Mediterráneamente. Estudio de eficacia cuantitativa en las películas publicitarias de Estrella Damm

El objeto de estudio de esta investigación está comprendido por dos de las películas publicitarias de branded content en formato cortometraje, de la marca de cervezas Estrella Damm: Vale (Amenábar, 2015) y Las pequeñas cosas (Rodríguez, 2016), programadas en período estival. Ambas comparten el mismo claim: Mediterráneamente, basado en una estrategia de identificación marca-territorio bajo la fórmula del entretenimiento. Además de tratarse de creación de contenido por parte de una marca o branded content, nos encontramos ante dos casos de branded entertainment. La principal aportación de este artículo es la elaboración de una novedosa propuesta metodológica con el fin analizar el efecto que produce en el espectador una mayor o menor presencia de brand placement en el contexto del branded content. Mediante el Test de Fisher se hace un estudio de eficacia cuantitativa que se aplica a una muestra constituida por 66 personas, alumnado universitario. A partir de las hipótesis se deduce que un mayor o menor número de brand placement no interfiere directamente en la comprensión de los valores de la historia, tampoco influye en una actitud negativa hacia la presencia de la marca. El estudio también demuestra una relación directa entre el nivel de entretenimiento de los cortometrajes y la intención de compra del producto.

Brand Placement in Music Videos: Effectiveness in UK, Spain and Italy

Brand placement is used as an alternative advertising strategy. This case study aimed at investigating its efficacy in music videos in the UK, Spain and Italy through surveys. The first research question aimed at determining the degree of association between nationality and brand familiarity. Results have reported a directional association for half the brands advertised. The second research question aimed at determining the correlation between brand familiarity and brand recall. This study demonstrated that the greater the familiarity of the brand, the more likely it is to be recalled after watching a music video. The third research question aimed at determining whether participants were more aware of brands that they had not previously heard of after watching the music videos. Results showed similar responses of participants either agreeing or disagreeing with the statement and similar results were obtained for the Italian and British samples. It could be concluded that brand placement in music videos is especially effective in certain cultures and situations.

The Effectiveness of Gojek’s Product Placement in Keluarga Cemara Movie towards Purchase Intention

Objective – This study explores the influence of product placement towards purchase intention while assessing the effectiveness of the ad determined by aspects of prominence, celebrity endorsement, modality, attitude towards movie and attitude towards brand.Methodology – This type of research was a quantitative method using associative research approach and measured by regression method. The distribution of questionnaires was a non-probability with simple random sampling. The survey was conducted to 184 respondents in Jakarta, Indonesia, in May 2019.Findings – The research found that modality does have a direct and significant effect on attitude towards the movie, attitude towards the brand, and purchase intention. We also find that celebrity endorsement has an impact on attitude towards the brand and purchase intention, not on attitude towards the movie. Prominence does not seem to have any relationship with all dependent variables.Novelty – Although research has investigated product/brand placement, we extend the literature by investigating modality, prominence, and celebrity endorsement.

Brand placement in Web Series: Assessing consumer attitudes in India

Reports indicate that 49% of adults in India spend at least 2-3 hours consuming OTT media, rather than watching conventional television. With such changes in the way the general population is exposed to content, brands have also been adapting to the new patterns that this study investigates. This study was conducted to assess consumers’ attitudes and acceptance towards brand placement in the novel media format of web series based on the Technology Acceptance Model (TAM). This study, based on a survey of 278 individuals from Urban India settings, was conducted using a self-report questionnaire adapted from F Davis’s Perceived Usefulness, Perceived Ease of Use and User Acceptance of TAM questionnaire (1989). The study supports TAM and recognizes that the frequency of viewing Web Series directly relates to brand recall (R = 0.57, p < .001). Product/brand placement yields brand awareness for unknown or unpopular brands and provide evidence for higher engagement with the placement when the audiences have pre-existing positive attitudes towards the brand (t (277) = 27.11, p = .01). This study also confirms that TAM as a relevant model can be applied to understand how regularity and duration of viewing affect attitudes towards brands and their placement in Web Series. Brand placement in Web Series is perceived as useful and largely determines brand name recall. Thus, marketers should strategically consider using brand placement in Web Series as a part of their marketing communication plan, especially as this media with other related forms of advertisement are important for brands to keep up with the industry’s communication challenges.

