Gaia Papisca: The Impact of Product Placement in Movies on Brand Recall and Attitude, Kartoniert / Broschiert

Klappentext

Product placement is increasingly shaping the future of advertising: as inbound marketing gains enthusiasm, brands are moving away from explicit sales strategies, in favour of organic approaches. Consumers today value privacy and react negatively to traditional advertising, while product placements in movies and TV series offer a less disruptive alternative. This favorable perception is reflected in rising industry revenues and consumer research showing that 55% of US viewers hold positive attitudes toward product placement. Despite its growing relevance, limited research has examined how multiple contextual variables jointly influence placement effectiveness. This study addresses the gap by classifying product placements from a sample of movie clips, which will be incorporated in a survey, assessing respondents' brand recall and perception. Finally, SPSS will be used for quantitative analysis. By investigating the combined impact of variables on the efficacy of product placements, the study will integrate prior literature, and produce guidelines for both brands and movie producers on how to optimize product placement for each context, to elevate the cinematic experience.