The second life of a product placement in movies: the DVD

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

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

Product placement in movies seems to develop at the same pace than media fragmentation expands. Many studies have shown the potential of its impact according to the placement modalities. Rather than focusing on the way the placement is made, this exploratory research offers new insights about the second life of the placement through DVD. A sample of 3,532 DVD French viewers has been used to study the visibility of brand placements, when the film is watched on DVD

Mots clés: branded-entertainment; product placement; DVD; movie; spontaneous day after recall

Domaines: Gestion et management

Etienne Bressoud, Jean-Marc Lehu. The second life of a product placement in movies: the DVD. The EMAC 36th Conference, Reykjavik, 22-25 may, 2007, Iceland. ⟨halshs-00305729v2⟩