar produk dapat diingat oleh penonton.

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Ong, Camile Candi, Chris Joselle Santiago, and Coleen Kirk Verdejo. "Product Placement in Filipino Films: An approach to Consumer Purchasing Intention." Journal of Business and Management Studies 4, no. 1 (March 3, 2022): 179–88. http://dx.doi.org/10.32996/jbms.2022.4.1.21.

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Today, the majority of advertisements are digital, and the use of product placement is becoming an important tool for marketers. The use of this tool in the media, especially in films, is attractive to consumers and businesses. The consumer’s behavior towards product placement in films is evident in most countries; however, studies on local films such as in the Philippines are still limited in the literature. Drawing from the cognitive capacity theory, this study aims to examine the effect of Product Placements in Filipino films on the consumer's purchasing intention. From the online survey of (N=384) respondents exposed to local films that were released from the years 2009 to 2019, results reveal that the study put forward a significant effect on consumer behavior with a significant relationship between product placement and consumer purchasing intention. The study concludes that product placement in Filipino films affects consumers’ purchasing intention through brand recall, awareness, and attitude.

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Truong, Phi Hung, Anh Dao Kim, Duc Sinh Hoang, and Dieu Hue Nguyen. "A Comprehensive Bibliometric Study of Product Placement with an Ethical Emphasis." European Conference on Social Media 11, no. 1 (May 21, 2024): 305–15. http://dx.doi.org/10.34190/ecsm.11.1.2049.

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Product placement, also known as brand placement, has become a practice, in forms of media such as movies, music, games, cartoons and even social media. By increasing brand visibility and creating a sense of credibility for consumers it offers an avenue for advertising that doesn't feel like marketing. In this research study we have utilized methodologies to analyze the framework of the research field and the specific issue at hand by employing VoSViewer software. Our analysis focuses on a sample of 409 documents published between 1995 and 2023. The objective is to provide indicators including publication trends, citation patterns, notable authors, influential journals, and significant keywords. Additionally, we explore the reach of product placement research by examining its dispersion. This study contributes to both understanding and practical knowledge about product placements impact on consumer behavior brand management practices and social media platforms. Lastly. Importantly we emphasize the considerations that should be considered when implementing product placement as a marketing strategy, for any company.

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Qureshi, Ishtiaq Hussain, and Maleeha Gul. "Product Placement in Movies: Relationship Between Beliefs Towards Product Placement and Usage Behavior." Indian Journal of Marketing 45, no. 7 (July 1, 2015): 35. http://dx.doi.org/10.17010/ijom/2015/v45/i7/79927.

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Brennan, Ian, Khalid M. Dubas, and Laurie A. Babin. "The influence of product-placement type & exposure time on product-placement recognition." International Journal of Advertising 18, no. 3 (January 1999): 323–37. http://dx.doi.org/10.1080/02650487.1999.11104764.

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Martín García, Alicia. "Product placement as an efficient marketing tool within the media mix." Harvard Deusto Business Research 10, no. 1 (May 29, 2021): 224–37. http://dx.doi.org/10.48132/hdbr.345.

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Product placement has existed in its most primitive form since the dawn of cinema. Now, due to the saturation of conventional advertising, this technique has reached its zenith, with brands appearing in an environment without competition, as a natural element of the plot. The automotive sector has been present from the beginning and soon understood the expressive possibilities that were offered. General Motors began its journey in the film industry in 1933 following an agreement with Warner. Since then, the General Motors group has had a growing presence in the film industry, which reached its peak in Transformers (2007), an unprecedented type of product placement. It is possible to identify a clear cause-effect relationship in the company’s sales, with product placement being an efficient marketing tool within the media mix, as we will show throughout this investigation. The study begins with a historical review of brand placement in North American cinema (1933-2014), then proceeds with a content analysis, following the methodology proposed by Méndiz (2001), of advertising placement in film and a structured interview with Norm Marshall, the director and founding partner of Norm Marshall & Associates, responsible for GM’s product placements.

