Practitioners' evolving views on product placement effectiveness

The practice of product (or brand) placement has grown significantly during the past 20 years; marketers now frequently use placements as the basis for multimillion dollar integrated promotional campaigns.

Practitioners' evolving views on product placement effectiveness

James A. KarrhUniversity of ArkansasKathy Brittain McKee Berry College andCarol J. McKee University of North Carolina

It has been more than 20 years since a frightened alien was lured out of...