Summary
Subway, the sandwich chain, has been one of the most successful brands when it comes to exploiting the potential of content marketing. Its innovative tie-ups with NBC shows like Community, The Office and The Biggest Loser have all yielded impressive results, and set new benchmarks for the industry. Rigorous planning and forming long-term affiliations are among the priorities for the firm, as is creating multi-purpose material that can be distributed across several different channels.

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This document highlights best practice in using product placement in the food sector with cases from Alpenliebe (India), Alaska Evaporada (Philippines), Extra (USA) and Foodsphere Inc. (Philippines).

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This document highlights best practice in using product placement in the media and entertainment sector with cases from IBM (USA), Ubisoft Just Dance (USA), Microsoft (USA) and Kodak (USA).

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Discover top product placement strategies for the government and non-profit sector in this document with cases from the United States 2010 Census (USA), HK Handel Denmark (Denmark), Aids Task Force (Israel) and US Marine Corps (USA).

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Learn how retail sector experts use product placement effectively in this document with cases from Zappos.com (USA), Red Packet (Hong Kong), Sears (USA) and Coleman Company (USA).

Summary
Paid-for product placement was permitted for the first time on commercial TV in the UK by media regulator Ofcom in February 2011. At the time of writing, some 12 months later, estimates suggest there have been fewer than 20 paid placement deals, amounting to revenue less than 2% of the £150 million that optimists estimated the industry to be worth. In this commentary we draw on confidential and informal interviews with industry insiders to set previous academic research in the field within the UK’s unique regulatory context, and we highlight problems inherent in the new industry. Foremost among these is the reluctance of the broadcasters and Ofcom to acknowledge that the free prop supply system that has provided branded scene props to UK productions, including the BBC, for some 30 years, has been and continues to be a de facto product placement industry. Given that, even in a mature paid-for placement market such as the US, industry insiders estimate that 80% of brands on TV are not paid for, we argue that unpaid product placement, also known as free prop supply, is the elephant in the room in regulation and academic research. We make suggestions as to how the impasse in the UK TV product placement industry might be resolved, and we outline ways in which academic research might play a supporting role.

Summary
This research examines young adults’ attitudes towards product placement in films and television shows from two countries that represent contrasting cultural distinctions: the US and Korea. The results suggest that young adults in both countries perceive film product placement in a similar way but, with respect to television, Korean respondents tend to perceive it as less effective in enhancing content realism and more unethical and misleading. In addition, the findings suggest that, for both film and TV, materialism, attitude towards advertising, and realism enhancement appeared to be significant predictors of consumer cognitive response to product placement. However, cross-cultural differences were observed for TV product placement. In the US, materialism and realism enhancement were found to be most powerful predictors of cognitive response to product placement. In contrast, attitude towards advertising and materialism were found to be the strongest predictors in Korea. Implications for both advertising researchers and practitioners are provided.

Summary
Although product placement is well established in other markets, it has only been permitted in the UK since the spring of 2011. In June 2011, Warc reported from an event hosted by Thinkbox, the UK television industry body, which brought together what case studies and analysis exist in the UK, including research from Channel 4, the UK commercial broadcaster. Covered were the tight regulations, and options for placement - actual and virtual, visual or audio, as well as research into viewers' attitudes, a Q&A session on industry practice and 10 best practice tips.

Summary
This briefing offers an overview of the history, theories and key trends related to Product Placement. It discusses the historical development of the genre from its earliest days in radio to more recent excursions into music, television and computer games. Several theories for how product placement works - including explanations of intentional exposure and narrative congruence - are outlined.

Summary
This study investigates the influence of media factors on brand placement effects in a real-life setting. Although many studies on brand placement have been conducted, insights into context effects on brand placement reactions are scarce. The impact of objective and subjective media context factors is studied for brands placed in four different television shows. Drawing on a survey of 1195 viewers, we found that genre, programme attitude and the programme’s informational value had positive effects on brand placement reactions. These results support theories on ‘spillover effects’ and media gratifications. The effect of genre on viewers’ behaviour was partially mediated by the programme’s perceived informational value. This study shows the importance of context factors in brand placement effects.