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Product Placement related IMPLICIT memory and consumer behavior

Recently, we described how advertising works and how to measure it. In this post, we want to provide you more (scientific) details on how consumer behavior is linked to the implicit memory of Product Placement.   Implicit memory – the background What exactly the implicit memory is, was very controversial in the past (Richardson Klavehn and Bjork […]

Product Placement related EXPLICIT memory and consumer behavior

Recently, we described how advertising works and how to measure it. In this post, we want to provide you more (scientific) details on how consumer behavior is linked to the explicit memory of Product Placement.   Explicit memory – the background The concept of explicit memory is based on the idea that people are able […]

Measuring Advertising Effects. Ways, Problems, Solutions.

What you need to know about advertising effects Advertising effects are very complex. Their measurement is too. Nevertheless, this fact is quite often underestimated by many. Most of the time, even experts rely entirely on a few simple parameters, such as the recall value (we already wrote about this issue). However, those measurements only describe […]

Test: E.T. and Reese’s Pieces

Product Placement at E.T. the Extra-Terrestrial The product placement of Hershey’s Reese ‘s Pieces in Steven Spielberg’s masterpiece “E.T. the Extra-Terrestrial” is probably one of the most famous placements ever. Although product placement has been practiced since the 1890s, the marketing tactic got popular in 1982 with E.T. At the request of Spielberg this premium […]

The myth of recall as the one and only product placement measurement method

Background The (potential) impact and success of many advertising campaigns and especially product placement is usually measured (in terms of advertising effects) by simple recall tests. Hereby, usually using forced exposure experiments (Chatterjee 2007; Edwards, Li und Lee 2002), the target medium (in our example a movie) is shown to a pre-selected group of people. Afterwards, while those […]