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Brand recall

The first focus group identified that it was hard to recall a lot of the products that were placed within the movies. It was felt that this is because of the large amount of placements in the movies to begin with. participants claimed that they could only recall the placements that were dominant and showed a stronger on screen presence than other brands or products. Amongst the placements that were most effective were car brands, it was made clear that cars were amongst the top to be noticed because its repetition in the movies made it a strong focus of the overall viewing experience. The most noticeable examples were Audi in Iron Man 2 and Cadillac in Transformers. brands in other movies were also identified as being memorable such as Toyota In fast and furious and Aston Martin in Die Another Day. Brands that somehow were incorporated into the story of the movie had greater recognition; this is because they stood out more. As mentioned in chapter 2, prominent placements achieve higher levels of recall in movies (Gupta and lord 1998).

Other placements that were regarded as being effective in terms of prominence were those that had audio presence as well as physical, Oracle and Vanity Affair from Iron Man 2 where amongst the ones that were recalled. Participants revealed that the audio presence and physical presence (placement being used) generated more attention as opposed to having a brand name in the foreground. A combined 66%percent of the respondents to the questionnaire that was carried out following the focus group agreed that products stand out more when a character uses or mentions the product/brand (see table.1).

Whilst the recall of a brand is an important factor in how effective the placement is, the pace or complexity of the movie can cause a distraction from the placements. The focus group suggested that some of the placements were lost due to the pace of the movies shown. One participant commented that placements in the background of slower paced movies were more effective than those placed in action movies or those with a faster pace. It was later commented that products placed within faster paced movies needed to be emphasised on more to be noticed. It therefore appears that the genre of the movie will have an effect on the product placement with in it. The research suggests that viewers will have difficulty to recall brands/products that are placed in the background or foreground of a fast past movie. However if a product is used or mentioned by a character then this increases the chances of the viewer recall. On the other hand placements within slower paced movies are easier to recall increasing brand awareness. This indicates that positioning of the product is a valuable consideration when the goal is to increase awareness

Attitude product placement

The overall suggestion from this study in regards to attitudes towards product placement within the movie is that the group members strongly appreciated the presence of products within movies. The research suggests that viewers acceptability of p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。