Editing Product placement (section)

==Research==

===Effectiveness===
As with most marketing tactics, product placement leads to explicit as well as implicit advertising effects. Explicit effects can be observed directly and are usually visible by higher recall scores.<ref name="Herrmann et al. 2011">{{cite journal|last1=Herrmann|first1=Jean-Lux|last2=Walliser|first2=Björn|last3=Kacha|first3=Mathieu|title=Consumer Consideration of Sponsor Brands They Do Not Remember: Taking a Wider Look at the Memorisation Effects of Sponsorship|journal=International Journal of Advertising|date=2011|volume=30|issue=2|pages=259–281|doi=10.2501/IJA-30-2-259-281|s2cid=166766792}}</ref><ref name="Matthes et al. 2007">{{cite journal|last1=Matthes|first1=Jörg|last2=Schemer|first2=Christian|last3=Wirth|first3=Werner|title=More than Meets the Eye: Investigating the Hidden Impact of Brand Placements in Television Magazines|journal=International Journal of Advertising|date=2007|volume=26|issue=4|pages=477–503|doi=10.1080/02650487.2007.11073029|s2cid=166657805}}</ref> They are highly connected to the [[conscious]] mind.<ref>{{cite book|last1=Gray|first1=Peter|title=Psychology|year=1991|publisher=W.H. Freeman & Company|isbn=978-1572599437|page=682}}</ref> Implicit effects can be observed by a change in behavior – like a higher purchase intention.<ref name="Herrmann et al. 2011" /><ref name="Johnson und Lehmann 1997">{{cite journal|last1=Johnson|first1=Michael D.|last2=Lehmann|first2=Donald R.|title=Consumer Experience and Consideration Sets For Brands and Product Categories|journal=Advances in Consumer Research|year=1997|volume=24|pages=295–300}}</ref><ref name="Shapiro et al. 1997">{{cite journal|last1=Shapiro|first1=Stewart|last2=MacInnis|first2=Deborah J.|last3=Heckler|first3=Susan E.|title=The Effects of Incidental Ad Exposure on the Formation of Consideration Sets|journal=Journal of Consumer Research|year=1997|volume=24|issue=1|pages=94–104|doi=10.1086/209496}}</ref> They are fully based on the [[subconscious]] mind.<ref name="Herrmann et al. 2011" /><ref name="Coates et al. 2004">{{cite journal|last1=Coates|first1=Sarah L.|last2=Butler|first2=Laurie T.|last3=Berry|first3=Dianne C.|title=Implicit Memory: A Prime Example for Brand Consideration and Choice|journal=Applied Cognitive Psychology|date=2004|volume=18|issue=4|pages=1195–1211|doi=10.1002/acp.1044}}</ref> Implicit effects are more relevant for purchase decisions and therefore more valuable than explicit reactions.<ref name="Herrmann et al. 2011" /><ref name="Coates et al. 2004" />

According to a 2009 study of product placement in movies from 2002, product placement in movies are effective financially. The study observed the relationship of a company having a product placed in a movie and that company's stock price. After accounting for other variables, the study found that companies on average have their stock price increase by 0.89% due to product placement during the movie's opening.<ref>{{Cite journal|last1=Wiles|first1=Michael A.|last2=Danielova|first2=Anna|date=July 2009|title=The Worth of Product Placement in Successful Films: An Event Study Analysis|journal=Journal of Marketing|volume=73|issue=4|pages=44–63|doi=10.1509/jmkg.73.4.044|s2cid=220593158}}</ref>

