Ítem
Acceso Abierto
The effectiveness of product placement in series and movies: exploring audience awareness and its impact on brand recall
Título de la revista
Autores
Noguera Rodriguez, Juan Diego
Fecha
2025-10-10
Directores
Noval, Laura J.
ISSN de la revista
Título del volumen
Editor
Universidad del Rosario
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Resumen
La colocación de producto es una estrategia de marketing que integra marcas dentro de películas y series para mejorar su percepción y recordación de manera natural, a diferencia de la publicidad tradicional. Con la expansión de las plataformas de streaming, esta práctica ha ganado relevancia al permitir que las marcas lleguen a diversos públicos sin interrumpir la experiencia audiovisual. Sin embargo, su efectividad y nivel de conciencia del espectador siguen siendo objeto de debate. Este estudio utiliza un enfoque cuantitativo basado en encuestas en línea dirigidas a personas de 18 a 40 años que consumen cine o contenido en streaming. Se analiza cómo la conciencia del espectador, la edad y los hábitos de consumo influyen en la recordación de marca. Los resultados muestran que, aunque muchos espectadores reconocen las marcas, su conciencia publicitaria es limitada, pero la colocación de producto sigue siendo efectivo cuando se presenta de forma natural y coherente con la narrativa. Los hallazgos ofrecen recomendaciones para marcas y especialistas en marketing sobre el uso eficiente del contenido audiovisual, contribuyendo también al ámbito académico con una visión actual del impacto de la colocación de producto en la era del streaming y la digitalización.
Abstract
One of the marketing strategies in which products or companies are presented as part of TV programs or films is known as product placement. In contrast to traditional advertising, with this strategy, the goal is to embed the brand more naturally in the story of the movie or show to bring forth good feelings to the audience and, as a result, to improve brand perception and recall. The brand-product placement has become more effective due to the advent and popularity of streaming platforms as it enables brands to target different groups of consumers and thus be free of the missing advertisement. Nevertheless, the point of effectiveness of the strategy and the level of audience recall is still under dispute. First of all, this analysis will look into the extent of bearing in mind the brands as a result of product placement and furthermore, whether the viewers are not only aware of this happening, but also that it happens to facilitate recall of brands in a natural way. Alongside that, it will check out if such a perception of these things differs between various generations. In order to achieve this goal, a quantitative method based on online surveys aimed at people between 18 and 40 years old who watch either streaming content or go to the cinema will be implemented. The study will examine how consumer perception and recall are influenced by the differences in the degree of passivity and activity of the action and mention of product placement. Studying the collected data will reveal which product placement is the leading method to evoke brand recall and if the influence can change depending on the average age and habit of consumers. Besides, it will study the issue of overexploited product placement from a perspective that such marketing may antagonize viewers and of its ethical standpoints in terms of transparency and consumer consent. This study’s findings will inform brands and marketers on how to efficiently use their audio-visual content to maintain the user’s experience. Furthermore, this will open new ways in the academic field by becoming a current source of the product context impact because of the technological revolution.
Palabras clave
Colocación de producto , Recuerdo de marca , Estrategia de marketing , Conciencia del consumidor , Publicidad orgánica
Keywords
Product placement , Brand recall , Consumer awareness , Marketing strategy , Organic advertising.
