Integrating placement and audience characteristics to assess the recall of product placements in film: findings from a field study

Etienne Bressoud (1) , Jean-Marc Lehu (2) , Cristel Antonia Russell (3)

1 LED - Laboratoire d'Economie Dionysien
2 CEREM - Centre d'étude et de recherche en marketing
3 AUT - Auckland University of Technology

This research incorporates into a single model characteristics of product placements in films and characteristics of the consumers and their viewing environment to assess the memorability of the placements. Eleven movies containing a total of 98 placements of varied characteristics were coded. 3,532 individuals who viewed a DVD rental of one of these movies at home completed a questionnaire on the following day. The questionnaire included audience viewing characteristics as well as a free recall measure of placements. The results reveal important insights into the variables that affect, positively or negatively, the day after recall of products placed in movies

Mots clés: Brand placement; consumer; movie; product placement; spontaneous day after recall

Domaines: Gestion et management

Etienne Bressoud, Jean-Marc Lehu, Cristel Antonia Russell. Integrating placement and audience characteristics to assess the recall of product placements in film: findings from a field study. 7th International Conference on Research in Advertising (ICORIA), Antwerp, 27-28 June, 2008, Belgium. ⟨halshs-00303731v2⟩