====Recall====
Recall describes whether people can name a product after seeing it within the content. Research showed that there is a significant relationship between product placement and recall.<ref name="Bressoud 374">{{cite journal|last=Bressoud|first=Etienne|author2=Lehu, Jean-Marc |author3=Russell, Cristel Antonia |title=The Product Well Placed: The Relative Impact of Placement and Audience Characteristics on Placement Recall|journal=Journal of Advertising Research|volume=50|issue=4|page=374|doi=10.2501/S0021849910091622|year=2010|s2cid=167967314}}</ref><ref name="Delattre and Colovic 2009">{{cite journal|last=Delattre|first=Eric|author2=Colovic, Ana |title=Memory and perception of brand mentions and placement of brands in songs|journal=International Journal of Advertising|date=2009|volume=28|issue=5|pages=807–842|doi=10.2501/S0265048709200916|s2cid=152023995}}</ref><ref name="Wilson 373">{{cite journal|last=Wilson|first=Rick T.|author2=Till, Brian D. |title=Product placements in movies and on Broadway: a field study|journal=International Journal of Advertising|volume=30|issue=3|page=373|doi=10.2501/IJA-30-3-373-398|year=2011|s2cid=168632301}}</ref><ref name="Yoo 439–446">{{cite journal|last=Yoo|first=Seung-Chul|author2=Peña, Jorge|title=Do Violent Video Games Impair The Effectiveness of In-Game Advertisements? The Impact of Gaming Environment on Brand Recall, Brand Attitude, and Purchase Intention|journal=Cyberpsychology, Behavior, and Social Networking|volume=14|issue=7–8|pages=439–446|doi=10.1089/cyber.2010.0031|pmid=21117975|year=2011|hdl=2152/41153|s2cid=206157138 |hdl-access=free}}</ref>

====Attitude====
Product placement also leads to changes in attitude towards the product or brand.<ref name="Cowley and Barron 2008">{{cite journal|last1=Cowley|first1=Elizabeth|last2=Barron|first2=Chris|title=When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence|journal=Journal of Advertising|date=2008|volume=37|issue=1|pages=89–98|doi=10.2753/joa0091-3367370107|s2cid=144295102}}</ref><ref name="Janiszewski and Meyvis 2001">{{cite journal|last1=Janiszewski|first1=Chris|last2=Meyvis|first2=Tom|title=Effects of Brand Logo Complexity, Repetition, and Spacing on Processing Fluency and Judgment|journal=Journal of Consumer Research|date=2001|volume=28|issue=1|pages=18–32|doi=10.1086/321945|citeseerx=10.1.1.115.8062}}</ref><ref>{{cite journal|last1=Krishnan|first1=H. Shanker|last2=Shapiro|first2=Stewart|title=Comparing Implicit and Explicit Memory for Brand Names From Advertisements|journal=Journal of Experimental Psychology: Applied|year=1996|volume=2|issue=2|pages=147–163|doi=10.1037/1076-898x.2.2.147}}</ref><ref name="Lee and Faber 2007">{{cite journal|last1=Lee|first1=Mira|last2=Faber|first2=Ronald J.|title=Effects of Product Placement in On-Line Games on Brand Memory|journal=Journal of Advertising|date=2007|volume=36|issue=4|pages=75–90|doi=10.2753/joa0091-3367360406|s2cid=143613767}}</ref>

====Purchase intention====
A lot of research has shown a higher purchase intention as a result of product placement.<ref name="Auty 697–713">{{cite journal|last=Auty|first=Susan|author2=Lewis, Charlie |title=Exploring children's choice: The reminder effect of product placement|journal=Psychology and Marketing|date=2004|volume=21|issue=9|pages=697–713|doi=10.1002/mar.20025}}</ref><ref name="Law and Braun 2000">{{cite journal|last=Law|first=Sharmistha|author2=Braun, Kathryn A. |title=I'll have what she's having: Gauging the impact of product placements on viewers|date=2000|journal=Psychology and Marketing|volume=17|issue=12|pages=1059–1075|doi=10.1002/1520-6793(200012)17:12<1059::AID-MAR3>3.0.CO;2-V|hdl=1813/71532|s2cid=37267120 |url=https://scholarship.sha.cornell.edu/articles/322|hdl-access=free}}</ref><ref name="Mallinckrodt and Mizerski 2007">{{cite journal|last1=Mallinckrodt|first1=Victoria|last2=Mizerski|first2=Dick|title=The Effects of Playing an Advergame on Young Children's Perceptions, Preferences, and Requests|journal=Journal of Advertising|date=2007|volume=36|issue=2|pages=87–100|doi=10.2753/joa0091-3367360206|s2cid=144112785}}</ref><ref name="Morton and Friedman 2002">{{cite journal|last1=Morton|first1=Cynthia R.|last2=Friedman|first2=Meredith|title='I Saw It in the Movies': Exploring the Link Between Product Placement Beliefs and Reported Usage Behavior|journal=Journal of Current Issues & Research in Advertising |date=2002|volume=24|issue=2|pages=33–40|doi=10.1080/10641734.2002.10505133|s2cid=143505201}}</ref><ref name="Yang and Roskos—Ewoldsen 2007">{{cite journal|last=Yang|first=Moonhee|author2=Roskos-Ewoldsen, David R. |title=The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory, and Brand-Choice Behavior|journal=Journal of Communication|date=2007|volume=57|issue=3|pages=469–489|doi=10.1111/j.1460-2466.2007.00353.x}}</ref>

