New Publication: "Multitasking, subtitles, and product placement effectiveness" in Journal of Marketing Communications (JMC) [21.10.24]
Dr. Luis Noschang and Prof. Dr. Jens Vogelgesang address the question of how multitasking during media consumption affects brand recall in product placements in films and series in the latest issue of JMC (Scopus CiteScore: 7.7).
[Translate to English:] Dr. Luis Noschang
Abstract
Placing brands and products in movies and series has significantly increased in recent years, leading to more research on the subject being undertaken. Little of this research has so far focused on the relationship between multitasking by audiences and the effectiveness of product placement. This study tests time the correlation between levels of multitasking and brand recall of placements in programs. The second objective of the study is to investigate if there is any link between the version of a program watched (i.e. original, dubbed, or subtitled), and levels of multitasking. The experimental online survey showed no difference in brand recall among viewers engaging in secondary activities while watching a program for up to 5 minutes in a 20-minute episode. The addition of subtitles increased screen attention, and viewers did not multitask as much. An innovative out-of-lab method consisting of in-home video observation produced high-precision time data on viewers’ multi-tasking behavior and enabled cross-checking with the survey answers for false-positives. The main outcome of this study is that multitasking while watching shows or movies should not be a concern for advertisers investing in product placement.
Citation
Noschang, L., & Vogelgesang, J. (2024). Multitasking, subtitles, and product placement effectiveness: an analysis of multitasking influencing the effectiveness of product placement and being influenced by audiovisual translation formats. Journal of Marketing Communications, 1–20. https://doi.org/10.1080/13527266.2024.2412740
About
Dr. Luis Noschang (ORCID) successfully completed his doctoral degree in 2024 at the Faculty of Business, Economics, and Social Sciences at the University of Hohenheim. He works as a lecturer at Harz University of Applied Sciences.
Prof. Dr. Jens Vogelgesang (ORCID) heads the Chair of Communication Science: Media Use Research.
![[Translate to English:] Dr. Luis Noschang](/typo3temp/_processed_/csm_2493_MF72_a6c097fe9b.jpg "[Translate to English:] Dr. Luis Noschang")