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How using versus showing interaction between characters and products boosts product placement effectiveness

Placements in movies increase brand awareness. Whether they are effective beyond memory, (e.g. in terms of brand attitudes) is a contested issue. This paper argues and shows that a specific type of placement, character–product interaction (CPI), is able to achieve effectiveness across measures of placement success. A comparison of three experimental versions of the same movie demonstrates the consistent advantage of CPI placements over static prominent placements. Additional exploratory analyses suggest that placement effectiveness may also depend on characteristics of the placed product.