September 23rd, 2013
Covert product placements in TV shows increase consumers’ memories and brand attitudes, says CU-Boul
University of Colorado Press Release
Consumers who watch television sitcoms and see product placements through covert marketing have better memories of the products and better attitudes toward the brands, according to three joint studies led by the University of Colorado Boulder.
“Frankly, we were a bit surprised at the power of covert marketing across a variety of studies,” said Margaret C. Campbell, professor of marketing at CU-Boulder’s Leeds School of Business and lead author of the article appearing online this month in the Journal of Consumer Psychology. “Even though most U.S. consumers know that marketers pay to surreptitiously get their brands in front of consumers, consumers are still influenced by covert marketing efforts.”
However, the studies also found that the disclosure of paid product placements in a sitcom decreased the influential effects, especially when the disclosure occurred after the consumer was exposed to the marketing.