A Managerial Investigation into the Product Placement Industry

Journal of Advertising Research, 45 (1), 73-92, 2005

21 Pages Posted: 18 Nov 2015

See all articles by Cristel Russell

Cristel Russell

American University - Kogod School of Business

Michael Belch

San Diego State University

Date Written: 2005

Abstract

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.

Suggested Citation

Russell, Cristel and Belch, Michael, A Managerial Investigation into the Product Placement Industry (2005). Journal of Advertising Research, 45 (1), 73-92, 2005. Available at SSRN: https://ssrn.com/abstract=2691692

Cristel Russell (Contact Author)

American University - Kogod School of Business ( email )

4400 Massachusetts Avenue NW
Washington, DC 20816-8044
United States

Michael Belch

San Diego State University ( email )

San Diego, CA 92182-0763
United States

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