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Does product placement on TV really make you more likely to buy?

Eric Barker
August 7, 2012

 

Yes, it does, especially when the item is used by the main character.

Via Shiny Objects: Why We Spend Money We Don’t Have in Search of Happiness We Can’t Buy:

Research into that very question by Moonhee Yang and David Roskos-Ewoldsen found that the level of âbrand integrationâ impacted a product placementâs effectiveness. 27 Yang and Roskos-Ewoldsen identified three levels of brand integration: (1) background, (2) used by main character, and (3) an integral part of the story. A good example of the third would be the use of the FedEx brand in the Tom Hanks movie Cast Away, where Hanksâs character is a FedEx employee who crashes in a FedEx plane, and washed-to-shore FedEx packages help him survive. As you might have guessed, the more integrated the brand is into the story, the greater the positive impact it has on brand awareness and memory. Yang and Roskos-Ewoldsenâs research also showed that brands are viewed more positively when theyâre used by the main character of a story. Finally, hereâs the kicker. In comparing moviegoers who had seen a particular movie (with a particular brand portrayal) against moviegoers who hadnât seen that movie (and thus hadnât seen the brand portrayal), they found that the first group of moviegoers were more likely to choose that brand than were moviegoers who hadnât seen the brand portrayal.

TheRedArchive is an archive of Red Pill content, including various subreddits and blogs. This post has been archived from the blog bakadesuyo.

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Post Information
Title Does product placement on TV really make you more likely to buy?
Author Eric Barker
Date August 7, 2012 1:51 PM UTC (11 years ago)
Blog bakadesuyo
Archive Link https://theredarchive.com/blog/bakadesuyo/does-product-placement-on-tv-really-make-you-more.13855
https://theredarchive.com/blog/13855
Original Link https://www.bakadesuyo.com/2012/08/does-product-placement-on-tv-really-make-you/
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