Editorial: Product placement - a hot topic gets hotter
Charles R. Taylor
The problem of increased difficulty in achieving desired reach and frequency efficiently through traditional advertising media due to a highly cluttered environment, has given rise to more use of other forms of promotion in an effort to build brands and achieve other objectives (e.g., Ha & McCann 2008; Sung et al.2009). There is little doubt that the sheer volume of advertising messages a consumer is exposed to is an important obstacle to advertising success. As early as...