Analysis of product placement effectiveness in psychological thrillers in Spain
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Abstract
The importance of using product placement as a communication tool in audiovisual media in general and in films in particular has been increasing in recent decades. This has been at while public rejection of the use of more traditional advertising methods has increased. Specifically, the main objective of this study is to analyze product placement effectiveness in psychological suspense thrillers, by defining the essential approaches of this advertising or communicative strategy, . This study has used a methodological combination of quantitative analysis of descriptive and bivariate statistics based on the data of a survey carried out in Spain, and a qualitative analysis of the results of a non-mandatory open question about the issue being studied. The results have made it possible to confirm in general terms the empirical evidence of the greater effectiveness of this communication strategy to the detriment of traditional advertising, although it is relevant that the participants in the study estimate that this type of communication tool can be more commercially successful for other people than it is for them. Also, according to the results of this research, it is advisable to use this strategy naturally and non-invasively It is concluded that the achievement of communicative objectives is subject to the correct adaptation to the film genre being studied , and viewers’ characteristics , such as age and sex.
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References
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