EFICÃCIA COMUNICATIVA DO “PRODUCT PLACEMENTâ€: AVALIAÇÃO DOS EFEITOS COGNITIVOS, AFECTIVOS E CONATIVOS NA AUDIÊNCIA

Abstract

The study purpose was to assess theeffectiveness of Product Placement in three James Bondfilms concerning cognitive, affective and conative effects inaudience, regarding products and brands identified andlocalized in the three movies. A sample of 150 collegestudents was randomly organized into three independentgroups. For each film was produced a questionnaire. Adirect observation [5] was conducted to collect data onplacement surface area and duration. Statistical procedures:descriptive analysis; One â€Way ANOVA with postâ€hoccalculations (Bonferroni); Pearson’s correlation analysis,and linear regression with stepwise method. Results: viewersrecalled products and brands in spontaneous and aidedform; developed attitudes towards brands; revealedpurchase intention; recall was confirmed as related toplacement duration, product role in the plot, and lead actorpresence. Familiarity is positively associated with attitudesand positive attitudes can help to predict purchase intention.Index Terms ⎯ Product Placement, Cognitive, Affective,Conative.