artefact 1 - results?

PRP Artefact one - the results.

Artefact 1 was created to test the ‘Straight forward, in your face blatant PPL’ effectiveness.

The viewing clip shown was an episode of the American series 30Rock. In this clip, the two main leads hold a conversation about a Verizon Wireless Phone - a product that has amazing signal coverage.
The clip was shown to a control group of 10 people. Viewers were made aware a questionnaire is to be filled in after the clip, but were not informed of what the questionnaire and the research were about.

This PPL occurred in a blatant manner both visually and audibly - it was expected that audience would react positively towards this type of PPL and therefore able to recall the product after viewing.
A second set of PPL, though fictional, occurs in a less obvious manner.

Upon completing the experiment, it became apparent the initial prediction and results are very different

Although 80% of the group has heard about the programme, 40% has seen the show and only 20% have seen the clip prior to viewing…

- 60% could in some form recall the female and male leads’ name

- 50% could recall a specific number mentioned.

- Only 30% could successfully recall product in question, of which 20% had previously seen the clip.

The repeated viewing linked with product in question being recalled suggests this type of PPL works best when viewed a second time.
However, the ‘less obvious’ PPL of the fictional product has a ‘link’ to the storyline and plot development, which may have helped viewers to connect with the product.
My next artefact will be showing a clip with PPL that is relevant to the story – this is known as ‘Integrated explicit product placement’, allowing me to further investigate the difference in effectiveness.