Product and brand placement arouses a particular interest at the announcers. However the massive use of brands in international programmes incites us to wonder about the effect of the local socio-cultural context on the efficiency of this creative technique. This research presents, first an explanatory abstract frame of the influence of the local context variables and the variables of programming on the recall of the placement; and second an empirical validation realized in two phases. First of all, a qualitative analysis of contents by experts; then a quantitative study by experimentation realized with 150 individuals. The results show that, globally the effect of the local context on the memorization of the placement is direct and that the recall of the placed brands depends on attitudes towards the spoken language, on social interactions and some characteristics of the audience.
Ahn, J., & La Ferle, C. (2008). Enhancing recall and recognition for brand names and body copy: A mixed-language approach. Journal of Advertising, 37(3): 107–117.
2.
Balasubramanian, S., Karrh, J., & Patwardhan, H. (2006). Audience response to product placements: An integrative framework and future research agenda. Journal of Advertising, 53(3): 115–141.
3.
Blondé, K., & Roozen, I. (2007). An explorative study of testing the effectiveness of product placement compared to 30-second commercials. Communication presented at the 6th International Congress of Marketing Trends, Paris on 26th to 27th January.
4.
Carranza, M., & Ryan, E. (1975). Evaluation reactions of bilingual Anglo and Mexican American adolescents toward speakers of English and Spanish. International Journal of the Sociology of Language, 6(2): 83–104.
5.
Caruana, A., & Abdilla, M. (2005). To dub or not to dub: Language adaptation of global television advertisements for bilingual community. Journal of Brand Management, 12(4): 236.
6.
Cowley, E., & Barron, C. (2008). When product placement goes wrong: The effect of program liking and placement prominence. Journal of Advertising, 37(1): 89–98.
7.
De Gregorio, F., & Sung, Y. (2010). Understanding attitudes toward and behaviors in response to product placement. Journal of Advertising, 39(1): 83–96.
8.
De Pelsmacker, P., Geuens, M., & Anckaert, M. (2002). Media context and advertising effectiveness: The role of context appreciation and context/ad similarity. Journal of Advertising, 31(2): 49–61.
9.
Derbaix, C., & Gregory, P. (2004). Persuasion : La théorie de l’irrationalité restreinte. (Persuasion: The theory of irrationality restricted) Paris: Economica.
10.
Dianoux, C., & Hermann, J-L. (2003). Taking into account the social interaction in the study of advertising impact: Results from a first experimentation. Communication presented at the 19th International Congress of the French Association of Marketing, Tunis on 7th to 10th May.
11.
Fontaine, I. (2000). Toward a conceptual framework for evaluating the effectiveness of product placements in movies. Communication presented at the 16th International Congress of the French Association of Marketing, Montréal on 18th–20th May. pp. 969–984.
12.
Fontaine, I. (2006). Investigating attitude change following exposure to brand placements in movies: Cognitive pro-cessing or mere exposure effect?Recherches et Applications en Marketing, 21(1), 1–18.
13.
Forgas, J., & Moylan, S. (1987). After the movies: Transient mood and social judgment. Personality and Social Psychology Bulletin, 13(4): 467–477.
14.
Goldberg, M., & Gorn, G. (1987). Happy and sad TV programs: How they affect reactions to commercials. Journal of Consumer Research, 14(December), 387–403.
15.
Gould, S., Gupta, P., & Grabner-Kräuter, S. (2000). Product placements in movies: A cross cultural analysis of Austrian, French and American consumers’ attitudes toward this emerging, international promotional medium. Journal of Advertising, 29(4): 41–58.
16.
Gupta, P., & Gould, S. (1997). Consumer’s perceptions of the ethics and acceptability of product placements in movies: Product category and individual differences. Journal of Current Issues and Research in Advertising, 14(Spring), 37–50.
17.
Hall, E. (2004). Young consumers receptive to movie product placement. Advertising Age, 75(13): 8.
18.
Helfer, N. (1956). An application of psychological theory to advertising. Journal of Marketing, 20(3): 248–254.
19.
Holbrook, M., & Hirschman, E. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3): 92–101.
20.
Huget, P., Galvaing, M., Monyeil, J., & Dumas, F. (1999). Social presence effects in the strop task: Further evidence for an intentional view of social facilitation. Journal of Personality and Social Psychology, 46(6): 1349–1364.
21.
Khalbous, S. (2003). Marketing communication & cultures: An application to the case of Tunisian consumers. Communication presented at the 19th International Congress of the French Association of Marketing, Tunis on 7th–10th May. pp. 886–908.
