WHEN PRODUCT PLACEMENT GOES WRONG
"the effects of program liking and placement prominence"

The research try to find out which indicators are more effective in people’s consumptions according to the placement of the product(placement vs no-placement, prominent vs subtle, prime vs no prime and according to their program liking)on TV. Researchs perooved that high program likers are negatively attracted by prominent placement than low program likers because high program likers do not want to be interrupted by such placements. When LPL viewers don't remember seeing the placement, exposure affects brand accessibility, and ultimately, reported brand attitude. Conversely, consumers who like the show are quite negative toward the prominent placements. An advertisement seen before a prominent placement never helps, and sometimes hurts, the effects of product placement. The significantly positive effects of prominent placements on the attitudes of viewers lower in program liking were eliminated when seen with an advertisement. The explanation provided here is that the advertisement primed the viewer of the persuasive intent of the placement. Because there was no condition where the ad was seen after a prominent placement, however, it is impossible to rule out an alternative explanation of overexposure. An advertisement seen before a subtle placement never hurts, and sometimes helps, the effects of product placement. The null effects of subtle placements on the attitudes of viewers lower in program liking were replaced by significant positive effects on brand attitude when seen with an advertisement. The research compared different combination of above mentioned placements such as prime placement on HPL(high program liking people) or on LPLs. They evaluated their attitudes towards the brand according the types of placements. For example research has found a positive shift in brand attitude after exposure to product placements. The study presented here investigates conditions under which product placements may cause a negative shift in brand attitude. The results reveal that prominent placements can negatively impact brand attitudes of viewers who report high levels of program liking. Conversely, viewers reporting lower levels of program liking shift brand attitude in a positive direction after exposure to a prominent placement. However, the positive shift in brand attitude for participants with lower program liking disappears when a persuasive-intent prime precedes exposure to the placement. Subtle placements are less likely to result in negative shifts in brand attitude.

In conclusion the attitudes of program likers differ according the appereance of the brand on screen so we have to analyze the reactions of the program likers very well to develop a proper advertising strategy to implement.

Emre Suntekin
107604082

source:http://proquest.umi.com/pqdweb?index=12&did=1474598171&SrchMode=3&sid=1&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1211922048&clientId=42144&aid=1