• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Frontiers in Psychology >Is Product Placement Really Worse Than Traditional Commercials? Cognitive Load and Recalling of Advertised Brands
【24h】

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

机译：产品放置真的比传统广告更差吗？广告品牌的认知负荷与召回

获取原文
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

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.
机译：考虑到每天都有大量广告淹没普通消费者，营销行业正在寻找比传统营销信息更微妙的方式吸引客户的方法。产品放置就是这样一种工具。本文讨论了与传统商业广告相比产品放置有效性的问题。这项研究的目的是检查参与者在人为引起的认知负担情况下（在传统的广告和产品放置的情况下）如何回忆说服性信息的内容。进行了两项研究–一项旨在评估所选刺激物的有效性的预研究，以及一项主要实验。使用ANOVA方案2（广告类型：传统与产品放置）×2（中性条件与认知负荷）计划了专门针对这个问题的实验。结果表明，在中性条件下比在认知负荷条件下更好地保留了广告。记住传统的广告要比放置产品更好。从研究的生态有效性的角度来看，同样重要的是比较在认知负荷条件下传统商业广告中的品牌保留率与在无负荷产品放置条件下的品牌保留率。这些比较表明了产品展示位置的优越性-以这种方式展示的品牌更常引起观众的回想。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号