Love the star’s music, love the products in the video

September 26th, 2008 - 12:07 pm ICT by IANS  

London, Sep 26 (IANS) Love a rap artist’s music, and you may develop fond feelings for products placed in that artist’s rap video. After the release of Busta Rhymes and Puff Daddy’s Pass the Courvoisier Part Two, a rap music featuring conspicuous product placement of Courvoisier cognac, sales of that beverage jumped 20 percent.

That phenomenon got a team of researchers thinking about how consumers process brand information presented to them in spot ads, versus how consumers process the same information when it is presented in the course of programming such as music videos.

Researchers described a series of experiments designed to explore psychological aspects of consumers’ response to brand placement in rap videos.

The findings were published in this month’s issue of Psychology & Marketing (P&M).

The researchers concluded that placement of products in programming such as rap videos can be a double-edged sword. On the one hand, positive feelings toward the programming can be transferred to the brand, according to Eurekalert.

It’s also true that product placement in programming has the benefit of a longer “shelf life” than more traditional advertising. It may also be more globally distributed (at no advertiser expense) and be particularly effective in reaching a targeted demographic.

On the other hand, there are potential dangers associated with such product placement, not the least of which entails negative feelings aroused by the video being transferred to the brand.

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