Abstract: Recently, the European Union decreed that European countries should use disclosures of brand placement in programs and movies on television to guarantee fair communication. However, an understanding of the effects of disclosing brand placement is lacking. The present study is the first to test the impact of the new TV sponsorship regulations regarding disclosure of brand placement. In an experiment (N = 107), we examine viewers’ opinions about disclosures along with the effects of disclosure timings. Analyses show that brand memory increases when a disclosure is shown. In addition, brand memory is significantly higher when the disclosure is shown during the placement than when it is shown after the placement. Disclosures do not seem to activate critical attitudes. Respondents confronted with a disclosure, regardless of the timing, were not more skeptical towards brand placement than respondents who were not exposed to a disclosure. These findings have important implications for theory and public policy regarding brand placement disclosures.
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