| Abstract: | Although product placement research differentiates between specific placement effects, the placement of Brands and Brand information, which goes far beyond the mere presence of brands in media entertainment, are simply not taken into account. We assume that this form of product placement can generate knowledge and produce a learn effect. Actual insights on the cognitive effect of product placements, brand knowledge and Neurobiology, working theories and a Hypothesis on the growing knowledge gap, only go to reinforce this assumption and confirm that the learn effect through factors such as brand know-how, relevance, education and attractiveness of the media protagonist can be influenced. The results of an experiment in which audio-visual stimulus material was presented with or without placement showed the the information placed was recognized, remembered and therefore learned. While brand know-how and relevance have no influence on the intensity of this learn effect, attractive and well educated protagonists contributed to strengthen memory performance. |
