The Effective Product Placement: Finding Appropriate Methods and Contexts for Higher Brand Salience

Abstract

Notwithstanding the little understanding on the product placement in movies, practitioners have misbelieved that this marketing activity eventually generates favorable attitudes toward their products/brands exposed in movies; likewise, research on product placement tends to perpetuate the practicality of the practice by using improper measures for the effectiveness of product placement. By designing a novel experiment and creating a measure for brand salience as an outcome of product placement, this article entails distinct research findings. In order to achieve a higher brand salience, product placements need to be either demonstrative or placed in negative context. Future research may contribute further by inventing an experiment design enabling researchers to grasp the interaction effects of different factors addressed in the study.