Virtual product placement as a new approach to measure effectiveness of placements
Data(s) |
01/01/2010
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Resumo |
Product placement is a fast growing multi-billion dollar industry yet measures of its effectiveness, which influence the critical area of pricing, have been problematic. Past attempts to measure the effect of a placement, and therefore provide a basis for pricing of placements, have been confounded by the effect on consumers of multiple prior exposures of a brand name in all marketing communications. Virtual product placement offers certain advantages: as a tool to measure the effectiveness of product placements; assistance with the problem of lack of audience selectivity in traditional product placement; testing different audiences for brands and addressing a gap in the existing academic literature by focusing on the impact of product placement on recall and recognition of new brands. |
Formato |
application/pdf |
Identificador | |
Publicador |
Taylor and Francis (Routledge) |
Relação |
http://eprints.qut.edu.au/35668/1/c35668.pdf DOI:10.1080/10496490903571365 McDonnell, John & Drennan, Judy (2010) Virtual product placement as a new approach to measure effectiveness of placements. Journal of Promotion Management, 16(1 & 2), pp. 25-38. |
Direitos |
Copyright 2010 Taylor & Francis Group, LLC This is an electronic version of an article published in Journal of Promotion Management, Volume 16, Issue 1 & 2 January 2010 , pages 25 - 38, The Journal of Promotion Management is available online at informaworldTM. |
Fonte |
QUT Business School; Smart Services CRC; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #150502 Marketing Communications #brand recall #fictitious brand #product placement #virtual product placement #typology |
Tipo |
Journal Article |