Advertising Strategies of Hyundai Motors In Indian Market

India’s leading passenger car exporter which is Hyundai Motors India Limited has a market share of India’s total car exports about 26 % in 2019. The term strategy is intended a lot for all business entities in today's competitive marketplace. When a company has a distinctive and distinct benefit, it must be inventive with its marketing strategy. Hyundai has introduced and embraced numerous strategies for securing the overall demand for brand placement. This study attempts to investigate traditional and digital advertising conducted by Hyundai Motors Company which will enhance the success of the company in terms of creating the brand and facilitating user engagement. Close-ended questionnaire is used to collect the data for this study. The data was collected from individuals with different income ranges in India through a non-probability purposive convenience sampling method. The result of this study showed that generation nowadays know more about the products through broadcast advertising such as TV and digital media rather than print media such as newspaper and magazine. Therefore, Hyundai Motors should invest more marketing strategy in broadcast and digital advertising.

‘Brand Placement’ en los videoclips del Billboard Hot 100: ¿integración o imposición de marcas?

Este artículo analiza el brand place­ment del top 30 de la lista de éxitos Billboard Hot 100 de 2016. Para ello se proponen los siguientes objetivos espe­cíficos: conocer qué artistas, marcas y productos aparecen en los hits interna­cionales; observar el tiempo que ocupan las marcas en los videoclips y analizar si las marcas se integran o se imponen forzando la narrativa del videoclip. La metodología —que combina técnicas cualitativas y técnicas cuantitativas— se inicia con un análisis de contenido que pretende medir la frecuencia y el modo en que las marcas son integradas en los videoclips. En segundo lugar, se aplica un análisis cualitativo con pers­pectiva semiótica para observar la in­tegración de las marcas en el discurso audiovisual. La muestra se centra en la lista de éxitos Billboard, la más im­portante de la industria de la música a escala internacional en 2016, un año que destaca por la recuperación del sector discográfico. Los resultados apuntan que el videoclip se convierte en un so­porte promocional de especial interés para las marcas y permiten confirmar que la presencia de las marcas varía desde un emplazamiento impuesto a una integración sutil, pero perfecta­mente reconocibles por la audiencia. Brand Placement in Billboard Hot 100 Music Videos: Brand Integration or Imposition? This paper analyses brand placement in the top 30 music videos on the Bill­board Hot 100 chart in 2016. To that end, three specific objectives are propo­sed. First, the paper will identify the ar­tists, brands and products that appear in these international hits. Second, the paper will focus on the duration of time occupied by the brands in the music videos. Finally, the article will examine whether the brands have been integra­ted into or, on the contrary, imposed on and forced into the narrative of the mu­sic video. The methodology, which com­bines qualitative and quantitative tech­niques, begins with a content analysis intended to measure the frequency and way in which the brands are integrated into the music videos. Then a qualita­tive analysis will be carried out from a semiotic perspective in order to discern the degree of integration or imposition of brands in the audiovisual discourse of the music video. The sample is drawn from the Billboard Hot 100 chart, which was the most important list in the inter­national music industry in 2016, a year that stands out because of the recovery of the record industry. The results indi­cate that music videos have become an advertising format of special interest to brands and confirm that the presence of brands ranges from imposed placement to subtle integration, but that they are perfectly recognisable to the audience in either case.

Proximity, Familiarity or Congruency? What Influences Memory of Brand Placement in Videogames

Brand placement in videogames consists in integrating various brands that are not intrusive to give a feeling of reality to the context, as such increasing awareness and recognition of the brand in the mind of the consumer. The goal of this study is to ascertain if brand position, familiarity and congruency influence memorization of brands presented in a racing videogame. An experimental design 2 (position: prominent or subtle) × 2 (congruency: yes or no) × 2 (familiar: yes or no) was used in a sample of 117 participants (M = 20.91 years, SD = 1.75 years). Consumers have better recall and recognition of brand placement when it is familiar. Likewise, there is more memorization of placement that is congruent with the videogame’s subject matter. Nevertheless, it appears that position has no influence on memory. Regarding the three-way interaction, it turns out that the best way to remember brands is when they are familiar to the consumers, congruent with the videogame’s genre, and they are positioned in a prominent position. This article is the first to investigate the interaction between the three main variables that affect the memorization of brand placement.