scholarly journals How to Mix Brand Placements in Television Programmes to Maximise Effectiveness

2016 ◽  
Vol 58 (5) ◽  
pp. 649-670 ◽  
Author(s):  
Nathalie Dens ◽  
Patrick De Pelsmacker ◽  
Peter Goos ◽  
Leonids Aleksandrovs
Keyword(s):  
Brand Attitude ◽  
Brand Placement ◽  
Brand Recall ◽  
Mixture Modelling ◽  
Optimal Mix ◽  
Brand Placements ◽  
Branded Product ◽  
Placement Types ◽  
Active Interaction ◽  
The Ideal

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme. It determines the ideal proportions of prop placements (branded products that are put on display during the programme, without active interaction between the product and a person), interactive placements (placements that entail interaction between a branded product and a person), and look-and-feel placements (branding elements that are visually incorporated in the scenery of the programme) to maximise brand attitude and brand recall. Controlling for programme connectedness, brand attitude is maximised when all brand placements in a programme are interactive. The optimal mix for brand recall is more diverse, and changes for consumers with different viewing frequencies. For light viewers, 39% interactive and 61% prop placements should be used. For consumers with high viewing frequency, a relatively larger proportion should be allocated to interactive placements (44%).

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.

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.

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.

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.

Impact of nature of advergames on brand recall and brand attitude among young Indian gamers: moderating roles of game-product congruence and persuasion knowledge

2015 ◽  
Vol 16 (4) ◽  
pp. 454-467 ◽  
Author(s):  
Devika Vashisht ◽  
Sreejesh S.
Keyword(s):  
Online Advertising ◽  
Brand Attitude ◽  
Persuasion Knowledge ◽  
Content Type ◽  
Planning Strategy ◽  
Brand Recall ◽  
Brand Placements ◽  
The Media ◽  
Game Developers ◽  
The Impact

Purpose – The purpose of this study is to enhance the knowledge of advertising effects of nature of advergame (game speed) on gamers’ brand recall and attitude. More specifically, this study investigates varying effects of game speed in advergames on young Indian gamers’ brand recall and attitudes under varied game-product congruence and persuasion knowledge conditions from attention, elaboration and persuasion perspectives. Design/methodology/approach – A 2 (nature of advergame: fast or slow) × 2 (game-product congruence: high or low) × 2 (persuasion knowledge: high or low) between-subject measures design is used. Experimental data were collected from 235 Indian graduate students. ANOVAs and MANOVA with pre-planned contrasts are used to test the hypotheses. Findings – The results indicate that for a slow-paced advergame, low game-product congruence result in high brand recall than high game-product congruence. For a fast-paced advergame, there is no difference in brand recall between low game-product congruence and high game-product congruence. Furthermore, findings reveal that for a slow-paced advergame with low game-product congruence, subjects with high persuasion knowledge report high brand recall and less favorable brand attitude than subjects with low persuasion knowledge. On the other hand, for a fast-paced advergame with low game-product congruence, there is no difference in brand recall and brand attitude between the subjects with high persuasion knowledge and the subjects with low persuasion knowledge. Practical implications – The findings of the study are very important for advertising practitioners, as selection of media that fit the advertised product with reference to the nature and content of the media is a planning strategy that has been widely used by media planners. Thus, if advertisers want to create high brand awareness by creating high brand memory, then slow-paced advergames with low congruent brand placements can be chosen as an effective in-game media strategy for online advertising. Additionally, game developers and marketers can plan and develop more effective advergames by taking into account the persuasion knowledge factor so that the implementation would have the strongest positive effect on consumers’ brand recall and brand attitude. Originality/value – This study contributes to the literature of non-traditional media advertising, specifically advergaming context by exploring the impact of nature of game and game-product congruence on gamers’ ad-persuasion. Also, this study is the first attempt to understand how the game speed and its boundary conditions influence gamers’ brand recall and attitude and in attention, elaboration and persuasion perspectives.

