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1、外文文献Effectivenessofbrandplacement:NewinsightsaboutviewersAbstractSincetraditionalmediahavebecomesaturated,thetechniqueofproductplacementhasbeenattractinggrowinginterest.Thisresearchexploresnewinsightsconcerningviewers'reactionsduringasecondviewingofamovie.Asampleof3532Frenchviewer
2、sofDVDshasbeenusedtolinkthewaythemoviewaschosen,viewedandappreciated(ornot)withaspontaneousbrandplacementrecall,thedayafterthefilmwaswatchedathome.Resultsmakeacontributiontoaddingtoacademicknowledgeofthetopic.Afirstviewingofthemovieatthecinemaimprovesbrandplacementrecall,asdoeswat
3、chingthemovieathomeonalargehomecinemascreen.SuchanimprovementalsooccurswhenaDVDmovieischoseneitherbecauseofthemoviedirectororwhentheviewerlikesthemovie.Keywords:Consumer;Productplacement;Brandplacement;Movie;Branded-entertainment;Spontaneousday-afterrecall1.IntroductionProductplac
4、ements(aproductand/orabrandintentionallyplacedinaculturalmedium)aremushroominginmoviesnowadays.Thoseproductsarepartofaso-calledproductplacementdeal.Productplacementinmovieshasbecomeacommunicationtechniquewhichisusedmorethaneverbyadvertisers(Karrhetal.,2003;PQMedia,2007).ArecentAss
5、ociationofNationalAdvertisers(ANA)surveyindicatesthat63%oftheAmericanadvertiserswhorespondedalreadyintegratedproductplacementactionsintheircommunicationplan,52%specifyingthatfinancingforthoseactionshadbeentransferredfromtheirTVadvertisingbudget(Consoli,2005).Agreatdealofresearchis
6、alreadydevotedtoproductplacementinallitsforms(Nelson,2002;LaFerleandEdwards,2006;GuptaandGould,2007)andmorespecificallytoproductplacementinmovies(Karrh,1998).2.BrandplacementinmoviesSincethefirstbrandplacementsappearedinnovelstwocenturiesago,theyhavedevelopedwiththemovieindustry(T
7、urner,2004;NewellandSalmon,2004).Productplacementisacrossbreedtechnique,thatcombinesdifferentcommunicationtechniquesintoone,takingplaceinaculturaland/orentertainmentenvironment.Placingaproductconsistsofputtingaproductand/orabrandintoamoviescenewhereitcanbeseenand/oritsnameheard.Th
8、eplacementcaneitherbepaidforbythe
