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
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.