Palabras clave

Publicidad subliminal, influencia mediática, películas, educación superior, recuerdo espontáneo, reconocimiento, experimento, marca

Resumen

El uso del «product placement» como una herramienta de comunicación en marketing, se basa en la inclusión de productos o marcas en el escenario donde se desarrolla la acción. La utilización de esta herramienta presenta beneficios tanto para el productor del largometraje, como también para las marcas y/o productos. Actualmente no existe en el mundo académico un consenso respecto a cómo medir la efectividad de esta herramienta de comunicación. En Latinoamérica existe una escasa evidencia científica, y en Chile, este formato ha sido utilizado en espacios televisivos, y recientemente se está incursionando en el cine. El objetivo de esta investigación es estudiar la influencia del «placement» en las películas sobre la memoria explícita (recuerdo espontáneo y reconocimiento de marca) y memoria implícita (intención de compra) a través de la aplicación de un experimento a una muestra de 205 estudiantes universitarios chilenos, según los distintos tipos de «placement» en las películas: marcas como parte del fondo, usadas por un personaje principal, y conectadas con la historia. Los resultados indican que cuanto mayor es el grado de integración de la marca con la trama de la película, mayor es la probabilidad de estimular la memoria explícita de los estudiantes y con esto el recuerdo y reconocimiento de una marca, aportando evidencia empírica en relación con el aprendizaje de conductas de consumo por medio del «placement» como herramienta de comunicación.

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Ficha técnica

Recibido: 20-03-2014

Revisado: 11-05-2014

Aceptado: 21-06-2014

Preprint: 15-11-2014

Fecha publicación: 01-01-2015

Tiempo de revisión del artículo : 51 días | Media tiempo revisión número 44: 41 días

Tiempo de aceptación del artículo: 92 días | Media tiempo aceptación número 44: 75 días

Tiempo de edición del preprint: 242 días | Media tiempo edición número preprint 44: 221 días

Tiempo de edición del artículo: 287 días | Media tiempo edición número 44: 266 días

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Lectura del abstract: 16356

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Lectura del abstract: 437180

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Valenzuela-Fernández, L., Martínez-Troncoso, C., & Yáñez-Wieland, F. (2015). Influence of placement on explicit and implicit memory of college students. [Influencia del «placement» sobre la memoria explícita e implícita de estudiantes universitarios]. Comunicar, 44, 169-176. https://doi.org/10.3916/C44-2015-18

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