Indicators and methodologies for the assessment of product placement

Árpád PAPP-VÁRY


Abstract:

How can we measure the effectiveness of product placement, when the product does not appear in a commercial break, but a movie or TV show? There is a multitude of indicators and methodologies, but none of them is generally accepted yet.
The following article categorizes these approaches into two major groups: One of them focuses on how a specific placement can be interpreted as a media appearance. In this case the aim is to develop a methodology that is similar to traditional audience and media research indicators. Their methods include the following: number of brand placements in a movie or TV show; duration of brand placements; methods of brand placement: full or partial, active or passive; measuring effectiveness at the consumer’s level – self-report study; eye-tracking tests; Q-Ratio: conversion to 30-second spots; the number of media appearances; social media buzz, word of mouth; the cost of reaching a thousand viewers (CPT); the financial value of brand placements; effect combined with TV commercials.
At the same time we must not forget that there is also a broader approach that analyses a more complete spectrum, that is, marketing and communications impact and effectiveness. This is why the second group includes approaches that measure the effectiveness of a product placement from the following points of view: increasing the sales volume; raising awareness and brand recall; image development; expansion of the target audience; development of positioning; internal marketing; etc.

The novelty of this study is that it covers all aspects of measurement which is not only useful from a theoretical point of view but for practitioners as well.

Keywords: product placement, branded entertainment, marketing communications, measurement, effectiveness

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