How effective is product placement at improving brand image and preference?

Date of publication: June 21, 2005

Author: Darren Marshall

Abstract:

This paper introduces a new model that isolates the impact of product placement/integration on consumption and brand imagery. The model was developed with one of the largest advertisers in the United States and this paper is based on a case study for that advertiser evaluating their product integration within a popular TV series. The study showed that product integration does impact brand image and consumption but it also contains a clear warning that as this media becomes even more commonplace and consumers understand that the use of these products is paid for, the power of the medium will be greatly reduced.

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