Is Effective Product Placement in Movies?: a Cross-Cultural Study Between French and Spanish Consumers.

Jose Torrano, Technical University of Cartagena, Spain
Enrique Flores, Technical University of Cartagena, Spain
Product placement (PP) has taken its place as a major promotional medium, especially these days when consumers have an increasing array of media choices and have the ability to switch in and out of various media as and when they chose too. Based on Dual Mediation Hypothesis Model (Mackenzie et al., 1986), we have analyses PP effectiveness within the international context, and we have compared the results obtained from samples of consumers (French and Spanish). This intercultural framework is justified for the increase of international operations of firms that sell their products and services to a higher number of markets, directed to consumers of different cultures and nationalities.
[ to cite ]:
Jose Torrano and Enrique Flores (2009) ,"Is Effective Product Placement in Movies?: a Cross-Cultural Study Between French and Spanish Consumers.", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 863-863.