Product placement 2005: what worked (and didn’t)

Using IAG's tracking studies Barbara Zack, managing director and chief strategic officer for IAG Research, looks at the successes and failures of product placement in U.S.

Product placement 2005: what worked (and didn't)

Barbara Zack

Product placement is one of the primary tools currently employed by advertisers in their struggle against media fragmentation and viewer indifference – and (just as with regular advertising)...