In your face

John Patrick Pullen

This article reports an ANA survey into the use of product placement, which found that 66% of member companies had participated in a branded entertainment project in the past year, and 75% of respondents believe that brand commercials should be run in conjunction with a product placement.

In your face

John Patrick Pullen

Movie buffs can still see it in their minds. An oddly shaped hand emerges from the darkness. Its long, narrow fingers reach for a piece of candy on the ground. Slowly and gently, the alien picks it up. The hand disappears from sight, and then you hear that distinctive crunch. E. T. the Extra-Terrestrial is one of Hollywood's most darling films, and ever since it was first screened, in 1982, Reese's Pieces has been an American favorite too.

Such is the clout of a product placement. Although it's unclear how much...

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