In his article “The Behavioural Effects of Negative Product Placements in Movies” Ignacio, R. is intended to prove us that brand placements do influence the consumer behavior. Howver, the effectiveness of brand depictions vary in accordance with the degree of its negativity. The central argument of the article is that consumers can experience confusion about brands if they find some of its negative effects and lose their motivation to consume the certain product line. This is mostly expected in movies where the depiction of negative brand is even more appealing as most viewers believe in realistic content of the movie.
We personally believe that some implications in the article may be of a great importance both for marketing communication managers and the entire advertising industry. We believe that treating brand’s negativity extrinsically will only increase the impact of advertisements and would accelerate leading effective marketing campaigns in most organizations. According to the author, if information is presented and perceived intrinsically, the consumers experience some negativity related to their existence and begin feeling some possible hazards from consuming the brand. This is ineffective even within movies and even television. The only model that could be effective is extrinsic negativity, the one that is established to imply the increase in brand’s significance among its customers.
What is more important, it generates new target clientele for companies worldwide as extrinsic negativity fuels human perceptions and attitudes, especially when they under the influence. Ignacio is successful in illustrating this through movies, where in his study viewers of Good Bye Lenin! begin to value brands through unfamiliarity and negative originality. The same thing is frequently practiced with cigarette manufacturers, when the intrinsic negativity is often hidden by extrinsic one supported by appealing men/women images etc.
All in all, it becomes clear that marketing campaigns that rest upon extrinsic negativity can only generate more clients through some appealing platforms like nice movies, favorite TV channels, radio stations and so on. To be more precise, the success of such brand promotion is recommended to be vivid in industries like smoking, alcohol or nutrition. Marketing managers can use extrinsic negativity in the most appealing and admirable platforms to denote the hide dangerous consequences in the light of impressions from commercials, movies and various other programs. Respectively, demand and supply relationship will be improved and more cash will be earned due to gained competitive advantage and customer loyalty. Finally, in terms of the whole advertising industry, this would serve as the innovative was of promoting problematic items that could that are planned to become brands.
Ignacio, Redondo. (2012). The Behavioral Effects of Negative Product Placements in
Movies. Psychology and Marketing 29:8, 622-635
Yeung, Matthew (2012). Are shocks to brands permanent or transient?. Journal of Brand
Management 19:9, 758-771
Xiaobo Wu (2012). Commitment, satisfaction, and customer loyalty: a theoretical
explanation of the ‘satisfaction trap’. The Service Industries Journal 32:11, 1759-1774