Television: Product placement

 

The product placement industry is worth as much as $40bn globally, but very little is really known about it. This paper investigates the potential of 'brand integration', as those involved prefer to c ...

This article reports an ANA survey into the use of product placement, which found that 66% of member companies had participated in a branded entertainment project in the past year, and 75% of responde ...

This report looks at the growing phenomenon of product placement in the automotive industry, a technique increasingly used both alongside and in addition to traditional advertising to promote car bran ...

This report summarises the findings of Nielsen Media Research’s study into ‘The Performance of Brand Placement on Television’. The impact of brand placement on recognition, brand feeling, purchase int ...

This paper discusses the growing importance of product placement as a form of advertising. While the act of placement itself - be it on television or in films - is hardly new, paid-for-placements are ...

This report summarises the findings of the Global Product Placement Forecast 2006, by PQ Media. It reveals spending on paid product placement soared by 42.2% to $2.21 billion globally in 2005, with d ...

In this article, MediaLab's Kathryn Bradley looks at consumer attitudes to product placement in theory and in practice in order to assess whether its controlled introduction into UK programming could ...

Product placement is an increasingly popular source of revenue for commercial broadcasters as other sources of income are becoming squeezed. This article, by MediaLab's Kathryn Bradley, looks at the o ...

Adrian Coleman, founding partner of VCCP, discusses recent trends in communication techniques, and asks whether the new EU directive permitting TV programmes to charge for product placement will make ...

Using IAG's tracking studies Barbara Zack, managing director and chief strategic officer for IAG Research, looks at the successes and failures of product placement in US TV programmes in 2005. She con ...

In his introduction to Admap's report on product placement, Roderick White looks at the implications of the EU directive permitting paid placement on TV in Europe - and the booming interest in it else ...

To make more effective and efficient media planning decisions, we need insight into media context variables that influence the effects of the advertisements embedded in these media. The research invol ...

This paper presents current findings regarding response to various on air branded integrations. Actual case studies are presented, as well as analyses from Q4 2004 and trends based on over 1.5 years o ...

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 int ...

Based on expert, domain knowledge and experience, academic advice and guidance, as well as an extensive meta-analysis of existing advertising, awareness, involvement, and perception studies, iTVX, in ...

This paper introduces a new model that isolates the impact of product placement/integration on consumption and brand imagery. The model was developed with one of the largest advertisers in the United ...

With sponsorships and branded entertainment on television taking many different forms (Placements, Content Integration, Story line Integration, Sponsorships, Content Associations, etc.), the challenge ...

Reports an ANA survey into advertisers' attitudes to branded entertainment (product placement in television etc.). Three quarters of US advertisers are using it. Main reasons for using it are, not fea ...

Horst Stipp, senior vice president, primary and strategic research, at NBC Universal, discusses the two big issues of 2004, in US advertising circles. The first is product placement (or product integ ...

This article reports the findings of a managerial investigation of key players in the product placement industry, including placement agents, clients, studios and production companies, and research or ...

The rapid increase in the volume and variety of product placement approaches has outpaced research in the field. There is a marked shortage of studies that address particular product placement (pp) te ...

In this introduction to Admap’s focus on advertainment, Roderick White looks at the role and value of advertising as (and in) entertainment, and how advertisers are looking beyond traditional media ad ...

Commercial Alert, a consumer group, has petitioned the Federal Trade Commission (FTC) and Federal Communications Commission (FCC) to require real-time disclosure of product placements in television pr ...

The marketing opportunities available to the advertising and media industry have increased greatly over the past decade. Whilst we are able to measure the effect of traditional communication channels ...

Tim Stock and Marie Lena Tupot, of New York’s scenarioDNA, explain the concept of ‘embed marketing’, which moves beyond the conventional push/pull theory of advertising and aims to implant the evolvi ...

SARS laid siege to the Greater China region (mainland China, Hong Kong and Taiwan) from late March to June 2003. When the spread of the disease accelerated at the end of March, both the public and gov ...

This paper reviews the paradigm shift in TV advertising from scheduled commercial breaks to the phenomenom of soft advertising. Product placement will become more prominent in the near future. Brands ...

Describes how product placement is growing in the US in a range of channels: pop music, books, films, television.

Discusses how audiences react to product placement in TV programmes. This is usually discussed only in the context of Western attitudes. But there is evidence (reviewed) that attitudes to advertising ...

This study examines the extent to which product-placement type and exposure time explain the rate at which viewers recognise brand names affiliated with product placements in films. The results suppor ...