====Subconscious effects====
Product placement affects the audience on a conscious, but also subconscious level. Science showed that there does not even need to be an explicit, conscious effect to activate subconscious effects.<ref name="Law and Braun 2000" /><ref>{{cite journal|last1=Butler|first1=Laurie T.|last2=Berry|first2=Dianne C.|title=The Influence of Affective Statements on Performance on Implicit and Explicit Memory Tasks|journal=Applied Cognitive Psychology|date=2002|volume=16|issue=7|pages=829–843|doi=10.1002/acp.841}}</ref><ref>{{cite journal|last1=Perfect|first1=T. J.|last2=Askew|first2=C.|title=Print Adverts: Not Remembered but Memorable|journal=Applied Cognitive Psychology|date=1994|volume=8|issue=7|pages=693–703|doi=10.1002/acp.2350080707}}</ref><ref>{{cite journal|last1=Shapiro|first1=Stewart|last2=Krishnan|first2=H. Shanker|title=Memory-Based Measures for Assessing Advertising Effects: A Comparison of Explicit and Implicit Memory Effects|journal=Journal of Advertising|date=2001|volume=30|issue=3|pages=1–13|doi=10.1080/00913367.2001.10673641|s2cid=144010274}}</ref> For example, product placement can lead to an exclusion of competing brands from the [[consideration set]] of the audience – subconsciously.<ref name="Herrmann et al. 2011" /><ref>{{cite web|last1=Kuerschner|first1=Jens|title=Subliminal Product Placement in movies (study)|url=https://www.placedise.com/blog/subliminal-product-placement-in-movies-study/|website=Placedise|publisher=Placedise GmbH|access-date=11 August 2015|archive-url=https://web.archive.org/web/20151230073606/https://www.placedise.com/blog/subliminal-product-placement-in-movies-study/|archive-date=December 30, 2015|url-status=live|df=mdy-all|date=October 2014}}</ref> It is also hoped to bypass advertising defense reactions of consumers by focusing on the subconscious character of product placement.<ref name="Matthes et al. 2007" />

====Negative effects====
Under specific circumstances, product placement can lead to no<ref name="Babin and Carder 1996">{{cite journal|last1=Babin|first1=Laurie A.|last2=Carder|first2=Sheri T.|title=Advertising via the Box Office: Is Product Placement Effective?|journal=Journal of Promotion Management|date=1996|volume=3|issue=1/2|pages=31–52|doi=10.1300/j057v03n01_03}}</ref><ref name="Russel 2002">{{cite journal|last1=Russel|first1=Cristel A.|title=Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude|journal=Journal of Consumer Research|date=2002|volume=29|issue=3|pages=306–318|doi=10.1086/344432|url=https://figshare.com/articles/online_resource/Investigating_the_effectiveness_of_product_placements_in_television_shows_The_role_of_modality_and_plot_connection_congruence_on_brand_memory_and_attitude/23846562 }}</ref><ref name="Vollmer and Mizerski 1994">{{cite book|last1=Vollmer|first1=Stacy M.|last2=Mizerski|first2=Richard W.|title="A Review and Investigation into the Effectiveness of Product Placements in Films," in The Proceedings of the 1994 Conference of the American Academy of Advertising, ed. Karen W. King|date=1994|publisher=Henry W. Grady College of Journalism and Mass Communications|location=Athens, GA|pages=97–102}}</ref> or even negative effects.<ref name="Cowley and Barron 2008" /><ref name="Russel 2002" /><ref name="Hackley et al. 2008">{{cite journal|last1=Hackley|first1=Christopher|last2=Tiwsakul|first2=Rungpaka A.|last3=Preuss|first3=Lutz|title=An Ethical Evaluation of Product Placement: A Deceptive Practice?|journal=Business Ethics: A European Review|date=2008|volume=17|issue=2|pages=109–120|doi=10.1111/j.1467-8608.2008.00525.x|s2cid=154306744|url=https://repository.royalholloway.ac.uk/items/8f0f8631-0952-8268-39e3-f831d29e2152/1/}}</ref><ref name="van Reijmersdal et al. 2009">{{cite journal|last1=van Reijmersdal|first1=Eva A.|last2=Neijens|first2=Peter C.|last3=Smit|first3=Edith G.|title=A New Branch of Advertising: Reviewing Factors That Influence Reactions to Product Placement|journal=Journal of Advertising Research|date=2009|volume=49|issue=4|pages=429–440|doi=10.2501/s0021849909091065|s2cid=82108473}}</ref> This usually happens if the product placement is too obvious, while the audience also feels it is being manipulated.<ref name="Matthes et al. 2007" /><ref name="Russel 2002" /><ref name="van Reijmersdal et al. 2009" />

