A Managerial Investigation into the Product Placement Industry

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 organizations.

A Managerial Investigation into the Product Placement Industry

Cristel Antonia RussellSan Diego State University

Michael BelchSan Diego State University

This research was supported by a grant from the Marketing Science Institute

“It's an industry where everyone thinks that they're an expert until you talk to them and you realize they have no idea what's going on.” (A9 interview quote)1

A review of the trade and popular press over the past few years quickly reveals the interest in and growth of the product placement industry. Product placement is one of today's hottest new media, and it is getting...

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