Abstract

The use of product placement as a marketing communication tool is based on the inclusion of products or brands in the scene where the action is. The use of this tool has benefits for both the producer of the movie, as well as for brands and / or products. There is currently no consensus in the academic world on how to measure the effectiveness of this communication tool. There is scarce scientific evidence in Latin America, and in Chile this format has been used in television programs, and only recently in movies. The objective of this research is to study the influence of placement in movies on explicit memory (unaided recall and brand awareness) and implicit memory (purchase intention) through the implementation of an experiment performed on a sample of 205 Chilean college students, according to the different types of placement in movies: brands as part of the background, used by a main character, and connected with the plot. The results indicate that the higher the degree of integration of the brand with the plot of the film, the higher the probability of stimulating the explicit memory of participants and thereby unaided recall and brand awareness, providing empirical evidence regarding the learning of consumer behavior through placement as a communication tool.

Abstract

To the first years of the decade from the seventy, the movies only had had a channel of valid distribution: the film room. Inside the commercial television programming was al margin of the general offering. Even, to early fifties, the large studies of Hollywood refused to sell or rent its movies. Nevertheless, little by little, an important change in the commercial politics of the film industry has been produced. At present are projected great quantity of movies by television, and it has not supposed the sinking of the movies. In Spain the movies is considered as a well cultural one that should be protected, and the television networks should invest part of their benefits in the film production.

Abstract

What does watching a movie mean? In the first place the spectator places itself facing to a constructed reality, a story and a plot. In addition s/he also sees the elements used by professionals to build such story. Watching movies is one of the ways in which people learn, reflect and acquire values. Due to the fact that movies offer a wide field to obtain human knowledge, our proposal is that watching movies in family and using the TV will enrich the personal relations, giving them consistency, and thus contributing to the socialization of child and the adolescents within the familiar group.

Abstract

Audiovisual content has become a major leisure option in our society, and Internet has transformed its consumption patterns and market population. Identifying the websites that support this type of leisure activity is not a simple task. With data obtained from Alexa.com, it is possible to quantify the ecosystem of websites that provide links to audiovisual content in Spain.