Product placements in movies and on Broadway: a field study

Product placement is increasing in importance as a non-traditional method to reach consumers. A review of previous research on this topic indicates three research gaps: the need for additional ecologically valid field testing, more research using category-cued recall of the brand as the basic measure of product placement effectiveness, and more studies covering entertainment media other than film and TV.

Product placements in movies and on Broadway: a field study

Rick T. Wilson

Hofstra University

Brian D. Till

Saint Louis University

Introduction

Responding to the need to break through advertising clutter in unique, effective and meaningful ways, advertisers are fuelling the growth in product placements. Following this trend is a renewed interest among academicians. While the amount of research in the field is vast, the need for additional research on the topic is great (Taylor 2009). Indeed, a review of the literature suggests there are at least three areas concerning the effectiveness of product placements that require additional research.

First,...

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