Memory and perception of brand mentions and placement of brands in songs

Abstract

Although brand placement in movies and TV series has attracted significant interest from researchers and practitioners, little is known about the financed insertion of brands in songs. However, evidence is growing that this kind of placement could be of interest for addressing certain types of target audience. This article sheds light on this new form of communication, and highlights its interest for advertisers. It also studies its effectiveness. Based on a web survey, the paper analyses recall and recognition of 17 brands placed in two songs (‘Tes Parents’ (Your parents), a French chanson-style song by Vincent Delerm, and ‘Wonderbra’, a rap song by MC Solaar), and attitude towards the use of brands in songs.