Product Placement in Movies

Primary research One of the main topics of discussion in the modern film industry is placement in movies. Advertising is one of the main ways of selling goods and clever management of the advertising issue can lead to outstanding incomes. Modern businesses are well aware of the impact of advertising on people. Very often, direct advertising doesnt have the desired effect on an individual given the fact that people know this is direct advertising. More and more often do we meet cases of indirect advertising through movies where the product can be seen at one/multiple instances. The effect of product placement in movies, however, isnt clear. It is a matter of contemplation to find out how product placement influences the subconscious level and what causes this specific influence. In this research we are going to suggest some hypothesis regarding the influence of film placement and its causes, and will try to support the results with secondary research. First of all, a survey on film placement was organized to check general awareness on film placement. Secondly, there was a small overview for checking brand awareness. After these two phases the results were checked to choose 100 participants who have high brand awareness and who generally watch movies. This gave a chance to make the research more centered and to the point. So, the group was formed of people possessing high brand awareness and watching movies. The third phase included a small test to check user attitude to the three products placed in movies. The participants were asked to rate the product in a scale -10/+10 in order to reveal their initial attitude to the product and see how this attitude changed in the aftermath of the final test.
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Product Placement in Movies

In the fourth phase of the test, the participants were asked to watch 3 videos from 3 well known films each lasting no more than 3 minutes and including cases of film placement. After watching the videos, the participants were asked to re-rate the products in terms of the same scaling system in order to see whether brand attitude changes after seeing the same product placed in the movie. Our hypothesis is that in case of brand awareness the attitude towards the product changes for the better if the placement is positive (e.g. the character uses the product and likes it, or the product appears multiple times throughout the movie), it changes for the worse if the placement is negative (e.g. the character doesnt use it preferring some other goods, or dislikes it), and stays the same (undergoes minor changes) if the placement is neutral (e.g. in the background). Therefore, we suggest that the attitude towards a certain product placed changes in accordance with the type of placement. The null hypothesis suggests that the attitude toward the product changes after placement but doesnt significantly depend on the type of placement (positive, negative, and neutral). First, the phase materials are going to be arranged are given to the participants, and later the 100 successful participants will take the third and the fourth phases of the test and the results will be calculated through SPSS statistics tool to drive to conclusions.

Product Placement in Movies

Survey Test We are organizing a survey on product placement in movies (short adverts that appear in the movie). Please take several minutes to answer the questions. 1. Do you watch movies? Yes

No

2. Do you know what product placement in movies is? Yes

No 3. How , as you have noticed, are the products placed? When they are out of place

When they are used by a character in the movie

If a character mentions them

When they can be often noticed in the foreground

When they are noticed in the background

Other (please mention)

Product Placement in Movies

4. What is your own attitude to product placement in movies?

Strongly dislike Dislike Uncertain/Neutral Like Very fond of

5. Is it right to use product placement in films?

Strongly disagree Disagree Uncertain/Neutral Agree

Strongly agree

6. Product placement is acceptable its suits the context of the film?

Strongly disagree Disagree Uncertain Agree

Strongly agree

7. Seeing a product placed in the movie changed my opinion about it?

Strongly disagree Disagree Uncertain Agree

Strongly agree

8. My views of a product I didnt like have changed after seeing it placed in a movie.

Strongly disagree Disagree

Neither agree or disagree Agree

Strongly agree
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Product Placement in Movies

9. I tend to buy the products placed in the movie.

Strongly disagree Disagree

Neither agree or disagree Agree

Strongly agree

10. Your gender? Male

Female 11. Your age? 16-25

26-35

35-45

45-55

55-65

Product Placement in Movies

Thank you very much for your time. After the first phase only the participants who gave positive answers to questions 1 and 2 were allowed to the second phase.

