Product Placement - The right place? The right time?

Roderick White

In his introduction to this Admap's report on Product Placement, Roderick White looks at the implications of the EU directive permitting paid placement on TV in Europe - and the booming interest in it elsewhere. He considers the key questions that this advertising channel prompts, such as whether it works, how it works, and how it can be evaluated.

Other articles featured in this Admap April 2006 report on Product Placement: