A Managerial Investigation into the Product Placement Industry

@article{Russell2005AMI,
  title={A Managerial Investigation into the Product Placement Industry},
  author={C. Russell and Michael Belch},
  journal={Journal of Advertising Research},
  year={2005},
  volume={45},
  pages={73 - 92}
}
ABSTRACT This article reports the findings of a managerial investigation of key players in the product placement industry, including placement agents, clients, studios and production companies, and research organizations. The evolution of the product placement industry in North America is reviewed, perspectives on the role and objectives product placements serve in the marketing mix are discussed, and current means of assessing product placement efforts examined. The data provide insights on… Expand

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