Product Placement And Consumer Brand Salience: Measuring The Impact

Abstract

When the song ‘Pass the Courvoisier' remained in Billboard's hot 100 music Chart for around 20 weeks in addition to significant exposures on TV and radio networks. To the surprise of marketers and advertizing practitioners was meanwhile a double digit in the sales of ‘Courvoisier cognac' the basic theme of this song. Many more such examples appeared on the marketing communication horizon indicating that such practices may lead to a more effective brand communication relative to conventional advertizing. Following an experimental design, the focus of this research was to analyze and understand the role of brand placement on consumer recognition and recall (salience) of that particular brand. Consistent with the previous literature we found significant brand salience related implications of brand placement in Pakistani context. The findings however also suggest for careful management of the placement strategies. Our findings provide new academic insights into and a foundation for researchers in this regard.