====Placement moderators====

=====Congruence=====
The better the product placement fits the surrounding content, the better the implicit effectiveness (like attitude or purchase-intention) will be.<ref name="Lee and Faber 2007" /><ref>{{cite journal|last1=D'Astous|first1=Alain|last2=Bitz|first2=Pierre|title=Consumer Evaluations of Sponsorship Programmes|journal=European Journal of Marketing|date=1995|volume=29|issue=12|pages=6–22|doi=10.1108/03090569510102504}}</ref><ref>{{cite journal|last1=McDonald|first1=Colin|title=Sponsorship and the Image of the Sponsor|journal=European Journal of Marketing|date=1991|volume=25|issue=11|pages=31–38|doi=10.1108/eum0000000000630}}</ref><ref>{{cite journal|last1=Parker|first1=Ken|title=Sponsorship: The Research Contribution|journal=European Journal of Marketing|date=1991|volume=25|issue=11|pages=22–30|doi=10.1108/eum0000000000629}}</ref>

=====Audio vs visual=====
After viewing a ''[[Seinfeld]]'' episode with visual, auditory and audiovisual product placements, a recall task indicated that audiovisual product placements were recalled the best, visual product placements somewhat less and audio placements least. In a recognition test audiovisual was still remembered the best but audio placements were remembered second best and visual placements were remembered third best.<ref name="Law and Braun 2000" /> As indicated, the type of placement that is most effective seems to vary depending on task, but audiovisual placements seem to be often the most effective.<ref name="Gupta and Lord 1998">{{cite journal|last1=Gupta|first1=Pola B.|last2=Lord|first2=Kenneth R.|title=Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall|journal=Journal of Current Issues & Research in Advertising|date=1998|volume=20|issue=1|pages=47–59|doi=10.1080/10641734.1998.10505076}}</ref> However, audiovisual product placements are not remembered best when there is more than one audiovisual placement at once, making it hard to remember each one.<ref name="Bressoud 374" /> In case the placement is only on the audio level, advertisers must make sure it is very prominent to have any effect at all.<ref name="Delattre and Colovic 2009" /><ref name="Russel 2002" /><ref>{{cite book|last1=Purnawirawan|first1=Nathalia|last2=Wouters|first2=Marijke|last3=De Pelsmaker|first3=Patrick|title=Advances in Advertising Research (Vol. 1) |chapter=Brand Placements in Movies: The Impact of Modality, Prominence and Plot Connection on Attitude and Behavioral Intention |date=2010|volume=1|pages=347–361|doi=10.1007/978-3-8349-6006-1_23|isbn=978-3-8349-2111-6}}</ref>

=====Character attractiveness=====
People tended to like brand names that were paired with attractive faces more than those paired with unattractive faces. The more times a brand was paired with an attractive face, the more people liked it.<ref>{{cite journal|last=Humphreys|first=Michael S. |author2=Tangen, Jason M. |author3=Bettina Cornwell, T. |author4=Quinn, Emerald A. |author5=Murray, Krista L. |title=Unintended effects of memory on decision making: A breakdown in access control|journal=Journal of Memory and Language|volume=63|issue=3|pages=400–415|doi=10.1016/j.jml.2010.06.006|year=2010 }}</ref>

=====Product prominence=====
Product placement perceived to disrupt a movie, especially when repeated, were found in one study to be counterproductive. Moderate repetition of subtle product placements did not increase people's feelings of distraction.<ref>{{cite journal|last=Homer|first=Pamela Miles|title=Product Placements|journal=Journal of Advertising|volume=38|issue=3|pages=21–32|doi=10.2753/JOA0091-3367380302|year=2009|s2cid=219540666}}</ref>

