"Can you spot the brands?" : the effect of product placement on the recall and recognition of the local audience

Abstract

Purpose -This dissertation aims at understanding the different variables that are likely to affect one's recall and recognition rate, with regards to product placements found in movies and broadcast programmes. Methodology - The methodology used was an experiment that took the form of multiple case studies. Respondents were first shown several video clips featuring different product placements, their recall and recognition rate was then measured through the use of a questionnaire. The data collected was then analysed using independent T-Tests, Pearson's correlation, regression analysis, and literature in the product placement field. Findings - The outcomes of this dissertation conclude that a significant difference exists between one's recall and recognition rate for prominent and subtle product placements. Moreover, it also suggests that no difference exists between the recall and recognition rate of Maltese males and females. Furthermore, this study provides readers with the factors that are likely to affect one's recall and recognition, showing that a consumer is more likely to remember and recognise a product placement that is prominent, lengthy , and has repeated exposure. Research Limitations - The outcomes of this dissertation may be used as a benchmark for future studies with regards to this topic. Since the dissertation was limited in the areas that it explored, further investigation in the field of product placement is required. iii Practical Implications - This study helps advertising companies understand the factors that are likely to increase one's recall and recognition, helping companies design successful product placements. Originality and Value - This study proves to be highly original and valuable, as it is the first study regarding product placement in Malta, making it a useful benchmark for future studies.