A Managerial Investigation into the Product Placement Industry
AbstractThis 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 the relationship-driven industry where power, trust, and commitment play an important role. They also suggest recommendations for how participants should plan, use, and evaluate their placement efforts.This research was supported by a grant from the Marketing Science Institute.
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Bibliographic InfoArticle provided by Cambridge University Press in its journal Journal of Advertising Research.
Volume (Year): 45 (2005)
Issue (Month): 01 (March)
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- Etienne Bressoud & Jean-Marc Lehu, 2008. "Product placement in movies: questioning the effectiveness according to the spectator's viewing conditions," Post-Print halshs-00303667, HAL.
- Etienne Bressoud & Jean-Marc Lehu & Cristel Antonia Russell, 2008. "Integrating placement and audience characteristics to assess the recall of product placements in film: findings from a field study," Post-Print halshs-00303731, HAL.
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- Jean-Marc Lehu & Etienne Bressoud, 2007. "Viewers and brand placement in movies: new insights about viewers contribute to better understand the effectiveness of the technique," Post-Print halshs-00305723, HAL.
- Frank, Bianca & Rennhak, Carsten, 2011. "Product Placement am Beispiel des Kinofilms Sex and the City: The Movie," Reutlingen Working Papers on Marketing & Management 2009-03, Reutlingen University, ESB Business School.
- Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49, January.
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