Products that are integrated within the plot of a movie are better recall, although not if more than one product is shown at a time.<ref name="Bressoud 374"/> In one study placements connected to the story were recognized most often, products used by the main character were remembered less often and products in the background were remembered least often.<ref name="Yang and Roskos—Ewoldsen 2007" />

Placements were found more effective on a larger screen compared to on a smaller one.<ref name="Bressoud 374"/> Also, products placed in the first half of a movie tend to be remembered better than products in the second half of a movie, which demonstrates the primacy effect.<ref name="Bressoud 374"/>

=====Level of Involvement=====
High involvement with the program makes it easier for people to recognize the product placement.<ref>{{cite journal|last1=Friestad|first1=Marian|last2=Wright|first2=Peter|title=The Persuasion Knowledge Model: How People Cope with Persuasion Attempts|journal=Journal of Consumer Research|date=1994|volume=21|issue=1|pages=1–31|doi=10.1086/209380|doi-access=free}}</ref><ref>{{cite journal|last1=Moorman|first1=Marjolein|last2=Willemsen|first2=Lotte M.|last3=Neijens|first3=Peter C.|last4=Smit|first4=Edith G.|title=Program-Involvement Effects on commercial Attention and Recall of Successive and Embedded Advertising|journal=Journal of Advertising|date=2012|volume=41|issue=2|pages=25–38|doi=10.2753/JOA0091-3367410202|s2cid=143756798}}</ref> This can lead to positive effects,<ref>{{cite journal|last1=Laurent|first1=Gilles|last2=Kapferer|first2=Jean-Noël|title=Measuring Consumer Involvement Profiles|journal=Journal of Marketing Research|date=1985|volume=22|issue=1|pages=41–53|doi=10.2307/3151549|jstor=3151549}}</ref><ref>{{cite journal|last1=Strahan|first1=Erin J.|last2=Spencer|first2=Steven J.|last3=Zanna|first3=Mark P.|title=Subliminal Priming and Persuasion: Striking While the Iron is Hot|journal=Journal of Experimental Social Psychology|date=2002|volume=38|issue=6|pages=556–568|doi=10.1016/S0022-1031(02)00502-4|citeseerx=10.1.1.527.6949|s2cid=21286387 }}</ref> but might also lead to negative reactions.<ref>{{cite journal|last1=Zaichkowsky|first1=Judith Lynne|title=Conceptualizing Involvement|journal=Journal of Advertising|date=1986|volume=15|issue=2|pages=4–14|doi=10.1080/00913367.1986.10672999|s2cid=201047774 }}</ref> The same applies for high product category involvement.<ref>{{cite journal|last1=Gardner|first1=Meryl Paula|last2=Mitchell|first2=Andrew A.|last3=Russo|first3=J. Edward|title=Low Involvement Strategies for Processing Advertisements|journal=Journal of Advertising|date=1985|volume=14|issue=2|pages=4–56|doi=10.1080/00913367.1985.10672941}}</ref>

===Audience demographics===

====Cultural attributes====
Older research cited a difference between different cultural areas. For example, Australians,<ref>{{cite journal|last1=Brennan|first1=Stacey|last2=Rosenberger|first2=Philip J. III.|last3=Hementera|first3=Veronica|title=Product Placements in Movies: An Australian Consumer Perspective on their Ethicality and Acceptability|journal=Marketing Bulletin|date=2004|volume=15|pages=1–16}}</ref> Austrians<ref>{{cite journal|last=Gould|first=Stephen|author2=Gupta, P. B. |author3=Grabner-Kräuter, S. |title=Product placements in movies: A cross-cultural analysis of Austrian, French and American consumers' attitudes toward this emerging, international promotional medium|journal=Journal of Advertising|year=2000|volume=29|issue=4|pages=41–58|doi=10.1080/00913367.2000.10673623|s2cid=143100726}}</ref> and Germans<ref>{{cite journal|last1=Eisend|first1=Martin|title=A Cross-Cultural Generalizability Study of Consumers' Acceptance of Product Placements in Movies|journal=Journal of Current Issues & Research in Advertising|date=2009|volume=31|issue=1|pages=15–25|doi=10.1080/10641734.2009.10505254|s2cid=144554077}}</ref><ref>{{cite journal|last1=Rössler|first1=Patrick|last2=Bacher|first2=Julia|title=Transcultural Effects of Product Placement in Movies: A comparison of Placement Impact in Germany and the USA|journal=Zeitschrift für Medienpsychologie |date=2002|volume=14|issue=3|pages=98–108|doi=10.1026//1617-6383.14.3.98}}</ref> tended to evaluate product placement more critically and show less positive reactions than Americans or people from certain Asian countries such as India.<ref>{{cite journal|last1=Nelson|first1=Michelle R.|last2=Deshpande|first2=Sameer|title=The Prevalence of and Consumer Response to Foreign and Domestic Brand Placement in Bollywood Movies|journal=Journal of Advertising|date=2013|volume=42|issue=1|pages=1–15|doi=10.1080/00913367.2012.749195|s2cid=167632779}}</ref><ref>{{cite journal|last1=Karrh|first1=James A.|last2=Frith|first2=Katherine Toland|last3=Callison|first3=Coy|title=Audience Attitudes towards Brand (Product) Placement: Singapore and the United States|journal=International Journal of Advertising|date=2001|volume=20|issue=1|pages=3–24|doi=10.1080/02650487.2001.11104874|s2cid=168092842}}</ref><ref>{{cite journal|last1=McKechnie|first1=Sally A.|last2=Zhou|first2=Jia|title=Product Placement in Movies: A Comparison of Chinese and American Consumers' Attitudes|journal=International Journal of Advertising|date=2003|volume=22|issue=3|pages=349–374|doi=10.1080/02650487.2003.11072858|s2cid=167527716}}</ref>

