Warc index
 

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 ...

Neil Dawson, TBWA\London, and Mike Hall, Hall & Partners, look at another area of ‘brand experience’ – brand entertainment, which they define as entertainment that would not have existed without the b ...

The practice of product (or brand) placement has grown significantly during the past 20 years; marketers now frequently use placements as the basis for multimillion dollar integrated promotional campa ...

Product placements have become popular across media, including computer and video games, as a way to increase brand awareness. This paper explores effectiveness of placing brands in a racing game acro ...

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 ...

Sponsorship of TV programmes offers suppliers of goods and services the potential to strengthen brand loyalty and brand positioning among viewers. Care needs to be taken in matching the emotional appe ...