Indicators and Methodologies for the Assessment of Product Placement Cover Image
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Indicators and Methodologies for the Assessment of Product Placement
Indicators and Methodologies for the Assessment of Product Placement

Author(s): Árpád Papp-Váry
Subject(s): Social Sciences
Published by: Accent Publisher
Keywords: product placement; branded entertainment; marketing communications; measurement; effectiveness

Summary/Abstract: How can we measure the effectiveness of product placement, when the product does not appear in a commercial break, but a movie or TV show? There is a multitude of indicators and methodologies, but none of them is generally accepted yet. The following article categorizes these approaches into two major groups: One of them focuses on how a specific placement can be interpreted as a media appearance. In this case the aim is to develop a methodology that is similar to traditional audience and media research indicators. Their methods include the following: number of brand placements in a movie or TV show; duration of brand placements; methods of brand placement: full or partial, active or passive; measuring effectiveness at the consumer’s level – self-report study; eye-tracking tests; Q-Ratio: conversion to 30-second spots; the number of media appearances; social media buzz, word of mouth; the cost of reaching a thousand viewers (CPT); the financial value of brand placements; effect combined with TV commercials. At the same time we must not forget that there is also a broader approach that analyses a more complete spectrum, that is, marketing and communications impact and effectiveness. This is why the second group includes approaches that measure the effectiveness of a product placement from the following points of view: increasing the sales volume; raising awareness and brand recall; image development; expansion of the target audience; development of positioning; internal marketing; etc. The novelty of this study is that it covers all aspects of measurement which is not only useful from a theoretical point of view but for practitioners as well.

  • Issue Year: 8/2015
  • Issue No: 22
  • Page Range: 27-40
  • Page Count: 14
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