Putting products in the program - a multi-dimensional examination of consumers’ response to product placement

Mark Husak, Paul Street, Robert Dilworth and Julian Lai

The paper describes a cooperative study between media agencies and a conventional broadcaster to assess and quantify the impact on adding product placement to a program and a product’s integration into the program narrative.

Putting products in the program - a multi-dimensional examination of consumers' response to product placement

Mark HusakMindshare, Canada

Paul StreetCTV Television, Canada

Robert DilworthCTV Television, Canada

Julian LaiMediaedge:cia, Canada

INTRODUCTION

Does product placement work? Intuitively we know that given a positive treatment, a branded product's appearance in a program will generate benefits for the owner of that brand. Enormous buzz surrounds industry discussions on the topic but the trouble remains, what is its strategic value and how do we measure and quantify it?

Business need and research curiosity can mesh together wonderfully when media agency,...

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