LOGIN TO YOUR ACCOUNT

Username
Password
Remember Me
Or use your Academic/Social account:

Congratulations!

You have just completed your registration at OpenAire.

Before you can login to the site, you will need to activate your account. An e-mail will be sent to you with the proper instructions.

Important!

Please note that this site is currently undergoing Beta testing.
Any new content you create is not guaranteed to be present to the final version of the site upon release.

Thank you for your patience,
OpenAire Dev Team.

Close This Message

CREATE AN ACCOUNT

Name:
Username:
Password:
Verify Password:
E-mail:
Verify E-mail:
*All Fields Are Required.
Please Verify You Are Human:

OpenAIRE is about to release its new face with lots of new content and services.
During September, you may notice downtime in services, while some functionalities (e.g. user registration, login, validation, claiming) will be temporarily disabled.
We apologize for the inconvenience, please stay tuned!
For further information please contact helpdesk[at]openaire.eu

fbtwitterlinkedinvimeoflicker grey 14rssslideshare1
Margherita Corniani (2001)
Publisher: Symphonya. Emerging Issues in Management
Journal: Symphonya. Emerging Issues in Management
Types: Article
Subjects: Product Placement; Brand Equity; Movies; Brand Image; Brand Awareness; Global Competition, http://dx.doi.org/10.4468/2001.1.07corniani [Product Placement; Brand Equity; Movies; Brand Image; Brand Awareness; Global Competition DOI]

Classified by OpenAIRE into

ACM Ref: ComputingMilieux_MISCELLANEOUS, ComputerApplications_GENERAL
Product placement is the planned insertion of a brand within a movie, a fiction, etc. It can be used with other communication tools (i.e. advertising, sales promotions, etc.) in order to disseminate brand awareness and characterize brand image, developing brand equity. In global markets, product placement is particularly useful for improving brand equity of brands with a well established brand awareness.
  • The results below are discovered through our pilot algorithms. Let us know how we are doing!

    • Aaker David A., Myers John G., Advertising Management, Prentice-Hall, Englewood Cliffs, 1975.
    • Babin Laurie A., Carder Sheri Thompson, Viewers' Recognition of Brands Placed Within a Film, International Journal of Advertising, 15, pp. 140-151, 1996.
    • Baird Roger, Bond Secures L 35 M in Product Placement Deals, Marketing Week, 12 June1997.
    • Brennan Ian, Dubas Khalid M., Babin Laurie A., The Influence of Product Placement Type & Exposure Time on Product-Placement Recognition, International Journal of Advertising, n. 18, 1999, pp. 323-337.
    • Brondoni Silvio M., Pubblicità collettiva, notorietà di prodotto e immagine di marca, Giuffré, Milano, 1987.
    • Brondoni Silvio M., Comunicazione, risorse invisibili e strategia competitiva d'impresa, Sinergie, 43-44, 1997, pp. 3-35.
    • Brondoni Silvio M. (ed.), Marketing Lexicon, CLUEB, Bologna, 1999.
    • Gupta Pola B., Lord K.R., Product Placement in Movies: the Effect of Prominence and Mode on Audience Recall, Journal of Current Issues and Research in Advertising, n. 20, 1998, pp. 47-59. http://dx.doi.org/10.1080/10641734.1998.10505076
    • Gupta Pola B., Stephen J. Gould, Consumers' Perceptions of the Ethics and Acceptability Product Placements in Movies: Product Category and Individual Differences, The Journal of Current Issues and Research in Advertising, n. 19, 1997, pp. 37-50.
    • Karrh James A., Brand Placement: a Review, Journal of Current Issues and Research in Advertising, 20, 1998, pp. 31-49. http://dx.doi.org/10.1080/10641734.1998.10505081
    • Karrh James A., Frith Katherine Toland, Callison Coy, Audience Attitudes towards Brand (Product) Placement: Singapore and the United States, International Journal of Advertising, n. 20, 2001, pp. 3- 24.
    • Lehmann Donald R., Weinberg Charles B., Sales Through Sequential Distribution Channels: An Application to Movies and Videos, Journal of Marketing, n. 64, July, 2000, pp. 18-33. http://dx.doi.org/10.1509/jmkg.64.3.18.18026
    • Russel Cristel A., Toward a Framework of Product Placement: Theoretical Propositions, Advances in Consumer Research, v. 25, 1998, pp. 357-362.
    • Spiggle Susan, 7-Up Art, Pepsi Art, and Sunklist Art: the Presentation of Brand Symbols in Art, Advances in Consumer Research, n. 12, 1985, pp. 11-16.
    • Turcotte Samuel, Gimme a Bud! The Feature Film Product Placement Industry, The University of Texas at Austin, USA, 1995. 6 Cf. I. Brennan, K.M. Dubas, L.A. Babin, The Influence of Product-Placement Type & Exposure
    • Time on Product Placement Recognition, International Journal of Advertising, 1999, p. 323. 7 Cf. Mission Impossible 2 (M-I:2, John Woo, USA, 2000) where Oakley sun glasses are used not
    • actor. 8 Product placement can be distinguished in various types: screen placement, script placement,
    • Theoretical Propositions, Advances in Consumer Research, 1998. Screen Placement can be seen just
    • grants a different type of recall (visual, auditive and a combination of both). 10 Ford cars, for example, can be used for every role (for 'the good guys' and for 'the bad guys')
    • Product Placement Industry, The University of Texas at Austin, USA, 1995. 12 For an explication of 'active audience interest', cf. S.M. Brondoni, Pubblicità collettiva,
    • notorietà di prodotto e immagine di marca, Giuffré, Milano, 1987, p. 40. 21 Cf. S. Turcotte, Gimme a Bud!, cit., which mentions, for example, how AT&T had created 500
    • 'placements' in 1993, while Ford had organised almost 350 all over the world. 26 For an analysis of the distribution of films by different and subsequent channels, cf. D.R.
    • Movies and Videos, Journal of Marketing, 2000. 27 However we must remember that a product placement contract is not treated in the same way in
    • Milan, 1999. 38 E.T. - The Extra-Terrestrial (Steven Spielberg, USA, 1982) www.multimania.com/
    • 40 Goldeneye, (Roger Spottiswoode, USA, 1995) www.mgmua.com/bond/dossier.html.
  • No related research data.
  • No similar publications.
Cookies make it easier for us to provide you with our services. With the usage of our services you permit us to use cookies.
More information Ok