How effective is product placement at improving brand image and preference?
Darren MarshallKnowledge Networks, United States
INTRODUCTION
In 2004, U.S. advertisers spent a total of $3.5 billion on product placement and its more sophisticated cousin, product integration. This was an increase of 30% over 2003, according to PQ Media, and included almost $2 billion on TV placements. The research business was, to some extent, caught with its pants down in terms of trying to place a value on this new technique and has been trying to catch up ever since. Never has so much been spent, by so many,...