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Marchand, Andre, Thorsten Hennig-Thurau, and Sabine Best. "When James Bond shows off his Omega: does product placement affect its media host?" European Journal of Marketing 49, no. 9/10 (September 14, 2015): 1666–85. http://dx.doi.org/10.1108/ejm-09-2013-0474.

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Purpose – This paper aims to contribute to the marketing literature and practice by examining the effect of product placements on the host brand. The declining effectiveness of traditional advertising has prompted increasing interest in strategies for placing products in media programming. Most existing research adopt the perspective of the brands embedded in media products, with limited attention to the impact that product placement has on the media product that serves as a host brand for the embedded brands. The authors investigate this effect in the context of motion pictures and develop a theory-driven conceptual model. Design/methodology/approach – The authors test their hypotheses with two experiments in which randomly assigned participants view one of seven versions of a custom-made, seven-minute short film that differ in their level of placement prominence. Findings – The results from a mediation analysis indicate that, after controlling for audiences’ general attitudes toward the embedded brand, greater placement prominence heightens consumers’ reactance to persuasion attempts and negatively affects their evaluations of the host brand. A post hoc experiment confirms that even very low levels of placement prominence can worsen host brand evaluations. Originality/value – This research is among the first to investigate the effects of product placement from a host brand perspective. It issues a warning to producers of entertainment content: a product placement strategy may generate additional earnings, but it also can lower audiences’ evaluations of the focal entertainment product.

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Chavadi, Chandan A., Sindhu R. Menon, and Monika Sirothiya. "Modelling the Effects of Brand Placements in Movies: An Investigative Study of Event Type and Placement Type." Vision: The Journal of Business Perspective 23, no. 1 (March 2019): 31–43. http://dx.doi.org/10.1177/0972262918821227.

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Movies are getting extremely costly and product placement has become inevitable to accommodate brands to support their budgets. Moreover, brands are demanding return on investment for their placements. This article makes an attempt to evaluate the outcome of brand placements in movies. As Indian audiences are exposed to both Hollywood and Bollywood movies, product placement is rapidly turning into a colossal path for brands to achieve their objectives by placing the brand in a subtle or blatant way. It is reasonable to count on that consumer contrast of brands will genuinely get influenced based on the type of the entertainment event (Bollywood vs. Hollywood) and type of the product placement (subtle vs. blatant). A structural equation model was developed to assess the effect of entertainment event and placement type (PT) on brand attitude (AB) and consequently on purchase intentions (PIs). The study also explores the possibility of mediation and conducted multi-group analysis on event type and PT using AMOS and SPSS. The findings help us to comprehend the event type (Hollywood movie vs. Bollywood movie) and the PT (subtle vs. blatant) that has the most significant impact on AB and subsequently on PI.

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Huang, Ying, and Fumin Deng. "Impact of Product Placement on Purchase Intention in the Context Of Product-harm Crisis." Social Behavior and Personality: an international journal 50, no. 6 (June 1, 2022): 110–27. http://dx.doi.org/10.2224/sbp.11586.

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This study investigated whether and how product placement influences purchase intention in the context of product-harm crisis. We collected data from 373 Chinese adults who completed an online survey, and conducted a between-subjects experiment (with/without product placement). Structural equation modeling results show that product placement had a significant positive impact on purchase intention, with perceived risk and brand trust acting as mediators. The association between perceived risk and purchase intention was nonsignificant. The study also revealed that product placement had a negative impact on brand trust, which then suppressed purchase intention. This finding emphasizes the importance of brand trust in the relationship between product placement and purchase intention, and shows that influencing consumers' opinion is more difficult than changing their behaviors through product placement.

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Gabrielle Efan Hayatya Dewi and Resa Rasyidah. "ANALYSIS OF PRODUCT PLACEMENT AS A GLOBAL MARKETING STRATEGY OF SUBWAY SANDWICH IN DRAMA MY ROOMMATE IS GUMIHO." JRMSI - Jurnal Riset Manajemen Sains Indonesia 16, no. 1 (April 1, 2025): 84–97. https://doi.org/10.21009/jrmsi.016.1.8.

