A Survey on Product Placement Strategies: Evaluating Effectiveness and Persuasion Resistance

Abstract

This study offers a comprehensive analysis of product placement strategies by exploring various aspects of their implementation, including negative aspects and effective methods, in both Korean content and anime. The paper delves into the impact of prominence and verbal product placement on viewers' resistance to persuasion, examining the potential consequences of prior notification, and providing a historical perspective on the evolution of the industry. In the context of Korean content and anime, it investigates the effectiveness of product placement in terms of brand awareness, purchase intention or behavior, and the role of character merchandising. By comparing Korean content and anime, the study highlights the potential of product placement and suggests a shift in assessing its effectiveness in terms of attitude change and brand choices. This comprehensive approach to understanding product placement offers valuable insights for marketers and content creators seeking to optimize their strategies in an increasingly global and interconnected media landscape.

Keywords: Product Placement, Marketing, Advertisement

JEL Classification: M37