Examining implicit memory as a measure of effectiveness for product placement of high and low prominence

Date

2013-08

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Abstract

There are a number of different ways that product placement effectiveness has been measured in the literature; however, there is still much debate about how to determine effectiveness. Implicit memory measures have been gaining popularity in psychology literature, but they have also been used to a lesser extent in advertising research. These studies have led to promising findings as implicit memory measures are more effective memory measures when attention is low, as is often the case with advertising, than explicit memory measures. The study compares implicit memory, explicit memory, brand attitudes, and purchase intention for brands shown in four different product placements airing on television in the last ten years. The results suggest that implicit memory might be an effective measure for product placements of low prominence. They also show that brands attitudes and purchase intention were higher for the low prominence placement than the high prominent placements. Finally, the results seem to indicate that memory for brands is greatest when people are exposed to both the product placement and the advertisement, however memory seems to be driven by traditional advertising.

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Keywords

Product placement, Implicit memory

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