Consumers' attitudes toward product placement in movies
Israel D Nebenzahl and Eugene Secunda
An attitudinalstudy reveals that most consumers do not object to product placement in motion pictures and prefer it over alternative forms of on-the-screen promotional activities because it is considered to be unobtrusively integrated in the film. Those who object do so on ethical grounds.
As traditional means of delivering advertising messages, such as network television, lose their ability to effectively communicate with those target audiences judged most desirable by advertisers (Bogart and Lehman, 1983), the need to find alternative vehicles for commercials becomes more...