Abstract: This literature review presents a quantitative synthesis of 57 studies on product placement and shows which factors are most effective. It shows that placement characteristics, such as placement commerciality, modality, and prominence, have a strong impact on audience reactions. Audience characteristics, such as attitudes and beliefs about brand placement, advertising, and media, also shape audience reactions to brand placement. Advertising and psychological theories provide valuable explanations for the majority of the effects. However, the authors call for development of theories on capacity constraints and implicit processing as these can explain effects that are specific to 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