Product Placement and Integrated Marketing Communications Effects on an Informational TV Program
研究在信息类电视节目中，产品植入与整合营销传播元素（如广告牌）的交互作用，发现两者结合会降低节目评价，产生“享乐污染”效应。
Advertisers are increasing their spending on product placements in TV programs, often with other integrated marketing communications (IMC) elements. This study uses 12 versions of an informational TV program to investigate whether too much product placement in the presence of IMC elements has a negative effect on TV program evaluation. The research reveals that combining placement and IMC presence has interactive, not additive, effects on brand recognition and recall, persuasion knowledge, and program evaluations. IMC elements, particularly a billboard seen before a product placement, have a “hedonic contamination” effect, worsening evaluation of an informational TV program featuring blatant product placement.