The influence of film genre on audience reaction to product placement: The use of brand positioning is quite evident in today's films. The success of some brands reporting a phenomenal increase in sales may depend in part on the type of film the brand is placed in. Employing 200 university students, this article examined the effects of film genre on brand positioning. Students completed a questionnaire after watching and rating a 30-minute film classified by genre: comedy, drama and science fiction. The study compared the effects of gender on brand recall, brand liking, and consumer reactions toward brand positioning. Central to the practice of using brand positioning in films is the belief that the humor present in a comedy film would help create a favorable response to the brand positioning. It wasn't like that. The comedy genre did not outperform other genres in terms of brand recall/recognition, brand liking and attitude towards brand positioning. However, this research confirmed previous research findings that prominent brand placements promote a significantly higher level of brand awareness than discrete brand placements. Does branded product placement in films improve realism and consumer recognition of the product? (DLR van der Waldt, May 2007): Product placement in films is receiving renewed attention in integrated marketing communications (IMC). A major concern regarding product placement as a marketing communications tool is that marketers have little knowledge of whether consumers are aware of product placements or recognize products that are deliberately placed in features by markers and advertisers. The following specific research objectives are proposed in this paper to determine; if product placement in movies... the focus of the paper...ny studies have investigated consumer attitudes toward product placement in multimedia content, such as movies and TV shows. However, few studies have explored the influence of peer communication and media consumption on product placement attitudes and purchase intention of products displayed in television shows. Drawing on the consumer socialization framework, this article investigates product positioning attitudes and behavioral intentions via an online survey. Additionally, this research examined the impact of reading online consumer reviews on product entries as an extended socialization variable. The results show that peer communication, an agent of socialization, is strongly related to both attitudes related to product positioning and purchase intentions. The results also indicate that reading consumers' online reviews of entered products is a good predictor of consumers' purchase intentions.

Topic > The influence of film genre on audience reaction to product placement: The use of brand positioning is quite evident in today's films. The success of some brands reporting a phenomenal increase in sales may depend in part on the type of film the brand is placed in. Employing 200 university students, this article examined the effects of film genre on brand positioning. Students completed a questionnaire after watching and rating a 30-minute film classified by genre: comedy, drama and science fiction. The study compared the effects of gender on brand recall, brand liking, and consumer reactions toward brand positioning. Central to the practice of using brand positioning in films is the belief that the humor present in a comedy film would help create a favorable response to the brand positioning. It wasn't like that. The comedy genre did not outperform other genres in terms of brand recall/recognition, brand liking and attitude towards brand positioning. However, this research confirmed previous research findings that prominent brand placements promote a significantly higher level of brand awareness than discrete brand placements. Does branded product placement in films improve realism and consumer recognition of the product? (DLR van der Waldt, May 2007): Product placement in films is receiving renewed attention in integrated marketing communications (IMC). A major concern regarding product placement as a marketing communications tool is that marketers have little knowledge of whether consumers are aware of product placements or recognize products that are deliberately placed in features by markers and advertisers. The following specific research objectives are proposed in this paper to determine; if product placement in movies... the focus of the paper...ny studies have investigated consumer attitudes toward product placement in multimedia content, such as movies and TV shows. However, few studies have explored the influence of peer communication and media consumption on product placement attitudes and purchase intention of products displayed in television shows. Drawing on the consumer socialization framework, this article investigates product positioning attitudes and behavioral intentions via an online survey. Additionally, this research examined the impact of reading online consumer reviews on product entries as an extended socialization variable. The results show that peer communication, an agent of socialization, is strongly related to both attitudes related to product positioning and purchase intentions. The results also indicate that reading consumers' online reviews of entered products is a good predictor of consumers' purchase intentions.