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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).

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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.

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This research compares two competing views – the integration view and the interference view – to see whether presenting a brand placement in multiple modalities can enhance its effectiveness. Our results first show that majority of the children can not recall a brand placement embedded in a video game. Our results further demonstrate that presenting a brand placement in a single modality makes children more likely to choose the target brand at test than presenting it in multiple modalities. These results have important implications for both public policy makers and marketing managers.

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Young Asian audiences have more cash than ever before and are spending more of it on entertainment and media. Although the TV market is largely dominated by drama, news and reality shows, audiences are now yearning for more exciting and engaging entertainment and they are turning to online to satisfy their hunger. To combat the online migration, many local TV broadcasters are entering into co-funded projects with advertisers, licensing existing international formats and creating bespoke advertiser-funded programming. But while TV is currently the dominant force in Asia, the internet is the future.

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Product placement is increasing in importance as a non-traditional method to reach consumers. A review of previous research on this topic indicates three research gaps: the need for additional ecologically valid field testing, more research using category-cued recall of the brand as the basic measure of product placement effectiveness, and more studies covering entertainment media other than film and TV. To these ends, we conducted two field studies. The first replicates prior laboratory research by assessing brand recall from product placements in four movies, while the second extends previous research by assessing brand recall in a Broadway musical. Both these field studies confirm previous laboratory findings in that those placements that are combined audio-visual, prominently displayed, have actor involvement, and have two or more verbal mentions of the brand significantly increase consumers'subsequent category-cued recall of the brand name of the product placement.

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Although the literature on brand placement is rapidly evolving, no studies thus far have focused on radio brand placement or on the effects of the combination of brand placement and commercials. Therefore, the present experiment (N = 153) focused on the effects of radio brand placement on liking, credibility and brand recall. In addition, the effects of the combination of brand placement and a commercial were studied. As predicted based on source credibility and intentional exposure theory, the results showed that brand placement is more liked and perceived as more credible than commercials, and that exposure to brand placement has a stronger effect on brand recall. A combination of brand placement and a commercial evokes higher brand recall than exposure to a commercial alone. However, there were no synergy effects for the combination of brand placement and a commercial. Underlying mechanisms were tested, showing the importance of format credibility in brand placement effects.

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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.