scholarly journals Brand placements in Films and Television: An effective marketing communication strategy to influence customers

2018 ◽  
Vol 10 (3) ◽  
pp. 1423-1433
Author(s):  
Zaeem Saqif ◽  
Shama Razi
Keyword(s):  
Communication Strategy ◽  
Brand Placement ◽  
Film And Television ◽  
Product Placements ◽  
Television Shows ◽  
Intention To Purchase ◽  
Brand Placements ◽  
Independent Variable ◽  
Marketing Tool ◽  
The Impact

There is a growing trend of brand or product placements in films and television shows globally, as well as in Pakistan (Aijaz, 2016; Balakrishnan, Shuaib, Dousin, & Permarupan, 2012). The aim of thisstudy is to explore the impact of brand placement strategies in film and television as a communication strategy from a viewpoint of Pakistani market.Surveys are conducted and questionnaires were distributed online among a sample of Pakistanis belonging to different income levels. Brand Placement Acceptance (BPA) is taken as independent variable, and its influence is tested on three dependent variables: Brand Loyalty (BL), Intention to Purchase (IP) and Attitude towards Brand (ATB). The results indicate that BPA has significant influence on BL, IP and ATB separately, and it can be used as an effective marketing tool to influence customers in a hyper competitive marketing landscape.This research concludes that brand placement has significantly favorable acceptance in Pakistani market.

Effects of brand placement strength, prior game playing experience and game involvement on brand recall in advergames

2015 ◽  
Vol 7 (3) ◽  
pp. 292-312 ◽  
Author(s):  
Devika Vashisht ◽  
Sreejesh S
Keyword(s):  
Online Advertising ◽  
Individual Characteristics ◽  
Game Playing ◽  
Brand Placement ◽  
Content Type ◽  
Brand Recall ◽  
Significant Difference ◽  
Brand Placements ◽  
The Impact

Purpose – The purpose of this paper is to explore the effect of brand placement strength on gamers’ brand recall as moderated by gamers’ prior game playing experience and game involvement in the context of advergames. Specifically, this research utilizes Limited Capacity Model of attention to explain how and under what conditions brand placements create attention, elaboration and subsequent brand recall. Design/methodology/approach – A 2 (brand placement strength: prominent versus subtle) × 2 (prior game playing experience: experienced versus inexperienced) × 2 (game involvement: high versus low involvement) between-subjects measures design is used. Empirical data were obtained from 220 undergraduate student gamers. A between-subjects measures ANOVA is used to test the hypotheses. Findings – There are several important findings that can be inferred from the results. First, inexperienced gamers report high brand recall in prominent brand placements than subtle brand placements, whereas for experienced gamers, no significant difference in recall rates is found between prominent brand placement and subtle brand placement. Second, inexperienced gamers with low game involvement playing an advergame with prominent brand placement report high brand recall compared to inexperienced gamers with high game involvement playing an advergame with prominent brand placement. Research limitations/implications – The study contributes to the advertising literature from a non-traditional advertising perspective, particularly in the context of online advergames, and explains the role of brand placement and its boundary conditions to create customers’ brand memory. Moreover, this research contributes to the marketing knowledge on how to locate and embed the brands effectively in advergames, taking into account the individual characteristics of each advergame. Practical implications – The findings are very important for advertising practitioners because selecting media that enhances the brand memory of the consumers through entertainment is a planning strategy that has been widely used by media planners today. Hence, advertising managers should think about designing advergames by taking into account the game involvement factor to make sure that the implementation has the strongest positive effect on consumers’ memory. Originality/value – This research contributes to the literature of online advertising, especially the advergames by exploring the impact of brand placement strength and prior gaming experience on gamers’ brand recall. In addition, this study is the first step toward understanding the moderating role of game involvement on Indian gamers recall in the context of online advertising.

