The influence of product-placement type & exposure time on product-placement recognition
Document Type
Article
Publication Date
1-1-1999
Abstract
This study examines the extent to which product-placement type and exposure time explain the rate at which viewers recognise brand names affiliated with product placements in films. The results support the industry practice of classifying product placements into creative and on-set, since placement type has a significant impact on viewer recognition, even when the measure of viewer recognition is adjusted for the effects of false recognition. The effect of exposure time attained by product placement on viewer recognition is moderated by product-placement type. The theoretical and practical implications of these results are discussed. © 1999, Advertising Association.
Recommended Citation
Brennan, Ian; Dubas, Khalid M.; and Babin, Laurie A., "The influence of product-placement type & exposure time on product-placement recognition" (1999). College of Business and Economics- Faculty Publications. 86.
https://digitalcommons.uncfsu.edu/college_business_economics/86