Abstract
The majority of current product placement research is predicated on a cinema setting and assumes a rather captive audience. Little is known, about the effect of audience multitasking on product placements. As multitasking activity is most prevalent in the home, an understanding of this activity is critical to developing product placement techniques. This initial study investigates the effects of multitasking on both subtle and prominent product placements. The results indicate that less familiar, prominently placed brands suffer from significantly less recall and valuation within multitasking situations. Product placement within a multitasking situation serves to devalue the placed brand, as the placement is perceived as a distraction from other tasks being performed. © 2014 Australian and New Zealand Marketing Academy.
Originalsprache | Englisch |
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Seiten (von - bis) | 288-295 |
Seitenumfang | 8 |
Fachzeitschrift | Australasian Marketing Journal |
Jahrgang | 22 |
Ausgabenummer | 4 |
DOIs | |
Publikationsstatus | Veröffentlicht - 1 Nov. 2014 |
Extern publiziert | Ja |
Forschungsfelder
- Digital Marketing
IMC Forschungsschwerpunkte
- Innovation management and consumer studies
ÖFOS 2012 - Österreichischen Systematik der Wissenschaftszweige
- 508015 Wirtschaftskommunikation
- 502019 Marketing