There are the level of involvement of the product category, and the level of existing awareness of the brand. Rather than discuss every possible combination of marketing and communication objectives, this article will examine one or two of the most effective objectives behind each quadrant of the matrix below.
- Low involvement, High Awareness: The most effective objective here is to increase brand esteem. By using product placement, consumers will feel closer to the brand because of its closeness to the program that they are watching. Of course, this is assuming that they enjoy the program. It will be difficult to change or reaffirm brand positioning due to the low involvement of the product category unless the program is very high tailored to the product itself.
- High Involvement, High Awareness: The most effective objective depends upon the consumer's stage in the purchase cycle.
- Within the purchase cycle: This sort of product placement will be effective, as consumers are seeking additions to their consideration set. The placement will act as a purchase reminder to the consumer.
- Outside of the purchase cycle: in general, this is ineffective, unless the brand is seeking a major shift in their positioning.