The product placement efficiency as a result of a relationship between a spectator and a movie

Etienne Bressoud (1) , Jean-Marc Lehu (2)

1 LED - Laboratoire d'Economie Dionysien
2 CEREM - Centre d'étude et de recherche en marketing

While adding to the academic knowledge about product placement, this exploratory research comforts the advertisers in their communication choice for the technique. It focuses on the efficiency as a result of a relationship between a spectator and a movie (before, during and after viewing the movie). Choosing a DVD movie because of the movie director improves the number of brand placement recalled as well as liking the kind of the movie. Such an improvement also occurs when the viewer appreciates the movie. Unfortunately, speaking with someone else while watching the movie does not decrease the number of brand placement recalled

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

Domaines: Gestion et management

Etienne Bressoud, Jean-Marc Lehu. The product placement efficiency as a result of a relationship between a spectator and a movie. 6th International Conference on Research in Advertising (ICORIA), Lisbon, 29-30 June, 2007, Portugal. ⟨halshs-00305718v2⟩