Effect of product involvement and brand prominence on advergamers’ brand recall and brand attitude in an emerging market context

2018 ◽  
Vol 30 (1) ◽  
pp. 43-61 ◽  
Author(s):  
Devika Vashist
Keyword(s):  
Emerging Market ◽  
Brand Attitude ◽  
Specific Factor ◽  
Product Involvement ◽  
Brand Placement ◽  
High Involvement ◽  
Content Type ◽  
Brand Recall ◽  
Brand Placements ◽  
The Impact

Purpose The purpose of this paper is to investigate the impact of product involvement and brand prominence on advergamers’ brand recall and brand attitude in an emerging market context. Specifically, this research illustrates the conditions under which brand placements in online games create attention, elaboration and subsequent brand recall and brand attitude by drawing the insights from the limited capacity model of attention and the elaboration likelihood model. Design/methodology/approach A 2 (product involvement: low or high) × 2 (brand prominence: prominent or subtle) between-subject measures design is used. In total, 280 students participated in the study. A 2×2 between-subjects MANOVA is used to test the hypotheses. Findings In the context of advergames, for a low-involvement product, a prominent brand placement results in greater brand recall than a subtle brand placement. However, for a high-involvement product, a subtle-placement results in greater brand recall than a prominent brand placement. Further, results reveal that for a low-involvement product, a subtle brand placement results in more favorable brand attitude than a prominent brand placement. For a high-involvement product, a prominent brand placement results in more favorable brand attitude than a subtle brand placement. Research limitations/implications The findings and conclusions are very important for advertising experts in terms of advergame designing, execution and for an operational use of brand placements in advergames. Originality/value This investigation adds to the online advertising literature, specifically the advergames context by examining and analyzing the real-time roles of advergame-specific factor, such as brand prominence and the gamer-specific factor, such as product involvement in creating gamers’ brand recall and brand attitude from attention and elaboration perspectives in an emerging market context like India.

scholarly journals Sisters Who Make Waves and Contemporary Female Identity

2021 ◽  
Vol 9 (3) ◽  
pp. 51
Author(s):  
Fangyi Xu
Keyword(s):  
Female Identity ◽  
Feminist Perspective ◽  
Adult Women ◽  
Women's Images ◽  
Imagined Community ◽  
Film And Television ◽  
Television Shows ◽  
New Feature ◽  
Variety Show ◽  
The Impact

The online variety show Sisters Who Make Waves has rapidly become highly popular and is one of many online shows dominated by young idols creating a group portrait of many successful sister identities. Various film and television dramas such as Nothing But Thirty and To Dear Myself have also depicted middle-aged and adult women. From the feminist perspective, mature and independent female images are a new feature of these online film and television shows. We found that women who participate in literary and creative activities are increasingly speaking in their own voices, that the sisters’ independent images have important cultural symbolic significance, and that these new images form an imagined community among the audience. However, we must be vigilant about the impact of new media’s commercialization on new women’s images.

scholarly journals Consumer Response to Brand Placement in Movies: Investigating the Brand-Event Fit

2016 ◽  
Vol 41 (2) ◽  
pp. 149-167 ◽  
Author(s):  
Komal Nagar
Keyword(s):  
Brand Placement ◽  
Executive Summary ◽  
International Context ◽  
Global Brands ◽  
Brand Evaluations ◽  
Intention To Purchase ◽  
Positive Attitudes ◽  
Brand Placements ◽  
International Event ◽  
Made In

Executive Summary Movies offer the perfect media site for placement of brands as part of the emerging marketing strategy. Although attempts to analyse brand placements have been made in the past, the same needs more attention in the Indian context. Given the exposure of Indian audiences to both national and international entertainment industry, it is only reasonable to expect the entertainment event context to have an impact on consumers’ evaluation of the brands placed in each context. The present research attempts to extend the applicability of the idea of fit, which was till now largely confined to sponsorship and subjects it to the exploration of finding a fit between brands and specific events, in particular, movies. Because the link between country of origin of the entertainment event (national/international) and brand, placement is a relevant area of speculation, the present research aims to study this relationship within the national/international context. Results of an experimental study among 120 respondents are as follows: Brands placed in a national event will create more positive brand evaluations in terms of positive attitude towards the placed brand and intention to purchase than brands that are placed in an international event. When the presence of a brand is consistent with the context in which it is placed, it would evoke more positive attitudes and behaviour than an incongruent placement. Evaluation of results further reveals that although a brand that fits well with the context in which it is placed generates a positive evaluation of the placed brand, the condition of a brand-event misfit in a Hollywood context will create more negative evaluations among the Indian audiences than if such a disconnect appeared in a Hindi film. In other words, a brand may have more to lose in case of a misfit with the international entertainment event than with a national entertainment event. Based on the findings of the present study, it is suggested that multinational brands must look at the Indian movies as a suitable medium for reaching out to the prospective buyers as Indians have become consumers of global brands and thus pose to be a huge market for global brands.

Are they really persuaded with the brand embedded in the game?

