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

Mark Husak, Paul Street, Robert Dilworth and Julian Lai

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

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