Put the Money
Where the Eye Isn’t

By Scott Lewis

Have you ever watched a movie and saw a car that made you think, “That’s a car I’d like to buy?” That was likely the point, the prominent placement in the movie a ploy to make you remember that product after you’re done watching. Priming, or publicizing, the placement through advertisements is another way that marketers highlight those prominent placements.

A new project led by Siva K. Balasubramanian, Harold L. Stuart Endowed Chair in Business and professor of marketing, says those priming dollars may better be spent highlighting less prominent movie placements, with his new paper showing that consumers having a higher level of recall when a subtle placement is primed.

Put the Money Where the Eye Isn’t