2016 ◽  
Vol 10 (3) ◽  
pp. 249-264 ◽  
Author(s):  
Devika Vashisht ◽  
Sreejesh S. Pillai
Keyword(s):  
Game Design ◽  
Online Advertising ◽  
Congruence Condition ◽  
Content Type ◽  
Product Placements ◽  
Brand Placements ◽  
Game Context ◽  
Effective Use ◽  
The Impact

Purpose The purpose of the paper is to examine whether there is any difference in persuasion of brands embedded in the advergame because of the differences in nature of the game (speed), and are there any differences in persuasion in the same context if the brand is prominently placed versus subtly placed and congruent versus incongruent with the game context. Design/methodology/approach A 2 (nature of advergame: fast or slow) × 2 (brand prominence: prominent or subtle) × 2 (game-product congruence: high or low) between-subject measures design is used; 280 graduate students participated in the study. A 2 × 2 × 2 between-subjects ANOVA is used to test the hypotheses. Findings The findings support that slow-paced advergames with prominent brand placements result in high ad-persuasion compared to subtle brand placements. On the other hand, fast-paced advergames show no difference in persuasiveness despite the fact that whether it is a subtle placement or prominent placement. Furthermore, results also indicate that slow-paced games with prominent placement in low game-product congruence condition resulted in high ad-persuasion compared to that in high game-product congruence condition. Research limitations/implications The process of experimentation used in this study to collect responses were susceptible to some limitations. However, findings of the study are very important for advertising practitioners in terms of game design, implementation and for an effective use of brand and product placements in advergames. Originality/value This research contributes to the literature of online advertising, specifically advergaming context by exploring the impact of nature of game and brand prominence on gamers’ ad-persuasion. Also, this study is the first attempt toward understanding the moderating role of game-product congruence on gamers’ ad-persuasion in the context of advergames.

Are you able to recall the brand? The impact of brand prominence, game involvement and persuasion knowledge in online – advergames

2017 ◽  
Vol 26 (4) ◽  
pp. 402-414 ◽  
Author(s):  
Devika Vashisht ◽  
Sreejesh S. Pillai
Keyword(s):  
Online Advertising ◽  
Brand Attitude ◽  
Persuasion Knowledge ◽  
Brand Placement ◽  
Content Type ◽  
Brand Recall ◽  
Capacity Model ◽  
Brand Placements ◽  
The Impact

Purpose The purpose of this paper is to study the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude in the context of online advergames. Specifically, this investigation uses limited capacity model of attention and persuasion knowledge model to expound the conditions under which brand placements create attention, elaboration and subsequent brand recall and brand attitude. Design/methodology/approach A 2 (brand prominence: prominent versus subtle) × 2 (game involvement: high versus low involvement) × 2 (persuasion knowledge: high versus low) between-subjects measures design is used. A total of 224 student gamers participated in the study. A between-subjects measures multivariate analysis of variance is used to test the hypotheses. Findings The results show that an advergame with prominent brand placement under low game involvement condition results in high brand recall but less favorable brand attitude than under high game involvement condition. Furthermore, a three-way interaction shows that for a prominent brand placement advergame with high game involvement, the subjects with high persuasion knowledge report high brand recall than the subjects with low persuasion knowledge. The findings also reveal that for a prominent brand placement advergame with high game involvement, the subjects with high persuasion knowledge report less favorable brand attitude than the subjects with low persuasion knowledge. Research limitations/implications This paper adds to advertising literature from a non-traditional advertising viewpoint, predominantly in the context of online advergames, and expounds the role played by brand placement and its boundary conditions to create customers’ brand memory and attitude. Furthermore, this investigation adds to the marketing knowledge on how and where to position and embed the brands effectively in advergames taking into account the characteristics of the gamer, such as the game involvement and gamers’ persuasion knowledge about the advergame. Originality/value This study adds to the works of online advertising, particularly the advergames by discovering the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude. Also, this study is the first in its stream toward understanding the moderating role of persuasion knowledge on Indian gamers’ recall and attitude in the context of online advertising.

scholarly journals The Influence of Celebrity Endorsement, Product Quality and Price on Purchase Interest of Kanzler Single Sausage Products

SIASAT ◽  
2021 ◽  
Vol 6 (1) ◽  
pp. 59-72
Author(s):  
Evelyn Maurencia ◽  
Hery Winoto Tj ◽  
Soegeng Wahyoedi
Keyword(s):  
Social Media ◽  
Communication Strategy ◽  
Global Perspective ◽  
Celebrity Endorsement ◽  
Goods And Services ◽  
Internet Users ◽  
Technological Advances ◽  
Marketing Tool ◽  
The Right ◽  
The Impact

