Eficacitatea plasării produselor în videoclipuri muzicale: câteva rezultate experimentale și empirice. (Romanian)

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    • Alternate Title:
      The Effectiveness of Product Placements in Music Videos: Some Experimental Empirical Results. (English)
    • Abstract:
      The objective of this research is to analyse the effectiveness of product-placements used in music videos. Two different experimental groups were exposed to different music videos. Results indicate that a more appreciated music video (higher score on attitude towards the music, towards the video, towards the artist) can significantly enhance the effectiveness of product-placements, whereby the different viewing experiences do not significantly affect the results. The results show that the prominent visual product placements are significantly more effective than subtle and or audio placements. However, no differences are found for attitude toward the brand between the different treatments. [ABSTRACT FROM AUTHOR]
    • Abstract:
      Obiectivul acestui studiu este să analizeze eficacitatea plasării produselor în videoclipuri muzicale. Două grupuri experimentale au fost expuse la diferite videoclipuri. Rezultatele au indicat că un videoclip mai apreciat (cu punctaj mai mare la atitudine faţă de muzică, faţă de videoclip, faţă de artist) poate îmbunătăţi considerabil eficacitatea plasării produselor, în schimb diferitele experienţe de vizionare nu afectează rezultatele în mod deosebit. Rezultatele arată că plasările ostentative ale produselor sunt mult mai eficiente decât plasările subtile sau audio. Totuşi, nu s-au găsit diferenţe în atitudinea faţă de un brand între tratamentele diferite. [ABSTRACT FROM AUTHOR]
    • Abstract:
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