Product Placement in Movies

Product Awareness Chart 1 Phase 2 This chart is aimed at revealing the brand awareness for the products placed in the films in order to make the study more accurate. The participants were first asked to indicate whether they are familiar to the products they were later going to see in the videos. This gave a chance to keep the quality of the survey high: it is only possible in case the participants are aware and have a certain attitude towards this specific product. Please, tick either Yes or No depending on whether you have brand awareness on this particular product. Product Heineken beer iPad BMW car Yes Yes Yes Awareness No No No

Only the participants who gave a positive answer to the three awareness cases participated in the third phase of the survey.

Product Placement in Movies

Chart 2 Brand attitude This chart is aimed at revealing the participants attitude towards the placed products before the survey in a scale ranging from 0 to +10. This would give a chance to reveal how the attitude of the participants towards a given product changed after they saw it placed in the movie.

Product Heineken beer iPad BMW car

Attitude (-10/+10 scale) 0/+10 0/+10 0/+10

After this phase, the participants were asked to watch three short videos from three films. All the videos contained product placement and were thus relevant for our study. After seeing the products placed, the participants headed to the final part of the survey, where they has to re-rate the products they has already rated in the first stage of study.

Product Placement in Movies

Chart 3 This chart is aimed at revealing the participants attitude towards the placed products after the survey in a scale ranging from 0 to +10. This, compared to the results in the third phase, is the main source of results to analyze and of conclusions to drive. Product Heineken beer iPad BMW car Attitude (-10/+10 scale) 0/+10 0/+10 0/+10

The two charts are aimed at calculating the difference in approaches to the issue before and after the survey and watching the clips for revealing product placement.

Product Placement in Movies

Hypotheses and research design

While conducting this study emphasis is laid on independent variables: brand awareness and consumers attitude. By Bivariate Correlation the dependent variable was picked, it being the advertising effects. Other variables include: Brand awareness The initial attitude Positive/ negative/ neutral placement Placement type: high, mid, low

The following hypotheses were suggested for the study

The level of brand awareness has a crucial importance on the effects of product placement in movies.

The peculiar audience chosen right greatly influences the effectiveness of the product placement

There exists significant correlation between brand awareness and consumers value

The survey was distributed to people in the streets with a request to fill in the form. People of different ages were picked for the survey and out of 300 answers were chosen those 100 with more information and understanding of product placement who watch movies. There were chosen 50 males and 50 females with the average age being 35 years. Three films were chosen for the questionnaire study- one with high product placement- Tomorrow Never Dies (BMW

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Product Placement in Movies

cars), one with medium placement-Modern Family (iPAd) and one with low placement- The Notebook (cans of beer). The participants who completed the first survey and the second phase were asked to watch 3 clips (no more than 3 minutes long) to find out the cases of placement after mentioning their initial attitude towards the product. They were then asked to pick the products they thought were placed in the movie. After this the participants were directed to the pre-questionnaire. Here, the brand- awareness combined with the type of placement says to play the biggest role. Here participants were asked how likely they were to purchase a product after they saw it placed in the movie. Independent Variable The independent variable was chosen to be is the degree of brand placement: low (Background placement), medium (interaction with the brand), and high (brand as part of the plot). Dependent Variable The dependent variable was the difference in attitude toward the product placed estimated after watching the clips. The attitude to the brand was measured in numbers first before watching the clip and then after, ranging from -10 to +10. The differences were then calculated in order to drive a conclusion whether placement plays any role in the brand attitude and whether this attitude changes after seeing a product placed in the movies.

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Product Placement in Movies

Results In the low involvement stimulus, the participants were shown a part from the movie where the can of beer appeared in the fridge. Strangely enough, the attitude to the beer changed for the worse after seeing it in the background of the scene. The initial percentage of positive attitude towards the beer formed 8.2 out of 10. However, after the placement the general percentage fell to 7.1 per cent. The general placement type being low, we can come to the conclusion that this is due to the placement span and type. However, the more thorough analysis will reveal that the placement in this movie is negative. This might be the consequence of the lack of involvement with the product in film, as the beer wasnt used by the characters. It might bring the impression that if the characters didnt use it and preferred some other thing from the fridge, then it was tasteless. This first case brought us to the conclusion that the type of placement has a direct influence on the attitude towards the product. In the medium involvement the iPad was used by the character in a positive, familiar atmosphere. As a result, the attitude increased significantly. The item was implemented by the character and brought forth growth in attitude. As compared to the initial 8.0 out of ten of positive attitude, the growth was 0.8 points averaging 8.8 per cent of positive attitude. In this case the placement gave a direct positive influence. We suggest that this is brought by the fact that the placement type was positive.

