yes

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.

Referencias

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

Ficha técnica

Recibido: 20-03-2014

Revisado: 11-05-2014

Aceptado: 21-06-2014

OnlineFirst: 15-11-2014

Fecha publicación: 01-01-2015

Tiempo de revisión del artículo : 52 (en días) | Media de tiempo de revisión de los manuscritos del número 44: 37 (en días)

Tiempo de aceptación del artículo: 93 (en días) | Media tiempo aceptación de los manuscritos del número 44: 69 (en días)

Tiempo de edición OnlineFirst: 242 (en días) | Media tiempo edición de los OnlineFirst del número 44: 197 (en días)

Tiempo de publicacicón final del artículo: 287 (en días) | Media tiempo de publicación final de los articulos del número 44: 242 (en días)

Métricas

Métricas de este artículo

Vistas: 41668

Lectura del abstract: 30076

Descargas del PDF: 11592

Métricas completas de Comunicar 44

Vistas: 1047024

Lectura del abstract: 818492

Descargas del PDF: 228532

Citado por

Citas en Web of Science

Alonso Dos Santos, Manuel; Calabuig Moreno, Ferran; Sanchez Franco, Manuel. Congruence and placement in sponsorship: An eye-tracking application PHYSIOLOGY & BEHAVIOR, 2019.

https://doi.org/10.1016/j.physbeh.2018.05.032

Luisa Munoz-Garcia, Ana; Pablo Queupil, Juan; Bernasconi, Andres; Veliz, Daniela. Higher education research in Chile: Publication patterns and emerging themes EDUCATION POLICY ANALYSIS ARCHIVES, 2019.

https://doi.org/10.14507/epaa.27.3958

Alonso dos Santos, Manuel; Calabuig Moreno, Ferran; Jesus Sanchez-Franco, Manuel. Blindness to sponsor: Application to sports event posters RAE-REVISTA DE ADMINISTRACAO DE EMPRESAS, 2018.

https://doi.org/10.1590/S0034-759020180602

Mena-Young, Margoth. Memory and reading science reportages: measuring the information retrieval QUESTION, 2017.

Link Google Scholar

Gonzalez-Menendez, Ricardo A.. Alcohol Control in Cuba: Preventing Countervailing Cultural and Mass Media Influences MEDICC REVIEW, 2016.

Link Google Scholar

Ferrando; Jorge Nieto;. Tourist Destination Placement in Fiction Films: An Applied Research Proposal COMMUNICATION & SOCIETY-SPAIN , 2020.

https://doi.org/10.15581/003.33.4.1-17

Citas en Scopus

González-Menéndez, R.A.. Alcohol control in Cuba: Preventing countervailing cultural, mass media influences), MEDICC Review, .

Link Google Scholar

Dos Santos, M.A., Moreno, F.C., Sánchezfranco, M.J.. Blindness to sponsor: Application to sports event posters [Ceguera al patrocinador: Aplicación a carteles de eventos deportivos] [Cegueira ao patrocinador: Utilização de banners em eventos esportivos]), RAE Revista de Administracao de Empresas, .

https://doi.org/10.1590/S0034-759020180602

Muñoz-García, A.L., Queupil, J.P., Bernasconi, A., Véliz, D.. Higher education research in Chile: Publication patterns, emerging themes [Pesquisa no ensino superior no Chile: Uma perspectiva sobre padrões de publicação e questões emergentes] [La investigación en educación superior en Chile: Una perspectiva sobre patrones de publicación y temas emergentes]), Education Policy Analysis Archives, .

https://doi.org/10.14507/epaa.27.3958

Alonso Dos Santos, M., Calabuig Moreno, F., Sánchez Franco, M.. Congruence, placement in sponsorship: An eye-tracking application), Physiology, Behavior, .

https://doi.org/10.1016/j.physbeh.2018.05.032

Alonso Dos Santos, M., Huertas-Serrano, M., Sánchez-Franco, M.J., Torres-Moraga, E.I. . Alcohol versus sponsorship: effectiveness in sports posters), British Food Journal, .

https://doi.org/10.1108/BFJ-06-2020-0541

Ferrando, J.N. . Tourist destination placement in fiction films: An applied research proposal), Communication and Society, .

https://doi.org/10.15581/003.33.4.1-17

Citas en Google Scholar

Kumar, S. (2017). Influence of product placements in films and television on consumers brand awareness. Archives of Business Research, 5(2).

