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Originalia

Product Placement, Markengedächtnis, Markenimage (1)

Literaturübersicht und ein weiterführendes Experiment

Published Online:October 03, 2006https://doi.org/10.1026/1617-6383.18.3.106

Abstract

Zusammenfassung. Nach den Ergebnissen bisheriger Untersuchungen ist unklar, inwieweit es sich bei dem Product Placement um eine effektive Werbemethode handelt. In einer eigenen Untersuchung mit zwei James-Bond-Filmen haben wir deshalb überprüft, inwieweit diese Methode geeignet ist, das implizite und explizite Markengedächtnis und das Markenimage zu verbessern. Bei der Messung des impliziten Gedächtnisses wurden Markenfragmente und Produktkategorien dargeboten, zu denen spontan beliebige Wörter assoziiert werden sollten. Bei der Messung des expliziten Gedächtnisses sollten die platzierten Marken erinnert werden, und zwar ebenfalls mit Hilfe der Fragmente und Produktkategorien. Außerdem wurde ein Rekognitionstest durchgeführt. Das Markenimage wurde auf fünf verschiedenen Einstufungsskalen gemessen. Insgesamt blieb das Product Placement jedoch weitgehend wirkungslos: Es verbesserte weder die impliziten Markenerinnerungen noch das Markenimage, und die expliziten Markenerinnerungen nur wenig.


Product placement, brand memory, brand image (1): Review and further experiment

Abstract. On the basis of previous research it remains unclear in how far advertising effects could be achieved by product placement. Therefore, we conducted an experiment with two James-Bond-movies to test for implicit and explicit brand memory and brand image. Implicit memory was tested by providing brand fragments which were to be completed by the subjects, and by providing product areas where random words should be named. In measuring explicit memory, the fragments and product areas were to be used as memory cues for the brands placed. Brand recognition and brand image were also assessed. All results show that the product placement is relatively ineffective. It improved neither implicit brand memory nor brand image, and explicit brand memory only slightly.

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