Standing out in a saturated market: Engaging consumers through product placement

Abstract

This paper examines the efficacy of product placements with analysis of relative cost, brand recall, purchasing influence and return on investment. Product placements are shown to be sales drivers because nearly all viewers’ purchasing behaviours are affected by what they see on television, and entertainment marketing campaigns raise both brand recognition and brand awareness. Additional topics include product placements in music videos, new platforms for product placement, and the nature of the content partnership relationship.