Product Placement

Attitudes in, Effectiveness of & Research on: Product Placements

What a brand must keep in mind before spending on product placements.

Subject: Marketing Communications and Advertising

Assignment By: K1341331

Table of Contents

1. Overview Page No. 3

2. Resultant Insights

2.1 Brand Attitudes and Shifts Caused by Product Placement Page No. 3 - 4

2.2 Measuring Product Placement Effectiveness Page No. 4 - 5

2.3 Need for Further Research Page No. 5 - 6

3. Recommendations to Practitioners

3.1 A Growing Industry Page No. 6

3.2 Possible Setbacks Page No. 6

3.3 Confirming Strategy Page No. 7

3.4 Gaining Control Page No. 7

4. Appendix

4.1 The X Factor and Samsung Page No. 7 - 8

4.2 ITV Media Product Placement Research Page No. 8 - 9

5. References Page No. 9 - 13

1. Overview

An early definition for product placement has been given as “a marketing strategy which involves incorporating brands in movies in return for money or for some promotional or other...