ISSN 2617-6858
e-ISSN 2617-6866
The Bulletin of National Defence University of Ukraine
Vol. 17, No. 4, 2022
- Advertising message; direct advertising; hidden advertising; product placement advertising; advertising memorization; advertising perception
- https://doi.org/10.33099/2617-6858-2022-68-4-146-153
- Pages 146-153
The article reveals the psychological characteristics of hidden advertising and the peculiarities of its perception by the consumer. Factors influencing Product placement on consumer consciousness are analyzed. It has been established that Product placement can be considered an effective advertising technology and a means of influencing the consumer, which activates product memorization and recognition. Peculiarities of consumers' attitude to advertising technologies have been revealed. The psychological factors of the effectiveness of Product placement advertising in comparison with its other types were determined, and the individual features of human recall of advertising were revealed
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