study

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 […]

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 […]