22.
Khalbous, S., & Maazoul, M. (2007). Articulation of program—advertising and efficiency of television advertising: Application in a Mediterranean multilingual context. Communication presented at the 6th International Congress of Marketing Trends, Paris on 26th to 27th January.
23.
Khalbous, S., & Maazoul, M. (2011). Techniques créatives de placement: Concepts et applications (Creative Techniques Placement: Concepts and applications)Revue Marocaine de Recherche en Management et Marketing, 4.
24.
Khalbous, S., Maazoul, M.Vianell, D., Domanski, T., Dianoux, C., & Maazoul, M. (2008). Attitudes toward product placement: A cross cultural analysis in Tunisia, France, Italy, and Poland. Communication presented at the 7th International Congress of Marketing Trends, Venice on 17th to 19th January.
25.
Karrh, J. (1994). Effects of brand placement in feature film. Proceedings of the Conference of the American Academy of Advertising, Athens, 90–96.
26.
Krugman, D., Cameron, G., & Mc Kearney, C. (1995). Visual attention to programming and commercials: The use of in-home observation. Journal of Advertising, 24(1): 1–12.
27.
Kureshi, S., & Sood, V. (2009). Indian gamers’ recall, recognition and perceptions of in-game placements. Journal of Indian Business Research, 1(4): 252–268.
28.
La Ferle, C., & Edwards, S. (2006). Product placement: How brands appear on television. Journal of Advertising, 35(4): 65–86.
29.
Lehu, J-M. (2005). Le placement de marques au cinéma: Proposition de la localisation du placement à l’écran comme nouveau facteur d’efficacité potentielle (Brand placement in movies: Suggesting on-screen placement location as a new factor influencing potential impact)Décisions Marketing, 37(January–March), 17–31.
30.
Luna, D., & Peracchio, L. (2005). Advertising to bilingual consumers: The impact of code-switching on persuasion. Journal of Consumer Research, 31(4): 760.
31.
Lutz, R.J., Mc Kenzie, S.B., & Belch, G.E. (1983). Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences. Advances in Consumer Research, 10, 532–539.
32.
McKechnie, S., & Zhou, J. (2003). Product placement in movies: A comparison of Chinese and American consumers’ attitudes. International Journal of Advertising, 22(3): 349–374.
33.
Mehrabian, A., & Russell, J. (1974). An approach to environmental psychology. MIT Press, Cambridge.
34.
Murry, J., Lastovicka, J., & Singh, S. (1992). Feeling and linking responses to television programs: An examination of two explanations for media-context effects. Journal of Consumer Research, 18(March), 441–451.
35.
Nahon, D., & Tassi, P. (1998). Le contexte d’insertion des messages et la mémorisation de la publicité televise (Television programs and advertising memory: Response to commercials according to program context.)Décisions Marketing, 13(January–February), 47–56.
36.
Nelson, M., Yaros, R. & Keum, H. (2006). Examining the influence of telepresence on spectator and player processing of real and fictitious brands in a computer game. Journal of Advertising, 35(4): 87–99.
37.
Newell S., Henderson K., & Wu, B. (2001). The effects of pleasure and arousal on recall of advertisements during the super bowl. Psychology and Marketing, 18(11): 1135–1153.
38.
Petrof, J.V. (1990). L’utilisation des langues étrangères comme moyen d’augmenter l’efficacité de la publicité: une approche expérimentale (The use of foreign languages to improve the advertising efficiency: an experimental approach). Recherches et Applications en Marketing, 5(2): 1–15.
39.
Potter, R., LaTour, M., Braun-LaTour, K., & Reichert, T. (2006). The impact of program context on motivational system activation and subsequent effects on processing a fear appeal. Journal of Advertising, 35(3): 67–80.
40.
Puntoni, S., & Tavassoli, N. (2007). Social context and memory. Journal of Marketing Research, 14(May), 284–296.
41.
Schwartz, G., Brown, S., & Ahern, G. (1980). Facial muscle patterning and subjective experience during affective imagery: Sex differences. Psychophysiology, 17(1): 75–82.
42.
Tiwsakul, R., Hackley, C., & Szmigin, I. (2005). Explicit, non-integrated product placement in British television programmes. International Journal of Advertising, 24(1): 95–111.
43.
Yang, M., Roskos-Ewoldsen, D., Dinu L., & Arpan, L. (2006). The effectiveness of ‘in-game’ advertising, 35(4), 143–152.
