Effects of product placement

Product placement can be forbidden in case it does not meet the requirements. Then it is forbidden because of its negative and unconscious effect on consumers.


 

First, product placement aims to built brand awareness and positive associations and attitudes, which can eventually lead to buying behavior [2]. Secondly, product placement ensures that the viewer is more open to the brand and has more impact on the purchase intention [1]. Imagine that you are a big fan of a super hero movie and your super hero drinks Coca Cola. You have a positive attitude toward the super hero, so you will associate that positivity with Coca Cola. The next time that you are in the supermarket to buy some soft-drinks you are more tempted to buy Coca Cola. There are a lot of brands to choose from, however, when a brand is shown in a TV-show that particular brand is more on top of your mind. 

References

[1] Stanley, T.L. (2010). A place for everything. Brandweek 2010

[2] Wenner, L.A. (2004): On the Ethics of Product Placement in Media Entertainment, Journal of Promotion Management, 10:1-2,101-132