Marketing

Attention and “Performance” vs. Efficiency and Impact

What once was the TV ratings, nowadays is represented by impressions, views and clicks. In the era of online marketing, the topics “Analytics” and “Measurability” have picked up speed tremendously. Performance Marketing is celebrated in many marketing departments (at least in the online world) as the only true marketing. What can’t be quickly shown by […]

5 things that you should consider when you measure the performance of Product Placement

In this post we want to show five important principles that are relevant to a proper performance and success measurement of product placement – from the perspective of advertising companies. Currently, unfortunately many of them are often not or only insufficiently taken into account. This not only leads to wrong results and recommendations, but can […]

Digital Product Placement – Hype or Future?

Digital product placement is on everyone’s lips – at least it seems this way, if you are asking around in the industry. But even society, or at least the mass media seems to get interested in this exciting topic – see for example this article in the guardian: Click here.   What is it about? […]

Subliminal Product Placement in movies (study)

Background In spring 2013, we conducted a comprehensive study on the advertising effects of Product Placement. Here, we especially focused on those effects that are only perceived unconsciously. For this purpose, we first produced a short film in order to be able to integrate the placement exactly the way we wanted it to be and […]

Is product placement ethically questionable?

The fear of being manipulated Many people fear that product placement can subliminally manipulate them against their will, because it is often hard to clearly identify it as advertising (Balasubramanian 1994; D’Astous and Chartier 2000; D’Astous and Séguin 1999; Gupta and Balasubramanian 2000; Gupta and Gould 1997; Morton and Friedman 2002). These concerns are amplified […]

Subliminal advertising – myth or chance?

The idea to influence consumers without their awareness about it is not new. The tactic of targeted subliminal advertising has been controversial for many years.   Fraud and myth Special attention was paid to the issue in 1957, when James M. Vicary was able to somehow demonstrate significant success in an experiment with a very […]

Conscious and unconscious stimulus perception as a partner processes

Stimulus processing from the perspective of recent research Research on the human brain, the processes of stimulus perception as well as its processing, and related possibilitys for influencing consumer behavior is still in its infancy. Nevertheless, many new, some breakthrough, findings could been obtained in the past few years (Elger et al. 2004). They are […]

Product category involvement explained

What is product involvement? Some scientific insights To make less obvious advertising work, it should meet an appropriate goal of the consumers (Bermeitinger et al. 2009; Karremans, Stroebe, and Claus 2006; Strahan, Spencer, and Zanna 2002). This not only reffers to current needs. The consumer should rather have a basic need to pursue the goal […]