Also determines that sponsor-program congruity leads to better ethical and evaluative consumer reactions for all types of television program considered except mini-series/dramas. Furthermore, product placements that play a passive role and are not clearly expressed within the program are generally perceived as less ethical, especially when they appear in information/services magazines. Suggests that evaluations of product placement are most negative in the context of mini-series/drama television programs. Indicates that strategies of product placement impact differently on consumers' evaluative and ethical judgements and that their effects interact with the type of television program. Uses a factorial design comprising these four factors, which was operationalised by means of 12 brief written vignettes. Four factors were manipulated: type of placement, sponsor's image, type of television program and sponsor-program congruity. Reports the results of an experimental study that examines the impact of different strategies of product placement on consumer reactions in the context of television sponsorship.
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