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Kijk uit voor Sluipende Merken! Het effect van een waarschuwing vooraf voor product placement op de consumentenrespons

Kaandorp, Lara A.M. (2011) Kijk uit voor Sluipende Merken! Het effect van een waarschuwing vooraf voor product placement op de consumentenrespons.

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Abstract:Product placement is a manner of advertising that the audience cannot miss. In 2007 the European Union adjusted the regulatory processes for product placement. Many countries responded to the request of showing the same icon for product placement at the start their programs. RTL Nederland started with showing such an icon for product placement in February 2011. Product placement can be defined as a paid product message in a television program that aims to influence audiences through planned and unobtrusive entry of a brand. A warning can make the audience more aware of the persuasion intent of the advertisers. The potential effects on the consumer of a warning for product placement are researched in a television program and a weblog. For the first study they used the Dutch youth program ‘Raveleijn’. A total of 103 participants participated in this study. They were randomly divided into different groups, which existed out of groups with or without warning. The participants in the group with a warning were confronted with a forewarning for product placement at the start of the program. After the episode, which was showed in a controlled setting, the independent variables warning, attitudes toward product placement, the dependent variables recall, recognition, attitudes and purchase intent were measured by a questionnaire. The study shows that a forewarning for product placement in a television program results in a higher explicit recall and recognition of the brands, but the participants are not more aware of the persuasion intent. In the second study a blog for the brand Nikon was used. A total of 102 participants participated in this study. They were also randomly divided into different groups which existed out of groups with or without warning. The independent variables warning, skepticism toward advertising, the dependent variables recall, attitudes, purchase intention, the persuasion intent and credibility of the blog were collected by an online questionnaire. This research shows that the people become more aware of the persuasion intent because of the forewarning for product placement. Therefore the attitudes and purchase intentions of the product are more negative. From the above can be concluded that it depends on which communication channel is used if a forewarning is effective to make people more resistant against the persuasion intent by which the attitude and purchase intention becomes less.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/61278
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