Practitioners' evolving views on product placement effectiveness

Carol J. Pardun, Kathy Brittain McKee and James A. Karrh

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.

Practitioners' evolving views on product placement effectiveness

James A. KarrhUniversity of ArkansasKathy Brittain McKee Berry College andCarol J. McKee University of North Carolina

It has been more than 20 years since a frightened alien was lured out of hiding with Reese's Pieces in the blockbuster film E.T.: The Extra-Terrestrial. Since that time, the practice of product placement has grown and changed significantly. Product (or brand) placement is the paid inclusion of branded products or brand identifiers, through audio and/or visual means, within mass media programming (Karrh, 1998). What was once a sporadic barter arrangement...

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