Comments - Product Placement
Professor John Ford Old Dominion University, Virginia, USA
The subject for this issue's Comments section is the fast-growing alternative to traditional advertising media known as product placement (PP). PP is seen as a potential mechanism for cutting through media clutter and developing positive brand/product associations. But is product placement really effective? How does it work? Are there ethical concerns in using it? What are the issues involved? Three noted advertising experts knowledgeable in product placement have contributed their thoughts on this interesting subject. Max Sutherland is a marketing consultant in the US and in Australia,...