英国伦敦大学留学生媒体学硕士dissertation-非集成产品广告在英国电视节目中的植入式探究-Explicit, non-integra

英国dissertation网，英国dissertation汇集的知识领域，英国伦敦大学留学生媒体学硕士dissertation有留学欧美的硕博人才为您提供dissertation写作指导。英国伦敦大学留学生媒体学硕士dissertation写作需要请联系qq923678151.本文阐述了非集成产品广告在英国电视节目中的植入式研究。Explicit, non-integrated product placement in British television programmes
Rungpaka Tiwsakul & hri Ha kley
Royal HoI/oway, University ofLondon
I abelle zmigin
University ofBirmingham Business chool
The r pid increa e in the volume and variety of product plac ment approach ha outpacedresearch in the fi ld. There i a marked shortage of tudie that addre particularproduct plac m nt (pp) technique in p cified itu tional ontext. Thi pap r reportthe category of pp known as explicit, non-integrated product placement in the context ofBriti h televi ion programmes. 1 he stud u ed a mall convenience ample f oun ,mixed-nationality T vie er who were familiar ith the Briti hand non-Briti h hoon Briti h commercial . Their attitude to and recognition of pp in thi cont t wereexplor d. The finding ar set within a wider-ranging review of pre iou re earch, andugge t important implic tion for promotional practice and future re arch.
Introduction
Product plac ment In It ariou forms ha become a major arm of thepromotional mix in recent years. h media land cape ha chang d withindu try deregulation in man countries and the e olution of n mediatechnologie with global r ach. Audi nc have fragment d and grownceptical towards con entional advertising, the re ult bein that ad erti ingi een a ill-equipped nits 0 n, to facilitat integrat d brand communicationstrategie. Product placement trategie hav evolv d fromthe ' howing the can' approach to become incr a ingly ophi ticated.Some researcher (e.g. Karrh 1998) argue that 'brand placement' i a moreappropriate term for capturing the cope of placement activities althoughproduct plac ment remain the more common catch-all term in th
literature.
Intern ti nal Journal of Ad ertising, 24(1), pp. 95-111
© 200 d erti in ssociation
Publi hed b the 'orId d erti in Re earch enter, . ar. m 95
IN R ATI LJO R L OF ERTI J G, 2005, 24(1)
hile th growln importance of product placem nt i r fl cted in
incr a ed art ntion fr m resear hers th r is till relati ely little publi h dre arch on th pe ific cat rie f produ t plac m nt in particularmedia segm nts. Pr vious tudies in the ar a of product placem ntreported its ffects on audienc 'brand recall, r cognition and attitudeand r ealed the Ie el of acceptance of product placem nt in gen ral (e..Gupta & Gould 1997; d'A tou & S guin 1999; Ru ell 2002). Muchempirical re arch on the topic fail to distingui h between th variouproduct placement technique . There i a al 0 a general failure to differentiatebetwe n media vehicl ,often referring to 'm vies' to mean allbroadcast film drama. A further drawback of uch re earch i that thempha is on r call and artitud cann t fully plain th quality of conurnr engag ment with product plac ment and ther fore can offer onlylimit d in ight into it ffecti ne .Thi pap r r port a UK-ba ed study that focu es on a pre i u ly unrearched ar a, nam ly explicit, non-integrat d product plac ment inBriti h tele i i n programm . on-int rated plicit product placementis defined in thi study as 'a branded product which i formally e pre dbut i not int grated within the contents of the tel vi ion pr gramm 'd' tous & eguin 1999). In thi form of pp, the pon or name might bpre nted in orne form at the beginning or th end f the pr gramme,and/ r either ide of th comm rcial br ak.The importance of television for explicit non-integrated productplacementTelevision programm are identified a the focus of thi research for severalreason . Fir t pr duct pia ement in tel 1 Ion pro ramm may bmor effecti e than in movie . A film i usually an entity in which a charactr' tory nd with the movie wher as a t 1 vision programme's leadcharacters appear to Ii e in imilar time- cale to their audienc 0 thataudi nces can relate to them in term of familiarity and identification(Ru ell 199 ). In addition r gular i wer b come d ply in olved intorylines and de elop an int n e and persistent 10 alty to the pr rammand it characters (A ry & F rraro 2000). A further point is that t Ie i ionpro ramm r pre nt the b Ii f alue ideolo ie and world i w th t#p#分页标题#e#
PROD T PLA ME T IN BRITI H T LEVI 10 PR RAMME
ar held in each culture (Ru ell 1998). The tel ViSion programme i asymbolic tool that form and reflect prevailing cultural values.
