Advertising via the Box Office

Product placement in motion pictures is a practice that has grown tremendously in recent years. However, as with many alternative mediums, there is very little empirical research regarding the effectiveness of this practice. An experimental study was con- ducted to assess the communications effects of product placement among audience members viewing an entire movie, not just film clips. Results indicate that over 25% of the 39 brands placed within a movie were significantly more salient among a treatment group than among a control group, but there were no significant differences between the two groups with regard to attitudes lowards 15 brands studied.     

Brand Placement in Movies: The Effect of Film Genre on Viewer Recognition

This study investigates viewer recognition of brands placed in films, according to film genre, gender, and previous viewing experience. A sample of 137 moviegoers watched 12 film clips representing three popular genres (action, comedy, and drama) and reported their recognition of brand placements. Results suggest that brand recognition is more common in drama films. Previous viewing experience and gender did not make significant differences in brand recognition. It is suggested that brand placements require more public relations research.     

Incorporating balance of power in channel decision structure: Theory and empirical application

The objective of a manufacturer is to maximize the profits of its brands. The retailer, on the other hand, is not interested in the profitability of any particular brand but concentrates on the overall category profit. In spite of these apparently diverging profit objectives, both manufacturers and retailers are increasingly realizing that profit margins for both may be increased when retailers and manufacturers recognize the strengths of each other and utilize them to maximize the overall category profit. We develop a game theoretic model to demonstrate that when the retailer allows a few large manufacturers to practice independent brand management but manages the rest of the brands, the category profit is indeed higher than the profits generated when it allows independent brand management by all manufacturers or acts as an uncompromising category manager. We also provide an empirical application of our model on scanner data.     

Brand Placement Recognition

Abstract

This study examines the impact of adding an audible reference to a visually prominent brand placement on recognition of the brand placed. Facilitated recognition scores were used to control for the effects of brand familiarity on brand placement recognition. Subjects exposed to one of two complete movies were asked to indicate recognition of brands that were or were not placed in their movie. Results indicate that brand placement recognition levels achieved by audio-visual prominent placements exceed the recognition rates achieved by visual-only prominent placements. Additionally, familiar brands achieve higher levels of recognition than unfamiliar brands, even when the recognition scores for familiar brands are adjusted for the guessing and constructive recognition that may result from inferences associated with familiar brands.     

Modelling the dimensionality effects on brand placement effectiveness in stereoscopic 3-D versus 2-D sports games

ABSTRACT

This current study explores how stereoscopic three-dimensional (3-D) dimensionality affects the process by which viewers’ memory of brand names embedded in a soccer game is formed compared to the memory process in traditional 2-D display. To this end, we conduct two studies: a qualitative observation using an eye tracker; and an experiment to identify the difference and similarity of the viewing process across these two display technologies. Statistical test results reveal that sports involvement enhances viewers’ attention to a sports game, which is moderated by game enjoyment and negative viewing experience generated from the media features. Most importantly, it is found that as viewers pay more attention to a sports game in stereoscopic 3-D display, they are less likely to remember the brands embedded in the stadium, while the opposite is found in 2-D display. More findings and implications are discussed in the discussion section.     

黑龙江省推进农产品品牌建设的几个关键问题

品牌既是个卖点,更是一种无形的资产,如果它的作用真正地发挥出来,商机和市场都是无限的。目前,黑龙江省农产品品牌建设的总体状况是“多、杂、乱”,下一步要解决好“培育新品牌”、“整合老品牌”、“推广和保护知名品牌”三个关键问题。     

A tale of two audiences: Spectators,television viewers and outcome uncertainty in Spanish football

This paper tests for the impact of match outcome uncertainty on two types of audience for Spanish football, fans at the stadium and television viewers. We find that fans inside the stadium prefer games that are less and not more likely to finish with a close score. This is contrary to much theoretical literature in sports economics which argues that fans prefer close contests and imposes this assumption in formal modelling. We also find that television viewers prefer close contests to more predictable contests. The different preferences of fans inside the stadium and television viewers need to be reconciled by the league when considering the effectiveness of policies to redistribute resources amongst teams in the league. We use our empirical model to consider how this tension might be resolved so as to maximise total audience and total league revenues.     

How category characteristics affect the number of store brands offered by the retailer: a model and empirical analysis

Our research examines why retailers offer, not one, but multiple store brands in some product categories. More specifically, we are interested in how certain product category characteristics affect the number of store brands. We model a product category consisting of two incumbent national brands that may differ in strength. The retailer may introduce one or two store brands depending on which maximizes category profits. Our analysis suggests that the retailer is likely to carry two store brands in categories where (i) the national brands are similar in strength; and (ii) the price sensitivity between the national brands is low. Interestingly, the conditions that support the introduction of more than one store brand are quite different than the conditions that would facilitate the introduction of additional national brands. We provide empirical evidence that support our model-based predictions.     

