Archive for June, 2005

WHILE THE RECALL-RECOGNITION BATTLE IN advertising measurement has raged on for many years, recent studies in both the UK and U.S. have tipped the scales in favor of recognition. This is mostly to do with the emergence of the importance and power of ‘emotion’ as a key element in advertising, and indeed in product placement and other forms of marketing. Product placement quality is perhaps even more sensitive than straight ahead advertising to the emotional elements of communication, given its generally passive and integrated nature. That said, trying to measure product placement impact by day after recall is a sub-optimal way to assess its potential effect on the audience and the brand.

iTVX and OTX Research, a Hollywood-based Internet market research firm, recently completed a study that will be presented at the ESOMAR/ARF Week of Audience Measurement Conference in Montreal on June 21, 2005. Without giving away the store, the study did verify and build on prior research to show that seamless integration of a product placement in a TV show is a positive thing. Recognition of the placement was enhanced when placements were not intrusive, even among non-regular users of the brand. In addition, the higher the quality of the placement, the better was the recognition of the brand in the clip.

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