Research questions: What is the audience reactions when there is a brand placement? How to affect audiences positively by using brand placement? In this article, the authors try to explain why brand placement prominence have negative effects on brand attitude under some situations and why brand placement can affect audiences’ attitudes positively through implications.
Methodology used: The methodology used here would be causal research. The authors show the relationship between brand placement and audiences’ attitudes and behavior after they see a brand placement involve in a program
Findings: To begin with, prominent brand placement have a high effect on brand memory, but it can cause bad brand attitudes for viewers who realized there is an advertisement. However, for the viewers who are not aware of a brand placement, they have little brand memory but a positive brand attitude. Furthermore, there is a positive effect on brand attitudes of audiences who do not like the program and a negative effect on viewers who like the program. Next, studies have shown that people can be influenced when they are not aware of a brand placement, which means that they do not have the memory of placement. However, these people’s attitudes and behavior still changed because of brand placement, which is called implicit processing. These implicit processes play an important role for brand placement.
Implications: The article makes marketing managers aware that the importance of brand placement. Even though brand placement is only a small part of advertising, a good placement can change a customer’s behavior and brand attitudes.
