The effects of product placement in children's magazine on young readers' responses to the brand.
Sharma, Deepa, Mizerski, Richard and Lee, Alvin 2007, The effects of product placement in children's magazine on young readers' responses to the brand., in ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, School of Business, Dept. of Marketing, Dunedin, N.Z..
Media fragmentation and proliferation, in concert with declining television advertising efficacy, has engendered interest in developing more effective ways to reach consumers – particularly current non-users of a brand. This study explores the effect of active product placement in computer games on both brand attitude (Abrand) and recall. Findings suggest that exposure to a particular brand in a computer game can increase Abrand among consumers whose pre-existing attitude toward the brand is fairly low. We conclude that product placement within computer games is an effective means of fostering high spontaneous brand recall and influencing consumers less positively pre-disposed towards a brand (analogous to non-users). The findings have promising managerial implications for firms looking to grow their customer base through acquisition and conversion.
Reproduced with the kind permission of the copyright owner.
Field of Research
150599 Marketing not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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