Abstract: European guidelines require that product placement or brand placement in television programs are disclosed by a text “This program contains product placement” or a PP logo. These so-called sponsorship disclosures aim to inform viewers about products or brand that are purposefully integrated in television programs. Do these disclosures have their intended effect? And what are the consequences for the evaluation of this form of advertising and the brand? In two experiments we examined the effects of sponsorship disclosures on the processing and evaluation of brand placement. These studies show that when a sponsorship disclosure is noticed, it increases the attention to the brand placement and makes the viewer aware of the fact that advertising was incorporated into the program. This recognition of advertising also leads to better brand recall, but also a more critical evaluation of the brand placement and less positive brand attitudes. These findings demonstrate that sponsorship disclosures can reach their goal, but also have important implications for the effectiveness of brand placement.
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
Tag cloudMarketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging Media multitasking eWOM Implicit measures Health literacy E-health