Non-student consumer attitudes towards product placement - Implications for public policy and advertisers

Yongjun Sung, Federico de Gregorio and Jong-Hyuok Jung

Over the years, the practice of placing branded products within films has gained popularity worldwide.

Non-student consumer attitudes towards product placement – Implications for public policy and advertisers

Yongjun Sung and Jong-Hyuok JungUniversity of Texas-Austin

Federico de GregorioUniversity of Akron

INTRODUCTION

It has been more than a century since the deliberate placement of a box of Unilever's Sunlight Soap in several early Lumière films from the late 1890s (Newell et al.2006). In the intervening period, the practice of placing branded products within films for commercial purposes has developed into a distinct marketing tactic and has truly gone global. PQ Media (2007) estimates that 2006 worldwide spending on film-based product...

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