Product Placement: How Brands Appear on Television

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. Carrie La Ferle (Ph.D., University of Texas–Austin) is an associate professor of Advertising, Public Relations, and Retailing, Michigan State University. Steven M. Edwards (Ph.D., University of Texas–Austin) is an associate professor of Advertising, Public Relations, and Retailing, Michigan State University. The authors acknowledge Justin Lacey and Alison Leith-Myers for their invaluable help with data coding, as well as earlier help from several other graduate students. The authors also thank the three anonymous reviewers and the Journal of Advertising Editor for their comments and suggestions, which greatly helped to improve the strength of this study. The research was partially funded by an American Academy of Advertising Research Award and an IRGP (Intramural Research Grant Program) grant from Michigan State University. Journal of Advertising, vol. 35, no. 4 (Winter 2006), pp. 65–86. © 2006 American Academy of Advertising. All rights reserved. ISSN 0091-3367 / 2006 $9.50 + 0.00. DOI 10.2753/JOA0091-3367350405 placements in 1997. However, increasing interest in the technique demands a more recent and expanded accounting of industry practices. Therefore, a content analysis was conducted to assess (1) placement techniques; (2) placements in different types of programming; (3) the techniques used to place goods, services, and other types of brands; (4) the prevalence of placements versus plugs; and (5) the growth of placements over time.

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