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Product Placement in Movies

The results got through the second case can be argued through the zero hypothesis which is that placement itself, having a longer span and a higher type of placement, brought to this increase. In this case, however, the high placement would have to initiate the highest rate of positive attitude as it has the longest span and the most vivid high placement. This hypothesis, however, can be rejected if we analyze the results from the high placement case. In the high involvement stimulus, the attitude to the item didnt increase. Moreover, there was a subtle decrease the positive attitude falling from 7.9 to 7.7 points. This can be brought by the fact that the Bond film centered on fight issues and therefore, blood, war and, therefore, it, as we suggest, brought a negative association with the car BMW. This shows that the attitude toward the product, in any case of placement, depends on the atmosphere of placement. The zero hypothesis being rejected, it becomes clear that the type and span of the study may have a significant result on the brand attitude. Besides, the targeted audience wasnt chosen at a particular connection with the genre and age indicators. This can also have has a great influence on the participants. The overall results of the survey were calculated using the Standard SPSS 21.01 Statistics analytics tools and are as follows: The low placement negative:

Result: Sample Size: 2 Mean: 7.65 Minimum: Maximum: 7.1 8.2 1st Quartile: Median: 3rd Quartile: Interquartile Range: Range: 7.375 7.65 7.925 0.55 1.1
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Product Placement in Movies

Mean Absolute Deviation: Standard Deviation: Variance: Skewness: Kurtosis:

Sample (n-1 degrees of freedom) 0.55 7.77817459310-1 0.605

Population (n degrees of freedom) 0.55 0.55 0.3025 0 -2

Standard Error of the Estimated Mean: 0.55 Standard Error of the Estimated Variance: 8.55599205210-1 Standard Error of the Estimated Standard Deviation: 3.88908729710-1 Standard Error of the Estimated Skewness: Standard Error of the Estimated Kurtosis: The distribution is normal with a confidence of: 22.67% (Anderson-Darling normality test) If the distribution is normal: Mean from 50% Interval: 90% Interval: 95% Interval: 99% Interval: 99.5% Interval: 99.9% Interval: Confidence Confidence Confidence Confidence Confidence Confidence 7.1 4.177436667 6.615873951101

to 8.2 11.12256333 14.6384126 42.66120764 77.67673506 357.7905868

Standard Deviation from to 6.76157585310 2.441058913 1 3.968529348101

12.40404123 24.82027907 124.120896 248.2430106 1241.217003

3.470226255101

-27.36120764 -62.37673506 -342.4905868

2.770958683101

2.572707962101

0.223462193

For Medium positive placement: Result: Sample Size: 2 Mean: 8.4 Minimum: 8 1st Quartile: Median: 3rd Quartile: 8.2 8.4 8.6
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Product Placement in Movies

Maximum:

8.8

Interquartile Range: 0.4 Range: 0.8 Sample (n-1 degrees of freedom) 0.4 5.65685424910-1 0.32 Population (n degrees of freedom) 0.4 0.4 0.16 0 -2

Mean Absolute Deviation: Standard Deviation: Variance: Skewness: Kurtosis:

Standard Error of the Estimated Mean: 0.4 Standard Error of the Estimated Variance: 0.45254834 Standard Error of the Estimated Standard Deviation: 2.82842712510-1 Standard Error of the Estimated Skewness: Standard Error of the Estimated Kurtosis: The distribution is normal with a confidence of: 22.67% (Anderson-Darling normality test) If the distribution is normal: Mean from 50% Confidence Interval: 90% Confidence Interval: 95% Confidence Interval: 99% Confidence Interval: 99.5% Interval: 99.9% Interval: Confidence Confidence 8 5.874499394 3.317518106 17.06269647 42.52853459 246.2476995 8.8 10.92550061 13.48248189 33.86269647 59.32853459 263.0476995 to Standard Deviation from to 4.91750971110 1.775315573 1 2.886203162101

