Virtual product placement as a new approach to measure effectiveness of placements
Product placement is a fast growing multi-billion dollar industry yet measures of its effectiveness, which influence the critical area of pricing, have been problematic. Past attempts to measure the effect of a placement, and therefore provide a basis for pricing of placements, have been confounded by the effect on consumers of multiple prior exposures of a brand name in all marketing communications. Virtual product placement offers certain advantages: as a tool to measure the effectiveness of product placements; assistance with the problem of lack of audience selectivity in traditional product placement; testing different audiences for brands and addressing a gap in the existing academic literature by focusing on the impact of product placement on recall and recognition of new brands.
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|Item Type:||Journal Article|
|Keywords:||brand recall, fictitious brand, product placement, virtual product placement, typology|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Research Centres > Smart Services CRC
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2010 Taylor & Francis Group, LLC|
|Copyright Statement:||This is an electronic version of an article published in Journal of Promotion Management, Volume 16, Issue 1 & 2 January 2010 , pages 25 - 38, The Journal of Promotion Management is available online at informaworldTM.|
|Deposited On:||20 Sep 2010 02:29|
|Last Modified:||29 Feb 2012 14:15|
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