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In the previous paragraph we discussed the attitudes towards product placement; we will now discuss viewer attitudes and perceptions towards the product/brands that are placed.

A common theme that was identified from the focus group discussion was that viewers did not generate a positive or negative attitude towards a product or brand because of the way it was placed in the movie. The findings from this study suggest that whilst awareness was created there was little change in attitudes towards the brands that were placed. one viewer generated a positive attitude towards the use of the Everlast in Iron Man 2 in a scene where Robert Downey Jr is boxing whilst exhibiting the branded clothing. The viewer associated with the brand being an athlete herself, she revealed that the character slightly altered her perceptions of the brand because they shared similar interests. This can relate back to the discussion on placements aiding realism. By placing products in the context of the story it would appear that product placement can be targeted to specific audiences as a means of creating brand awareness. Another example was the recall of The Dodge Charger in fast and furious one participant claimed that ‘Vin Diesel’s character made the car look cool’. Whilst it was made clear that this wouldn’t directly affect purchase behaviour, it did alter the perception towards the brand.

It would appear that different attitudes and perception were on the basis of personal experience, preference and interest towards a brand or character and not to the consistency or the way the product is placed. This is an important factor to consider in effective product placement, considering that the primary objective is to increase awareness. careful thinking is required in creating placements that viewers have a personal preference towards, however this is a difficult task given that each individuals thinking process is different. Results from the survey questionnaire confirm this statement, respondents exhibited mixed opinions when prompted with the following two statements

The character or actor using the product has a positive effect on my perceptions of that product.

If I have a bad experience with a product I will generally have a negative attitude towards the product regardless of how it is placed in a movie.

The research indicates that there was a clash of opinions with a combined. A consideration to the different cultures and social backgrounds must be taken into account and whilst the focus group was cultraly diverse, opinions were still based on a small number of participents compared to the large number covered by the survey questionaire. The findings indicate that the magnitude of this type of study is extremely large. the psycology of the consumer in regards to brand attitudes and perceptions will differ and will depend on the different experiences of the individuals as explained earlier. It is apparent that although placements witin movies do create awarenss attitudes are shaped by personal desires and preferences rather than the placements themselves. Therefore it can be said that advertising messages outside of those appearing in films and affects the ability of product placemen本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。