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Virtual product placement as a new approach to measure effectiveness of placements

McDonnell, John & Drennan, Judy (2010) Virtual product placement as a new approach to measure effectiveness of placements. Journal of Promotion Management, 16(1 & 2), pp. 25-38.

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Abstract

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.

Impact and interest:

7 citations in Scopus
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ID Code: 35668
Item Type: Journal Article
Keywords: brand recall, fictitious brand, product placement, virtual product placement, typology
DOI: 10.1080/10496490903571365
ISSN: 1049-6491
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 12:29
Last Modified: 01 Mar 2012 00:15

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