Abstract:

In the current digital era, selections of valuable and effective marketing tools for targeting consumers are available enormously. Product placement is one of these tools. A good product placement practice must include factors related to audience characteristics. The purpose of this study is to explore the recall brands in music video. This study examines the effect of variables rooted in audience characteristics as pleasure, arousal, Cognitive Effort, Star liking, Identification with Characters on Brands attitudes, and Purchase intention.