Resumo:
Atualmente, empresas investem exponencialmente na inserção de seus produtos e marcas em shows televisivos, o chamado placement. É nesse sentido que se insere o presente artigo, um ensaio empírico sobre os efeitos da prominência e da congruência do placement do tipo pop-up ad sobre a atenção visual, memória, atitudes e intenção de compra da marca pelo consumidor. A partir de uma etapa exploratória e de outra causal realizadas em uma universidade norte-americana e com auxílio da tecnologia chamada Eye Tracking, descobriu-se que a proeminência afeta significativamente a atenção visual do consumidor, mas não há efeitos significativos para os demais construtos.
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