Putting products in the program - a multi-dimensional examination of consumers’ response to product placement

The paper describes a cooperative study between media agencies and a conventional broadcaster to assess and quantify the impact on adding product placement to a program and a product’s integration into the program narrative.

Putting products in the program - a multi-dimensional examination of consumers' response to product placement

Mark HusakMindshare, Canada

Paul StreetCTV Television, Canada

Robert DilworthCTV Television, Canada

Julian LaiMediaedge:cia, Canada

INTRODUCTION...