Product Placement Effectiveness. Implicit Recall and Brand Image at the Level of Modality

An Empirical Study in the Television Industry

Business & Finance, Marketing & Sales
Cover of the book Product Placement Effectiveness. Implicit Recall and Brand Image at the Level of Modality by Hendrik Arnold, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Hendrik Arnold ISBN: 9783656376323
Publisher: GRIN Verlag Publication: February 22, 2013
Imprint: GRIN Verlag Language: English
Author: Hendrik Arnold
ISBN: 9783656376323
Publisher: GRIN Verlag
Publication: February 22, 2013
Imprint: GRIN Verlag
Language: English

Master's Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 9.0 (out of 10), Maastricht University (School of Business and Economics), course: Strategic Marketing, language: English, abstract: Product placement effectiveness currently receives much attention regarding explicit recall, general attitude and brand attitude. However, few studies investigate the impact on implicit recall and brand image. This study tries to fill these gaps, using modality to distinguish placements. It is hypothesized that audio-only placements perform more effectively than visual-only ones and that audio-visual placements outperform both of the former in terms of both, implicit recall and brand image. Furthermore, two moderating effects are hypothesized, namely perceived congruence and prior notifications. Anderson and Bower's (1973) HAM theory as well as KPM (Friestad & Wright, 1994, 1995) and the concept of reactance (Brehm, 1981) are used to predict the respective effects. An online questionnaire is used to collect quantitative data from 257 respondents using sequences from the TV show Modern Family. The findings reveal that changing modality indeed leads to better recall and increasing brand image, which is in line with the respective hypotheses. The evaluation of the moderation effects provides mixed results of significance. Theoretical and managerial implications of the findings are discussed in detail and finally, limitations and potential avenues for future research are defined.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Master's Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 9.0 (out of 10), Maastricht University (School of Business and Economics), course: Strategic Marketing, language: English, abstract: Product placement effectiveness currently receives much attention regarding explicit recall, general attitude and brand attitude. However, few studies investigate the impact on implicit recall and brand image. This study tries to fill these gaps, using modality to distinguish placements. It is hypothesized that audio-only placements perform more effectively than visual-only ones and that audio-visual placements outperform both of the former in terms of both, implicit recall and brand image. Furthermore, two moderating effects are hypothesized, namely perceived congruence and prior notifications. Anderson and Bower's (1973) HAM theory as well as KPM (Friestad & Wright, 1994, 1995) and the concept of reactance (Brehm, 1981) are used to predict the respective effects. An online questionnaire is used to collect quantitative data from 257 respondents using sequences from the TV show Modern Family. The findings reveal that changing modality indeed leads to better recall and increasing brand image, which is in line with the respective hypotheses. The evaluation of the moderation effects provides mixed results of significance. Theoretical and managerial implications of the findings are discussed in detail and finally, limitations and potential avenues for future research are defined.

More books from GRIN Verlag

Cover of the book Webblogs als neues Kommunikationsmedium in der Bildungswissenschaft by Hendrik Arnold
Cover of the book Fernsehen und kindliche Entwicklung by Hendrik Arnold
Cover of the book Communication Change in Eurostar by Hendrik Arnold
Cover of the book Professionalisierung der Pflege by Hendrik Arnold
Cover of the book Unterrichtseinheit zum Thema Wortschatzarbeit in der Sekundarstufe I by Hendrik Arnold
Cover of the book Max Weber: Politik als Beruf by Hendrik Arnold
Cover of the book Redacção crítica do texto 'Theory in Anthropology since the Sixties' by Hendrik Arnold
Cover of the book The Importance of Strategic Planning in the Business Environment by Hendrik Arnold
Cover of the book H. P. Lovecraft and the Literature of the Fantastic: Explorations in a Literary Genre by Hendrik Arnold
Cover of the book The Character of the Extraprosodicity Theory by Hendrik Arnold
Cover of the book Integriertes Bildungs(system)design by Hendrik Arnold
Cover of the book Klassifikation, Prävalenz und Ursache von Verhaltensauffälligkeit by Hendrik Arnold
Cover of the book Psychoregulationstechniken im Volleyball by Hendrik Arnold
Cover of the book Ein Vergleich der Rechnungslegung nach HGB und IFRS/IAS by Hendrik Arnold
Cover of the book Vergleich der weltweiten Sintflutberichte by Hendrik Arnold
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy