An Explorative Study of Testing the potency of Product Positioning Compared to 30-Second Commercials
Kristin Blondé and Irene Roozen
Kristin Blondé: Irene Roozen:
tel: +32-2-221. 12. fifty nine tel: +32-2-221. 12. ninety six
Vlekho-Business Institution 336 Repent Royal 1030 Brussels Belgium
A great Explorative Research of Assessment the Effectiveness of Product Placement Compared to 30-Second Commercials Abstract
The main objective of the paper should be to compare the potency of subtle and prominent item placements together with the effectiveness of 30-second commercials for the same brands. Two trial and error groups were exposed to TV- drama series and 30-second TV advertisements in the break in the TV-series. The brands of the prominent- and subtle item placements that have been used in the TV soap series in the initially experimental group were used as 30-second commercials in the second fresh group and vice versa. The variables to measure the efficiency of interaction were analysed in terms of manufacturer recall and brand identification. The most important study result is that product placements are found to get more effective than 30-second commercials.
The " re-invention” of item placement has gained fresh urgency because consumers more and more have the specialized power to steer clear of commercial emails on TV. Consumers are exponentially confused by ads, consequently annoyed by these people (Fennis and Bakker, 2001; Aacker and Bruzzone1985) and trying to avoid them (Woltman Elpers et approach., 2003). Consumers were currently using regularly the handheld remote control in order to swap away (zapping) from TV commercials. While using introduction of PVRs this kind of TiVo, Replay TV and so on, consumers should not only fast-forward through noted programs although can now as well easily skip with a PVR's auto-skip key. So the pin the consequence on of keeping away from commercials (zapping, zipping, skipping) seems today to fall in digital online video recorders and digital tv. As the convergence of TV plus the internet goes on at an unavoidable pace, consumers will only gain more control of what they observe and when they see it (Zutter, 2005; Woltman Elpers ain al. 2003).
Decreasing Performance of 35 second TELEVISION SET commercials A Forrester Research's study of PVR consumption by 588 users in the US found that 60% of time, on average, was spent watching programmes that have been pre-recorded or perhaps delayed, resulting in 92% of commercials getting skipped. Thirty per cent of respondents explained they viewed no advertisements at all (Zutter, 2005). Likewise in European countries the effectiveness of the 30
second Commercial is declining dramatically. 78, 2% of Germans are irritated by simply advertising, just 24% actually still designer watches it (Demin, 2006) Within a recent analyze in European countries (the Netherlands) the actual viewing behaviour of shoppers was scored (instead of measuring behavioural intentions). Study results suggested that only 19% of the TV-viewers could be scored as potential viewers of commercials, mainly because TV-viewers not simply switch to an additional channel (which is normally scored by audiometry-measurements) but as well stop observing in order to do other stuff like visiting the kitchen, bath room etc (Stumple and Levi, 2005).
Seeing that viewers' focus on TV promoting has rejected the last years (Woltman Elpers et approach., 2003; Rossiter and Bellman, 2005) significant brand promoters (top 130) responsible for 20 dollars billion in ad spending per year are losing confidence in the efficiency of TELEVISION SET advertising (Mandese, 2006). According to a study released by the Association of National Advertisers (USA) TV SET Ad Online community on Mar 22, 2006, more than 3 out of four advertisers (78%) say they have less self-confidence today in the effectiveness of TV promoting than they were doing two years ago. Instead, they are looking at alternatives such as top quality entertainment within TV programs (61%), TELEVISION programme benefactors (55%), interactive advertising during TV programs (48%),...