Placements as mediators of brand salience within a UK cinema audience

Brand placements have assumed a somewhat mythical reputation as communicators of the advertising message. This reputation seems to be perpetuated by a dearth of empirical research, particularly concerning effects upon brand salience. This paper attempts to address this situation through an exploratory analysis of placement effects within a UK cinema audience. The quantitative approach allows insight into those key mediating variables which impinge upon the process. The results suggest that placements do increase levels of brand salience. Further, these levels may be significantly increased in individuals who like (or attend to) the film and who are high self-monitors. Prior exposure and product category familiarity provided less significant results but, on the whole, the implications for marketers are positive. Methodological issues are considered in the light of these results and directions for future research are suggested.