Influência do placement sobre a memória explícita e implícita de estudantes universitários

 Leslier Valenzuela-Fernández, Santiago de Chile (Chile)

 Carolina Martínez-Troncoso, Santiago de Chile (Chile)

 Felipe Yáñez-Wieland, Santiago de Chile (Chile)

https://doi.org/10.3916/C44-2015-18

Palavras chave

Mensagem subliminar, influência midiática, filmes, ensino superior, memória espontânea, reconhecimento, experimento, marca

Resumo

O uso do product placement como uma ferramenta de comunicação em marketing baseia-se na inclusão de produtos ou marcas no cenário onde se desenvolve a ação. A utilização desta ferramenta apresenta benefícios tanto para o produtor do longa-metragem, como também para as marcas e/ou produtos. Atualmente, não existe no mundo acadêmico um consenso a respeito de como medir a efetividade desta ferramenta de comunicação. Na América Latina existe uma escassa evidência científica, e, no Chile, este formato tem sido utilizado em espaços televisivos, e recentemente está se inserindo no cinema. O objetivo desta pesquisa é estudar a influência do placement nos filmes sobre a memória explícita (lembranças espontâneas e reconhecimento de marca) e memória implícita (intenção de compra) por meio da aplicação de um experimento a uma amostra de 205 estudantes universitários chilenos, segundo os distintos tipos de placement nos filmes: marcas como pano de fundo, usadas por um personagem principal, e conectadas com a história. Os resultados indicam que, quanto maior for o grau de integração da marca com a trama do filme, maior será a probabilidade de estimular a memória explícita dos estudantes e, com isto, a lembrança e o reconhecimento de uma marca, fornecendo evidência empírica com relação à aprendizagem de condutas de consumo por meio do placement como ferramenta de comunicação.

Referências

Auty, S. & Lewis, C. (2004). Exploring Children's Choice: The Reminder Effect of Product Placement. Psychology & Marketing, 21(9), 697-713. (DOI: http://doi.org/ckx4bd).

Link DOI | Link Google Scholar

Balasubramanian, S.K. (1994). Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues. Journal of Advertising, 23(4), 29-46. (DOI: http://doi.org/t47).

Link DOI | Link Google Scholar

Bressoud, E., Lehu, J.M. & Russell, C.A. (2010). The Product Well Placed. The Relative Impact of Placement and Audience Characteristics on Placement Recall. Journal of Advertising Research, 50(4), 374-385. (DOI: http://doi.org/cpj8g4).

Link Google Scholar

Cholinski, A. (2012). The Effectiveness of Product Placement: A Field Quasi-Experiment. International Journal of Marketing Studies, 4(5), 14-28. (DOI: http://doi.org/t49).

Link DOI | Link Google Scholar

Chung, S. & Szymanski, K. (1997). Effects of Brand Name Exposure on Brand Choices: An Implicit Memory Perspective. Advances in Consumer Research, 24, 288-294 (http://goo.gl/AoHLr7) (05-05-2013).

Link Google Scholar

D'Astous, A. & Séguin, N. (1999). Consumer Reactions to Product Placement Strategies in Television Sponsorship. European Journal of Marketing, 33(9/10), 896-910. (DOI: http://doi.org/ddw7jw).

Link DOI | Link Google Scholar

D'Astous, A., Séguin, N. & Chartier, F. (2000). A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies. Journal of Current Issues and Research in Advertising, 22, 31-40. (DOI: http://doi.org/t5c).

Link DOI | Link Google Scholar

DeLorme, D.E. & Reid, L.N. (1999). Moviegoers' Experiences and Interpretations of Brands in Films Revisited. Journal of Advertising, 28(2), 71-95. (DOI: http://doi.org/t5b).

Link DOI | Link Google Scholar

Duke, C. & Carlson, L. (1993). A Conceptual Approach to Alternative Memory Measures for Advertising Effectiveness. Journal of Current Issues and Research in Advertising, 15, 1-14. (DOI: http://doi.org/t5d).

Link DOI | Link Google Scholar

Eisend, M. (2009). A Cross-Cultural Generalizability Study of Consumers’ Acceptance of Product Placements in Movies. Journal of Current Issues and Research in Advertising, 31(1), 15-25. (DOI: http://doi.org/t5f).