The effect of novelty in in-game advertising: examining the moderating role of interactivity and congruency

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Devika Vashisht
Keyword(s):  
Brand Attitude ◽  
Interactive Marketing ◽  
Content Type ◽  
Brand Recall ◽  
Engagement Theory ◽  
Transportation Theory ◽  
Management Students ◽  
The Impact ◽  
The Relationship

PurposeThe motivation behind the study is to look at the impact of novelty in games on brand recall and attitude, and to dissect the directing job of game interactivity from the points of view of “contrast effect,” “engagement theory” and “transportation theory”.Design/methodology/approachA 2 (novelty: congruent or incongruent) × 2 (game interactivity: high or low) between-subject measures design was used. In total, 172 management students participated in the study. A 2 × 2 between-subjects measure multivariate analysis of variance (MANOVA) was utilized to test the hypotheses.FindingsIncongruent novelty results in higher brand recall but less favorable brand attitude than congruent novelty. Interactivity moderates the relationship between novelty congruence and brand recall such that in a high-interactivity condition, incongruent novelty results in higher brand recall than that in the low-interactivity condition. But, in case of the high-interactivity condition, congruent novelty results in more favorable brand attitude than that in the low-interactivity condition.Practical implicationsDeveloping high brand recall rates and attitudes are the prime objectives of the marketers for choosing a medium to advertise their brands. This investigation adds knowledge to the area of interactive marketing, particularly in-game advertising as a media technique to promote brands taking novelty and game interactivity factors into thought.Originality/valueFrom the perspectives of interactive marketing, psychological elaboration, mind-engagement and transportation of experience, this investigation adds to the literature of advanced media advertising, explicitly to in-game advertising by looking at the effect of novelty and game interactivity.

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.

Gap Between Mobile and Online Advergames

2019 ◽  
pp. 125-150 ◽  
Author(s):  
Tugce Ozansoy Çadırcı ◽  
Aysegul Sagkaya Gungor
Keyword(s):  
Brand Attitude ◽  
Flow State ◽  
Brand Attitudes ◽  
Brand Associations ◽  
Mobile Environment ◽  
Lab Experiment ◽  
Brand Recall ◽  
Time Distortion ◽  
Experience Of Flow

Mobile and online advergames are likely to influence brand associations differently. Regardless of the advergame environment, successful games are capable of taking the player into the flow state. How the experience of flow influences the outcomes of the advergames in different environments is a new and an important subject for the advertisers. In order to understand the outcomes (i.e., brand recall and brand attitude) of the advergames in different mediums (online vs. mobile) with the flow introduced, a lab experiment was conducted. Results of the experiment yielded that brand recall and brand attitude were different in different environments. When the interaction of skill and challenge was introduced to the study, however, hypotheses were partially supported. Furthermore, arousal resulted in better brand recall and more positive brand attitudes in the mobile environment. Lastly, time distortion caused no difference in brand attitude, while supporting mobile in brand recall.

Effectiveness of brand placements in music videos on viewers’ brand memory, brand attitude and behavioral intentions

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Davit Davtyan ◽  
Isabella Cunningham ◽  
Armen Tashchian
Keyword(s):  
Behavioral Intentions ◽  
Purchase Intentions ◽  
Music Videos ◽  
Brand Attitudes ◽  
Brand Placement ◽  
Content Type ◽  
Brand Familiarity ◽  
Brand Placements ◽  
Low Levels ◽  
Positive Effect

Purpose This paper aims to investigate the effects of brand placement repetition in music videos on consumers’ memory, brand attitudes and behavioral intentions, as well as, explores the effective frequency needed to achieve optimal advertising impact. Design/methodology/approach The proposed hypotheses and research questions were tested using an experimental approach. Participants watched a block of music videos containing various levels of brand placement repetitions. Afterward, participants completed a questionnaire designed to measure memory, brand attitudes and behavioral intentions. Findings At low levels (below 4–5 exposures), the repetition of a brand placement has a positive effect on brand memory, brand attitudes, intentions to buy and to recommend the brand to others. However, further increases in repetition had detrimental effects on brand attitudes and purchase intentions, but not on memory measures. Additionally, the effects of brand placement repetition on brand attitudes and memory measures were moderated by respondents’ brand familiarity. Research limitations/implications The effects of brand placements were measured through explicit tests that refer to the placement event. Researchers are encouraged to test suggested propositions by using implicit tests. Practical implications The results of this study can serve as guidance for marketing practitioners on optimal ways to integrate their brands into the contents of mass media programming. Originality/value Despite the increasing usage of music videos in marketing promotions, limited scholarship explores the effects of placing consumer brands in this promising medium. Current research addresses this gap and contributes both to brand placement literature and scholarship on advertising repetition.

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