Predicting Product Placement Marketing through Screen, Script, and Plot Placement Attributes
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A B S T R A C T
This study develops a model to predict product placement marketing effectiveness by examining three placement attributes: screen placement, script placement, and plot placement. The objective is to clarify how these attributes are associated with product placement marketing effectiveness and to provide a quantitative basis for product placement strategy and content creation. Drawing on the three-dimensional classification of product placement, the study represents the three attributes as screen, script, and plot placement and measures their relationships through the distance among the attributes. A probability density function is constructed to characterize the relationship between the distance-based placement attributes and marketing effectiveness. Empirical data were collected from a fashion brand’s product placement campaign involving 21 YouTube videos and 15 podcast episodes, covering cosmetics, apparel, and handbags. The effectiveness of product placement was assessed through audience responses concerning satisfaction, interest, and entertainment value. A total of 2,658 valid observations were obtained. Of these, 1,063 observations were randomly selected for parameter estimation using maximum likelihood estimation, while the remaining 1,595 observations were used for model calibration. The calibrated model produced a Theil U statistic of 0.3354, indicating acceptable goodness of fit. The findings suggest a positive, concave relationship between product placement marketing effectiveness and the distance-based characteristics of the three placement attributes. The study concludes that balancing and aligning screen, script, and plot placement can improve product placement strategy. Marketing managers and content creators are therefore recommended to coordinate these three attributes when designing placement campaigns and developing branded content.