There are a limited number of studies of product plac ment in the ar aof televi ion programmes, and none regarding non-integrated explicit
product placement. Mo t general studies of product plac ment were conductedin the . As the cultural context of product plac ment i elf- identlyimportant in making the brand reference appear pIau ible andappropriate, there is a need for more culturally pecific tudies in thi fi ld.
The scope of product placemento finition of product placement typically refer only to given categori
of the practice. Balasubramanian (1994) referred to product placement a
a 'paid product message aimed at influencing movie (or televi ion) audiencesvia the planned and unobtru i e entry of a brand d product into amovie (or a television programme)' (p. 31). d'A tous and Chartier (2000)d fined product placement a 'the inclusion of a product a brand nam or
the name of a firm in a movie or in a televi ion programm for promotionalpurpose' (p. 31). Ford (1993) referr d to product placem nt a 'the inclusionof a product or service within a film or programme in return for paymentin ca h or in kind to the producer or broadca ter' (p. viii). Baker andCrawford (1995) defin d product placement as th inclu ion of comm rcialproducts or ervices in any form in television or film production inreturn for ome ort of payment from the ad erti er (p. 2). Product placement,according to Gupta and Gould (1997), involves incorporating brandsinto mo ies in return for money or for om promotional or otherconsiderations.
All the above definitions provide intere ting concept of product plac ment,but each omits orne important aspect. Although the paid natur ofproduct placement is included in all definitions, only the movie and teleiion types of media are mentioned. There are in fact many other m diaand other forms of pp, such as computer or video games, promotional contet and web ite , to name but a t w. I on (2002) ha comm nted onthi development of the practice: 'By 1995, the increasing use of productplacement in ntertainment vehicles oth r than televi ion or film wanoted' (p. 81).ITER TI LJO R LOF ER lSI ,2005 24(1)
Product plac ment can be iewed a a hybrid me age due to its'hidden but paid' nature (Bala ubramanian 1994). Ef~ ctively, it i a prom
tion placed in a non-prom tional entertainm nt nte t, here thpr motional intent i not made explicit. onsequently the meaning of the
brand in the placement context may not be construed in th sam way ait might be in th context of an explicit advertisement. The de elopmentof incr asingly ubtle form of pp further chall ng the explanatory valueof giv n d finitions.Categories of product placement
Product placement trat gie are gen rally cia ified into three maintypes: implicit product placement, integrated explicit product placement
and non-integrated explicit produ t placement. Implicit product placement#p#分页标题#e#
refers to the placem nt of a branded product within a televi ion programmewithout bing formally expressed. It play a pa ive andcontextual role. For example, in the US televi ion erie Friends there waa cene in one episode where Rach I flew to Ross wedding in London ina Virgin plane (and Richard Branson had a cameo role). Branded productare often seen on a shelf in a shop in the popular UK TV soap EastEnders;however, there i no e plicit reference made to spon or hip in the scriptor credits.
A branded product that is formally expre ed within a t levi ion programmeis defined a an integrated explicit product placement: it play an
active role. In this type of product placement the benefits and attributeof the product are clearly demon trated. For in tance, character in thepubs in UK shows Coronation Street, Emmerdale and (the now defunct)Brookside choose Carlsberg when they want a drink; Tom Crui e drinksGuinness in the film Minority Report. In non-integrated explicit productplacement a branded product i formally expre sed but it is not integratedwithin the cont nts of the television programme. The spon or' name ispresented at the beginning, during or at the end of the programme· fore ample, 'Se. andthe City was ponsored by Bailey's' or 'A Mini drama withCold Feet'.
Product placement can also be categori ed in t rm of it modality andr levance. Ru ell (1998) employed the categories creen placem nt,cript plac ment and plot plac ment. Scr en plac ment i a i ual typ of
PROD PLACEME T I BRITI H LE I 10 PROGRAM E
plac ment. It involv placing a brand in the c ne of a movie or television
http://www.ukthesis.org/dissertation_writing/Journalism_and_Mass_Communica/programme. Script placement i an auditory or erbal type of placement.
A branded product i mention d in a dialo ue in thi category. Plotplac ment refer to the combination of visual and verbal components. Inthi type of placement, a brand or product becomes a part of the plot ortak a major plac in the toryline. The ubtlety of th connection
betw n brand r t r nee and plot is important. Current wi dom amonHollywood agent handling brand placement in movies i that the portrayalof the brand must 'tell a story' because imply 'showing the can'doe not offer a ufficiently powerful narrative context to enhance thebrand identity (Hackley 2003).Research approach
Soap operas and mini-serie on British terre trial channel (i.e. BBC1,BBC2, ITV1 Channel 4 and Fi e) were the main focu of the study.
