How effective is product placement at improving brand image and preference?

Darren Marshall

This paper introduces a new model that isolates the impact of product placement/integration on consumption and brand imagery.

How effective is product placement at improving brand image and preference?

Darren MarshallKnowledge Networks, United States

INTRODUCTION

In 2004, U.S. advertisers spent a total of $3.5 billion on product placement and its more sophisticated cousin, product integration. This was an increase of 30% over 2003, according to PQ Media, and included almost $2 billion on TV placements. The research business was, to some extent, caught with its pants down in terms of trying to place a value on this new technique and has been trying to catch up ever since. Never has so much been spent, by so many,...

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