The Worth of Product Placement in Successful Films: An Event Study Analysis

  title={The Worth of Product Placement in Successful Films: An Event Study Analysis},
  author={Michael A. Wiles and Anna N. Danielova},
  journal={Journal of Marketing},
  pages={44 - 63}
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 growing stream of product placement research has conducted surveys of consumer and practitioner views on the practice and experiments to gauge product placement's impact on brand awareness, attitudes, and purchase intent. However, there is no evidence of whether firms’ investments in film product placements are… Expand

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