The influence of product placement prominence on consumer attitudes and intentions: a theoretical framework

Today’s marketers are looking for alternative approaches to communicate with their target population. One approach which has continued to receive attention over the past decade is product placement. While researchers have examined the effectiveness of product placements with respect to brand awareness and audience attitudes, little attention has been given to conative responses (such as purchase intention). This paper, therefore, seeks to develop a theoretical framework, illustrating the impact of ‘subtle’ and ‘prominent’ product placements on a consumer’s cognitive, affective and behavioural intentions. It is suggested that future research should extend the current literature, examining the impact of subtle and prominent product placement on purchase intention.