Journal
JOURNAL OF ADVERTISING RESEARCH
Volume 43, Issue 2, Pages 138-149Publisher
ADVERTISING RESEARCH FOUNDATION
DOI: 10.2501/JAR-43-2-138-149
Keywords
-
Categories
Ask authors/readers for more resources
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 integrated promotional campaigns. A survey of the members of the Entertainment Resources and Marketing Association, the leading placement-industry group, was conducted to assess practitioners' beliefs. Items mirrored those used in a 1994 survey of the same group. Practitioners today believe an expanded set of brand and executional factors are important for the placement to be effective. Today's practitioners are also more likely to believe that placement leads to trade-offs between financial and creative considerations in film production.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available