Practitioners' Evolving Views on Product Placement Effectiveness

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.

Product Placement and Brand Equity

Product placement is the planned insertion of a brand within a movie, a fiction, etc. It can be used with other communication tools (i.e. advertising, sales promotions, etc.) in order to disseminate brand awareness and characterize brand image, developing brand equity. In global markets, product placement is particularly useful for improving brand equity of brands with a well established brand awareness

Tiptoe or tackle? The role of product placement prominence and program involvement for the mere exposure effect

Based on the mere exposure effect (Zajonc 1968), the mere unreinforced presentation of product placements can increase brand liking. In an experiment, we manipulated visual placement prominence and placement frequency for an externally and internally valid stimulus. As results indicate, a mere exposure effect can only be observed for frequently presented subtle placements that are embedded in a program that is watched with moderate or high involvement. No such effects could be observed for prominent placements. The results are discussed in their importance for placement effects research and marketing practice