TITLE

PRODUCT PLACEMENT

AUTHOR(S)

La Ferle, Carrie; Edwards, Steven M.

PUB. DATE

December 2006

SOURCE

Journal of Advertising;Winter2006, Vol. 35 Issue 4, p65

SOURCE TYPE

Academic Journal

DOC. TYPE

Article

ABSTRACT

The current study documents the prevalence of product placement in prime-time television, while also providing crucial criteria to consider in tackling the measurement issue of this emerging industry. Content analysis was used to capture placement techniques in various types of programming, including storied programming (e.g., dramas and situation comedies) and nonstoried programming (e.g., news programs, game shows, and sporting events), as well as to examine differences between plugs and placements. Consumer product placements were differentiated from other types of brand placements, such as services, sports, and entertainment. Finally, the growth of placements was contrasted with data from five years earlier. The findings reveal many similarities with earlier research, but also suggest that much work is still needed to maximize the effectiveness of product placements among marketers. Implications for consumer researchers and industry professionals are provided.

ACCESSION #

23495838

 

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