Faculty Publications

Title

Product placement in movies: The effect of prominence and mode on audience recall

Document Type

Article

Journal/Book/Conference Title

Journal of Current Issues and Research in Advertising

Volume

20

Issue

1

First Page

47

Last Page

59

Abstract

A promotional strategy of growing interest is the placement of branded products in movies. An experiment compared the recall effectiveness of common product-placement strategies with each other and with advertising. Prominent placements elicited higher recall than did advertisements, which, in turn, outperformed subtle placements. The explicit mention of a product in the audio script (without a visual depiction) led to better recall than a subtle visual placement (without audio reinforcement). However, the addition of a complementary audio message did not significantly enhance the recall of a product that already enjoyed prominent visual display. © 1998 Taylor and Francis Group, LLC.

Original Publication Date

1-1-1998

DOI of published version

10.1080/10641734.1998.10505076

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