Editing Product placement (section)

====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>