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More than meets the eye. Investigating the hidden impact of brand placements in television magazines


Matthes, J; Schemer, C; Wirth, W (2007). More than meets the eye. Investigating the hidden impact of brand placements in television magazines. International Journal of Advertising, 26(4):477-503.

Abstract

A growing research literature suggests that visual brand placements need not be recalled in order to have an impact on brand attitudes. In an experimental study working with an authentic television broadcast, the authors investigated the influence of frequency of placement exposure, viewers’ involvement and viewers’ persuasion knowledge on the attitudes towards the brand and brand recall. Results clearly indicate a mere exposure effect. A frequently presented brand placement can have a positive effect on brand evaluations although viewers do not recall the brand. However, this effect can only be found when there is a high involvement in the programme and low persuasion knowledge. In contrast, when persuasion knowledge is high and involvement is low, frequently presented placements lead to a deterioration of brand attitudes.

Abstract

A growing research literature suggests that visual brand placements need not be recalled in order to have an impact on brand attitudes. In an experimental study working with an authentic television broadcast, the authors investigated the influence of frequency of placement exposure, viewers’ involvement and viewers’ persuasion knowledge on the attitudes towards the brand and brand recall. Results clearly indicate a mere exposure effect. A frequently presented brand placement can have a positive effect on brand evaluations although viewers do not recall the brand. However, this effect can only be found when there is a high involvement in the programme and low persuasion knowledge. In contrast, when persuasion knowledge is high and involvement is low, frequently presented placements lead to a deterioration of brand attitudes.

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75 citations in Scopus®
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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Mass Communication and Media Research
Dewey Decimal Classification:700 Arts
Language:English
Date:2007
Deposited On:04 Apr 2014 10:57
Last Modified:08 Dec 2017 05:07
Publisher:Warc LTD
ISSN:0265-0487
Free access at:Official URL. An embargo period may apply.
Publisher DOI:https://doi.org/10.1080/02650487.2007.11073029
Official URL:http://www.internationaljournalofadvertising.com/ArticleViewer.aspx?ID=86545

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