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CU study: Covert product placements in TV shows works Well, du…
Sep 23rd
“Frankly, we were a bit surprised at the power of covert marketing across a variety of studies,” said Margaret C. Campbell, professor of marketing at CU-Boulder’s Leeds School of Business and lead author of the article appearing online this month in the Journal of Consumer Psychology. “Even though most U.S. consumers know that marketers pay to surreptitiously get their brands in front of consumers, consumers are still influenced by covert marketing efforts.”
However, the studies also found that the disclosure of paid product placements in a sitcom decreased the influential effects, especially when the disclosure occurred after the consumer was exposed to the marketing.
In one of the studies, people watched a sitcom including a few seconds of exposure to a breakfast cereal. Later, when asked to list the first cereals that came to mind, people who had seen a brand name cereal during the sitcom were more than three times as likely to include that cereal in their top three, as compared with those who had seen a fictitious cereal. They also reported a much higher preference for the brand.
However, if prior to watching the show people saw a disclosure that sponsored product placements were included, they were not more likely to list the brand in their top three, although they still reported a higher liking for the brand.
If people saw a disclosure after the show that sponsored product placements were included, they also were not more likely to list the brand in their top three. But they did not report more favorable attitudes toward the brand, compared with a time when they had not been exposed to the product placement.
“Disclosures after the placement appear to alert people to the impact that covert marketing efforts can have, in which case they are less likely to be influenced,” Campbell said.
There have been calls to require disclosure of covert marketing in the U.S. to be consistent with other requirements for disclosure of sponsorship. Other countries, such as the Netherlands, home country of study co-author Peeter Verlegh of the University of Amsterdam, already require some disclosure.
Gina Mohr of Colorado State University also is a co-author.
“In the U.S. there has been some reluctance to incorporate disclosures for fear that it may interfere with creative content,” said Mohr. “This research suggests that product placement disclosures need not occur at the time of product placement to be effective.”
According to the authors, the findings provide support for the idea that requiring disclosure after exposure to covert marketing would offer consumers information to help them choose how to navigate the marketplace.
“Consumers should get to know when they are being exposed to commercial persuasion so they can decide how they want to respond,” said Campbell.
To view the study visit http://www.sciencedirect.com/science/article/pii/S1057740812001337. For more information on CU-Boulder’s Leeds School of Business visit http://leeds.colorado.edu.
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Boulder flood A Lyons family make the switch in schools
Sep 17th
Sally Johnson, Cafe’ Manager at Barnes & Noble in Boulder, said her daughter, a
kindergardner student at Lyons Elementary, is one of several little children
moving to the old Longmont High School on Main Street due to the Lyons school’s
flood damage. Johnson said she found out about the school’s damage at 4am
on Thursday when she received an email from the school district.
Johnson’s first concern was for her daughter having to move to a
new school and not knowing other students since she has just been in school
one month. That anxiety was lessened when Johnson learned all the students
from her daughter’s class will be together.
Her daughter told her friends “My school is closed because a big huge tree
fell across the road.” “That’s all she knows,” Johnson said.
She has not told her daughter about the change of schools because she will “be asking me every five minutes
when school starts.” “I tell her she’s on break.”
The Lyons school children will be out of classes for a week.
Johnson said the school’s teacher sent an email offering to help in any way.
Johnson credits the Superintendent of the St Vrain Schools. “He did a good job being on top
of it.” She will tell her daughter the day before school starts.
Johnson said there is a meeting of all parents on Wednesday, September 18 when
other details will be made available.
Flood debris removal off to a slow start
Sep 17th
Tuesday, Sept. 17, 2013
303-413-7730 (Public Call Center)
Update on flood debris community collection sites
Huge demand for flood debris disposal has strained initial city and county collection efforts. Flooding, closures, and delays at the Erie landfill have added to the problem.
Waste disposal crews are working almost around the clock to empty and return roll-off containers at the 21 collection sites. The City of Boulder’s noise ordinance has been waived for early morning collections. Additional crews will be deployed starting Tuesday to clear debris that has accumulated at some of the community sites. Volunteer crews are expected to begin assisting with this effort by mid-morning.
The city and county are working on adding additional debris collection services to meet demand, and damage assessment teams are beginning the process to assess the extent of debris collection needs. Residents are asked to be patient during this extraordinary time.
Residents are reminded that the community trash receptacles are to be used for safe removal of spoiled food, damaged carpet, household materials and other flood-related debris. Residents are asked to not put electronics, household hazardous waste, appliances containing Freon and power equipment containing gasoline into the receptacles.
Details about what cannot be placed in community trash receptacles, visit www.BoulderCountyFlood.org.
More information on recycling and other waste diversion opportunities can be found at:
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