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Practitioners' evolving views on product placement effectiveness

ABSTRACT The practice of product (or brand) placement has grown significantly during the past 20 years; marketers now frequently use placements as the basis for multimillion dollar integrated promotional campaigns. A survey of the members of the Entertainment Resources and Marketing Association, the leading placement-industry group, was conducted to assess practitioners' beliefs. Items mirrored those used in a 1994 survey of the same group. Practitioners today believe an expanded set of brand and executional factors are important for the placement to be effective. Today's practitioners are also more likely to believe that placement leads to trade-offs between financial and creative considerations in film production.