Editing Product placement (section)

===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>