A theoretical and empirical study of product placement quality
Frank ZazzaiTVX, United States
Raymond PettitiTVX, United States
PREFACE
The year of 2005 will be pivotal for product placement and branded entertainment. The industry is desperately trying to understand the multiple dimensions that work together to deliver a successful branded entertainment experience. Who, what, why and how much will all be topics of great interest. With no standards or guidelines in place, chaos can result. In fact, concentrating only on traditional media measures without taking into consideration the essence, quality, and uniqueness of product placement and integration in entertainment...