The Experts below are selected from a list of 15918 Experts worldwide ranked by ideXlab platform

Laurie A Babin - One of the best experts on this subject based on the ideXlab platform.

  • the influence of Product Placement type exposure time on Product Placement recognition
    International Journal of Advertising, 1999
    Co-Authors: Ian Brennan, Khalid M Dubas, Laurie A Babin
    Abstract:

    This study examines the extent to which Product-Placement type and exposure time explain the rate at which viewers recognise brand names affiliated with Product Placements in films. The results support the industry practice of classifying Product Placements into creative and on-set, since Placement type has a significant impact on viewer recognition, even when the measure of viewer recognition is adjusted for the effects of false recognition. The effect of exposure time attained by Product Placement on viewer recognition is moderated by Product-Placement type. The theoretical and practical implications of these results are discussed.

  • The influence of Product-Placement type & exposure time on Product-Placement recognition
    International Journal of Advertising, 1999
    Co-Authors: Ian Brennan, Khalid M Dubas, Laurie A Babin
    Abstract:

    This study examines the extent to which Product-Placement type and exposure time explain the rate at which viewers recognise brand names affiliated with Product Placements in films. The results support the industry practice of classifying Product Placements into creative and on-set, since Placement type has a significant impact on viewer recognition, even when the measure of viewer recognition is adjusted for the effects of false recognition. The effect of exposure time attained by Product Placement on viewer recognition is moderated by Product-Placement type. The theoretical and practical implications of these results are discussed.

Judy Drennan - One of the best experts on this subject based on the ideXlab platform.

  • virtual Product Placement as a new approach to measure effectiveness of Placements
    Journal of Promotion Management, 2010
    Co-Authors: John Mcdonnell, Judy Drennan
    Abstract:

    Product Placement is a fast growing multi-billion dollar industry, yet measures of its effectiveness, which influence the critical area of pricing, have been problematic. Past attempts to measure the effect of a Placement and, therefore, provide a basis for pricing of Placements, have been confounded by the effect on consumers of multiple prior exposures of a brand name in all marketing communications. Virtual Product Placement offers certain advantages: as a tool to measure the effectiveness of Product Placements; as assistance with the problem in the lack of audience selectivity in traditional Product Placement; as a testing of different audiences for brands; and in addressing a gap in the existing academic literature by focusing on the impact of Product Placement on recall and recognition of new brands.

  • Virtual Product Placement: examining the role of involvement and presence in second life
    2009
    Co-Authors: Parisa Mahyari, Judy Drennan, Kerri-ann Kuhn
    Abstract:

    This paper examines the effect of individuals’ involvement with Second Life (SL) on their experience with Product Placement (PPL). It also examines the impact of Product Placement experience on perceived Product Placement effectiveness and the role of presence in affecting this relationship. An exploratory study was conducted using semi-structured interviews faceto-face and online. The sample comprised 24 active Second Life users. Results indicate that high involvement with Second Life leads to a more positive experience with Product Placement. The more positive the Product Placement experience, the higher the perception of Product Placement effectiveness. Finally, higher levels of presence have a positive effect on the relationship between experience and perceived effectiveness. Further, the model developed from this qualitative study is presented.

  • Exploring the effectiveness of virtual Product Placement on recall and recognition of new brands
    2005
    Co-Authors: Judy Drennan, John Mcdonnell
    Abstract:

    This paper investigates the effectiveness of virtual Product Placement as a marketing tool by examining the relationship between brand recall and recognition and virtual Product Placement. It also aims to address a gap in the existing academic literature by focusing on the impact of Product Placement on recall and recognition of new brands. The growing importance of Product Placement is discussed and a review of previous research on Product Placement and virtual Product Placement is provided. The research methodology used to study the recall and recognition effects of virtual Product Placement are described and key findings presented. Finally, implications are discussed and recommendations for future research provided.

Ian Brennan - One of the best experts on this subject based on the ideXlab platform.

  • the influence of Product Placement type exposure time on Product Placement recognition
    International Journal of Advertising, 1999
    Co-Authors: Ian Brennan, Khalid M Dubas, Laurie A Babin
    Abstract:

    This study examines the extent to which Product-Placement type and exposure time explain the rate at which viewers recognise brand names affiliated with Product Placements in films. The results support the industry practice of classifying Product Placements into creative and on-set, since Placement type has a significant impact on viewer recognition, even when the measure of viewer recognition is adjusted for the effects of false recognition. The effect of exposure time attained by Product Placement on viewer recognition is moderated by Product-Placement type. The theoretical and practical implications of these results are discussed.

