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1、外文文献Effectivenessofbrandplacement:NewinsightsaboutviewersAbstractSincetraditionalmediahavebecomesaturated,thetechniqueofproductplacementhasbeenattractinggrowinginterest.Thisresearchexploresnewinsightsconcerningviewers'reactionsduringasecondviewingofamovie.Asampleof3532
2、FrenchviewersofDVDshasbeenusedtolinkthewaythemoviewaschosen,viewedandappreciated(ornot)withaspontaneousbrandplacementrecall,thedayafterthefilmwaswatchedathome.Resultsmakeacontributiontoaddingtoacademicknowledgeofthetopic.Afirstviewingofthemovieatthecinemaimprovesbrandp
3、lacementrecall,asdoeswatchingthemovieathomeonalargehomecinemascreen.SuchanimprovementalsooccurswhenaDVDmovieischoseneitherbecauseofthemoviedirectororwhentheviewerlikesthemovie.Keywords:Consumer;Productplacement;Brandplacement;Movie;Branded-entertainment;Spontaneousday-
4、afterrecall1.IntroductionProductplacements(aproductand/orabrandintentionallyplacedinaculturalmedium)aremushroominginmoviesnowadays.Thoseproductsarepartofaso-calledproductplacementdeal.Productplacementinmovieshasbecomeacommunicationtechniquewhichisusedmorethaneverbyadve
5、rtisers(Karrhetal.,2003;PQMedia,2007).ArecentAssociationofNationalAdvertisers(ANA)surveyindicatesthat63%oftheAmericanadvertiserswhorespondedalreadyintegratedproductplacementactionsintheircommunicationplan,52%specifyingthatfinancingforthoseactionshadbeentransferredfromt
6、heirTVadvertisingbudget(Consoli,2005).Agreatdealofresearchisalreadydevotedtoproductplacementinallitsforms(Nelson,2002;LaFerleandEdwards,2006;GuptaandGould,2007)andmorespecificallytoproductplacementinmovies(Karrh,1998).2.BrandplacementinmoviesSincethefirstbrandplacement
7、sappearedinnovelstwocenturiesago,theyhavedevelopedwiththemovieindustry(Turner,2004;NewellandSalmon,2004).Productplacementisacrossbreedtechnique,thatcombinesdifferentcommunicationtechniquesintoone,takingplaceinaculturaland/orentertainmentenvironment.Placingaproductconsi
8、stsofputtingaproductand/orabrandintoamoviescenewhereitcanbeseenand/oritsnameheard.Theplacementcaneitherbepaidforbythe