9.021120898 18.05111205 90.26974255 180.5403713 902.7032746

2.523800913101

2.015242678101

1.871060336101

1.625179585101

For high placement negative: Result: Sample Size: 2 1st Quartile: 7.75
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Product Placement in Movies

Mean: Minimum: Maximum:

7.8 7.7 7.9

Median: 3rd Quartile: Interquartile Range: Range:

7.8 7.85 0.1 0.2 Population (n degrees of freedom) 0.1 0.1 0.01 -1.3227266510-14 -2

Mean Absolute Deviation: Standard Deviation: Variance: Skewness: Kurtosis:

Sample (n-1 degrees of freedom) 0.1 1.41421356210-1 0.02

Standard Error of the Estimated Mean: 0.1 Standard Error of the Estimated Variance: 2.82842712510-2 Standard Error of the Estimated Standard Deviation: 7.07106781210-2 Standard Error of the Estimated Skewness: Standard Error of the Estimated Kurtosis: The distribution is normal with a confidence of: 22.67% (Anderson-Darling normality test) If the distribution is normal: Mean from 50% Interval: 90% Interval: 95% Interval: 99% Interval: 99.5% Interval: 99.9% Interval: Confidence Confidence Confidence Confidence Confidence Confidence 7.7 7.168624849 6.529379526 1.434325884 4.932133647 55.86192488 7.9 8.431375151 9.070620474 14.16567412 20.53213365 71.46192488 to Standard Deviation from to 1.22937742810 4.438288932101 1

7.215507905102

2.255280224 4.512778013 22.56743564 45.13509283 225.6758186

6.309502282102

5.038106696102

4.6776508410-2 4.062948963102

All the results are derived from the SPSS statistics analysis.

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Product Placement in Movies

Item-Total Statistics The Item-Total Statistics table presents the Cronbach's Alpha if Item Deleted in the final column , as shown below:

The results in the column present the value of Cronbach's alpha. It can be seen that theremoval of any question except question 1,2, would result in a lower Cronbach's alpha. Therefore, in order to maintain higher reliabliltity, these questions need to be preserved. Removal of question 7 would lead to a small improvement in Cronbach's alpha and it is also obvious from the study that the Corrected Item-Total Correlation value for this item was rater low (0.125). This might lead us to consider whether we should remove this item. Cronbach's alpha simply provides you with an overall reliability coefficient for a set of variables, e.g. questions. In order to reflect the difference in question types and then check their reliability (using Cronbach's alpha), first a principal components analysis (PCA) test was run for comparing the later results..

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Product Placement in Movies

So, the overall study can lead us to the conclusion that brand attitude in film placement greatly depends on the placement type and atmosphere, as well as brand awareness. We are inclined to accept the initial hypothesis as the results of the study indicate either.

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Product Placement in Movies

Limitations and further involvement The limitations of the conducted research are as follows: the target group is chosen depending on one criterion only. Besides, the atmosphere in which the products appeared in the movies was different from film to film. This had an impact on the way of perception for the participants. A more refined study of this matter would involve defining by age and preference group and picking more examples, desirably of the same products in different placements (variety of conditions). There is no possibility to fix the general importance of the placement span on the brand attitude and the overall placement results. A more consecutive study would center on this issue more, probably studying the cases of placing the same product in different spans. Another major concern is the limited character of the examples studied. It is more than obvious that it is impossible to drive empirical conclusions without studying a big quantity of results, which cant be done in a simple survey and should be undertaken in special conditions with a targeted group of audience. The final concern is the stereotyping which people often have about some certain type of product. Stereotypes can directly influence brand attitude before and after the survey and should thus be analyzed more thoroughly.