Link DOI | Link Google Scholar

Goode, A. (2007). The Implicit and Explicit Role of Ad Memory in Ad Persuasion: Rethinking the Hidden Persuaders. International Journal of Market Research, 49(1), 95-116. (http://goo.gl/VsnZmu) (05-05-2013).

Link Google Scholar

Gupta, P.B. & Lord, K.R (1998). Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall. Journal of Current Issues and Research in Advertising, 20(1), 47-59. (DOI: http://doi.org/t5g).

Link DOI | Link Google Scholar

Ho, S-H., Lin, Y-L. & Yang, Y.T. (2011). In-Game Advertising: Consumers’ Attitude and the Effect of Product Placements on Memory. African Journal of Business Management, 5(24), 10117-10127. (http://goo.gl/77tIoc) (05-05-2013).

Link Google Scholar

Jusufovic-Karisik, V. (2014). 20 Years of Research on Product Placement in Movie, Television and Video Game Media. Journal of Economic and Social Studies, 4(2). (DOI: http://doi.org/t5h).

Link DOI | Link Google Scholar

Karniouchina, E.V., Uslay, C. & Erenburg, G. (2011). Do Marketing Media Have Life Cycles? The Case of Product Placement in Movies. Journal of Marketing, 75, 27-48. (DOI: http://doi.org/dx2bhr).

Link DOI | Link Google Scholar

Karrh, J. (1998). Brand Placement: A Review. Journal of Current Issues and Research in Advertising, 20(2), 31-49. (DOI: http://doi.org/t5j).

Link DOI | Link Google Scholar

Kaur, B. (2014). Product Placement in Movies: The Bollywood Experience. Global Journal of Finance and Management, 6(1), 53-58. (http://goo.gl/UQKjV7) (30-05-2014).

Link Google Scholar

Khalbous, S., Vianelli, D., Domanski, T., Dianoux, C. & Maazoul, M. (2013). International Journal of Marketing Studies, 5(2). (DOI: http://doi.org/t5k).

Link DOI | Link Google Scholar

Law, S. & Braun, K.A. (2000). I’ll Have What She’s Having: Gauging the Impact of Product Placement on Viewers. Psychology and Marketing, 17(12), 1059-1075. (DOI: http://doi.org/dgz6wf).

Link DOI | Link Google Scholar

Lehu, J. & Bressoud, E. (2009). Recall of Brand Placement in Movies: Interactions between Prominence and Plot Connection in Real Conditions of Exposure. Recherche et Applications en Marketing, 24(1), 7-26. (DOI: http://doi.org/t5s).

Link DOI | Link Google Scholar

Miles, P. (2009). Product Placement. The Impact of Placement Type and Repetition on Attitude. Journal of Advertising, 4, 21-31. (DOI: http://doi.org/ff2cgv).

Link DOI | Link Google Scholar

Morton, C.R. & Friedman, M. (2002). I Saw It in the Movies: Exploring the Link between Product Placement Beliefs and Reported Usage Behavior. Journal of Current Issues and Research in Advertising, 24(2), 33-40. (DOI: http://doi.org/t5r).

Link DOI | Link Google Scholar

Noguti, V. & Russel, C. (2014). Normative Influences on Product Placement Effects: Alcohol Brands in Television Series and the Influence of Presumed Influence. Journal of Advertising, 43(1), 46-62 (DOI: http://doi.org/t5q).

Link DOI | Link Google Scholar

Padmanabhan, R. & Jena, S.K. (2013). Product Placement & Its Effect on Customers with Special Reference to South Indian Movies. Asian Journal of Multidimensional Research, 2(6), 67-76. (http://goo.gl/LUBZzs) (03-05-2014).

Link Google Scholar

Pokrywczynski, J. (2005). Product Placement in Movies: A Preliminary Test of an Argument for Involvement. American Academy of Advertising Conference Proceedings, Lubbock, 40-48. (http://goo.gl/mVOIOG) (05-05-2013).

Link Google Scholar

Redker, C., Gibson, B. & Zimmerman, I. (2013). Liking of Movie Genre Alters the Effectiveness of Background Product Placements. Basic and Applied Social Psychology, 35(3), 249-255. (DOI: http://doi.org/t5p).