  • The influence of Product-Placement type & exposure time on Product-Placement recognition
    International Journal of Advertising, 1999
    Co-Authors: Ian Brennan, Khalid M Dubas, Laurie A Babin
    Abstract:

    This study examines the extent to which Product-Placement type and exposure time explain the rate at which viewers recognise brand names affiliated with Product Placements in films. The results support the industry practice of classifying Product Placements into creative and on-set, since Placement type has a significant impact on viewer recognition, even when the measure of viewer recognition is adjusted for the effects of false recognition. The effect of exposure time attained by Product Placement on viewer recognition is moderated by Product-Placement type. The theoretical and practical implications of these results are discussed.

John Mcdonnell - One of the best experts on this subject based on the ideXlab platform.

  • virtual Product Placement as a new approach to measure effectiveness of Placements
    Journal of Promotion Management, 2010
    Co-Authors: John Mcdonnell, Judy Drennan
    Abstract:

    Product Placement is a fast growing multi-billion dollar industry, yet measures of its effectiveness, which influence the critical area of pricing, have been problematic. Past attempts to measure the effect of a Placement and, therefore, provide a basis for pricing of Placements, have been confounded by the effect on consumers of multiple prior exposures of a brand name in all marketing communications. Virtual Product Placement offers certain advantages: as a tool to measure the effectiveness of Product Placements; as assistance with the problem in the lack of audience selectivity in traditional Product Placement; as a testing of different audiences for brands; and in addressing a gap in the existing academic literature by focusing on the impact of Product Placement on recall and recognition of new brands.

  • Exploring the effectiveness of virtual Product Placement on recall and recognition of new brands
    2005
    Co-Authors: Judy Drennan, John Mcdonnell
    Abstract:

    This paper investigates the effectiveness of virtual Product Placement as a marketing tool by examining the relationship between brand recall and recognition and virtual Product Placement. It also aims to address a gap in the existing academic literature by focusing on the impact of Product Placement on recall and recognition of new brands. The growing importance of Product Placement is discussed and a review of previous research on Product Placement and virtual Product Placement is provided. The research methodology used to study the recall and recognition effects of virtual Product Placement are described and key findings presented. Finally, implications are discussed and recommendations for future research provided.

Taejun Lee - One of the best experts on this subject based on the ideXlab platform.

  • Cross‐cultural challenges in Product Placement
    Marketing Intelligence & Planning, 2011
    Co-Authors: Taejun Lee, Yongjun Sung, Federico De Gregorio
    Abstract:

    Purpose – The purpose of this research is to examine US and Korean college student consumers' attitudes towards Product Placements in three different media (films, TV shows, and songs), and Product Placement acceptability based on media genre and Product type.Design/methodology/approach – The current study employed a self‐administered online survey of 471 college students in the USA and South Korea.Findings – Korean young adult consumers express greater ethical concerns about Product Placement, particularly in TV shows, and more strongly support governmental regulation than their American counterparts. In contrast, American young adults respond more favorably to Product Placement's enhancement of setting realism than Korean consumers. Findings also reveal cultural differences in Product Placement acceptability across a range of media genres and Product/service types.Research limitations/implications – Only two countries were used as a proxy to characterize their respective cultural values and levels of co...

  • cross cultural challenges in Product Placement
    Marketing Intelligence & Planning, 2011
    Co-Authors: Taejun Lee, Yongjun Sung, Federico De Gregorio
    Abstract:

    Purpose – The purpose of this research is to examine US and Korean college student consumers' attitudes towards Product Placements in three different media (films, TV shows, and songs), and Product Placement acceptability based on media genre and Product type.Design/methodology/approach – The current study employed a self‐administered online survey of 471 college students in the USA and South Korea.Findings – Korean young adult consumers express greater ethical concerns about Product Placement, particularly in TV shows, and more strongly support governmental regulation than their American counterparts. In contrast, American young adults respond more favorably to Product Placement's enhancement of setting realism than Korean consumers. Findings also reveal cultural differences in Product Placement acceptability across a range of media genres and Product/service types.Research limitations/implications – Only two countries were used as a proxy to characterize their respective cultural values and levels of co...

  • Young adults’ responses to Product Placement in movies and television shows
    International Journal of Advertising, 2011
    Co-Authors: Taejun Lee, Youngjun Sung, Sejung Marina Choi
    Abstract:

    This research examines young adults’ attitudes towards Product Placement in films and television shows from two countries that represent contrasting cultural distinctions: the US and Korea. The results suggest that young adults in both countries perceive film Product Placement in a similar way but, with respect to television, Korean respondents tend to perceive it as less effective in enhancing content realism and more unethical and misleading. In addition, the findings suggest that, for both film and TV, materialism, attitude towards advertising, and realism enhancement appeared to be significant predictors of consumer cognitive response to Product Placement. However, cross-cultural differences were observed for TV Product Placement. In the US, materialism and realism enhancement were found to be most powerful predictors of cognitive response to Product Placement. In contrast, attitude towards advertising and materialism were found to be the strongest predictors in Korea. Implications for both advertisin...