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Plugs versus placements: A comparison of alternatives for within‐program brand exposure
Author(s) -
Roehm Michelle L.,
Roehm Harper A.,
Boone Derrick S.
Publication year - 2004
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.10113
Subject(s) - psychology , presentation (obstetrics) , product (mathematics) , product placement , advertising , marketing , business , medicine , geometry , mathematics , radiology
A study is presented that compares two forms of within‐program brand appearances: product placements and celebrity plugs. Evidence suggests that plugs may often have a retention advantage over placements. This advantage is hypothesized to arise from differences in the way plugs and placements are often presented. Specifically, differences in presentation contexts may create differences in how memory for plugs and placements is organized. This, in turn, may allow plugs to receive more frequent rehearsal during subsequent viewing of a show in which a brand has appeared. © 2004 Wiley Periodicals, Inc.