Product placements in movies and on Broadway: a field study
Rick T. Wilson
Hofstra University
Brian D. Till
Saint Louis University
Introduction
Responding to the need to break through advertising clutter in unique, effective and meaningful ways, advertisers are fuelling the growth in product placements. Following this trend is a renewed interest among academicians. While the amount of research in the field is vast, the need for additional research on the topic is great (Taylor 2009). Indeed, a review of the literature suggests there are at least three areas concerning the effectiveness of product placements that require additional research.
First,...