Badanie skuteczności i efektywności promocji wkomponowanej (product placement)

• Authors: Artur Choliński

Title variants

EN

Product Placement Efficiency and Effectiveness Tests

Abstracts

EN

Product placement efficiency and effectiveness tests are gaining in importance. Increased interest of research companies in this problem can be observed worldwide. These companies develop special dedicated methods of estimating results of product placement measures, usually by means of adjusting the tools used in testing other forms of promotion. The paper presents in detail the major spheres of testing efficiency and effectiveness of product placement - getting through to the addressees of the message and having an effect on these addressees (i.e. on their memory, approaches, purchasing and behavioral incentives, influence on the actual value of sales). The successive part of the paper presents the results of testing effectiveness of product placement in movies, showing that the audience usually memorize the embedded brands, though the degrees of memorizing differ considerably, depending on the method of presenting given brand. Product placement with a verbal component (verbal or verbal-visual placement) is generally memorized better than visual display of a brand. Still, strongly exposed visual presentations of the brands in interaction with a featured character were memorized to a considerable extent as well. The test results also cover the assessment whether particular brand displays in the movies appealed to the audience, the degree to which particular product placements encouraged purchasing branded products shown in the movies, and the interdependence between the demographic characteristics of the audience and their response to product placement.

PL

Badania skuteczności i efektywności promocji wkomponowanej (ang. product placement) zyskują coraz większe znaczenie. Na całym świecie można zaobserwować wzrost zainteresowania tym problemem ze strony firm badawczych, które tworzą specjalne, dedykowane metody szacowania rezultatów działań z tego zakresu, przeważnie przystosowując narzędzia używane w badaniu innych form promocji. Poniższy artykuł przybliża główne obszary badań skuteczności i efektywności promocji wkomponowanej - dotarcie do adresatów przekazu oraz oddziaływanie na adresatów przekazu (tzn. oddziaływanie na pamięć, postawy, intencje do zakupu i zachowania, wpływ na rzeczywistą wartość sprzedaży). W drugiej części artykułu opisane zostały wyniki badania skuteczności promocji wkomponowanej w filmach kinowych. Wyniki badania ujawniają, że widzowie generalnie zapamiętują wkomponowane marki, lecz poziomy zapamiętania różnią się w znacznym stopniu, w zależności od sposobu ukazania danej marki. Promocja wkomponowana z elementem werbalnym (werbalna lub werbalno-wizualna) jest generalnie lepiej zapamiętywana niż wizualne ukazanie się marek. Pomimo to, silnie wyeksponowane, wizualne prezentacje marek, jeśli dodatkowo marka znajduje się w interakcji z bohaterem filmu, również zanotowały dość wysokie poziomy zapamiętania. Wyniki badania opisują także oceny widzów dotyczące podobania się poszczególnych ekspozycji marek w filmach, oceny stopnia, w jakim poszczególne product placement zachęcały do zakupu markowych produktów ukazanych w filmach oraz zależności pomiędzy cechami demograficznymi widzów a ich reakcjami na promocję wkomponowaną.

• Publisher: Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
• Journal: Problemy Zarządzania
• Year: 2007
• Volume: 5
• Issue: 2(16)
• Pages: 178-216

Dates

published

2007

Contributors

author

Artur Choliński

• Wydział Zarządzania Uniwersytetu Warszawskiego

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Identifiers

Biblioteka Nauki

34620103