====Age====
Children are usually more easily influenced than adults.<ref>{{cite book|last1=Gunter|first1=Barrie|last2=Oates|first2=Caroline|last3=Blades|first3=Mark|title=Advertising to Children on TV: Content, Impact, and Regulation|date=2005|publisher=Lawrence Erlbaum|location=Mahwah, NJ|isbn=978-0805844887|url-access=registration|url=https://archive.org/details/advertisingtochi00gunt}}</ref><ref>{{cite journal|last1=Hang|first1=Haiming|title=The implicit influence of bimodal brand placement on children: information integration or information interference?|journal=International Journal of Advertising|date=2012|volume=31|issue=3|page=465|doi=10.2501/IJA-31-3-465-484|s2cid=166749452}}</ref><ref>{{cite journal|last1=Owen|first1=Laura|last2=Lewis|first2=Charlie|last3=Auty|first3=Susan|last4=Buijzen|first4=Moniek|title=Is Children's Understanding of Nontraditional Advertising Comparable to Their Understanding of Television Advertising?|journal=Journal of Public Policy & Marketing|date=2013|volume=32|issue=2|pages=195–206|doi=10.1509/jppm.09.003|s2cid=146181260}}</ref> In a 2013 study on children's (age 6–14) ability to recognize product placement in film; the following results were found. Children between ages 6 and 9 did not understand that a company had to pay for the product to be in the film or had confusion on why a company would pay to have a product appear in a film. After age 10 most children were able to identify that an external company paid for the product to appear. Children between age 6 and 9 could not identify themselves as the target audience for the product placement. After age 10 most children understood that the product placement was targeted towards them. Children between age 6 and 9 could not identify the intention of product placement. Children between age 10 and 12 still had confusion over the intention of a company placing their product in a film. Children over the age of 12 had full understanding of the marketing intentions of a company placing its product in a film.<ref>{{Cite journal|last1=Grohs|first1=Reinhard|last2=Reisinger|first2=Heribert|last3=Wolfsteiner|first3=Elisabeth|last4=Haas|first4=Johanna|date=2013|title=At What Age and How Does Understanding of Product Placement Develop?|journal=Marketing ZFP |publisher=Verlag C.H.Beck|volume=35|pages=22–31|doi=10.15358/0344-1369_2013_1_22}}</ref>

====Gender====
If the product is endorsed by a person, there are stronger [[Priming (psychology)|priming]] effects if the audience is the same gender.<ref>{{cite journal|last1=Fenko|first1=Anna|last2=Wilemijn|first2=Drost|title=A study in pink: What determines the success of gender-specific advertising?|journal=13th International Conferences on Research in Advertising (ICORIA), Amsterdam, 26–28 June|date=2014}}</ref> Women can be influenced more easily,<ref>{{cite journal|last1=Chen|first1=Huan|last2=Haley|first2=Eric|title=Product Placement in Social Games: Consumer Experiences in China|journal=Journal of Advertising|date=2014|volume=43|issue=3|pages=286–295|doi=10.1080/00913367.2013.858086|s2cid=144821225}}</ref><ref>{{cite journal|last1=de Gregorio|first1=Frederico|last2=Sung|first2=Yongjun|title=Understanding Attitudes Toward and Behaviors in Response to Product Placement|journal=Journal of Advertising|date=2010|volume=39|issue=1|pages=83–96|doi=10.2753/JOA0091-3367390106|s2cid=140392026}}</ref> but show more negative reactions when the product can be described as ethically questionable (e.g. alcohol).<ref>{{cite journal|last1=Gupta|first1=Pola B.|last2=Gould|first2=Stephen J.|title=Consumers' Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences|journal=Journal of Current Issues & Research in Advertising |date=1997|volume=19|issue=1|pages=38–50|doi=10.1080/10641734.1997.10505056}}</ref>

