"A Managerial Investigation into the Product Placement Industry"


Despite the increasing popularity and use of product placements, the practice of placing brand name products in movies and mass media programming, their role and potential in the marketing mix are still unclear. 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.