Consumer reactions to product placement strategies in television sponsorship

Abstract

Reports the results of an experimental study that examines the impact of different strategies of product placement on consumer reactions in the context of television sponsorship. Four factors were manipulated: type of placement, sponsor’s image, type of television program and sponsor‐program congruity. Uses a factorial design comprising these four factors, which was operationalised by means of 12 brief written vignettes. Indicates that strategies of product placement impact differently on consumers’ evaluative and ethical judgements and that their effects interact with the type of television program. Suggests that evaluations of product placement are most negative in the context of mini‐series/drama television programs. Furthermore, product placements that play a passive role and are not clearly expressed within the program are generally perceived as less ethical, especially when they appear in information/services magazines. Also determines that sponsor‐program congruity leads to better ethical and evaluative consumer reactions for all types of television program considered except mini‐series/dramas. Implications for research and practice are derived from these results.