Product placements in movies and on Broadway

@article{Wilson2011ProductPI,
  title={Product placements in movies and on Broadway},
  author={Rick T Wilson and Brian D. Till},
  journal={International Journal of Advertising},
  year={2011},
  volume={30},
  pages={373 - 398}
}
Product placement is increasing in importance as a non-traditional method to reach consumers. A review of previous research on this topic indicates three research gaps: the need for additional ecologically valid field testing, more research using categorycued recall of the brand as the basic measure of product placement effectiveness, and more studies covering entertainment media other than film and TV. To these ends, we conducted two field studies. The first replicates prior laboratory… Expand
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