A Managerial Investigation into the Product Placement Industry

  title={A Managerial Investigation into the Product Placement Industry},
  author={C. Russell and Michael Belch},
  journal={Journal of Advertising Research},
  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

Figures and Tables from this paper

Towards a better understanding of practitioners’ ideas about product placement: an empirical analysis in the Italian context
Product placement is an increasingly essential technique in marketing communications. The majority of previous contributions, however, focused on investigating the product placement impact onExpand
The worth of product placement in successful films : an event study analysis
Abstract As a result of the diminishing effectiveness of broadcast advertising, firms are increasingly turning to product placements in films and television to promote their products. A growingExpand
The practice of product placement
Product placement is a relatively recent area of research in Britain and there are key areas that need further research attention to investigate the context of product placement and significance of it, so as to understand how product placement works remain an open empirical question. Expand
Television Product Placement Strategy in Thailand and the UK
This paper discusses the implications for international brand communications management of a qualitative cross-national research study on television product placement in the United Kingdom andExpand
Towards the development of a framework for measuring the effectiveness of product placement
A product placement or placement occurs when a brand is integrated into a film, game or sitcom for advertising purposes. This integration can either be in the form of a visual placement, verbalExpand
Product placement by global brands as an alternative strategy: is it worth in emerging market?
This paper examines the nature and role of the product placement in the film as an alternative strategy for better brand recall. For this study, four films – two successful and another twoExpand
Today’s practice of brand placement and the industry behind it
Analysis of one week’s television programming showed that programmes with brand placement are growing into a significant part of Dutch television, and practitioner interviews showed that these brand-integrated programmes were considered as the future of advertising. Expand
A New Branch of Advertising
It shows that placement characteristics, such as placement commerciality, modality, and prominence, have a strong impact on audience reactions and calls for development of theories on capacity constraints and implicit processing as these can explain effects that are specific to brand placement. Expand
Antecedents of product placement effectiveness across cultures
Purpose – The purpose of this paper is to contribute to the marketing literature by developing and testing a conceptual model to examine the effects of product placement across a country low inExpand
Promoting Brands through Product Placement in Successful and Unsuccessful Films in Emerging Markets
ABSTRACT This article examines the nature and role of the product placement in film as an alternative strategy for better brand recall. For this study, four films, two successful and another twoExpand


Practitioners' evolving views on product placement effectiveness
ABSTRACT The practice of product (or brand) placement has grown significantly during the past 20 years; marketers now frequently use placements as the basis for multimillion dollar integratedExpand
Product placements as public relations: an exploratory study of the role of the public relations firm
Abstract This article reports the results of a survey of 106 public relations firms concerning their level of involvement with product placements as part of their public relations strategies. TheExpand
Consumer reactions to product placement strategies in television sponsorship
Reports the results of an experimental study that examines the impact of different strategies of product placement on consumer reactions in the context of television sponsorship. Four factors wereExpand
CONSUMERS, CHARACTERS, AND PRODUCTS: A Balance Model of Sitcom Product Placement Effects
This study examines the influence of product placements in television serial comedies on consumer attitudes toward the products. Proposing a "Balance Model of Sitcom Product Placement Effects," theExpand
Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude
This article develops and tests a conceptual framework for the practice of product placement. The empirical testing introduces a controlled experimental approach called the theater methodology.Expand
Viewers and brand placement in movies: new insights about viewers contribute to better understand the effectiveness of the technique
Several studies have shown the potential of product placement use. Since traditional media have become saturated, this communication technique benefits from growing interest. Consequently, productExpand
Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues
Abstract This research explores a growing genre of marketing communication, labeled hybrid messages, which creatively combine key advantages (and avoid key disadvantages) inherent in advertising andExpand
The Commitment-Trust Theory of Relationship Marketing
Relationship marketing—establishing, developing, and maintaining successful relational exchanges—constitutes a major shift in marketing theory and practice. After conceptualizing relationship marke...
Creating consumers in the 1930s: Irna Phillips and the radio soap opera.
The 1930s marked an important stage in the evolution of a mass consumer society in the United States. The current article examines the roles that Irna Phillips and the early radio soap opera playedExpand
Viewers' Recognition of Brands Placed Within a Film
Product placement in motion pictures has grown enormously in recent years, but there is very little empirical research regarding its communication effectiveness. The few prior empirical studies haveExpand