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Product Placement in Movies

Secondary Research Product placement in movies as a marketing tool and its effect on the customers attitude

Problem Definition Advertisement has always been the core factor in reaching success for a brand. There are thousands of examples of a marketing strategy where one dollar of product price corresponds to thousands of dollars spent on advertisement. Product placement is one of the main ways of advertising a product nowadays. With people getting irked by the general adverts they see on TV, market specialists are becoming more and more aware of the subconscious influence on people. Product placement has a deep psychological effect on people, a lot would argue. Very often the products are placed in such ways which arent even seen by the customer, but are of course perceived through the sub consciousness. The main problem is to find if product placement has an actual influence on the customers, and if yes, is this influence positive or negative, and does it change the attitude of the people towards the product placed. It is very important to find out the answer to the issue as very often the advertisers dont get the desired positive effects of product placement. This can depend on a number of factors which are further described and analyzed in this study. The main problem is finding out which influence is common in case of product placement and how the outer factors depend on the results of the study.

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Product Placement in Movies

Research Objectives From the very time when the first personal video recorder was invented and the film makers got the chance of placing 30 minute adverts on TV, product placement has been gaining more and more popularity as an effective means of improving customers attitude towards the goods advertised. Since then, the effectiveness of traditional advertisements has dramatically decreased. Advertisers currently have a clear realization that they need to reveal a more effective way of exposing their goods to the potential customers. Recently, the phenomenon of product placement has become popular among the marketers and advertisement agencies. They have come to recognize that the consumer is more likely to accept product placement in movies compared to traditional advertisements. Therefore, there is no doubt that product placement has a huge probability of success as a marketing tool, as a substitute for the ineffective traditional advertising. (Product Placement in Movies as a Marketing Tool Has Many Advantages, 2010). This opinion is hard to argue against as the subconscious reactions of the human brain are generally the strongest ones. This phenomenon has its benefits in the fact that it increases product awareness and the sales, as well as attracts attention. The most evident drawback lies in the fact that very often harmful products are advertised. This empirical study is going to study the effects of product placement and whether they influence the attitude towards the products placed. The study analyses the impact of persuasion in adverts and cognitive attitude towards a brand placed in a film. Placing a product means putting a product or a brand in an embedded way into a movie scene where it can be seen in the foreground or the background, or even where its name can be heard.

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Product Placement in Movies

Conditions of the placement can vary from movie to movie and from scene to scene in case of multiple appearances (Karrh et al., 2003). The general points of the study are going to center on the impact of placement, the statistics that describe the psychological and subconscious effects and also the study is going to be held with a peculiar feedback to product placement in the United Arab Emirates and more precisely Dubai city.

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Product Placement in Movies

Literature review The issue of product placement has been widely investigated and the results are brought in a number of sources and literature. The first cases of placement were found long ago and were generally direct cases of placement. Little by little, however, the implementation of placement was divided into high, medium and low types and the consequences of each type vary accordingly. There have been written a lot of articles and scientific researches on this topic, some of which will be referenced in this study. Research is generally conducted focusing on the spectators acceptability of the products placed or on its overall effectiveness. A placement is considered prominent when the product is made highly visible by the virtue of the size and/or position on the screen or its centrality to the action in the scene (Gupta and Lord, 2000). A very important feature is whether the product fills the interior of the movie, because otherwise it might cause a negative attitude on behalf of the spectators (Russell, 1998; Redondo, 2006). The research on product placement in films has gained a fully-fledged nature. However, there is still a lot to be said on the effectiveness of the placement trick. Because it cannot be fully controlled, there is less contribution about the spectators exposure toward the movie. But his attitude influences the effectiveness (Johnstone and Dodd, 2000; Fontaine, 2002), and the advertisers generally pick such movies which are supposedly capable of generating positive feedback. It is also crucial to center on some specific audience peculiar to a specific movie. Minding the targeted audience is crucial because only in this case the product
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Product Placement in Movies

