Subject Index
 

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 ...

Tapping the commercial potential of online social networks remains elusive. Bebo, the 40m-member website, has embraced online product placement, signing up Procter & Gamble, Microsoft and movie studio ...

In print, advertising is clearly distinguished from editorial content, and, on television, commercials are clearly distinct from programmes. However, this principle has begun to drift. Advertisers, fa ...

A growing research literature suggests that visual brand placements need not be recalled in order to have an impact on brand attitudes. In an experimental study working with an authentic television br ...

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 ...

Previous studies suggest that the presentation of an advertisement largely determines how well consumers receive the message. Video games have many elements that make them ideal platforms for advertis ...

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 ...

Advergames are increasingly being used as part of a marketing campaign to promote products and brands. Previous research investigating the extent to which game players absorb messages in interactive e ...

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 ...

To understand how brands might best use games for commercial communication, Mediaedge:cia conducted a global study. Damian Thompson, head of consumer insight, charts the growth of gaming and discusses ...

Tim Stock and Marie Lena Tupot, from scenarioDNA New York, argue that the goal of product placement is to find the right place for the brand - effectively to cast the brand, much like actors and scrip ...

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 ...

The subject for this Comments section is the fast-growing alternative to traditional advertising media known as product placement (PP). PP is seen as a potential mechanism for cutting through media cl ...

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 ...

The practice of placing brand names, logos and products into computer games is becoming increasingly popular. Recent research has focused on movies and television, with little research considering com ...

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 ...