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Did you hear it on the radio? : the effectiveness of brand name placement in song lyrics

Yves Van Vaerenbergh (UGent) , Dieneke Van de Sompel (UGent) , Neal Van Loock (UGent) and Iris Vermeir (UGent)
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Organization
Abstract
While past research investigated the effectiveness of product placement in movies, television programs and music videos, research on the effectiveness of brand name placement in songs lyrics is very limited. In this paper, we present results of a between-subjects experiment in which we manipulated the occurrence of a brand name in song lyrics (mentioned 0 – 2 – 5 times) using different versions of a song especially developed for the purposes of this study. Results indicate that brand name placement has a positive impact on brand recognition after two repetitions, whereas brand attitude only significantly increases after five repetitions.

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Chicago
Van Vaerenbergh, Yves, Dieneke Van de Sompel, Neal Van Loock, and Iris Vermeir. 2010. “Did You Hear It on the Radio? : the Effectiveness of Brand Name Placement in Song Lyrics.” In Research in Advertising, 9th International Conference, Proceedings. European Adverstising Academy (EAA).
APA
Van Vaerenbergh, Y., Van de Sompel, D., Van Loock, N., & Vermeir, I. (2010). Did you hear it on the radio? : the effectiveness of brand name placement in song lyrics. Research in Advertising, 9th International conference, Proceedings. Presented at the 9th International conference on Research in Advertising (ICORIA 2010), European Adverstising Academy (EAA).
Vancouver
1.
Van Vaerenbergh Y, Van de Sompel D, Van Loock N, Vermeir I. Did you hear it on the radio? : the effectiveness of brand name placement in song lyrics. Research in Advertising, 9th International conference, Proceedings. European Adverstising Academy (EAA); 2010.
MLA
Van Vaerenbergh, Yves, Dieneke Van de Sompel, Neal Van Loock, et al. “Did You Hear It on the Radio? : the Effectiveness of Brand Name Placement in Song Lyrics.” Research in Advertising, 9th International Conference, Proceedings. European Adverstising Academy (EAA), 2010. Print.
@inproceedings{1100426,
  abstract     = {While past research investigated the effectiveness of product placement in movies, television programs and music videos, research on the effectiveness of brand name placement in songs lyrics is very limited. In this paper, we present results of a between-subjects experiment in which we manipulated the occurrence of a brand name in song lyrics (mentioned 0 – 2 – 5 times) using different versions of a song especially developed for the purposes of this study. Results indicate that brand name placement has a positive impact on brand recognition after two repetitions, whereas brand attitude only significantly increases after five repetitions.},
  author       = {Van Vaerenbergh, Yves and Van de Sompel, Dieneke and Van Loock, Neal and Vermeir, Iris},
  booktitle    = {Research in Advertising, 9th International conference, Proceedings},
  language     = {eng},
  location     = {Madrid, Spain},
  pages        = {9},
  publisher    = {European Adverstising Academy (EAA)},
  title        = {Did you hear it on the radio? : the effectiveness of brand name placement in song lyrics},
  year         = {2010},
}