===Measurement===
'''Tools'''

It is very difficult to measure the effect of a product placement on viewers : access to exposed audience, recruitment, interviews, database for results comparison, independence from agencies...

And more of 70 criteria must be analysed to be comprehensive.<ref>Product Placement Impact measures the performance of product placement on movies, television programs and music videos . www.pp-impact.com</ref>

To measure the success of product placement, one first tracks the parameters of the placement itself, like the ease of identification, screen time, number of exposure(s), or association with a main character. That information is also often used to determine the price of a specific placement. Secondly, the effectiveness is measured using direct (for [[explicit memory]] effects) as well as indirect (for [[implicit memory]] effects) measurements.

====Measurement of the explicit memory====
Explicit effects are measured by recall or recognition tests. Subjects are asked to name the products that he or she noticed ([[free recall]]).<ref name="Herrmann et al. 2011" /><ref>{{cite journal|last1=Duke|first1=Charles R.|title=Exploratory Comparisons of Alternative Memory Measures for Brand Name|journal=Psychology and Marketing|date=1995|volume=12|issue=1|pages=19–36|doi=10.1002/mar.4220120103}}</ref> This survey can be also aided by giving additional information like a specific product category.<ref name="Babin and Carder 1996" /> At recognition tests, a selection of products is shown to the interviewed person, who then needs to select the ones that he has seen before.<ref name="Vollmer and Mizerski 1994" /><ref name="Gupta and Lord 1998" />

====Measurement of the implicit memory====
Implicit effects are measured in an indirect way by observing a change in behavior.<ref name="Herrmann et al. 2011" /><ref>{{cite journal|last1=Schacter|first1=Daniel L.|title=Implicit Memory: History and Current Status|journal=Journal of Experimental Psychology: Learning, Memory, and Cognition|date=1987|volume=13|issue=3|pages=501–518|doi=10.1037/0278-7393.13.3.501|s2cid=3728984 }}</ref> This can be done by tracking the consideration set and buying behavior of people,<ref name="Herrmann et al. 2011" /><ref name=" Johnson und Lehmann 1997" /><ref name="Shapiro et al. 1997" /> measuring brain activities<ref>{{cite journal|last1=Medina|first1=John|title=The Neurobiology of the Decision To Buy|journal=Psychiatric Times|date=2004|volume=21|issue=10|pages=31–34}}</ref> or using abstract indirect test settings like the word fragment or word stem completion test.<ref>{{cite journal|last1=Grimes|first1=Anthony|last2=Kitchen|first2=Philip J.|title=Researching Mere Exposure Effects to Advertising: Theoretical Foundations and Methodological Implications|journal=International Journal of Market Research|date=2007|volume=49|issue=2|pages=191–219|doi=10.1177/147078530704900205|s2cid=142225635}}</ref> The [[implicit association test]] (IAT) is also an applicable measurement tool.<ref>{{cite journal|last1=Greenwald|first1=Anthony G.|last2=McGhee|first2=Debbie E.|last3=Schwartz|first3=Jordan L. K.|title=Measuring Individual Differences in Implicit Cognition: The Implicit Association Test|journal=Journal of Personality and Social Psychology|date=1998|volume=74|issue=6|pages=1464–1480|doi=10.1037/0022-3514.74.6.1464|pmid=9654756|citeseerx=10.1.1.489.4611|s2cid=7840819 }}</ref><ref>{{cite journal|last1=Mierke|first1=Jan|last2=Klauer|first2=Karl Christoph|title=Method-Specific Variance in the Implicit Association Test|journal=Journal of Personality and Social Psychology|date=2003|volume=85|issue=6|pages=1180–1192|doi=10.1037/0022-3514.85.6.1180|pmid=14674823}}</ref>