...

Dos Santos, M. A., Moreno, F. C., & Franco, M. S. (2019). Congruence and placement in sponsorship: An eye-tracking application. Physiology & behavior, 200, 159-165.

https://www.sciencedirect.com/science/article/pii/S0031938418302841

González-Menéndez, R. Á. (2016). Alcohol control in Cuba: preventing countervailing cultural and mass media influences. MEDICC review, 18, 29-31.

https://www.scielosp.org/scielo.php?pid=S1555-79602016000200029&script=sci_arttext&tlng=es

Dos Santos, M. A., Moreno, F. C., & Franco, M. J. S. (2018). Cegueira ao patrocinador: Utilização de banners em eventos esportivos. RAE-Revista de Administração de Empresas, 58(6), 525-536.

https://dialnet.unirioja.es/servlet/articulo?codigo=6902201

SANTOS, M. A. D., Moreno, F. C., & Sánchez-Franco, M. J. (2018). Blindness to sponsor: Application to sports event posters. Revista de Administração de Empresas, 58(6), 525-536.

http://www.scielo.br/scielo.php?pid=S0034-75902018000600525&script=sci_arttext&tlng=es

DOS SANTOS, M. A., MORENO, F. C., & SÁNCHEZ-FRANCO, M. J. (2018). CEGUERA AL PATROCINADOR: APLICACIÓN A CARTELES DE EVENTOS DEPORTIVOS. RAE-Revista de Administração de Empresas, 58(6), 525-536.

https://www.redalyc.org/pdf/1551/Resumenes/Resumen_155158114002_1.pdf

Muñoz-García, A. L., Quilamán, J. P. Q., Bernasconi, A., & Calderón, D. V. (2019). Higher education research in Chile: Publication patterns and emerging themes. education policy analysis archives, 27, 100.

https://epaa.asu.edu/ojs/article/view/3958

Mena-Young, M. (2017). La memoria y la lectura de reportajes de ciencia: medición de la recuperación de información. Question, 1(53), 301-320.

https://www.perio.unlp.edu.ar/ojs/index.php/question/article/view/3756/0

Mena Young, M. (2017). Las narrativas periodísticas en reportajes sobre ciencia y tecnología en Costa Rica, España y México: estudio comparativo y medición de efecto en lectores.

https://riuma.uma.es/xmlui/handle/10630/15851

Lérida Medina, I. (2016). La promoción turística en el audiovisual de ficción (Bachelor's thesis).

http://repositori.udl.cat/handle/10459.1/59781

Vargas Díaz, R., Sánchez Gutiérrez, J., & Gutiérrez-Salcedo, M. (2017). Estrategia de marketing de guerrilla como factor de desarrollo de la competitividad: restaurantes de la zona metropolitana de Guadalajara, México. In XXIX Congreso de Marketing AEMARK (2017), p 1101-1113. ESIC.

https://idus.us.es/xmlui/handle/11441/78125

Díaz, R. V., Gutiérrez, J. S., & Salcedo, M. G. (2018). Estrategia de marketing de guerrilla como factor de desarrollo de la competitividad: restaurantes de la ZMG, México. Red Internacional de Investigadores en Competitividad, 11, 345-363.

https://www.riico.net/index.php/riico/article/download/1448/1109

Descarga

Métricas alternativas

Cómo citar

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

Compartir

           

Oxbridge Publishing House

4 White House Way

B91 1SE Sollihul Reino Unido

Administración

Redacción

Creative Commons

Esta web utiliza cookies para obtener datos estadísticos de la navegación de sus usuarios. Si continúas navegando consideramos que aceptas su uso. +info X