Abstract

Advertisers are increasing their spending on product placements in TV programs, often with other integrated marketing communications (IMC) elements. This study uses 12 versions of an informational TV program to investigate whether too much product placement in the presence of IMC elements has a negative effect on TV program evaluation. The research reveals that combining placement and IMC presence has interactive, not additive, effects on brand recognition and recall, persuasion knowledge, and program evaluations. IMC elements, particularly a billboard seen before a product placement, have a “hedonic contamination” effect, worsening evaluation of an informational TV program featuring blatant product placement.

摘要

广告商正在增加他们在电视节目中植入式广告的支出，通常还包括其他整合营销传播 (IMC) 元素。本研究使用 12 个版本的信息电视节目来调查在存在 IMC 元素的情况下过多的产品放置是否对电视节目评价产生负面影响。研究表明，结合展示位置和 IMC 存在对品牌识别和回忆、说服知识和项目评估具有交互作用，而不是叠加作用。IMC 元素，尤其是在植入广告之前看到的广告牌，具有“享乐污染”效应，会恶化对具有公然植入广告的信息电视节目的评价。