Abstract:

The marketing opportunities available to the advertising and media industry have increased greatly over the past decade. Whilst we are able to measure the effect of traditional communication channels relatively well, what do we really know about the effectiveness and value of emerging communication opportunities? Product placement has become a global advertising phenomenon. As an integrated part of a TV programme, products are embedded into 'real life scenarios' and become an almost unavoidable method of brand communication. There is also an ever-increasing demand from clients who desire personalized or customized media solutions. Product integration is now seen as one effective method of realising that demand. The question is, what is it worth to the advertiser?