Colorado Media Newsroom
September 27th, 2013, 02:27 PM
From The Denver Post:
http://blogs.denverpost.com/ostrow/wp-content/blogs.dir/49/files/2013/09/tmb_logo.png
Product placement in TV comedies works better than you think.
You think you’re wise to product placements in sitcoms, right? You think you’ve built an immunity to the advertising of brands paraded quietly through scenes on TV comedies? Not so fast.
The University of Colorado at Boulder has found in three studies that “consumers who watch television sitcoms and see product placements through covert marketing have better memories of the products and better attitudes toward the brands.” Even though we think we’re “correcting” for the marketers’ influence.
Even though we know marketing experts are paying big bucks to get their products in front of our faces, we are apparently still suckers for the ploy. If we’re told ahead of time to beware of covert advertising we “correct” for the persuasion; if we’re told afterward we “correct” but to a different degree. It all gets a bit fuzzy in the details.
“Frankly, we were a bit surprised at the power of covert marketing across a variety of studies,” said Margaret C. Campbell, professor of marketing at CU-Boulder’s Leeds School of Business and lead author of the article appearing online this month in the Journal of Consumer Psychology. “Even though most U.S. consumers know that marketers pay to surreptitiously get their brands in front of consumers, consumers are still influenced by covert marketing efforts.”
The authors of the studies suggest they’ve turned up more evidence that disclosure of this sort of stealth marketing to consumers should be required.
More... (http://blogs.denverpost.com/ostrow/2013/09/27/cu-boulder-studies-product-placements-on-tv/16622/)
http://blogs.denverpost.com/ostrow/wp-content/blogs.dir/49/files/2013/09/tmb_logo.png
Product placement in TV comedies works better than you think.
You think you’re wise to product placements in sitcoms, right? You think you’ve built an immunity to the advertising of brands paraded quietly through scenes on TV comedies? Not so fast.
The University of Colorado at Boulder has found in three studies that “consumers who watch television sitcoms and see product placements through covert marketing have better memories of the products and better attitudes toward the brands.” Even though we think we’re “correcting” for the marketers’ influence.
Even though we know marketing experts are paying big bucks to get their products in front of our faces, we are apparently still suckers for the ploy. If we’re told ahead of time to beware of covert advertising we “correct” for the persuasion; if we’re told afterward we “correct” but to a different degree. It all gets a bit fuzzy in the details.
“Frankly, we were a bit surprised at the power of covert marketing across a variety of studies,” said Margaret C. Campbell, professor of marketing at CU-Boulder’s Leeds School of Business and lead author of the article appearing online this month in the Journal of Consumer Psychology. “Even though most U.S. consumers know that marketers pay to surreptitiously get their brands in front of consumers, consumers are still influenced by covert marketing efforts.”
The authors of the studies suggest they’ve turned up more evidence that disclosure of this sort of stealth marketing to consumers should be required.
More... (http://blogs.denverpost.com/ostrow/2013/09/27/cu-boulder-studies-product-placements-on-tv/16622/)