A Managerial Investigation into the Product Placement Industry

Cristel Antonia Russell and Michael Belch

Journal of Advertising Research, 2005, vol. 45, issue 01, pages 73-92

Abstract: This 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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