Children's brand symbolism understanding: Links to theory of mind and executive functioning

Against a background of research suggesting that brand symbolism understanding does not develop until 7 to 11 years of age, two studies investigate various aspects of preschool children's brand knowledge. While children's recognition of child‐oriented brands is found to be significantly greater than their recognition of brands that are marketed primarily to teens and adults, these young children do recognize brands. In a second study, children's ability to form mental representations of brands is assessed, along with their understanding of brands as social symbols. Cognitive ability, theory of mind, and executive functioning are assessed as predictors of these brand‐related outcomes. Theory of mind and executive functioning are both significant predictors of the ability to form mental representations of brands. Children's brand symbolism understanding shows a significant link with theory of mind. It is concluded that 3‐ to 5‐year‐olds have emerging knowledge of brands that are relevant in their lives. The impact of individual differences in theory of mind and executive functioning on children's brand knowledge aligns with current theories of child development. Methodological contributions and societal implications are discussed. © 2010 Wiley Periodicals, Inc.     

Women “in motion”: the kinaesthetic viewing experience in Chinese viral advertising films

ABSTRACT

Visual imagery provides aesthetic experiences for viewers, and viral advertising films address viewers’ experience of movement which has not been analysed. Developing visual analyses, this study uses phenomenological approaches and the concept of kinaesthetic empathy, defined as the ability of viewers to react to movements, also in film. It considers Chinese Wei movies (“microfilms” or viral advertising films) with reference to examples by Audi and Swarovski as representatives of China's post-socialist marketing culture. Women in these films are presented as “in motion,” yet still are often delimited by traditional gender stereotypes. These films are potentially ambivalent ideological carriers that encourage women to reinvent themselves through consumption within traditional gender roles but may also suggest the pursuit of different experiences as movement is abstract, transitory and cannot be commodified.     

DeLozier,M. Wayne. The Marketing Communications Process. New York: Met-Raw-Hill Book Company, 1976

Abstract

This study examines such variables as program type, (drama vs. games). program time, viewing frequency, number of persons in the room, and the viewers sex as they affect the daytime television viewer's ability to recognize products which were (or were not) advertised on television programs viewed immediately prior to interviews conducted with a random sample of viewers from the Dayton, Ohio, metropolitan area. Results of this study indicate a number of statistically significant differences triggered by these variables-differences which have potentially large practical implications for television advertisers.     

Hippies,Greenies, and Tree Huggers: How the “Warmth” Stereotype Hinders the Adoption of Responsible Brands

Past research has highlighted the difficulty faced by responsible consumers, individuals who wish to make environmentally and socially responsible consumption choices. Individual buyers, it is argued, act within a network of structural and social relationships that make responsible alternatives intrinsically hard to pursue. This paper maintains that one such barrier is the perception that users of responsible brands are not worthy of social emulation. Consumers are less likely to adopt brands positioned explicitly on their positive environmental or social credentials because of the stereotypes attached to the users of these products. Two empirical studies demonstrate that users of responsible brands are perceived as stereotypically warm. Warmth, however, is not an appealing feature in a consumption context. Warm groups are not envied and envy plays a central role in fueling a desire to emulate a consumption group. The study is the first to examine the possibility that a group‐level stereotype limits the potential attractiveness of responsible brands. The significant implications of this insight for both scholarly research and marketing practice are examined in detail. The presence of a warmth stereotype, which has a negative influence on the social perception of responsible brands, suggests that the development of niches of responsible or ethical consumers is intrinsically problematic.     

About the authors

This article is inspired by a somewhat counter-intuitive phenomenon that has recently been highlighted in the contemporary business literature, but which does not appear to have been examined within a peer-reviewed environment. We are witnessing increasing successes by domestic brands in China, often at the expense of established multinational brands. Given that China is the world's largest national market in terms of population, this trend is worthy of investigation. Our approach is neither causal nor confirmatory. Instead, we undertake an exploratory review of robust secondary data sources. Our goal is to shed empirical light on what appears to be a ‘Sinosyncratic anomaly’, and then to provide a framework and springboard for future research in this domain. Clearly, our approach is not without limitations, which we do consider. However, there is a pressing need for global marketers to recognise and understand the reasons behind the mixed fortunes being experienced by some of the world's most admired (Western) brands in China, with a view to making empirical generalisations to other emerging markets.     

Effects of Sponsorship Disclosure Timing on the Processing of Sponsored Content: A Study on the Effectiveness of European Disclosure Regulations

This study investigates whether the timing of sponsorship disclosure affects viewers’ processing of sponsored content, and whether a disclosure influences the persuasive effect of the sponsored content. A model is proposed in which sponsorship disclosure enhances the recognition of sponsored television content as advertising, which leads to critical processing of the sponsored content. Ultimately, this negatively affects the attitude toward the brand in the sponsored content. This model was supported, but only when the disclosure was displayed prior to or concurrent with the sponsored content. These effects were not found for a sponsorship disclosure shown at the end of the program after the sponsored content. Theoretically, the findings emphasize the importance of disclosure timing. A disclosure displayed prior to or concurrent with the sponsored content, primes the sponsored content and provides sufficient processing time, so viewers recognize the content as advertising and can process it critically. In addition, the findings show that persuasion knowledge and critical processing are important underlying mechanisms for the effect of sponsorship disclosure on brand attitude. Regarding the practical implications for legislators and advertisers, this research demonstrates that sponsorship disclosure can make viewers aware of the sponsored content in television programs. Furthermore, this changes the processing of sponsored content and can also ultimately lead to resistance against persuasion.     

