Carrie La Ferle

Product Placement: How Brands Appear on Television

The current study documents the prevalence of product placement in prime-time television, while also providing crucial criteria to consider in tackling the measurement issue of this emerging industry. Content analysis was used to capture placement techniques in various types of programming, including storied programming (e.g., dramas and situation comedies) and nonstoried programming (e.g., news programs, game shows, and sporting events), as well as to examine differences between plugs and placements. Consumer product placements were differentiated from other types of brand placements, such as services, sports, and entertainment. Finally, the growth of placements was contrasted with data from five years earlier. The findings reveal many similarities with earlier research, but also suggest that much work is still needed to maximize the effectiveness of product placements among marketers. Implications for consumer researchers and industry professionals are provided. Carrie La Ferle (Ph.D., University of Texas–Austin) is an associate professor of Advertising, Public Relations, and Retailing, Michigan State University. Steven M. Edwards (Ph.D., University of Texas–Austin) is an associate professor of Advertising, Public Relations, and Retailing, Michigan State University. The authors acknowledge Justin Lacey and Alison Leith-Myers for their invaluable help with data coding, as well as earlier help from several other graduate students. The authors also thank the three anonymous reviewers and the Journal of Advertising Editor for their comments and suggestions, which greatly helped to improve the strength of this study. The research was partially funded by an American Academy of Advertising Research Award and an IRGP (Intramural Research Grant Program) grant from Michigan State University. Journal of Advertising, vol. 35, no. 4 (Winter 2006), pp. 65–86.

Internet Diffusion in Japan: Cultural Considerations

ABSTRACT The adoption of the Internet in Japan and the United States was examined in order to understand potential underlying factors influencing the diffusion process and to provide insight into the growth of the medium internationally. The United States and Japan are individualized and economically stable countries that are both leading the world with the greatest number of Internet users. Therefore, it would seem somewhat logical to assume that the diffusion of the Internet might be similar between the two countries. However, data on the penetration rates of the Internet in these two countries reveal a different story. Cultural variables are used to explore the differences found, and it is suggested that these factors may affect the degree to which the Internet is adopted across a variety of countries. Implications for advertisers include: (1) gaining insight into the internet adoption behaviour of other countries worldwide, (2) understanding how similar future innovations may be adopted across countries, and (3) making marketing-mix strategies more effective by accommodating for cultural influences during the adoption process.

The Importance of Perceived Endorser Credibility in South Korean Advertising

Abstract A study was undertaken to examine the effectiveness of celebrity endorsements in Korean advertising. Beyond traditional measures of attitude toward the ad, the brand and intent to purchase, influences of perceived credibility were also examined to gain a better understanding of the process. Celebrities were found to be highly effective in creating more favorable responses on the dependent measures; however, perceived credibility of the endorser played a significant mediating role in determining the effectiveness. A path analysis of the relationship between relevant variables in the study resulted in support for the predicted model. Implications for advertisers and suggestions for future research are discussed.

Enhancing Recall and Recognition for Brand Names and Body Copy: A Mixed-Language Approach

As the inclusion of foreign languages in advertisements is a growing global trend, this research examines how language choice may influence important advertising outcome measures within a South Korean advertising context. Specifically, the study aims to explore how foreign and local languages influence recall and recognition for brand name and body copy messages. The interaction of using two languages in an advertisement, to convey different elements of the ad may secure varied levels of attention and comprehension. The findings suggest that recall and recognition are significantly affected by the language presented. An ad presenting a brand name in the foreign language (English Roman alphabet) with the body copy message in the local language (Hangul) is an effective strategy to enhance recall and recognition of the brand name and the ad message within the Korean youth market. The results of this study expand linguistic theory within an advertising context while also providing international advertisers with useful tips when operating in a multinational marketplace. Future research avenues are discussed.

Culture, Attitudes, and Media Patterns in China, Taiwan, and the U.S.: Balancing Standardization and Localization Decisions

ABSTRACT A study was undertaken to examine cultural orientations, attitudes toward advertising, and media use patterns across China, Taiwan, and the United States. China and Taiwan share similar cultural backgrounds, yet their economies and advertising industries have evolved quite differently due to different social and political settings. The United States was included to provide a point of comparison. Understanding media patterns, cultural orientations, and attitudes can help better ascertain the potential for using standardized strategies by international advertisers across different markets. Industry and consumer trends in evolving markets can also be monitored. Consumers in China and Taiwan were found to be more similar than different. For example, consumers in both markets were less individualistic and more collectivistic than their counterparts in the U.S. They also exhibited more favorable attitudes toward advertising than American consumers. Furthermore, Chinese and Taiwanese respondents spent significantly more time with print media than American respondents. Implications of the findings for balancing standardization and localization decisions are discussed.

