RT Journal Article
SR Electronic
T1 A Managerial Investigation into the Product Placement Industry
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 73
OP 92
DO 10.1017/S0021849905050038
VO 45
IS 1
A1 Cristel Antonia Russell
A1 Michael Belch
YR 2005
UL http://www.journalofadvertisingresearch.com/content/45/1/73.abstract
AB This article reports the findings of a managerial investigation of key players in the product placement industry, including placement agents, clients, studios and production companies, and research organizations. The evolution of the product placement industry in North America is reviewed, perspectives on the role and objectives product placements serve in the marketing mix are discussed, and current means of assessing product placement efforts examined. The data provide insights on the relationship-driven industry where power, trust, and commitment play an important role. They also suggest recommendations for how participants should plan, use, and evaluate their placement efforts.