Placements as mediators of brand salience within a UK cinema audience

Journal of Marketing Communications

Volumn 6, Issue 3, 2000, Pages 141-158

  Johnstone, Emma ^a   Dodd, Christopher A ^b  

^a IMPERIAL COLLEGE LONDON   (United Kingdom)

^b HERIOT WATT UNIVERSITY   (United Kingdom)

Author keywords

Brands; Cinema Advertising; Placements; Salience; Self MONITORING

Indexed keywords

EID: 0347015100     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527260050118649     Document Type: Article

References (46)

1. Alba, J.W. and Chattopadhyay, A. (1986) Salience effects in brand recall. Journal of Marketing Research 23(4), 363-9.
2. Atkinson, R.C. and Shiffrin, R.M. (1971) The control of short-term memory. Scientific American 224, 82-90.
3. Auty, S. and Elliot, R. (1997) Social identity and the meaning of fashion brands. European Advances in Consumer Research 3, 1-10.
4. Babin, LA. and Carder, S.T. (1995) Advertising via the box office:is product placement effective? Journal of Promotion Management.
5. Baird, R. (1997) Patent place. Marketing Week 1 March.
6. Balasubramanian, S.K. (1991) Beyond Advertising and Publicity:the Domain of the Hybrid Messages. Cambridge, MA:Marketing Science Institute.
7. Bandura, A. (1963) Social cognitive theory of self-regulation. Organisational Behaviour and Human Decision Processes 50, 248-87.
8. Barry, T.E. and Howard, DJ. (1990) A review and critiques of the hierarchy of effects in advertising. International Journal of Advertising 9, 121-35.
9. Belch, G.E. and Belch, M.A. (1998) Advertising and Promotion, 4th edn. London:Irwin/McGraw-Hill.
10. Bettman, J.R. (1979) Memory factors in consumer choice:a review. Journal of Marketing 43, 37-53.
11. Bernstein, D.A., Roy, E.J., Skrull, T.K. and Wickens, C.D. (1988) Psychology. Boston:Houghton Mifflin.
12. De Chernatony, L. and McDonald, M.H.B. (1992) Creating Powerful Brands. Oxford:Butterworth-Heinemann.
13. Dibb, S., Simkin, L., Pride, W.M. and Ferrell, O.G. (1997) Marketing:Concepts and Strategies. Boston:Houghton Mifflin.
14. Ehrenberg, A.S.C. (1992) Comments on how advertising works, Marketing and Research Today, 20(3), 167-9.
15. Engel, J.F., Blackwell, R.D. and Miniard, P.W. (1995) Consumer Behavior. Dryden Press.
16. Franzen, G. (1994) Advertising Effectiveness:Findings from Empirical Research. Oxford:NTC Publications.
17. Gerbner, G., Gross, L., Signorelli, N., Morgan, M. and Jackson-Beech, M. (1979) The demonstration of power:violence profile no. 10. Journal of Communication 29(3), 177-96.
18. Gerbner, G., Gross, L., Morgan, M. and Signorelli, N. (1982) Charting the mainstream:television's contributions to political orientations. Journal of Communication 32(2), 100-27.
19. Goleman, D. (1990) Research probes what the mind senses unaware. New York Times 14 August.
20. Gordon, M.E., Slade, L.A. and Schmidt, N. (1986) 'The science of the sophomore' revisited:from conjecture to empiricism. Academy of Management Review 11, 191-207.
21. Haley, R.I. and Baldinger, A.L. (1991) The A.R.F. Copy Research validity project. Journal of Advertising Research, 31(2), 11-32.
22. Hawkins, S.A. and Hoch, S.J. (1992) Low involvement learning:memory without evaluation. Journal of Consumer Research 19(2), 212-25.
23. Hawkins, R.P. and Pingree, S. (1980) Some processes in the cultivation effect. Communication Research 7, 193-226.
24. Higgins (1985) There's gold in silver screen product plugs. Advertising Age 19(21), 6.
25. Huffman, K., Vernoy, M.W. and Williams, B.F. (1987) Psychology in Action. London:John Wiley and Sons Inc.
26. Hutchinson, J.W. (1983) On the locus of range effects in judgement and choice. In R.P. Bagozzi and A.M. Tybout (eds) Advances in Consumer Research. Ann Arbor, MI:Association for Consumer Research, pp. 305-8.
27. Karrh, J.A. (1995) Brand placements in feature films:the practitioner's view. In Proceedings of the Conference of the American Academy of Advertising, Waco, TX, pp. 182-8.
28. Kotler, P. (1995) Marketing Management. Englewood Clifls, NJ:Prentice-Hall Inc.
29. Lannon, J. and Cooper, P. (1983) Humanistic advertising - a holistic cultural perspective. International Journal of Advertising 2, 195-213.
30. Marlowe, J., Selnow, G. and Blosser, L. (1989) A content analysis of problem-resolution appeals in television commercials. Journal of Consumer Affairs 23, 175-95.
31. Miller, M.C. (1990) Seeing Through Movies. New York:Pantheon.
32. Miller, S. and Berry, L. (1998) Brand salience versus brand image:two theories of advertising effectiveness. Journal of Advertising Research 38(15), 77.
33. Moran, W.T. (1990) Brand presence and the perceptual frame. Journal of Advertising Research 30(6), 9-16.
34. Nebenzahl, ID. and Secunda, E. (1993) Consumers' attitudes toward product placement in movies. International Journal of Advertising 12(2), 1-11.
35. Nord, W.R. and Peter, J.P. (1980) A behaviour modification perspective on marketing. Journal of Marketing 44, 36-47.
36. Oliver, B. (1986) The latest screen stars. Marketing, March, 38-39.
37. Ong, B.S. and Meri, D. (1994) Should product placement in movies be banned? Journal of Promotion Management 2(3/4), 15-175.
38. Rossiter, J.R. and Percy, L. (1983) Visual communication in advertising. In R.J. Harris, (ed.) Information Processing Research in Advertising. Hillsdale, NJ:Lawrence Erlbaum Associates, pp. 83-125
39. Sapokky, B.S. and Kinney, L. (1994) You oughta be in pictures:product placements in the top-grossing films of 1991. In Proceedings of the Conference of the American Academy of Advertising, Athens, GA.
40. Shankar, A. (1999) Advertising's imbroglio. Journal of Marketing Communications 5, 1-15.
41. Snyder, M. (1979) Self-monitoring processes. In L. Berkowitz (ed.) Advances in Experimental Social Psychology. New York:Academic Press, pp. 12, 85-128.
42. Snyder, M. and DeBono, K.G. (1985) Appeals to image and claims about quality; understanding the psychology of advertising. Journal of Personality and Social Psychology 49(3), 586-97.
43. Snyder, M. and Gangestad, S. (1986) On the nature of self-monitoring:matters of assessment, matters of validity. Journal of Personality and Social Psychology 51, 125-39.
44. Steortz, E.M. (1987) The cost efficiency and communication effects associated with brand name exposure within motion pictures. Unpublished master's thesis, West Virginia University.
45. Vollmers, S. and Mizerski, R. (1994) A review and investigation into the effectiveness of product placements in films. In Proceedings of the Conference of the American Academy of Advertising, Athens, GA, pp. 97-102.
46. Walker, D. and Dubitsky, T.M. (1994) Why liking matters. Journal of Advertising Research, May/June, 9-18.