Publi hed source and research databases w rued as secondary sourcein order to set the present study within a broader context of contemporaryre earch in the field. The primary data gathering entailed in-depth interviewand questionnaires. A pilot study was fir t implemented to test thequ tlonnaue.
The questionnair used wa adapted from Gupta and Gould's study(1997). It was divided into four ections: que tions about the attitudetoward product placement; the acceptability of product plac ment in differentproduct categories; the awareness of the linkage between brandand t I vision programme; d mographic and individual differenc .Product placement was defined on the front page of the que tionnaire. A#p#分页标题#e#
total of 23 statem nts were pre ented and re pondents wer a ked to indicatetheir attitude according to a five-point Likert scale.Product categori were cho n that consi t d of alcohol non-alcoholibe erages book, camera, w et Isnacks, car ,computer cosmetic,m dicines, food, jewellery, ling rie, magazine , motorcycle , films, mu icalin trument , mu ic telephon ,televi ion ports good, unglasse
tobacco toys watche weapon and white good . The third ction of thqu tionnair compri ed two part. The fir t ked if r pond nt hadwatched the given programmes within the la t three month . The seconda k d re pondent to fill in the name of the brands that spon or the givenI R TIO L 10 R L OF 20U5, )
I Ion pr gramm . Ther re 11 t Ie i ion programm title prvidd in th questionnaire: Friends, Se. and the City, Coronation treet,Holf oaks ER The Osbournes, Big Brother, Blind Da~ Cold Feet Wish Youwere Here and Will and Grace.
Both in-d pth interview and questionnaires w rued to wid n thcope of po ible r ponse. Th data were analy ed u ing thematicanaly i of the in-depth intervi tran cript and PSS pro ramme forqu ttonnalfe.
英国伦敦大学留学生媒体学硕士dissertationNon-probability convenience sampling was u ed. The ample wadrawn from taff and po tgraduat tudent at a maj r UK 'redbrick' univer
ity. As con umer 'attitude towards product placement are influenc d
by a multitude of fact r , the ch en re pondent aried in terms of ag nd r education Ie I and nationality. There wer 50 re pond nt in th
ample. Th includ d 22 mal (44%) and 28 t male (56%). 0 t fth m were 1 to 25 years of ag (68%), although 24% were 26 to 35 4%w r 36 to 45 2% w re 46 to 55 and 2% were 56 to 65 year old. hr pondent ere mainly Briti h 4%) 20% had an Asian background
(Thai, Japan e and Korean), 12% wer Indian, a total of 10% wereFr nch, Dani hand ¥ nezuelan , 8% wer Chin ,2% were Irish, 2%
were Caribb an and 2% were African. The majority of re pondent hadMa ter's degr e education lev I (52%) and pent up to two hours watchin
television per day (60%).Analysis and discussion of findings
Th major findings of this empirical stud upport d pre iou tudie butsome new in ights al 0 emerged. Finding can be ummari ed a folIo
• Eft ctiven in t rm of a dir ct sale effect of n n-integrated explicitproduct placement i inconclu i e.
• In general, respond nt di play favourable attitudes toward productplacement and non-integrated explicit product placement trategie.
• Respondent indicated a pr t rence for product placem nt to m rintrusive promotional techniqu such a adverti ing.
• Perception of subconscious ( ubliminal) effect and the u of ethicallyharged product ar the maj r thical concern that hould b con idrd in product plac ment.100PROD PL EM NT I BRITI H TELEVI ION PROGRAMME
r dif£ r nce between th degree of acceptance thatd in the ethically charged product categorie (e.g.#p#分页标题#e#
• Th re w r g ndre pondent prweapon ,ale hoI).
• R pondent di play d r latively low brand recall in all gi en televi ionprogramme r garding the non-integrated explicit product placement
trat gy.