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Subway is a fast food restaurant from America that uses a franchise concept. This study aims to determine the Product Placement used by Subway Sandwich as a global marketing strategy in the Korean drama My Roommate is Gumiho. In this study, the author uses a qualitative method in social phenomena by collecting data from news, journals, articles, dramas, and books to find evidence that follows product placement and global marketing strategies. However, this study focuses on analyzing Korean dramas and news articles. The findings of this study will produce a division of product placement dimensions contained in the drama My Roommate is Gumiho. The result of this study is product placement carried out by Subway in the parts contained in the drama My Roommate, which means international audiences can increasingly recognize Subway products.

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Kozak, Vratislav, and Karel Barinka. "The measurement of product placement." Economic Annals-ХХI 161, no. 9-10 (December 2016): 66–70. http://dx.doi.org/10.21003/ea.v161-15.

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Chang, Susan, Jay Newell, and Charles T. Salmon. "Product placement in entertainment media." International Journal of Advertising 28, no. 5 (January 2009): 783–806. http://dx.doi.org/10.2501/s0265048709200904.

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Siegel, Paul. "Product Placement and the Law." Journal of Promotion Management 10, no. 1-2 (May 11, 2004): 89–100. http://dx.doi.org/10.1300/j057v10n01_07.

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Nelson, Richard Alan. "A Product Placement Resource Guide." Journal of Promotion Management 10, no. 1-2 (May 11, 2004): 259–67. http://dx.doi.org/10.1300/j057v10n01_22.

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Chae, Myung-Jin, and Hye-Jin Sun. "TV Product Placement in Korea." Journal of Promotion Management 19, no. 1 (January 2013): 54–75. http://dx.doi.org/10.1080/10496491.2012.736461.

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Barn, Sukhbinder. "Product placement in Bollywood movies." Marketing Intelligence & Planning 27, no. 7 (October 23, 2009): 976–80. http://dx.doi.org/10.1108/02634500911000252.

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Baltezarević, Ivana, and Radoslav Baltezarević. "Product placement in new media." Bastina, no. 48 (2019): 171–79. http://dx.doi.org/10.5937/bastina1948171b.

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Bock, Michael, and Siracusa Gómez Izquierdo. "Product Placement, Markengedächtnis, Markenimage (1)." Zeitschrift für Medienpsychologie 18, no. 3 (July 2006): 106–18. http://dx.doi.org/10.1026/1617-6383.18.3.106.

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Zusammenfassung. Nach den Ergebnissen bisheriger Untersuchungen ist unklar, inwieweit es sich bei dem Product Placement um eine effektive Werbemethode handelt. In einer eigenen Untersuchung mit zwei James-Bond-Filmen haben wir deshalb überprüft, inwieweit diese Methode geeignet ist, das implizite und explizite Markengedächtnis und das Markenimage zu verbessern. Bei der Messung des impliziten Gedächtnisses wurden Markenfragmente und Produktkategorien dargeboten, zu denen spontan beliebige Wörter assoziiert werden sollten. Bei der Messung des expliziten Gedächtnisses sollten die platzierten Marken erinnert werden, und zwar ebenfalls mit Hilfe der Fragmente und Produktkategorien. Außerdem wurde ein Rekognitionstest durchgeführt. Das Markenimage wurde auf fünf verschiedenen Einstufungsskalen gemessen. Insgesamt blieb das Product Placement jedoch weitgehend wirkungslos: Es verbesserte weder die impliziten Markenerinnerungen noch das Markenimage, und die expliziten Markenerinnerungen nur wenig.

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Bock, Michael, Bettina Kirchgäßner, and Viola Seeliger. "Product Placement, Markengedächtnis, Markenimage (2)." Zeitschrift für Medienpsychologie 18, no. 4 (October 2006): 146–59. http://dx.doi.org/10.1026/1617-6383.18.4.146.