Does Gender Impact the Perception of Negative Information Related to Celebrity Endorsers

The study examines the effectiveness of celebrity endorsements by examining how a respondents gender impacts identification with a celebrity spokesperson and the processing of negative information about that celebritys behavior. The authors found that negative information is harmful to both celebrities’ reputations and sponsors’ brands across a variety of effectiveness measures. Gender congruency between consumers and celebrities did impact attitudes, but was not found to interact with the processing of negative information. Implications for advertisers are addressed.

Does Place Matter When Shopping Online? Perceptions of Similarity and Familiarity as Indicators of Psychological Distance

ABSTRACT This research investigates the role of physical location in online consumer purchases, as demonstrated through the concept of distance. Distance conveys a sense of not only space between objects in the physical world but also psychological distance between people and others. This study tests various combinations of both physical and psychological distance between subjects and companies, brands, and cities in which the companies are located. The findings affirm the power of relationships to reduce feelings of mistrust and suggests a new avenue for research into the role of similarity and familiarity as important variables in purchase decisions online.

Can English Language Media Connect with Ethnic Audiences? Ethnic Minorities' Media Use and Representation Perceptions

ABSTRACT With the size of ethnic minority groups expanding and their disposable income increasing, the consumption landscape and media environment are constantly evolving. It is important for advertisers to understand how ethnic minority group members feel about being targeted by current multicultural marketing communication practices and if English language media for the general market are still a good way to reach these consumers. Past research has often employed a content analysis technique to gauge instances of ethnic minority representation in advertising. However, a void exists in the literature with respect to examining how ethnic minorities actually feel about tactics and messages directed at them. Therefore a cross-cultural survey of adults in three ethnic groups in the United States was carried out to examine these attitudes and also to assess current media use patterns. The results suggest that English broadcast media are still a good way to reach people across the various groups. The study further reveals that attitudes toward the frequency and accuracy of these groups as portrayed in advertisements are somewhat different from the negative viewpoints historically found in the literature. In fact, the results suggest that todays advertisements are not considered inadequate or inaccurate by many and that efforts toward targeting ethnic minorities are potentially welcomed. However, a bi-modal distribution across several representation issues indicates that advertisers must still be cautious in the minds of some ethnic minority consumers. Implications for advertisers and media planners are discussed as well as suggestions for future research.

Convergence across American and Korean young adults: socialisation variables indicate the verdict is still out

A study was undertaken to examine consumer socialisation variables among Korean and American young adults. Many studies have been undertaken that focus on American consumers and the consumer socialisation process, but very few cross-cultural studies exist on this topic. However, efforts are increasing to suggest that consumers are converging on a global scale and research is needed to adequately assess the reality of these claims. Specifically the research explored Korean and American consumers’ media use patterns and the believed importance of different agents (media and interpersonal) for consumption-related information. The study also examined the relative importance of social structural variables on consumers’ perceived influences of key socialisation agents. Results indicate that American and Korean consumers are quite similar in how they allocate their time across media. Both groups spent the most time with television and the internet. However, differences were evident in the perceived importance of...A study was undertaken to examine consumer socialisation variables among Korean and American young adults. Many studies have been undertaken that focus on American consumers and the consumer socialisation process, but very few cross-cultural studies exist on this topic. However, efforts are increasing to suggest that consumers are converging on a global scale and research is needed to adequately assess the reality of these claims. Specifically the research explored Korean and American consumers’ media use patterns and the believed importance of different agents (media and interpersonal) for consumption-related information. The study also examined the relative importance of social structural variables on consumers’ perceived influences of key socialisation agents. Results indicate that American and Korean consumers are quite similar in how they allocate their time across media. Both groups spent the most time with television and the internet. However, differences were evident in the perceived importance of information sources, as well as the influence of socialisation agents when making purchase decisions. These differences do call into question the ability of standardised advertising campaigns and the ability to present one strategy to a unified global target market. Implications for advertisers and consumer researchers are provided.

Cross Media Promotion of the Internet in Television Commercials

Abstract Increasing presence of internet addresses across traditional media spurred the current study. Specifically, the study examined the cross media promotion of web site addresses in television commercials to determine if and when they were being used, and by whom? For comparison purposes, other forms of direct response channels were also measured. A clearer understanding of the practice of promoting web sites in television commercials was garnered by examining web site addresses for their size, length, positioning, frequency, product category representation, and other important attributes. The findings provide an initial base from which future growth and style of web site advertising in traditional media can be measured. Results indicate that advertisers may be returning to a bullet theory mentality, believing that if consumers are hit with a web address, they will visit the site. In this study, internet addresses analyzed were usually quite small, flashed quickly, and lacked any kind of support as to why consumers should want to visit a companys internet site. Implications for advertisers and suggestions for future cross media promotion of internet sites are provided.