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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 […]

Placedise at the 12. Product Placement Conference

From 15-16 October, we will attend the 12th Product Placement and Branded Entertainment Conference in Stuttgart, where we will also present Placedise at one of the lectures. We are looking forward to a great audience and many ingenious discussions with experts from all areas of the industry. The ProPKo is organized by WTV Entertainment Marketing […]

Branded Entertainment by BMW

Since many years, BMW plays an important role when it comes to Product Placement – no matter if it is about the car of James Bond, a presentation of the new i8 in Mission Impossible or the production of a whole series of short movies. Talking about own productions, we will usually no longer look […]

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 S├ęguin 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 […]

Product Placement in commercials

Product placement is encountered more and more frequently when watching a good movie or TV show. It can be also found in books, songs or video games. However, to implement product placement in commercials seems simply crazy. In the end, this is advertising wrapped in advertising.   Examples for product placement in commercials Specifically, we […]