A theoretical and empirical study of product placement quality

Frank Zazza
iTVX, United States

Raymond Pettit
iTVX, United States


The year of 2005 will be pivotal for product placement and branded entertainment. The industry is desperately trying to understand the multiple dimensions that work together to deliver a successful branded entertainment experience. Who, what, why and how much will all be topics of great interest. With no standards or guidelines in place, chaos can result. In fact, concentrating only on traditional media measures without taking into consideration the essence, quality, and uniqueness of product placement and integration in entertainment vehicles may be sidetracking the focus, importance, and potential of this rapidly emerging marketing activity.

The product placement arena has the potential to degenerate into an expensive sideshow. It also, however, has the potential to flourish as a new, different, and important component in the marketer's arsenal. At the grass roots level, there is a sense that product placement integration is a new breed, and cannot be measured and handled like traditional channels. For example, at a recent presentation of The Association of Canadian Advertisers, senior managers agreed that there should be a harmonizing, stand-alone quality component to traditional ratings to help assess the value of product placement and integration for business purposes.