The effectiveness of product placements: the influence of the likeability of the programme

The objective of this research is to analyse the influence of likeability of the programme on the effectiveness of product-placements and TV-commercials. Four different experimental groups were exposed to different TV-soap-series, with combinations of commercials and product- placements. Results indicate that a more appreciated programme can significantly enhance the effectiveness of product-placements but no commercials. The effectiveness of TV-commercials is significantly higher than for product-placements. No differences are found for attitude toward the brand between commercials and product-placements after watching the programmes. More generally, the attitude toward the well known brands studied seems not to be affected by different viewing experiences.