At this time, technological advances are increasingly having a strong enough impact and if it can be utilized properly, this maximizes the results obtained from the existence of the technology itself. Especially in the act of marketing an item, using social media that has many users will make the product marketing process much easier. Supported by the current pandemic conditions that have made major changes in purchasing and selling product transactions, as well as a fairly high increase in internet users. Therefore, using social media that displays advertisers in the form of videos will be considered effective. For now, people are starting to be presented with various types of social media featuring videos such as Youtube, Snapchat, Instagram & TikTok. According to research (OGUNSIJI, 2012) celebrity endorsement is a marketing tool created to show differentiation points between various brands and coverage in the market. Meanwhile, (Nelson & Gloria, 2012) focuses celebrity support on a global perspective because this is a communication strategy that will create promotional actions for a product in the form of goods and services in society. The right choice should be made to choose a celebrity to endorse a brand, as celebrity endorsement can affect the image and productivity of an organization in positive or negative ways. With this research, it is hoped that entrepreneurs who want to market their products will be wiser and easier in choosing what kind of media are currently having a high appeal to consumers. In addition, readers will also be invited to see the benefits of the impact of celebrity endorsement, the quality of a product and how the price affects consumer purchase interest.   

How gamers process in-game brand placements under different game-involvement conditions

2017 ◽  
Vol 40 (4) ◽  
pp. 471-490 ◽  
Author(s):  
Devika Vashisht
Keyword(s):  
Boundary Conditions ◽  
Brand Attitude ◽  
Situational Factors ◽  
Clear Understanding ◽  
Brand Attitudes ◽  
Brand Placement ◽  
Content Type ◽  
Brand Recall ◽  
Brand Placements ◽  
The Impact

Purpose The purpose of this study is to enhance the knowledge about advertising effects of brand placements in games on players’ brand recall and attitude. More specifically, this study examines the varying effects of brand prominence on gamers’ brand recall and brand attitude under varied game-involvement and need for cognition (NFC) conditions from attention and elaboration perspectives in the context of in-game advertising (IGA). Design/methodology/approach A 2 (brand prominence: prominent or subtle) × 2 (game-involvement: high or low) × 2 (NFC: high or low) between-subject measures design was used. Moreover, 240 student gamers participated in the study. A between-subjects measure multivariate analysis of variance was used to test the hypotheses. Findings The results revealed that for a game with prominent brand placement, low game-involvement resulted in greater brand recall than high game-involvement condition. Furthermore, for a game with prominent brand placement, high game-involvement condition resulted in more favorable brand attitude than low game-involvement condition. For a game with subtle brand placement, no differences in brand recall rates as well as brand attitudes were found between the high and the low game-involvement conditions. Likewise, for a game with prominent brand placement under low game-involvement condition, high NFC players reported higher brand recall rates and less favorable brand attitudes than the low NFC players. On the other hand, for a game with subtle brand placement under high-game-involvement condition, no differences in brand recall rates as well as brand attitudes were found between the high and the low NFC players. Research limitations/implications The process of experimentation used in this study to collect responses was susceptible to some limitations. However, this research adds to advertising literature from a non-traditional advertising viewpoint, predominantly in the context of IGA. This study enlightens the role of brand prominence and its boundary conditions to create customers’ brand memory and brand attitude. Likewise, this investigation adds to the marketing knowledge on how to embed and position the brands effectively in digital games taking into account the specific physiognomies of each game and individual traits of gamers. Practical implications This study provides a clear understanding of how marketers can design and develop effective games with a purpose to increase and improve customers’ awareness and attitudes toward the advertised brands by embedding brands in games. The experimental findings suggest the advertising practitioners and game designers to think for a right mix of game-specific factors, that is brand prominence, and individual and situational factors, that is game-involvement and NFC, while creating games to have a stoutest positive advergaming effect on players’ brand recall and brand attitude. Originality/value This study adds to the literature of non-traditional advertising media, specifically to the context of IGA, by investigating the impact of brand prominence, game-involvement and gamers’ NFC on their brand recall and attitude. From the attention and elaboration perspectives, this study is the first attempt to understand how brand prominence and its boundary conditions, that is game-involvement and NFC, impact players’ brand recall and brand attitude.