==== Valuation ====
Marketers engaging in product placement often employ some form of valuation research to determine the success of a product placement. This involves combining the audience for a placement with traditional linear 30-second spot marketing rates in the market, and using this to create a gross advertising value for the placement. Researchers then assess the quality of the placement itself to determine how much of the gross advertising value the placement captured. The resulting value is known as a Net Placement Value (NPV). International market research firm YouGov has led on developing bespoke modelling<ref>{{Cite web |title=How do you measure the value of a product placement? |url=https://business.yougov.com/content/46921-how-do-you-measure-the-value-of-a-product-placement |access-date=2025-04-09 |website=business.yougov.com |language=en}}</ref> and audience solutions to automate the process of creating Net Placement Values for product placements, known as the YouGov Placement Quality Score (PQS).<ref>{{Cite web |title=YouGov Stream: PQS |url=https://business.yougov.com/landing/yougov-stream-pqs |access-date=2025-04-09 |website=business.yougov.com |language=en}}</ref>

===Ethics===
Many argue that product placement is ethically questionable, because it manipulates people against their will.<ref name="Morton and Friedman 2002" /><ref>{{cite journal|last1=D'Astous|first1=Alain|last2=Chartier|first2=Francis|title=A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies|journal=Journal of Current Issues & Research in Advertising|date=2000|volume=22|issue=2|pages=31–40|doi=10.1080/10641734.2000.10505106|s2cid=167305500}}</ref><ref>{{cite journal|last1=D'Astous|first1=Alain|last2=Séguin|first2=Nathalie|title=Consumer Reactions to Product Placement Strategies in Television Sponsorship|journal=European Journal of Marketing|date=199|volume=33|issue=9|pages=896–910|doi=10.1108/03090569910285832}}</ref><ref>{{cite journal|last1=Gupta|first1=Pola B.|last2=Balasubramanian|first2=Siva K.|title=Viewers' Evaluations of Product Placements in Movies: Public Policy Issues and Managerial Implications|journal=Journal of Current Issues & Research in Advertising |date=2000|volume=22|issue=2|pages=41–52|doi=10.1080/10641734.2000.10505107|s2cid=144223414}}</ref> A contrary view is, even if product placement is only perceived unconsciously, it is still evaluated by our mind.<ref>{{cite journal|last1=Chartrand|first1=Tanya L.|last2=Dalton|first2=Amy N.|last3=Fitzsimons|first3=Gavan J.|title=Nonconscious Relationship Reactance: When Significant Others Prime Opposing Goals|journal=Journal of Experimental Social Psychology|date=2007|volume=43|issue=5|pages=719–726|doi=10.1016/j.jesp.2006.08.003}}</ref><ref>{{cite journal|last1=Laran|first1=Juliano|last2=Dalton|first2=Amy N.|last3=Andrade|first3=Eduardo B.|title=The Curious Case of Behavioral Backlash: Why Brands Produce Priming Effects and Slogans Produce Reverse Priming Effects|journal=The Journal of Consumer Research|date=2011|volume=37|issue=6|pages=999–1014|doi=10.1086/656577|s2cid=15813211}}</ref> It cannot make people act against their beliefs. Most people also appreciate the fact that movies look more realistic with real brands and do not feel disturbed by the placements.<ref>{{cite journal|last1=Hackley|first1=Christopher|last2=Tiwsakul|first2=Rungpaka A.|title=Entertainment Marketing and Experiential Consumption|journal=Journal of Marketing Communications|date=2006|volume=12|issue=1|pages=63–75|doi=10.1080/13527260500358608|s2cid=168048595|url=http://dro.dur.ac.uk/8555/1/8555.pdf}}</ref><ref>{{cite journal|last1=Tiwsakul|first1=Rungpaka A.|last2=Hackley|first2=Christopher|last3=Szmigin|first3=Isabelle|title=Explicit, Non-Integrated Product Placement in British Television Programmes|journal=International Journal of Advertising|date=2005|volume=24|issue=1|pages=95–111|doi=10.1080/02650487.2005.11072906|s2cid=167718639|url=http://qmro.qmul.ac.uk/xmlui/handle/123456789/19170}}</ref> Additionally, further research argues that product placement is not any different from other marketing tactics when it comes to ethics.<ref name="Hackley et al. 2008" />