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Practitioners' Evolving Views on Product Placement Effectiveness

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  • KARRH, JAMES A.
  • McKEE, KATHY BRITTAIN
  • PARDUN, CAROL J.

Abstract

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.

Suggested Citation

  • KARRH, JAMES A. & McKEE, KATHY BRITTAIN & PARDUN, CAROL J., 2003. "Practitioners' Evolving Views on Product Placement Effectiveness," Journal of Advertising Research, Cambridge University Press, vol. 43(2), pages 138-149, June.
    • Handle: RePEc:cup:jadres:v:43:y:2003:i:02:p:138-149_03
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    Cited by:

    1. Gunawardena, Thuthi & Waiguny, Martin K.J., 2014. "So many things to do! How multitasking affects memory and attitude for product and brand placements," Australasian marketing journal, Elsevier, vol. 22(4), pages 288-295.
    2. Medha Kulkarni & Leena B. Dam & Feeroj Nasirkhan Pathan & Vaibhav V. Vasundekar, 2024. "Evaluating Efficacy of Statutory Disclaimers of Mutual Funds on Novice and Seasoned Investors," Business Perspectives and Research, , vol. 12(1), pages 113-132, January.
    3. Kirk Kristofferson & Lea Dunn, 2023. "The brand that wasn’t there: The impact of brand displacement on viewer engagement and brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 716-745, May.
    4. Su, Hung Jen & Huang, Yu-An & Brodowsky, Glen & Kim, Hyun Jeong, 2011. "The impact of product placement on TV-induced tourism: Korean TV dramas and Taiwanese viewers," Tourism Management, Elsevier, vol. 32(4), pages 805-814.
    5. Etienne Bressoud & Jean-Marc Lehu, 2007. "The product placement efficiency as a result of a relationship between a spectator and a movie," Post-Print halshs-00305718, HAL.
    6. Slim Khalbous & Donata Vianelli & Tomasz Domanski & Christian Dianoux & Meriem Maazoul, 2013. "Attitudes toward Product Placement: A Cross-Cultural Analysis in Tunisia, France, Italy, and Poland," Post-Print hal-01369730, HAL.
    7. 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.
    8. Laban, Guy & Zeidler, Chamoetal & Brussee, Eline, 2020. "Binge-watching (Netflix) product placement: A content analysis on different product placements in Netflix originals vs. non-Netflix originals, and drama vs. comedy shows," MediArXiv hxjgf, Center for Open Science.
    9. Giacomo Gistri & Matteo Corciolani, 2020. "Towards a better understanding of practitioners’ ideas about product placement: an empirical analysis in the Italian context," Italian Journal of Marketing, Springer, vol. 2020(4), pages 261-288, December.
    10. 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.
    11. Komal Nagar, 2016. "Consumer Response to Brand Placement in Movies: Investigating the Brand-Event Fit," Vikalpa: The Journal for Decision Makers, , vol. 41(2), pages 149-167, June.
    12. Etienne Bressoud & Jean-Marc Lehu, 2007. "The second life of a product placement in movies: the DVD," Post-Print halshs-00305729, HAL.
    13. 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.
    14. Babin, Barry J. & Herrmann, Jean-Luc & Kacha, Mathieu & Babin, Laurie A., 2021. "The effectiveness of brand placements: A meta-analytic synthesis," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 1017-1033.
    15. 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.
    16. Janée N. Burkhalter & Carolyn Folkman Curasi & Corliss G. Thornton & Naveen Donthu, 2017. "Music and its multitude of meanings: Exploring what makes brand placements in music videos authentic," Journal of Brand Management, Palgrave Macmillan, vol. 24(2), pages 140-160, March.
    17. Florack, Arnd & Egger, Martin & Hübner, Ronald, 2020. "When products compete for consumers attention: How selective attention affects preferences," Journal of Business Research, Elsevier, vol. 111(C), pages 117-127.
    18. Lehu, Jean-Marc & Bressoud, Etienne, 2008. "Effectiveness of brand placement: New insights about viewers," Journal of Business Research, Elsevier, vol. 61(10), pages 1083-1090, October.
    19. Davtyan, Davit & Cunningham, Isabella, 2017. "An investigation of brand placement effects on brand attitudes and purchase intentions: Brand placements versus TV commercials," Journal of Business Research, Elsevier, vol. 70(C), pages 160-167.
    20. 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.
    21. Lynne Eagle & Stephan Dahl, 2018. "Product Placement in Old and New Media: Examining the Evidence for Concern," Journal of Business Ethics, Springer, vol. 147(3), pages 605-618, February.
    22. Zitong Cheng & Yukari Nagai, 2024. "The Effect of Product Placement in Animation on Generation Z Consumers," Societies, MDPI, vol. 14(5), pages 1-14, May.

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