Zara Ali

• Product placement has increased dramatically over the years in various forms of media.

• One of the most successful and prominent product placement usage is in the James Bond series.

• Advertisements are remembered in two ways: explicit memory and implicit memory.

• Explicit memory, when you consciously remember seeing an item.

• Implicit memory, is the unconscious exposure that an item has on your memory, in this instance you do not recollect the situation in which you saw the item.

• Implicit and explicit memory are both encoded differently.

• Implicit memory is encoded perceptually whereas explicit memory is encoded conceptually.

• Perceptual fluency is aided by the Mere Exposure Effect which is the increase of familiarity an individual feels just by being exposed to a certain brands on numerous occasions

• The highest recall of brands will be found in the reading condition (explicit memory).

• Younger people will remember more brands than older people.

• 47 participants: 38 female, 9 male

• Conditions: reading (explicit) auditory and visual (implicit).

• A convenience sample was used to collect information for the auditory and visual condition.

• Online survey was used to collect information for the reading condition.

• Materials: video clip –Shaun of the Dead, reading and audio –created by researcher.

• Questionnaire.

• Distractor task: word search for the reading and audio conditions and riddles for the reading condition.

• Ethical Implications

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Video Audio Reading

Me

an R

eca

ll

Condition

Brand Recall

The mean brand recall for each condition is as follows:

• The results received from the 3x2x4 ANOVA were non-significant (F (2,33) = 2.58 p= 0.091).

• Despite this, a significant score of p=0.004 was obtained between the reading and video condition

• Content analysis: different levels of detail were remembered in each condition.

• Audio: smaller details,

• Video: Shaun’s journey to the shop

• Reading: character’s thoughts and feelings

• Hypothesis 1- highest recall in reading condition: supported

• Therefore exposure to explicit stimuli results in higher brand recall than implicit stimuli

• Hypothesis 2 – age and brand recall: rejected

• There is no association between brand recall and age

• Study did not explore implicit memory and perceptual processing to its full potential.

• Future research would be conducted with a more varied participant sample.

Conclusion

• People recall more brand names when exposed to them explicitly, no differences were found between brand recall and age

• Further research is needed to fully determine the role of implicit memory in product placement