A majority of r pond nt (64%) aid that they had heard the expre ion
'product plac m nt' b for . The finding should be interpreted in thelight of the relatively ophi ticated understanding of this sample group.
furth r con id ration i that the cultural specificity of the TV programming(Briti h) a oppo ed to that of the respondents cannot be discounted
a an influ nce on finding . Thr e main headings are used to refl ct theprioriti of previou tudie within the discussion of the present finding :
(1) attitude , (2) ethical issue and (3) brand recall/purcha e behaviour.Attitudes to product/brand placement
In general, re pondents in this tudy displayed favourable attitudetowards product placement. Thi finding concurred with previous studi
(e.g. Nebenzahl & Secunda 1993; Karrh 1998). According to the findingfrom que tionnaire , 58% of the r spondents agreed with the statement 'I
don't mind if brand nam products appear in television programm .'They al 0 tat d that th y did not mind if television programme producer
received money or oth r compensation from manufacturer for placingtheir brand in the programme (50%). In addition, 40% of the re pondent
di agreed with th tatem nt 'I will not watch a televi ion programmeif I know befor hand that brands are placed prominently in theprogramme for comm rcial purpo e ' and they had neutral attitudtoward 'I hat eing brand nam products in television programmes if
they are placed for commercial purpo e (42%). The disagreed with thtatement' anufacturer are mi leading the audiences by di gui ing
brand a prop in t I vi ion programmes (40%) and 'Product placementin t I i ion pro ramm hould be completely banned (34%).The e general re ult were corroborated by the qualitative interviewdata. Product plac ment wa regarded as 'OK' by most interviewee with
comment uch a 'I like it' 'it doe n't affect me at all' and 'there's nothing
wrong with it'. They tated, 'it' [product placement] - another form
101
I ER TI LJO L OF AD ERTI I G,20 5,22JU)f ad ertI In it's a ay to prom t product 'it ha m aning It amarketing tool and 'it a way to ad rti e products.
The re pond nt in thi tudy did not expr strongly negati attItudetoward traditional adverti ing. This wa incongru nt with priortudie (e.g. Karrh, 199 . Gupta et al. 2000). R pondent had neutral attitudtoward the stat ment 'Wh n advertisin appear on my tel i i n
I top lookin on the creen until the programme tart again' (34%).However 3 % of the re pondent agreed that they frequently flipp d
channels to cape watching ad rti ing while viewing a televi ion programme.Thi r ult concurred with previous tudies which ugge t d that
audience tended to avoid adverti ing by zapping (Avery & Ferraro 2000;P rYan & Martin 2002).#p#分页标题#e#
Re pond nt preferr d produ t plac ment to traditional ad erti in fore eral rea on . First of all, product placement can enhan the reali m of
t I vi ion programme . Most of th re pondent (58%) agreed with thetatement 'Th pre n e of brand name product in tele i ion programme
mak them more reali ti . The re pondent al 0 preferr d toe real brand in tel vi ion programmes rather than fictitious brands
(46%). Th finding concurred with previou tudie (e.g. elson 2002).A quoted in Russell (1998) pIa ing real brand d product in tele i ion
programme can int n ify the authenticity and salien of tho programmes(Shermach 1995). Neverth less, th r pondent uggested thatt I i ion programme hould contain only tho e brand name produ tthat were complementary to the pr gramme r ali m (4 %).Respondent felt that product placement increased th ir brand awaren. Some r pondent pointed out 'it [product placem nt] mak me
r cognise th brand and 'it make me remember it more. an felt thaplac ment repr nts a r lati ely un btru i e form of mark ting
communication : 'it' Ie annoying than adverti ing and 'it more ubtlethan adverti ing' were comment recorded. One respondent al 0 commented,
'product plac ment is a good way to put product forward ithouthaving load of ad rts in th middle of programm '. Furthermore
according to the result from int rviews, a r pondent aid that pr ductplacement wa more int resting than traditional adverti ing. Finally produ
t placem nt can build the image of products by u ing cel briti .According to Karrh (1998), product placement can be i wed a b in a
p werful a a celebrity endorsement but more ubtle; ind d, respond nt102
PROD CT PLACEME T I BRITISH TELEVISIO PR GRAMMtat d that they would try the product that celebrities u ed in t I
programmes. One of the factor that ha an impact on the succe of productplacement is that brand valu n d to match with the image conv
yed by celebrities.
De pite the respondent ' po itiv attitudes towards product placem nt,th y uggested that the government hould regulate the practice of product
placement (48%) and brands placed in a television programme houldb di closed at the beginning, during or at the end of the programm(48%).
This tudy however, cannot ugge t that respondent pr £ r nonintegratedxplicit product placement to other types of product placement
trat gy. This is due to the neutral attitude of the respondent towardth tatement 'I prefer a pon or nam pre ented at the end of the prorammerather than a brand or product appearing within the tel I Ionprogramme' (52%).