will interest a potential buyers group. Movie audiences can be very different from a movie to another, and for very specific genre the movie can lure very particular audience (Lazarfeld, 1947).. Many scholars are absorbed with study of product placement in movies. All recent researches involve the variable of consumer which shows the importance of it. In his study Steinberg drew the attention to some factors which remarkably affect the effectiveness of product placement). He mentioned the importance of the time span of displaying the product, whether it is placed in the foreground or background, who the actor using/ speaking about the product is and which part of the movie shows this specific product.(Steinberg, 2004). The last variable in this case is the consumers as they are finally the ones who interpret the placement. Another interesting research was conducted by Astous. HE worked out an empirical method of studying the impact of product placement in movies. He mentioned four variables, those being vague display and integration into the plot, clear display but vague integration into the plot, vague display but clear integration into the plot, clear display and integration into the plot) (Astous, 1999). Gupta and Lord (1998) carried out a thorough research and an experiment on product placement. Prominent placements elicited higher recall than did advertisements, which, in turn, outperformed subtle placements. The explicit mention of a product inthe audio script (without a visual depiction) led to better recall than a subtle visual placement (without audio reinforcement). However, the addition of a complementary audio message did not significantly enhance the recall of a product that already enjoyed prominent visual display. In this case, recall is concerned with consumers. Therefore, consumer
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Product Placement in Movies

is a very important variable in this field of study brand A which has higher degree of popularity than brand B is more dynamic in consumers mind. (Gupta and Lord, 2000) These are cases of referencing the placement of products in present-day movies. The total amount of works concerning product placement is of great volume.

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Product Placement in Movies

Other Relevant Studies Probably one of the biggest examples of Product Placement ever is the Bond Franchise. After 40 years of Bond films, winning a place for products within a scene has become big business. The placement of automobiles in films was pioneered by the American Motors Corporation for the ninth Bond film, The Man With the Golden Gun (1974)28, whose producer, Albert "Cubby" Broccoli, made a deal to use American Motors vehicles in all the chase scenes in exchange for advertising dollars to promote the movie29. The BMW Z8 driven by Bond in the film was the final part of a three-movie product placement deal with BMW (which began with the Z3 in GoledenEye and continued with the 750iL in Tomorrow Never Dies). The largest productplacement deal in history at the time (over $100 million) occurred in the eighteenth Bond film, Tomorrow Never Dies (1997), with successful tie-ins with eight major corporate partners, covering its entire production budget: Avis rental cars, BMW cars and motorcycles, Ericsson mobile phones, Heineken beer, L'Oral makeup, Omega watches, Smirnoff vodka, and Visa credit cards. (Antonopoulu, 2010) In order to study the influences of product placement with a specific emphasis on the UAE the general situation with film placement in UAE was analyzed Arab filmmakers are being forced to fund their films through paid-for product plugs rather than independent capital, blurring the lines between content and advertising, a local filmmaker has told Arabian Business. By Claire Ferris-LayUAE-based Mahmoud Kaabour, the director behind Teta, Alf Marra (Grandma, A Thousand Times), said a lack of funding for local talent means filmmakers must resort to product advertising to subsidise their work. Most filmmakers being forced to place adverts in their films in order to raise funds has a negative effect on the general film industry. With the Dubai International Film Festival being
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Product Placement in Movies

opened and held annually, more and more films are being broadcast with funds of financing reaching millions. This forces filmmakers to place adverts, very often when they dont even fit in the culture of the film. Its too easy to expect money to be thrown at us to make movies but it wouldnt be entirely bad if the process was just a little bit easier so we can focus on the filmmaking rather than wearing a tie and a fancy shirt and knocking on doors and trying to explain to people why they should be supporting culture. (Ferris-Lay, 2010) Very obviously, the forced placement in movies plays a crucial role and thus, the placed products do not fit into the context of the film and cause a negative effect. The fact that very often western brands are advertised doesnt count for good as well, because in general the brand awareness cant be high on the issue. This is why, probably, the UAE film market used to be advert-free for a long period of time.

