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Andriy Kovalenko

PhD Research Student

Title of research: Measuring effectiveness of negatively framed product placements

Area of PhD research: Product/brand placement and movies

Qualifications: MSc, Media Management, Syracuse University, USA and Specialist, Political Science, Donetsk National University, Ukraine

PhD start date: February 2009

Supervisors: Dr Ben Wooliscroft & Dr John Guthrie


Adriy's research and publications

Research aim

Existing works on product placement mostly deal with the content analysis of movies in terms of placement execution and moviegoers’ attitudes/perceptions of placements. The latter research stream mainly focuses on measuring audience’s explicit memory of product placements, while implicit memory performance is studied only in a few works. In spite of the fact that products are often placed in the movies of negatively charged genres (e.g. horror, war, crime), few works study consumers’ response to the placements in negative environment. This research is intended to mitigate identified imbalance, and explore consumers’ conscious and unconscious response to products portrayed in the negative light in movies.


Kovalenko, A. and Wolliscroft, B. (forthcoming). Risky Products in Movies: A Special Type of the Embedded Message Requiring Special Treatment. International Journal of Nonprofit and Voluntary Sector Marketing.