Ethical issues in product placement practicesIn t rms of ethical issues, the current re earch found several conc rn thathould be considered. One of th mo t important was the is ue of the' ubliminal'effect of product placem nt, with 58% of respondent agreeing
that tel i ion programme audi n w r 'ubconsciously' influ nc d bbrand they aw in tele i ion programme . Some indicated that it a
highly unethical to influenc audi n by u ing brand name produ t int Ie i ion programmes (34%). 0 t of them also considered product#p#分页标题#e#
placement as disguised comm rcial ad erti ing (52%). Thi can b c rroboratedby the interview ' finding : one re pondent claimed that productplacement offended the right of con umers because we aIr ady aw areat deal of advertising. Some r pondent aid, 'it's unfair to con urn r '.Th respondents in this study w r al 0 concerned with product placementpractices that targeted vulnerable groups, especially children.Mor over, the placement of ethically charg d products was con idered aI thical than other product categorie with orne 42% of the re pondentagreeing with the tatement 'The u e of ethically charged productin product placement hould b banned from some tele i ionpro ramme .
103
INTER TION L jO R AL OF OVERTI I G, 20u , 0f\I)Thi icon i tent with the degree of acceptance that re pondent hadof product pIa ement in dif£ rent product categorie . Weaponry a themost unacceptable product category (76%) when compar d with otherthically charg d products (66% for tobacco and 38% for alcohol). Thire ult oncurr d with pre iou tudie (Gupta & Gould 1997' Gupta et 0/.2000). Intere tingly, thi study discov red that medicine wa also con ideredan unacc ptable product category (50%). one of the pre iou tudierep rted on the qu tion of medical products promot d through pp.Other product categories, namely non-alcoholic beverag book , cameras,weets/ nacks, ar computer, co m tic food jew II ry, lingerie
magazines, motor cycles, film , musical in trument , mu ic telephonestele i ins, sport good sun la e to atche and whit good were
all con idered acceptabl .In order to plore g nder differences a one of the important individual
difference factor that could influence the degree of acceptance of
product placement in the ethically charged product category cross-tabulation
a empl yed. cordin to the finding alcohol wa on id red aan acc ptable product category for both gend r (52%), which wa incongruentwith Gupta and Gould' (1997) tudy. Males t nded to perceive theplacem nt of thically charged product a more acceptable than didfemale.
Brand recall and purchase behaviour
The majority of respondents had watched Friends (90%) Big Brother (70%)and Se andthe City (56%) within the la t three month . For other giv n teleision programmes in the que tionnaires the re pondent atched ER
(44%), Holfyoaks (42%), Will and Grace (42%), Coronation Street (40%), TheOsbournes (32%) Cold Feet (20%), Wish You VltI!re Here (20%) and Blind Date(12%). Respondent generally reported relati ely low brand r call.Comparing to other given programme , the television programme ponorshipthatre eived the highe t brand recall was the Cadbury's pon orhipof Coronation Street, which constituted 50%. 02' which ponsor d Bigrother had th econd highe t recall which accounted for 40%. For othergi en t levision programmes the re pondent had relati el low I I ofbrandrecall: Sex and the City (30%), ER (24%), Friends (20%), Hollyoaks104PROD ''1' PLA EMENT IN BRITISH TELE ISION PROGRAM 1(18%), Will and Grace (12%), Cold Feet (8%) Wish You Were Here (8%) TheOsbournes (6%) and Blind Date (2%).#p#分页标题#e#
The ability of r pond nt to recall brand that spon ored tel 1 Ionprogramme wa unlikely to b influenced by whether the re pondentwatched tho eprogramme ; for example, only 40% of the respondentwatched Coronation Street but adbury ponsorship of it achie d thhighe t brand recall (50%). orne 90% of the respondents watched Friends
but only 20% could r all it pon or.everth Ie ther were three main factor that probabl affected conurn
r ' ability to r call: pon or-programme congruity, frequency of televiion watching and other upported promotional tools. First, the linkagebetween the pon or and televi ion programme is one of the importantfactor that can hav an impact on consumers' brand recall. As sugge ted
by d'A tou and eguin (1999), the tronger the link, the greater the
impact on the pon or' image and the attitudes towards the pon or it elf.
