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Recall And Recognition Of Brand-Modified Product Placement In Movies, Caitlin Anderson
Recall And Recognition Of Brand-Modified Product Placement In Movies, Caitlin Anderson
Theses and Dissertations
In recent years, the product placement industry has seen a significant boom. The growth of product placement continues as media seeks funding and branded products vie for increased audience attention. Because of the increased product placement, there are many studies that examine the attitudes towards product placement, the experiences and interpretations of brands post-product placement, the effects of product placement, and memory of product placement. However, while product placement is a popular trend, there are occasions when branded products are altered in movies and television (this thesis refers to the altered products as “brand-modified products”). Little, if any, research has …
Product Placement During The Family-Viewing Hour., Harry C. Arnold
Product Placement During The Family-Viewing Hour., Harry C. Arnold
Electronic Theses and Dissertations
The so-called family-viewing hour, the eight to nine o’clock hour of prime time, is one of the most watched hours of television by both adults and children. Advertisers, of course, favor shows that draw large audiences so their product presentations or commercials are witnessed by masses of people. Now, because of videocassette recorders and other similar control devices, viewers are eliminating commercials from their viewing experience1 and advertisers are clamoring for new ways to get their products into the mind of the consumer.2 To counteract this commercial avoidance by consumers, advertisers are embedding products within television programming thereby …
Measuring Player Perceptions Of Advertising In Online Games, Ben Lewis
Measuring Player Perceptions Of Advertising In Online Games, Ben Lewis
LSU Master's Theses
An experiment with 100 participants aged 18-24 was conducted to measure the effects of advertising in an online role-playing computer game on perceived interactivity and other aspects of gameplay experience. Results from a post-test questionnaire revealed insight into players' attitudes toward advertising in video game environments, and reflected varying levels of advertising awareness and recall, message recognition, and factors in purchasing habits. Results suggested that while advertising in online games can sometimes trigger high advertising awareness rates, it can also reduce a game's perceived sense of realism and genuinely annoy players if not appropriately coordinated with the game environment. Whereas …