The Case for Product Placement

7 Pages Posted: 14 Feb 2018

See all articles by Ekaterina Karniouchina

Ekaterina Karniouchina

Mills College

Can Uslay

Rutgers Business School

Grigori Erenburg

University of Western Ontario - King's University College

Multiple version iconThere are 2 versions of this paper

Date Written: 2016


The authors expand on the managerial implications of research that examines the economic value of product placements in movies over four decades. In an event study, they find a positive but inverted U-shape relationship between cumulative abnormal stock market returns and year of movie release and a similar pattern for tie-in advertising campaigns. Using contemporary and quintessential examples for illustration, they make recommendations to boost placement efficacy and conclude that it is important to recognize the enduring effectiveness of the many forms of product placement (e.g., alternative, reverse, category, destination) across multiple platforms in a changing marketing landscape.

Keywords: product placement, marketing effectiveness, advertising

Suggested Citation

Karniouchina, Ekaterina and Uslay, Can and Erenburg, Grigori, The Case for Product Placement (2016). Rutgers Business Review, Vol. 1, No. 1, 2016, Available at SSRN:

Ekaterina Karniouchina

Mills College ( email )

5000 MacArthur Boulevard
Oakland, CA 94613-1301
United States

Can Uslay (Contact Author)

Rutgers Business School ( email )

100 Rockafeller Road
Piscataway, NJ 08854-8054
United States


Grigori Erenburg

University of Western Ontario - King's University College ( email )

266 Epworth Avenue
London, Ontario N6A 2M3

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