Product Placement vs Tv Advertisement

8809 words 36 pages
An Explorative Study of Testing the Effectiveness of Product Placement Compared to 30-Second Commercials

Kristin Blondé and Irene Roozen

Kristin Blondé: Irene Roozen:

Kristin.Blonde@vlekho.wenk.be Irene.Roozen@vlekho.wenk.be

tel:+32-2-221.12.59 tel:+32-2-221.12.96

Vlekho-Business School 336 Rue Royal 1030 Brussels Belgium

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An Explorative Study of Testing the Effectiveness of Product Placement Compared to 30-Second Commercials
Abstract
The main objective of this paper is to compare the effectiveness of subtle and prominent product placements with the effectiveness of 30-second commercials for the same brands. Two experimental groups were exposed to TV- drama series and 30-second TV commercials in the break of the TV-series. The
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The rules will allow clearly identified product placement except in news, current affairs and children’s programmes. Adverts for tobacco and prescription drugs will not be allowed (OutLaw News, 2005; European Voice, 2005; The Economist, 2005; Financial Times, 2006). The main purpose of the new directives is to reduce the regulatory burden on Europe’s providers of TV and TV-like services and to allow them more flexibility in financing their productions. Once these directives will approved the phenomenon of product placement can be expected to grow even more.

Review of the Literature
The review of the literature will focus on the comparison of the effectiveness of product placements with the effectiveness of 30-second commercials for the same brands, taking the likeability of the programme within which the brands are shown into account.

Product Placement A general definition of product placement for movies or television programmes is: ‘product placement is a paid product message aimed at influencing movie or television audiences via the planned and unobtrusive entry of a branded product into a movie or television programme (Balasubramanian, 1994). Karrh (1998) emphasized the link between product placement and payments from the adviser is, product placement is defined here as the ‘inclusion of commercial products or services in any form in television or film productions

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