Exploring the Effectiveness of Virtual Product Placement on Recall and Recognition of New Brands
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Description
This paper investigates the effectiveness of virtual product placement as a marketing tool by examining the relationship between brand recall and recognition and virtual product placement. It also aims to address a gap in the existing academic literature by focusing on the impact of product placement on recall and recognition of new brands. The growing importance of product placement is discussed and a review of previous research on product placement and virtual product placement is provided. The research methodology used to study the recall and recognition effects of virtual product placement are described and key findings presented. Finally, implications are discussed and recommendations for future research provided.
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| ID Code: | 23869 |
|---|---|
| Item Type: | Chapter in Book, Report or Conference volume (Conference contribution) |
| Measurements or Duration: | 7 pages |
| Keywords: | Brand Recall, Fictitious Brand, Product Placement, Typology, Virtual Placement |
| Pure ID: | 34247505 |
| Divisions: | Past > QUT Faculties & Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
| Copyright Owner: | Copyright 2005 Judy Drennan and John McDonnell |
| Copyright Statement: | This work is covered by copyright. Unless the document is being made available under a Creative Commons Licence, you must assume that re-use is limited to personal use and that permission from the copyright owner must be obtained for all other uses. If the document is available under a Creative Commons License (or other specified license) then refer to the Licence for details of permitted re-use. It is a condition of access that users recognise and abide by the legal requirements associated with these rights. If you believe that this work infringes copyright please provide details by email to qut.copyright@qut.edu.au |
| Deposited On: | 17 Jun 2009 14:13 |
| Last Modified: | 03 Mar 2024 20:01 |
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