Product Placement

Using product placement as a marketing channel

Product Placement

Bijal Pathak, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how pharmaceutical brand Lifescan created a new diabetes management system and complete education curriculum for diabetics and their caregivers in Kingdom of Saudi Arabia (KSA) to increase sales of its products.

Kate Kopperman, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Colgate, the dental care brand, found a fresh way to engage with Australians about oral protection by creating a branded mouthguard to be worn by a popular Rugby League team.

Karine M. Charry, International Journal of Advertising, Vol. 33, No. 3, 2014
Although many scholars have raised concerns about product placement directed at children, the practice may offer interesting outcomes when used for pro-social objectives. This study investigates the effectiveness of placements promoting the consumption of fruits and vegetables.

Nora J. Rifon, Elizabeth Taylor Quilliam, Hye-Jin Paek, Lorraine J. Weatherspoon, Soo-Kyong Kim and Karen C. Smreker, International Journal of Advertising, Vol. 33, No. 3, 2014
Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic. Free branded online advergames are ubiquitous.

Haming Hang, Journal of Advertising Research, Vol. 54, No. 2, 2014
Is brand-placement effectiveness immune to competitive interference? This study explored that question in the context of entertainment media, specifically children's video games. Results showed that brands placed in a video game were recalled by only a minority of children and that brand choice was significantly influenced even when the placement was not recalled - suggesting that brand placement may influence children's choice without any explicit cognitive processes.

Louise Osilaja, MEC, March 2014
This article discusses developments in the UK of personalised product placement in on-demand television. Advances in technology allow different viewers to be shown different products based on the information on them held by broadcasters.

Hui-Fei Lin, International Journal of Advertising, Vol. 33, No. 1, 2014
The purpose of this investigation was to explore the persuasive effect of product placement on mobile phone games. An experiment was conducted with a 2 (type of game: high level of attention vs low level of attention) × 2 (placement location: focal vs peripheral) × 2 (type of brand: high-familiarity brand vs low-familiarity brand) between-subjects design to examine whether the type of game, type of brand and product placement of mobile phone games affect gamers’ (N = 324) memories, attitudes towards product placement and purchase intentions.

Andrew Tenzer, Admap, February 2014
This article describes how Channel 4, the UK TV broadcaster, devised a gamified quantitative survey in order to understand the impact of product placement. Product placement in the UK was new, and its unique regulatory environment meant conclusions could not be drawn from learnings in other markets.

Andrew Tenzer and James Myring , MRS Awards, Winner, December 2013

This article describes research by Channel 4, the UK television channel, into the impact of product placement.



Product Placement/Branded Content

An overview from the Advertising Research Foundation


Product placement

Marketing theories and trends


Product Placement

Warc's pick of the most effective case studies


Product placement in entertainment media

Proposing business process models