The DOI matches its Crossref record; 23 of the 23 references it cites were found in a registry or an index.
Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall
Abstract
A promotional strategy of growing interest is the placement of branded products in movies. An experiment compared the recall effectiveness of common product-placement strategies with each other and with advertising. Prominent placements elicited higher recall than did advertisements, which, in turn, outperformed subtle placements. The explicit mention of a product in the 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.
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Cites
Development and validation of brief measures of positive and negative affect: The PANAS scales.
Watson, D., Clark, L. A., & Tellegen, A. (1988) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.54.6.1063 · Cited by 32,433
Mental Representations: A Dual Coding Approach
Paivio, A. (1986) · Medical Entomology and Zoology · Cited by 5,087
Current issues and research in advertising
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Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues
Balasubramanian, S. K. (1994) · Journal of Advertising · doi:10.1080/00913367.1943.10673457 · Cited by 658
Memory and Attentional Factors in Consumer Choice: Concepts and Research Methods
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Happy and Sad TV Programs: How They Affect Reactions to Commercials
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Green Advertising and the Reluctant Consumer
Zinkhan, G. M., & Carlson, L. (1995) · Journal of Advertising · doi:10.1080/00913367.1995.10673471 · Cited by 345
Detecting and Explaining Vividness Effects in Attitudinal Judgments
Kisielius, J., & Sternthal, B. (1984) · Journal of Marketing Research · doi:10.1177/002224378402100106 · Cited by 329
Gupta, P. B., & Gould, S. J. (1997) · Journal of Current Issues & Research in Advertising · doi:10.1080/10641734.1997.10505056 · Cited by 328
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Cited by
Gong, W., Ye, W., & Yu, S. (2024) · Journal of Theoretical and Applied Electronic Commerce Research · doi:10.3390/jtaer19040156 · Cited by 5
Metadata
- Authors
- Gupta, P. B., & Lord, K. R.
- Venue
- Journal of Current Issues & Research in Advertising
- Publisher
- Informa UK Limited
- Published
- 1998-03
- Volume
- 20
- Issue
- 1
- Pages
- 47-59
- ISSN
- 1064-1734 (ISSN-L)
- 2164-7313
- OpenAlex
- W2165760994
- Cited by
- 587
- References
- 23
- FWCI
- 17.26
- Type
- journal article
- Language
- en
- Open access
- closed
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- Gupta, P. B., & Lord, K. R. (1998). Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall. Journal of Current Issues & Research in Advertising. https://doi.org/10.1080/10641734.1998.10505076
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
