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Is Product Placement Really Worse Than Traditional Commercials? Cognitive Load and Recalling of Advertised Brands

Considering the large number of adverts inundating the average consumer every day, the marketing industry is seeking methods to reach clients in a more subtle manner than traditional marketing messages. One such tool is product placement. The article addresses issues of effectiveness of product plac...

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Autores principales: Grzyb, Tomasz, Dolinski, Dariusz, Kozłowska, Agnieszka
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2018
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6109789/
https://www.ncbi.nlm.nih.gov/pubmed/30177904
http://dx.doi.org/10.3389/fpsyg.2018.01519
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author Grzyb, Tomasz
Dolinski, Dariusz
Kozłowska, Agnieszka
author_facet Grzyb, Tomasz
Dolinski, Dariusz
Kozłowska, Agnieszka
author_sort Grzyb, Tomasz
collection PubMed
description Considering the large number of adverts inundating the average consumer every day, the marketing industry is seeking methods to reach clients in a more subtle manner than traditional marketing messages. One such tool is product placement. The article addresses issues of effectiveness of product placement in comparison to a traditional commercial. The objective of the study was to check how participants would recall the content of persuasive messages in conditions of artificially inducted cognitive load (in conditions of traditional advertisement and product placement). Two studies were conducted – a pre-study intended to assess the usefulness of the selected stimuli, and the main experiment. The experiment devoted to this question was planned using an ANOVA scheme 2 (Type of advert: traditional vs. product placement) × 2 (neutral conditions vs. cognitive load). It turned out that the commercial was better retained in neutral conditions than in conditions of cognitive load. The traditional commercial was remembered better than product placement. From the perspective of the study’s ecological validity, of importance is also comparison of retention of brands viewed in a traditional commercial in conditions of cognitive load with retention of brands in conditions of product placement without load. These comparisons indicate the superiority of product placement – brands presented in this manner were more frequently recalled by viewers.
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spelling pubmed-61097892018-09-03 Is Product Placement Really Worse Than Traditional Commercials? Cognitive Load and Recalling of Advertised Brands Grzyb, Tomasz Dolinski, Dariusz Kozłowska, Agnieszka Front Psychol Psychology Considering the large number of adverts inundating the average consumer every day, the marketing industry is seeking methods to reach clients in a more subtle manner than traditional marketing messages. One such tool is product placement. The article addresses issues of effectiveness of product placement in comparison to a traditional commercial. The objective of the study was to check how participants would recall the content of persuasive messages in conditions of artificially inducted cognitive load (in conditions of traditional advertisement and product placement). Two studies were conducted – a pre-study intended to assess the usefulness of the selected stimuli, and the main experiment. The experiment devoted to this question was planned using an ANOVA scheme 2 (Type of advert: traditional vs. product placement) × 2 (neutral conditions vs. cognitive load). It turned out that the commercial was better retained in neutral conditions than in conditions of cognitive load. The traditional commercial was remembered better than product placement. From the perspective of the study’s ecological validity, of importance is also comparison of retention of brands viewed in a traditional commercial in conditions of cognitive load with retention of brands in conditions of product placement without load. These comparisons indicate the superiority of product placement – brands presented in this manner were more frequently recalled by viewers. Frontiers Media S.A. 2018-08-20 /pmc/articles/PMC6109789/ /pubmed/30177904 http://dx.doi.org/10.3389/fpsyg.2018.01519 Text en Copyright © 2018 Grzyb, Dolinski and Kozłowska. http://creativecommons.org/licenses/by/4.0/ This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Grzyb, Tomasz
Dolinski, Dariusz
Kozłowska, Agnieszka
Is Product Placement Really Worse Than Traditional Commercials? Cognitive Load and Recalling of Advertised Brands
title Is Product Placement Really Worse Than Traditional Commercials? Cognitive Load and Recalling of Advertised Brands
title_full Is Product Placement Really Worse Than Traditional Commercials? Cognitive Load and Recalling of Advertised Brands
title_fullStr Is Product Placement Really Worse Than Traditional Commercials? Cognitive Load and Recalling of Advertised Brands
title_full_unstemmed Is Product Placement Really Worse Than Traditional Commercials? Cognitive Load and Recalling of Advertised Brands
title_short Is Product Placement Really Worse Than Traditional Commercials? Cognitive Load and Recalling of Advertised Brands
title_sort is product placement really worse than traditional commercials? cognitive load and recalling of advertised brands
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6109789/
https://www.ncbi.nlm.nih.gov/pubmed/30177904
http://dx.doi.org/10.3389/fpsyg.2018.01519
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