For example, Friends and fa ob's Creek (the sponsor) share similar attributeand value , including inherent quality, sociability, reliability, familiarityand contemporary tyle. S cond, the frequency of television watching mayhave an f£ ct on con umer ' recall of the sponsors. In thi tudy, themajority of th re pondent (60%) spent only up to two hours per daywatching televi ion. Thi could possibly explain why respondents had arelatively low 1 vel of recall. Third, brand recall can be influenced by theu e of other promotional tool to support the practice of product placement
· for exampl, adbury which spon or Coronation Street, uses publicrelation and the al promotions game 'Watch and Win' (on its web ite)to upport the product plac ment. Thi can generate greater recall of the
brand.
hi tudy did not find a trong r lation hip between pp and Ifreportedpurcha b ha iour. According to the findings from questionnairere pond nt mo tly di agreed with the tatement I buy brand Ie actor and actr u ing in televi ion programmes' (42%) and I bubrand that pon or tele i ion programme I watch' (46%). Howe erorne r pond nt from the int rview stated that they might try the productthey aw in tel i ion programmes. It should be borne in mind that ppwould not u ually b r garded a a' trong form of promotional communicationand ther for a direct and contiguous sales effect might not normally
be p ct d.
105
ITER TIO AL JO RNAL F AD ERTI I
Managerial implicationsThe finding reported are cl arly subject to th inherent limitation of anysmall- cale tudy. Furth rmore the focu on UK tele i ion places there earch in a particular cultural context. evertheless, the coincidence offindings with those of larg r- cale studie conducted in parallel but differingsector of pp practice are striking. The present findings uggest someimportant implication for marketers and practitioners, and the e are nowdiscu ed in turn.
Realism
There wa general agreement among respondents that the use of productplacement could enhance the reali m of television programmes.Conver ely, product placem nts that ar incongruent with the programme'narrative theme or image may create a mutually di cordanteffect that undermine the authenticity or cr dibility of both the 'placed'brand and the TV show brand. As noted above, product placementapproach have developed in sophistication from the ' how the can'approach and, in some ca e of TV or movi pp, entail cIo e cooperationbetween the brand repre entati es the tudi and the criptwrit rs. Theinvol m nt of brands in the creative dev lopment of ind p ndently producedntertainment vehicles is a relatively new development in mediatedbrandcommunication, sometime called'embedded marketing'#p#分页标题#e#
(Hackley 2003).
Sponsor-programme congruity
In addition to realism, the perceived linkag between the spon or and thetelevision programme influences the effectiveness of product placement.As quot d in d'Astous and Seguin (1999), th tronger the link, the greaterthe impa t on the spon or' image and the attitudes toward the ponsorit elf. Friends is a good ample of spon or-programme on ruity. Ththeme of it product plac ment strategy 'Like to enjoy Jacob' reek withFriends?' resonates with the target audience.
106
PROD TPLACE T I BRI I H ELE I 10 PROGRAMM
Sales effectiveness of product placementTh r wa no trong evidenc in this or previou studie of a direct andcontiguous sale effect deriving from pp expo ure. Product placementshould therefore, not be viewed a a standalone promotional tool or ar plac ment of oth r promotional tool; rather it hould b mployed apart of an int grated brand marketing communication trateg.Concomitantly, the effectiven of pp should b consider d in the lightof broader communications objectives aimed at building brands and/or
wid ning the brand appeal.
Celebrity endorsement and pp
According to Karrh (1998), product placement can be con idered as powerfula a celebrity endorsement but more ubtl . Celebriti can providereI ance and g n rate attention to a brand (P evan & artin 2002)· thcel brity pre enc make the i r turn th ir h ad and notic th communication.In addition to thi product placement can reinforce productusa if the charact r in tel vi ion programm help audi nc vicariouly acquire brand preferenc (Bala ubramanian 1994). A noted aboeft cti eness eem to depend n a match b tw en th pr duct/brandcharacteristics and tho of th c I brity per ona. arketer hould also bawar of the negativ image a ociated with c I britie that can tran £ rn gati ly to the placed brand products.
Ethical issuesCommunication professional n d to be awar of the ethical en itivitieof con umer: om of these m height n d with re p ct t pp technlqu
. eapon tobacco and alcohol em r d a product categorie ofethi al concern. dicine i another product category that re pondentperceived as Ie acceptable when 'placed in television programme .
Con umers al 0 r p rted ethical concern with the possibility that pp techniquecould act in a ubliminal or uncon ciou a - a conc rn that wae a rbated in th a e of ethicall problematic product .
