Brand placement across media : the interaction of placement modality and frequency in film versus text

The present research employed a 2 x 2 x 2 between-subjects design to investigate the effects of brand placement modality and frequency on brand attitude in two media, namely a short film or a written text featuring the placed brand. The narrative content and placement scenes were held constant. Modality was manipulated by placing the brand either visually or auditorily in the film, and either in the narration or in the dialogue of the text. Frequency was manipulated by inserting the brand either two or four times. Persuasion knowledge and irritation were measured as potential mediators. The findings show that, in film, greater irritation with auditory than visual placements ensues at low (but not high) placement frequency. In text, exposure to dialogue (vs. narration) placements leads to more irritation, regardless of frequency. As expected, irritation - but not persuasion knowledge - mediates the effects of modality and frequency on brand and film/story attitude in both media.

Publication year:2021

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