Editing Product placement (section)

===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>