ПРАГМАТИЧНИЙ ПОТЕНЦІАЛ НАТИВНОЇ РЕКЛАМИ: ФОРМИ, ТРЕНДИ (НА ПРИКЛАДІ НАТИВНОГО КОНТЕНТУ В СОЦІАЛЬНІЙ МЕРЕЖІ FACEBOOK ЩОДО БРЕНДА ФАКУЛЬТЕТУ ЖУРНАЛІСТИКИ ЗНУ)

2020 ◽  
pp. 113
Author(s):  
V. Kovpak ◽  
N. Trotsenko
Keyword(s):  
Social Network ◽  
Professional Training ◽  
Educational Process ◽  
Communication Strategy ◽  
Student Centered ◽  
Teacher Student ◽  
The Social ◽  
National University ◽  
High Level ◽  
The Impact

<div><p><em>The article analyzes the peculiarities of the format of native advertising in the media space, its pragmatic potential (in particular, on the example of native content in the social network Facebook by the brand of the journalism department of ZNU), highlights the types and trends of native advertising. The following research methods were used to achieve the purpose of intelligence: descriptive (content content, including various examples), comparative (content presentation options) and typological (types, trends of native advertising, in particular, cross-media as an opportunity to submit content in different formats (video, audio, photos, text, infographics, etc.)), content analysis method using Internet services (using Popsters service). And the native code for analytics was the page of the journalism department of Zaporizhzhya National University on the social network Facebook. After all, the brand of the journalism department of Zaporozhye National University in 2019 celebrates its 15th anniversary. The brand vector is its value component and professional training with balanced distribution of theoretical and practical blocks (seven practices), student-centered (democratic interaction and high-level teacher-student dialogue) and integration into Ukrainian and world educational process (participation in grant programs).</em></p></div><p><em>And advertising on social networks is also a kind of native content, which does not appear in special blocks, and is organically inscribed on one page or another and unobtrusively offers, just remembering the product as if «to the word». Popsters service functionality, which evaluates an account (or linked accounts of one person) for 35 parameters, but the main three areas: reach or influence, or how many users evaluate, comment on the recording; true reach – the number of people affected; network score – an assessment of the audience’s response to the impact, or how far the network information diverges (how many share information on this page).</em></p><p><strong><em>Key words:</em></strong><em> nativeness, native advertising, branded content, special project, communication strategy.</em></p>

تأثير الاستثمار الاجنبي المباشر في القيمة السوقية للشركة (دراسة تطبيقية في شركة بترو جانيا الصينية في عقود التراخيص النفطية للجولة الاولى والثانية في الحقول النفطية في العراق للمدة من 2017-2010)

2020 ◽  
Vol 2020 (66) ◽  
pp. 65-85
Author(s):  
هيثم عبد النبي موسى ◽  
أ .د حيدر نعمة غالي الفريجي
Keyword(s):  
Foreign Direct Investment ◽  
Stock Prices ◽  
Return On Investment ◽  
Direct Investment ◽  
Inverse Correlation ◽  
Market Value ◽  
Political Stability ◽  
Coefficient Of Determination ◽  
Independent Variable ◽  
The Impact

This study dealt with the effect of foreign direct investment on the market value of the company during the period of time (2010-2017). This issue was studied through a sample of oil fields in southern Iraq in which the company operates within the first and second licensing contracts rounds and according to the circumstances and variables of the investment environment as it is. Although this investment often achieves high returns, it is also characterized by a high degree of risk and for the purpose of evaluating the impact of foreign direct investment on the market value of the company's stock prices for the period (2010-2017). The statistical scale (T-TEST) was used to indicate the significance of the correlation hypotheses. Between the return on investment as the independent variable and the market value as the dependent variable, and the use of the coefficient of determination (R2) that measures the effect of the independent variable (foreign direct investment) on the dependent variable (market value) and the F-Test to demonstrate acceptance or rejection of the hypothesis of the return on investing in the market value of the oil company, and if the company achieves a high return in foreign direct investment, the market value of it will be affected positively. The study was based on a set of goals, including determining the attractiveness of Iraq to foreign investments, especially the oil sector, and the study reached a number of conclusions, the most prominent of which is the existence of a strong inverse correlation between the return on investment and the market value of the company. And the existence of a slight impact of the return on investment on the market value of the company, and the study reached a number of recommendations, the most important of which is activating the investment climate through political stability and the clarity and stability of laws and legislation regulating investment, which is one of the most important factors affecting the investment decision.

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