Viewers' Evaluations of Product Placements in Movies: Public Policy Issues and Managerial Implications

  title={Viewers' Evaluations of Product Placements in Movies: Public Policy Issues and Managerial Implications},
  author={Pola B. Gupta and S. Balasubramanian and M. Klassen},
  journal={Journal of Current Issues \& Research in Advertising},
  pages={41 - 52}
Abstract A comprehensive review of product placements from multiple perspectives (marketers, movie-makers and consumer advocates) is presented. We analyze data from a large-scale survey that capture viewersn' attitudes toward placements and important public policy issues. Consistent with prior research, respondents' attitudes toward placements were found to be generally positive. However, our analyses reveal differences across two large, distinct and statistically defensible segments comprising… Expand
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