Recall of Brand Placement in Movies: Interactions between Prominence and Plot Connection in Real Conditions of Exposure

Abstract

A product placement can be characterized by its prominence and its plot connection. This research scrutinizes the interaction between these two elements in the context of the consumer perceptual process. The results of a survey based on 32,662 exposures to brand placements in DVD movies showed that prominent and plot connected placements lead to better brand recall (spontaneous day-after recall) than prominent placements that are not plot connected, and that the latter leads to better brand recall than plot connected placements that are not prominent. The brands appearing in non prominent and non plot connected placements are the worst recalled.