Link DOI | Link Google Scholar

Reijmersdal, E, Neijens, P. & Smith, E. (2009). A New Branch of Advertising. Reviewing Factors that Influence Reactions to Product Placement. Journal of Advertising, 4, 429-449. (DOI: http://doi.org/bssk46).

Link Google Scholar

Russell, C.A. (1998). Towards a Framework of Product Placement: Theoretical Propositions. Advances in Consumer Research, 25, 357-362. (http://goo.gl/pJZd8y) (05-05-2013)

Link Google Scholar

Russell, C.A. (2002). Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude. Journal of Consumer Research, 29, 306-318. (DOI: http://doi.org/dr5zfn).

Link DOI | Link Google Scholar

Salazar, C. (2012). Product Placement: El otro récord de ‘Stefan v/s Kramer’. La Nación. (http://goo.gl/5H2hrX) (03-05-2013).

Link Google Scholar

Shapiro, S. & Krishnan, S.H. (2001). Memory-Based Measures for Assessing Advertising Effects: A Comparison of Explicit and Implicit Memory Effects. Journal of Advertising, 30, 1-13. (DOI: http://doi.org/t5n).

Link DOI | Link Google Scholar

Srivastava, R.K. (2014). Product Placement by Global Brands as an Alternative Strategy: Is it Worth in Emerging Market? Journal of Strategic Marketing, 1-16. (DOI: http://doi.org/t5m).

Link DOI | Link Google Scholar

Uribe, R. & Campo, M. (2008). El ‘product placement’ como herramienta promocional. Economía & Administración, 155, 24-28.

Link Google Scholar

Van-den-Broek, P., Risden, K., Fletcher, C. & Thurlow, R. (1996). A Landscape View of Reading: Fluctuating Patterns of Activation and the Construction of a Stable Memory Representation (pp. 165-187). In B. Britton & A. Graesser (Eds.), Models of Understanding Text. Mahwah, NJ: Erlbaum.

Link Google Scholar

Van-den-Broek, P., Yuhtsuen, Y. & Linderholm, T. (1999). The Landscape Model of Reading Inferences and the Online Construction of a Memory Representation (pp. 71-98). In H. Van Oostendorp & S. Goldman (Eds.), The Construction of Mental Representations During Reading. Mahwah, NJ: Erlbaum.

Link Google Scholar

Verhellen, Y., Dens, N. & De-Pelsmacker, P. (2013). Cosumer Responses to Brands Placed in YouTube Movies: The Effect of Prominence and Endorser Expertise. Journal of Electronic Commerce Research, 14(4). (http://goo.gl/0K6qdT) (29-03-2014).

Link Google Scholar

Willes, M. & Danielova, A. (2009). The Worth of Product Placement in successful Films: An Event study Analysis. Journal of Marketing, 73, 44-63. (DOI: http://doi.org/cfnf44).

Link DOI | Link Google Scholar

Williams, K., Petrosky, A., Hernandez, E. & Page, R.J. (2011). Product Placement Effectiveness: Revisited and Renewed. Journal of Management and Marketing Research, 7, 1-24. (http://goo.gl/nwCqXI) (05-05-2013).

Link Google Scholar

Yang, M. & Roskos-Ewoldsen, D.R. (2007). The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory, and Brand-Choice Behavior. Journal of Communication, 57, 469-489. (DOI: http://doi.org/dx8p7v).

Link DOI | Link Google Scholar

Fundref

Este trabalho não tem nenhum apoio financeiro

Crossmark

Technical information

Recebido: 20-03-2014

Revisado: 11-05-2014

Aceite: 21-06-2014

OnlineFirst: 15-11-2014

Data de publicação: 01-01-2015

Tempo de revisão do artigo: 51 dias | Tempo médio de revisão do número 44: 37 dias

Tempo de aceitação do artigo: 92 dias | Tempo médio de aceitação do número 44: 68 dias

Tempo de edição da pré-impressão: 242 dias | Tempo médio de edição pré-impressão do número 44: 197 dias

Tempo de processamento do artigo: 287 dias | Tempo médio de processamento do número 44: 242 dias

Métricas

Métricas deste artigo

Vistas: 37919

Leituras dos resumos: 26540

Descargas em PDF: 11379

Métricas completas do Comunicar 44

Vistas: 957854

Leituras dos resumos: 736141

Descargas em PDF: 221713

Citado por