Product Placement vs Tv Advertisement - 8817 Words

An Explorative Study of Testing the Effectiveness of Product Placement Compared to 30-Second Commercials Kristin Blondà © and Irene Roozen Kristin Blondà ©: Irene Roozen: Kristin.Blonde@vlekho.wenk.be Irene.Roozen@vlekho.wenk.be tel:+32-2-221.12.59 tel:+32-2-221.12.96 Vlekho-Business School 336 Rue Royal 1030 Brussels Belgium 1 An Explorative Study of Testing the Effectiveness of Product Placement Compared to 30-Second Commercials Abstract The main objective of this paper is to compare the effectiveness of subtle and prominent product placements with the effectiveness of 30-second commercials for the same brands. Two experimental groups were exposed to TV- drama series and 30-second TV commercials in the break of the†¦show more content†¦It is forecasted that global paid product placement spending will grow at a compound annual rate of 27.9% in the 2005-2010 period to $7.55 billion, as product placement growth continues to significantly outpace that of traditional advertising and marketing. The overall value of the worldwide product placement market, including the barter/exposure value of non-paid placements, will increase 18.4% compounded annually to $13.96 billion in 2010 (PQ Media, August 2006). It is therefore not surprising that the concept of product placement is daily discussed, applied, and reported in the world of professional marketers (Russell and Stern, 2006; O Loughlin, 2006; Levin, 2006; Karrh et al. 2003;). 3 The Rising Importance of Product Placement in Europe While brand or product placement is prevalent in the US because of vague or nonexistent regulations, the transition is moving slower in Europe due to stricter rules governing the use of product placement (PQ Media, 2006). In Europe, The European Commission is working on the legislation of using product placements for movies or TV-programmes and has set out its plans, in order to update 1989s Television Without Frontiers Directive, extending the rules to all TV-like services andShow MoreRelatedProduct Placement vs Tv Advertisement8824 Words   |  36 PagesEffectiveness of Product Placement Compared to 30-Second Commercials Kristin Blondà © and Irene Roozen Kristin Blondà ©: Irene Roozen: Kristin.Blonde@vlekho.wenk.be Irene.Roozen@vlekho.wenk.be tel:+32-2-221.12.59 tel:+32-2-221.12.96 Vlekho-Business School 336 Rue Royal 1030 Brussels Belgium 1 An Explorative Study of Testing the Effectiveness of Product Placement Compared to 30-Second Commercials Abstract The main objective of this paper is to compare the effectiveness of subtle and prominent product placementsRead MoreResearch Paper On Youtube Content1286 Words   |  6 Pageswebsite has taken on the sister role of television by having pre-roll advertisements to reach its high interactive audience. 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