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Product Placement in Movies

References: Antonopoulou, V., Product Placement in Films, Georgian National Film Center, 2010. Astous AD, Seguin N., Consumer Reactions to Product Placement Strategies in Television Sponsorship, 1999. Bradford, 33(10): 896. Barnoff, K., Pollitt, S., Sciandra, A., Tubridy, S., Product Placement and its Impact on Brand Attitude, The Pennsylvania State University, 2010. Brennan, S., Rosenberge, P., Hementera, V., Product Placements in Movies: An Australian Consumer Perspective on their Ethicality and Acceptability, Marketing Bulletin, 2004,15, Article 1http://marketing-bulletin.massey.ac.nz. Bressoud, E., Lehu, J., Product placement in movies: questioning the effectiveness according to the spectators viewing conditions. 2008, pp 145-163. Ellis, J., United Arab Emirates Film: Presenting Aflamnah Crowdfunding, http://www.blog.filmarmy.ca/2012/11/united-arab-emirates-film-presenting-aflamnahcrowdfunding/, November, 2012.

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Ferris-Lay, C., Arab filmmakers resort to product plugs to fund movies, http://m.arabianbusiness.com/arab-filmmakers-resort-product-plugs-fund-movies357882.html, 2010.

Fitch, S., Product Placement and the Effects of Persuasion Knowledge, Senior Capstone Project, 2009.

Fontaine, Isabelle ,Impact persuasif du rle accord aux marques au sein de supports non

publicitaires : le cas du placement de marques dans les films, 2002.

Congrs de lAssociation Franaise du Marketing, Lille, France May 23-24, 177-200. Gupta, Lord, Michael K., Viewers Evaluations of Product Placements in Movies: Public Policy Issues and Managerial Implications,Journal of Current Issues and Research in Advertising, 22 (2), 4152, 2000.

Johnstone, Emma and Christopher A. Dodd ,Placements as mediators of brand salience

within a UK cinema audience, Journal of Marketing Communications, 6 (3) 141-158, 2000.

Karrh, J. A. Effects of brand placements in motion pictures. Proceedings of the 1994

American Academy of Advertising (pp. 9096), 1944.

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Karrh, J. A. Brand placement: A review. Journal of Current Issues and Research in

Advertising, 20, 3149, 2003.

Product Placement in Movies as a Marketing Tool Has Many Advantages, http://www.studymode.com/essays/Product-Placement-In-Movies-As-A-387305.html, 2010. Product Placement vs TV Advertisement, http://www.studymode.com/essays/ProductPlacement-Vs-Tv-Advertisement-956139.html, 2012.

Questionnaire for Product Placement within Films, http://pro25.sgizmo.com/survey.php?SURVEY=0TBNXMI50ZDFYAN3NKYK01HYABLYJ1121877, 2011.

Redondo, Ignacio, Product placement planning: How is the industry placing brands in the

relation to moviegoer consumption? Journal of International Consumer Marketing, 18 (4),

33-55, 2006.

Russell, Cristel. A., Toward a framework of product placement: theoretical propositions,

Advances in Consumer Research, 25, 357-362. 1998.

Sheng-liang, L., Empirical studies on effects of product placement advertisements: A case study of the film A sigh, College of Communication, 2011.
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Steinberg B., Product-Placement Pricing Debated: Deutsch Launches Firm to Gauge Exposure's Value Against a Paid, New York, 2004. Stitt, R., Product Placements Impact on Consumer Behavior, http://rstitt1.wordpress.com/2010/10/25/product-placements-impact-on-consumer-behavior/, 2010.

The growth of product placement and some influences on consumers, http://teoaaron.hubpages.com/hub/The-growth-of-product-placement-and-some-influences-onconsumers, 2011.

Top 40 Product Placements of all time: 10-1, http://brandsandfilms.com/2011/01/top-40-productplacements-of-all-time-10-1/, 2011. Why dont Arabic movies feature product placements? http://marketinghub.bayt.com/articles/why-don%E2%80%99t-arabic-movies-feature-productplacements, 2011.

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