The effects of pleasure and arousal on recall of advertisements during the Super Bowl

This study investigates whether pleasure and arousal levels of viewers watching a sports program affect advertisement recall. The results suggest that programs that evoke strong emotional reactions, such as the Super Bowl, may inhibit the recall of advertisements and brands. Specifically, these findings seem to support the Intensity (arousal) theory and may have important implications for advertisers who promote their products or services on sports‐related event programming. © 2001 John Wiley & Sons, Inc.     

Does store image influence demand for organic store brands?

This research examines the effects of store image on the demand for store brand organic brands. We conduct an empirical study using a unique dataset that combines households' organic product purchases and their ratings of the same stores' images. We find that the type of images consumers develop about a store influences the demand for organic products from that store. In addition, the influence of store image on the demand for store-brand organic products depends on the store brand branding strategy. Although own brands are accepted in stores with quality produce and with quality store brands, they are less likely to be adopted in stores with varied selections. Furthermore, the own-brand strategy (the use of the retailer's own name) is not always an effective branding strategy for organic products, except in some stores.     

The Behavioral Effects of Negative Product Placements in Movies

No previous studies have examined how negative brand placements influence consumer behavior. According to this study's theoretical framework and empirical results, the effectiveness of these placements varies with the type of negativity—that is, either intrinsically or extrinsically connected to the brand. Based on the elaboration likelihood model, an intrinsically (extrinsically) negative placement will be very (barely) relevant to the viewers who, having (lacking) enough motivation, will process the information through the central (peripheral) route of persuasion. Under the central route, a careful consideration of the intrinsically negative information will discourage the viewers from consuming the brand, especially when they perceive the movie content as being realistic. Under the peripheral route, the extrinsically negative information will not be strong enough to discourage the brand users from consuming the product but will stimulate the brand nonusers to consume it, especially when these people like the movie and have a positive attitude to advertising. The hypothesized effects were confirmed in an experiment with 1103 moviegoers that viewed the film Good Bye, Lenin! under natural conditions in Santiago, Chile. To isolate the influence of two brand placements (Burger King with intrinsic negativity and Coca‐Cola with extrinsic negativity), the participants were randomly assigned to two groups, each one of which viewed the movie with only one of the two placements (the other had been removed).     

The role of art infusion in enhancing pro-environmental luxury brand advertising

Underpinned by art infusion theory, this present research examines the effect of art infusion on brand attitudes under different brand conditions (i.e. pro-environmental luxury brands and luxury brands) in advertising. Across two experimental studies, this research offers empirical evidence to a moderated mediation model, such that when an advertisement features an artwork (vs. no-artwork), consumers will perceive lower levels of incompatibility between luxury and sustainability, leading to a more favorable brand attitude toward the pro-environmental luxury brand. However, such differences will not occur among consumers evaluating an ordinary luxury brand. The findings of this research broaden the current body of knowledge related to the art infusion effect and provide important implications for marketers in their advertising strategy. Furthermore, these findings suggest that art infusion may be the solution to the dilemma facing sustainable luxury brands since luxury and sustainability are often perceived as incongruent concepts.     

Need for narrative

ABSTRACT

What do consumers need from a narrative? How can videographers satisfy those needs? Through semi-structured interviews with 55 Eurostar passengers from 14 countries, this film documents how people define narratives, why they need them, and how they experience the effects of need for narrative. The adjoining commentary contributes to the development of videography as an attractive method by introducing the videographer’s perspective and elucidating key story elements that can help satisfy viewers’ needs for narrative. The suggested approach maintains the vivid quality of videography and respects its methodological rigour, while increasing its effectiveness in close alignment with a consumer society that visual communication increasingly permeates. As such, the commentary and the film jointly unveil videographers’ etic and viewers’ emic use and evaluation of the videographic method.     

An investigation of the influence of cinema environment on advertising effectiveness

Many advertisers are looking to cinema advertising as a nontraditional medium to reach consumers. Although several scholars have examined the effectiveness of this advertising vehicle, there is a dearth of empirically grounded research on how to improve such effectiveness. This study, based on the reactance and the equity theories, is probably the first academic project investigating how to manipulate an advertising environment in a real movie theatre to maximize advertising effectiveness. Results indicated that audiences in a distractive environment held a more positive attitude toward cinema advertising in general, but those in a restrictive environment were more likely to remember the advertised brands. In addition, the provision of ticket price information improved audiences’ acceptance of cinema advertising, but did not enhance recall. Moreover, the influence of ambient scent emitted into the atmosphere in a cinema room on ad recall dissipated when movie viewers became accustomed to such stimuli. Based on these findings, theoretical discussions and recommendations for practising managers were made.