Product Placement

Using product placement as a marketing channel

Product Placement

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. A gamified approach was created to assess people's implicit response to product placement.

Bernadette Kamleitner and Abul Khair Jyote, International Journal of Advertising, Vol. 32, No. 4, 2013
Placements in movies increase brand awareness. Whether they are effective beyond memory, (e.g. in terms of brand attitudes) is a contested issue.

Stephen Whiteside, Event Reports, Advertising Week, September 2013
This report explains how Citibank, the financial services provider, sponsored a bike-sharing scheme in New York to improve its brand image. Despite initial launch problems and fierce criticism, once the Citi Bike program started running, New Yorkers responded positively.

Tina Tessitore and Maggie Geuens, International Journal of Advertising, Vol. 32, No. 3, 2013
This research examines the effectiveness of the European ‘PP’ symbol, recently introduced as a warning of product placement in locally produced television programmes. The authors test whether this symbol counters the pervasive effect of product placement on purchase intention.

Cannes Creative Lions, Creative Effectiveness Lions, 2013
La Sirena, a retailer in the Dominican Republic, aimed to reposition its clothing as more fashionable and desirable with this campaign. It needed to present the goods as trendy, and as a less expensive alternative to designer clothes.



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