107
I T R ALJO R L o ERTI I G, 200S,Areas to explore for future research
D pite increasing stream of re earch in the area of product placement,many important issues still remain to be explored. Giv n the constraint ofthi tudy, there are a number of ubstantive ar a that should baddre d by future re earch.To b gin with the literatur r view of thi tudy indicated that priortudi of product pIa m nt were mostly conducted in theNowaday the interest in the implementation of globally integrated marketingcommunication strategy ha raised the is ue of how consumers indifferent cultures perceive, and form attitude toward, product placemnt. Therefore, eros -cultural re earch is needed to generate deeperknowl dge of the diver factor that might impact on the practice andpromotional effectivene of product placement. Th imilarities and differencin consumer 'per ption and attitude toward product placementhould be investigat d within differing cultural context and productcat gorie . Futher, the ethi al i ues should al 0 b r earched on thebasi of cross-national (cultural) analysis. This lead to the questions ofwhether product placement trategies with international reach (e.g.through yndicated programming on satellite TV) hould be standardisedor adapted.on umer responses to the practice of product placement might arywith r ard to different typ of media. Mo t of the previous productpIa ment tudies were conduct d in the movie or tel vi ion programmcontext; however, there are many other media involved in product placementpractice such as comput r and video games, w bsit s, music videoand radio stations, to name but a few. Future research hould explore andcompare consumers' reaction to product placement aero different typeof media.#p#分页标题#e#
Differ nt types of tele i ion programme or mo i can ha e an impacton con umers' perception and attitudes towards product placement. Forinstance, product placement within the context of new or documentaryprogrammes may result in n gative reactions since audi nces expect thitype of programme to contain objective information. orne products mightbe Ie acceptable in a certificate PG than in a certificate R movie. Threported tudy focused only on the soap opera and mini- erie genre of telei ion programme mainly £ atured on prime-tim adult iewing lot.
108
PR 0 PL CE T I BRITISH T L
ment a ociati n with c lebrity an incr a e it cr dibilriedman
002). ccording to Fill 2002) audienc arIn futur tudi ,other type of tele i ion programme or m ie h uld bee amin d to compare con umer 'reaction to pr duct plac ment.
Th ne tint re tin area that hould b in e ti at d i th con umerdegre of acceptance and attitude toward product placem nt in differentproduct categori . Thi tud focused on a limited t of pr duct.Pre iou re earch indicated that consum r ' ethi al opinion about productplacement differ significantly across product categori . Therefore, thedifferent assortment of product can pr ide different r ults and newinsight into product placement practice and it hould be tudied in futureresearch. A related is ue is the cross-o r effect of featuring differentbrand ithin the sam pp cont xt. Thi i a major concern of pon orho wi h to pr t ct th integrity of their brand p r onality from roscontaminationby another, pos ibly incongruent brand £ atured in thearne m dia ehicle. ry little i kno n about th con urn r ie f ucheffect , or inde d whether such ffect ar important at all from th conumer vlewp Int.
Th pre ent tudy fo u ed on ne cat gory of pp practi call d nonintegratedexplicit product plac ment'. Different type of product placement
trategy might yield differ nt effect on con umer 'p rception andattitud . For in tance, a found in d'Astou and eguin (1999) tud ,the
implicit product placem nt technique hould be avoided for certain productcat gorie b cause it was p rcei ed a Ie ethical than the other typeof product plac ment.e t individual dif£ rence uch a th frequ ncy of t levi ion iewing
can be con idered a one of the important factor that can influencecon umer r ponse peciall toward ethicall charg d product . In
Gupta and Gould (1997) gend r differ nces and frequ ncy of moviatchin had r at impacts on re pond nt attitude t ard thi allcharged product. Oth r individual differ nces, u haag and edu ationlevel, hould al 0 be e plored in future re earch.Ethi al issu in e tigated hould include th influ nce of productplacement on children and other vulnerable group . Thi i becau e children
ha e not t de eloped en itivity to thi type of promotional tool( ry Ferraro 2000) and the ar the targ t of much product
placem nt.Product plac
ity rton
109
ITER ATIO AL 10 L F ADV RTI lNG, 2005, 24 1assisted to identify and associate thems Iv with the enVlfonm nt#p#分页标题#e#
depicted in the film or televi ion programme. Within thi celebrity-populatd n ironment, the eel brity bring hi /her per onality to the products,
which can re ult in a strong and positive linkage (Avery & Ferraro 2000).In future re earch, the types of desirable characteristics that can conveyfavourable message to audience also need to be explored.Finally, the theoretical and methodological basi of product placement
re earch needs to be developed to reflect considerable growth in term ofpromotional spend and the development of more subtle pp techniques. In
addition, deeper under tanding of these techniques is requir d becaus ofthe potential challenge they pose for public policy and promotional regulation.Pr viou re earch ha largely consi ted of quantitati tudies.Though limited in terms of cultural base and pp categories covered these
previous tudie yield d findings that were generally supported by theUK-based study reported here. Wider-scale quantitative tudie in differingcultures focusing on a wider range of pp technique are needed tod velop the robustnes and scope of knowl dge in the fi Id.