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Zusammenfassung. Nach einer Untersuchung von Bock und Gómez Izquierdo (2006) ist die Wirksamkeit des Product Placement gering, weil Markenprodukte dabei kaum beachtet werden. In einer Folgeuntersuchung haben wir deshalb die Aufmerksamkeit variiert, indem unsere Teilnehmer/innen bei einem James-Bond-Film zwei unterschiedliche Aufgaben erhielten. Bei der ersten Aufgabe sollten sie auf James Bond achten, bei der zweiten auf Markenplatzierungen. Theoretischer Hintergrund war ein Modell, das zwei mögliche Wirkungswege des Product Placement beschreibt: einen expliziten Weg, der eine Beachtung der Markenplatzierungen erfordert, und einen impliziten Weg, der davon unabhängig ist. Tatsächlich wurden die Markenplatzierungen jedoch nur auf dem expliziten Weg wirksam, sichtbar an den expliziten Markenerinnerungen. Die impliziten Markenerinnerungen und die Markenimages wurden dagegen nicht verbessert. Abschließend wird deshalb diskutiert, wie sich die Wirksamkeit des Product Placement auf dem impliziten Weg verbessern lässt.

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Ifada, Shafa Radisya Aulia, and Teguh Widodo. "The Influence Of Level Of Disclosure On Brand Evaluation And Brand Recall With Psychological Trait Reactance And Program Involvement As Moderator Variables And Program Liking As Intervening Variables (Study On Subway Placement Products In The Korea Drama." JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) 8, no. 1 (March 29, 2024): 292–97. http://dx.doi.org/10.33751/jhss.v8i1.8757.

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This research is motivated by product placement, which serves as an alternative to traditional advertising usually broadcasted on mass media and frequently used in Korean dramas. Given the popularity of Korean dramas among international audiences, global brands have sought to participate in such product placement activities. However, there are instances where viewers complain about excessive and unreasonable product placements that disrupt their engagement due to their frequent appearances. The purpose of this study is to examine the impact of level of disclosure (LoD) on brand recall (BR) and brand evaluation (BE), while considering the moderating effects of psychological trait reactance (PTA) and program involvement (PI), with program liking (PL) acting as a mediating variable. The study focuses on subway product placement in the Korean drama "Descendants of the Sun" (DoTS). The research utilized a sample of 400 respondents who had watched the DoTS drama and had observed the subway product placement within the show. The results indicate that LoD indeed affects BR and PL. Moreover, PL significantly and positively mediates the relationship between LoD and BE. Based on the findings, this study recommends product owners aiming to advertise their products through dramas to select shows featuring well-known characters and enjoying high ratings. This strategy will likely attract more audience attention to their products.

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Cokki, Sharon Nathania, and Haris Maupa. "Product Placement On Indonesian Rap Song." Jurnal Manajemen 27, no. 1 (February 1, 2023): 62–85. http://dx.doi.org/10.24912/jm.v27i1.1097.

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Product placement literature has two gaps, namely research in developing countries including Indonesia and song as media placement. This study aims to fill this gap by testing the effectiveness of product placement in Indonesian rap songs on three aspects of consumer behaviour. The research design used pretest and post-test experiments without a control group involving 74 undergraduates as participants. The treatment used in this research is the song. It's a Dad Thing by Saykoji. The results showed that product placement on the song had an effect on brand recall, attitude towards the song and product placement influenced by attitude towards the artist, and purchase intention influenced by attitude toward product placement.

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Putri, Seprianti Eka, Wiwit Julianda Subekti, Lizar Alfansi, and Ilsya Hayadi. "The Effect of Product Placement on Television Events on Brand Awareness and Product Purchase Intention." Frontiers in Business and Economics 2, no. 2 (August 31, 2023): 109–16. http://dx.doi.org/10.56225/finbe.v2i2.225.

