Conventional Ads us. Product Placements: The Impact of Stimulus Integration on Viewer’s Brand Choice

Despite the increasing prevalence of product placement, no previous studies have compared the behavioral effects of conventional commercials and brand placements. This experiment consisted of isolating and testing the behavioral effects of a Coca-Cola stimulus in the form of a placement integrated within the movie “ways to Live forever” and a traditional commercial shown before this movie. The Coke integrated stimulus, unlike the Coke conventional one, was able to persuade significant numbers of both another brand’s loyal users and brand-switching users. This finding could help marketers allocate their resources between conventional advertising and product placement more effectively.