The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory, and Brand-Choice Behavior

By Moonhee Yang, David Roskos-Ewoldsen. 2007

257 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/9f1edf34324b4770efa10d8f6fdad11e57180163

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Literature and Literary Theory

1. E. V. van Reijmersdal
2. Esther Rozendaal
3. Peter C. Neijens
4. Moniek Buijzen
5. Edith G. Smit
6. Lucian F. Dinu
7. Laura M. Arpan
8. Glenn Leshner

In Marketing

1. E. V. van Reijmersdal
2. Peter C. Neijens
3. Edith G. Smit
4. Moniek Buijzen
5. Esther Rozendaal
6. Glenn Leshner
7. S. Peters
8. Lucian F. Dinu

In Sociology and Political Science

1. E. V. van Reijmersdal
2. Peter C. Neijens
3. Edith G. Smit
4. Esther Rozendaal
5. Moniek Buijzen
6. Glenn Leshner
7. S. Peters
8. Laura M. Arpan

Citations in the corpus

• Introducing the PCMC Model: An Investigative Framework for Young People's Processing of Commercialized Media Content (2010, unknown): “Explicit recall of the persuasive message and the advertised product or brand will be low, yet implicit brand memory can be detected, for example, through implicit recognition tasks (Owen, Lewis, Auty, & Buijzen, 2010; Yang & Roskos-Ewoldsen, 2007).”
• How media factors affect audience responses to brand placement (2010, methodology): “…content analyses (e.g. Ferraro & Avery 2000) and practitioner studies (e.g. Karrh et al. 2003; Russell & Belch 2005; Smit et al. 2009) to qualitative (e.g. DeLorme & Reid 1999; Russell & Stern 2006) and quantitative audience studies (e.g. Van Reijmersdal et al. 2007; Yang & Roskos-Ewoldsen 2007).”
• Get in the Game: The Effects of Game-Product Congruity and Product Placement Proximity on Game Players’ Processing of Brands Embedded in Advergames (2013, result): “Similar studies on brand placements in movies have shown that peripheral placements of brands result in lower levels of recognition memory than placements that are considered more visually prominent (McCarty, 2004; Yang, 2004).”
• Good guy vs. bad guy: the influence of parasocial interactions with media characters on brand placement effects (2015, unknown): “Likewise, Yang and Roskos-Ewoldsen (2007) reported that placements used by main characters are positively correlated with positive brand attitudes from the audience; yet, again, the implied audience’s positive relationship with performing characters was not tested.”
• Effects of Prominence, Involvement, and Persuasion Knowledge on Children's Cognitive and Affective Responses to Advergames (2012, background): “Yang and Wang (2008) state that game play may be considered a problemsolving process in which missions must be completed in order to earn points or complete the game.”
• Narrative, transportation and advertising (2015, background): “Previous work on brand placement within an audio/visual environment (e.g., television, gaming, film) suggests that placement prominence affects memory positively (Law and Braun 2004; Lee and Faber 2007; Yang and Roskos-Ewoldsen 2007).”
• The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names (2006, methodology): “In addition, several studies have demonstrated that brand placements in movies or television shows influence implicit choice tasks as well (Auty and Lewis 2004; Law and Braun 2000; Yang 2004).”