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Nowadays, product placement is a tool for promoting a brand or product in television programs without being called formally (passive). It avoids word saturation due to being often spoken. Brand placement is payment inclusion on a product or brand identity consisting of audio and visual in mass media programs. This study aims to examine the effect of product placement on brand awareness and its implication on repurchase intention. The study is designed using a quantitative approach with primary data collected via electronic media (online survey) on 220 respondents taken with the purposive sampling technique. The data were analyzed using partial least squares and assisted by SmartPLS-3. The result shows that product placement has a significant effect on brand awareness and product placement has a significant impact on the repurchase intention. Brand awareness has a significant effect on the repurchase intention. In addition, brand awareness mediates the relationship between product placement and repurchase intention.

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Pilelienė, Lina, and Sigita Jurgilaitė. "Produktų demonstravimo vaidybiniuose filmuose ypatumai (teorinis aspektas)." Laisvalaikio tyrimai 1, no. 1 (2013): 1–10. http://dx.doi.org/10.33607/elt.v1i1.182.

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Research background. According to J. A. Karrh et al. (2001) product placement in movies is used with intensions to extend product awareness, create positive associations with a product, or to promote sales. Product placement is becoming very successive tool of promotion; its impact on society is constantly growing. Many films can make an impact on society’s attitudes, also, form buying patterns. Despite a wide usage of this promotional tool, attempts to find scientific publications of Lithuanian authors considering this product placement in Lithuanian movies were unsuccessful. However, many cases of product placement can be observed in Lithuanian movies. Therefore, it becomes relevant to analyze the peculiarities of product placement in movies. The problem solved in the article is how to make product placement in movies. Foreign authors are constantly providing research on multiple aspects of product placement (its impact on viewers’ purchase intentions, impact on memorization, product awareness, etc.); therefore, the lack of Lithuanian researches in the field substantiates the problem. The object of the article is the peculiarities of product placement in movies. The aim of the article is to reveal the peculiarities of product placement in movies. Research method. Qualitative content analysis of scientific literature was provided to reveal the principal aspects of product placement in movies. Whereas there is a lack of Lithuanian authors’ insights in the field, researches provided by foreign authors (Sargent et al., 2001; Jin, Villegas, 2007; Sung et al., 2008; Wiles, Danielova, 2009 et al.) were analyzed. Various approaches to product placement in movies provided by different authors are reviewed, different conceptions of product placement in the movies are generalized, and potential usage areas of the activity are revealed in the article. General scientific research methods of logical analysis and synthesis of scientific literature are applied for theoretical research. Findings. Product placement in movies can be named as an alternative way to reach target audience and highlight product’s advantages. Product placement is product’s or its identifier’s inclusion into media using sonic or visual elements. The main goal of product placement is to increase customer awareness, make positive impact on their preferences and purchase intentions. Main advantages of product placement in the movies are naturalness, high concentration of viewer’s attention, inevitability, and revelation of character, creation of positive associations, sales promotion, and the reach of target audience. Scientific researches and real practices of foreign organizations have proven that product placement in the movies enhance product awareness, creates and increases positive impact on a brand. Accordingly, the direct impact on increase in sales can be observed.

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Dens, Nathalie, Patrick De Pelsmacker, Peter Goos, and Leonids Aleksandrovs. "How to Mix Brand Placements in Television Programmes to Maximise Effectiveness." International Journal of Market Research 58, no. 5 (September 2016): 649–70. http://dx.doi.org/10.2501/ijmr-2016-022.

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This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme. It determines the ideal proportions of prop placements (branded products that are put on display during the programme, without active interaction between the product and a person), interactive placements (placements that entail interaction between a branded product and a person), and look-and-feel placements (branding elements that are visually incorporated in the scenery of the programme) to maximise brand attitude and brand recall. Controlling for programme connectedness, brand attitude is maximised when all brand placements in a programme are interactive. The optimal mix for brand recall is more diverse, and changes for consumers with different viewing frequencies. For light viewers, 39% interactive and 61% prop placements should be used. For consumers with high viewing frequency, a relatively larger proportion should be allocated to interactive placements (44%).

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