There is also much scope for qualitative investigation of pp. If pp isregarded as 'weak' communication in the sense that it contributes tolongtermbrand building rather than direct ale effects then new qualitative
approaches are r quired to generate deeper understanding of the natur ofthe interpretive engag ment between con umer and pp in mediated
entertainment and other communication . As Vakratsa and Ambler (1999)point out, theories of how adverti ing 'works' that eschew the assumptionof the 'hierarchy-of-effects' tradition are not y t well developed. Productplacement seems a prime site for uch theoretical development. Both
quantitative and qualitative studies have a role to play in the developmentof new knowledge in this burgeoning area of marketing communications.
ReferencesAvery, R.]. & Ferraro, R. (2000) Verisimilitude or advertising? Brand appearances on
prime-time television. Journal ofConsumer ffairs, 34(2), pp. 217-245.
Baker, .j. & Crawford, H.A. (1995) Product placement. npubli hed workin
paper, Department of Marketing, Universit of trathcl de, Gla gow.
Balasubramanian, .K. (1994) Beyond adverti ing and publicity: hybrid me a es and
public policy i ue. Journolof dvertising, 23(4), pp. 29-47.
110
PROD PLACE E I BRITI H TEllO PR GRM-l E
d' tou, . & Charti r, E (2000) A tudy of factor affecting consumer aluation
and memory of product placement in movie. Journal of Current Issues and
Research in dvertising 22(2), pp. 31-40.
d' tou, . & Seguin . (1999) Con umer reaction to product placement trategie
in televi ion spon or hip. European Journal ofMarketing, 33(9/10), pp. 96-910.
Fill, C. (2002) Marketing Communications: Contexts, Strategies and Applications (3rd edn).
E ex: Prentice Hall.
Ford, B. (1993) Television and Sponsorship. Oxford: Butterworth Heinemann.#p#分页标题#e#
Gupta, ~B. & Gould .J. (1997) Con umer 'perception of the ethic and
acceptability of product placement in movie: product category and individual
differences. Journal of Current Issues and Research in Advertising, 19(1), pp. 37-50.
Gupta, ~B., Balasubramanian, S.K. & KI en, M. (2000) Viewers' evaluations of
product placement in movies, public policy is ue and managerial implication.
Journal of Current Is ues and Research in dvertising 22 2), pp. 41-52.
Hackl C. 2003) I and Holl ood - what brand manager need to know.
dmap, ovember, pp. 44-47.
Karrh,j.A. (1998) Brand placement: a review. Journal of Current Issues and Research in
Advertising, 20(2), pp. 31-49.
Mortan, C. & Friedman . (2002) I w it in the movi ': Exploring the link
bet een product placement belief and reported u a e behaviour Journal of
Current Issues and R search in dverti ing, 24(2 pp. -40.
ebenzahl, I.D. & ecunda, E. (1993) on umers' attitude toward product
placement in movie. International Journal ofAdvertising, January, pp. 1-11.
Nel on, M.R. (2002) Recall of brand plac ments in computer/video game. Journal of
Advertising Research, 42(2), pp. 80-93.
Pervan, .J. &d artin, B. .5. (2002) Product placement in and ew Zealand
televi ion soap opera: an explorat ry tud . Journal ofIl1arketing Communications,
8, pp. 101-113.
Ru ell, C.A. (1998) oward a framework of product pia ment: theoretical
propo itions. Ad an es in Consumer Research, 25 pp. 357-362.
Ru ell C. . (2002) In e tigating the ffectivenes of product placement in
tel vi ion show: th role of modalit and plot connection congruence on brand
memory and attitude. Journal of Consumer Research, 29(3 , pp. 306-319.
Vakrat a , D. & Ambler, T (1999) How dvertising work: what do e really know?
英国伦敦大学留学生媒体学硕士dissertationJournal ofMarketing, 63, January, pp. 26-43.
Copyright of International Journal of Advertising is the property of World Advertising Research
Center Limited and its content may not be copied or emailed to multiple sites or posted to a
Iistserv without the copyright holder's express written permission. However. users may print.
download. or email articles for individual use.