Illustrating a systematic approach to selecting motion pictures for product placements and tie-ins
Ignacio RedondoUniversidad Autónoma de Madrid
Morris B. HolbrookColumbia University
An unprecedented proliferation of product placements and campaigns tied to motion pictures occurred during the 1980s and early 1990s (Wasko et al.1993). Indeed, such diverse advertising activities are frequently interconnected because, as a form of compensation, placement deals often involve commitments to extensive joint- or cross-promotional tie-in campaigns (Turcotte 1995; Russell & Belch 2005). Both placements and tie-in campaigns continued to grow during the subsequent decade until, by 2008, the use of films as...