The influence of film genre on audience reaction to product placement: The use of brand placements is quite evident in d 'Today. The success of some brands reporting a phenomenal increase in sales may depend in part on the type of film in which the brand is placed. Employing 200 university students, this article examined the effects of film genre on brand placement. Students completed a questionnaire after watching and evaluating a 30-minute clip categorized by genre: comedy, drama and science fiction. The study compared the effects of gender on brand recall, brand liking, and consumers' reactions to brand placement. At the heart of the practice of using brand placement in films is the belief that the humor found in a comedy would help create a favorable response to brand placement. This is not the case. The comedy genre did not outperform other genres in terms of brand recall/recognition, brand liking, and attitude toward brand placement. However, this research confirmed previous research findings that prominent brand placements promote a significantly higher level of brand awareness than subtle brand placements. Does branded product placement in films improve realism and consumer recognition of products? (DLR van der Waldt, May 2007): Product placement in films is receiving renewed attention in integrated marketing communications (IMC). One of the main concerns about product placement as a marketing communications tool is that marketers are unsure whether consumers are aware of product placements or recognize products deliberately placed in feature films by marketers. marketers and advertisers. The following specific research objectives are proposed in this article to determine: Whether product placements in films... middle of article ...... no studies have investigated consumer attitudes toward of product placement in media content, such as films and television shows. However, few studies have explored the influence of peer communication and media consumption on product placement attitudes and purchase intention of products featured in television shows. Drawing on the consumer socialization framework, this article investigates product placement attitudes and behavioral intentions via an online survey. Additionally, this research examined the impact of reading online consumer reviews of placed products as an extended socialization variable. The results show that peer communication, an agent of socialization, is strongly related to product placement attitudes and purchase intentions. The results also indicate that reading online consumer reviews of placed products is a good indicator of consumers' purchasing intentions..