Abstract
Product placement has been an often used tactic in the marketing, advertising and communication industries. Product placement within these emerging platforms is developing new income streams and as a result, over the past decade there has been a resurgence of product placement, in particular within new media platforms such as video games, virtual worlds, social media and reality television programs (Taylor, 2009). For instance, in Australia, the estimated value of in-game advertisements is AU$1.25bn (Cornwell and Schneider, 2005; Manktelow, 2005). Major brand names such as American Apparel, Starwood Hotels, IBM, Dell, Sears, and even Reuters have substantial presence in the popular online virtual world Second Life (Rubel, 2006).
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsPreview
Unable to display preview. Download preview PDF.
References
Baker, M. J. and H. A. Crawford (1995), “Product Placement,” Department of Marketing, Universi-ty of Strathclyde, Glasgow, Scotland.
Balasubramanian, S. K. (1994), “Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues,” in: Journal of Advertising, 23, December, 29–46.
Balasubramanian , S. K.; Karrh, J. A. and H. Patwardhan (2006), “Audience Response to Product Placements: An Integrative Framework and Future Research Agenda,” in: Journal of Advertis-ing, Vol. 35(3),115–141.
Barnes, S. (2007), “Virtual Worlds as a Medium for Advertising,” in: Database for Advances in Information Systems, Vol. 38(4),45–55.
Bartlett , E.; Griffiths, G. and V. Badian (2008), “Digital Advertising in 2142: Measuring Effective-ness of Advertising to the PlayStation® Generation,” in: Market Research Society, Annual Con-ference.
Bechwati, N. N. and M. Morrin (2003), “Outraged Consumers: Getting Even at the Expense of Getting a Good Deal,” in: Journal of Consumer Psychology, Vol. 13(4),440–453.
Boyce, C. and P. Neale (2006), “Conducting In-Depth Interviews: A Guide for Designing and Conducting In-Depth Interviews for Evaluation Input,” in: Pathfinder International Tool Series: Monitoring and Evaluation, 2, May.
Coombs, T. and S. Holladay (2009), “Further Explorations of Post-Crisis Communication: Effects of Media and Response Strategies on Perceptions and Intentions,” in: Public Relations Review, Vol. 35(1),1–6.
Cornwell, T. B. and L. P. Schneider (2005), “Cashing In on Crashes via Brand Placement in Com-puter Games,” in: International Journal of Advertising, Vol. 24(3),321–342.
Dardis , F. E.; Schmierbach, M. and A. M. Limperos (2012), “The Impact of Game Customization and Control Mechanisms on Recall of Integral and Peripheral Brand Placements in Video Games,” in: Journal of Interactive Advertising, Vol. 12(2),1–12.
D’Astous, A. and N. Seguin (1999), “Consumer Reactions to Product Placement Strategies in Tele-vision Sponsorship,” in: European Journal of Marketing, Vol. 33 (9/10), 896–910.
Escalas, J. E. (2004), “Narrative Processing: Building Consumer Connections to Brands,” in: Jour-nal of Consumer Psychology, Vol. 14 (1/2), 168–180.
Escalas, J. E. and J. R. Bettman (2005), “Self-Construal, Reference Groups, and Brand Meaning,” in: Journal of Consumer Research, Vol. 32(3),378–389.
Evans, J. R. and A. Mathur (2005), “The Value of Online Surveys,” in: Internet Research, Vol. 15(2),195–219.
Folkes, V. S. (1984), “Consumer Reactions to Product Failure: An Attributional Approach,” in: Journal of Consumer Research, Vol. 10(4),398–409.
Friedman, M. (1991), “A ‘Brand’ New Language,” Greenwood Press, New York.
Ginosar, A. and D. Levi-Faur (2010), “Regulating Product Placement in the European Union and Canada: Explaining Regime Change and Diversity,” in: Journal of Comparative Policy Analysis, Vol. 12(5),467–490.
Glasow, P. A. (2005), “Fundamentals of Survey Research Methodology,” in: MITRE Washington C3 Centre, April, 1–12.
Glass, Z. (2007), “The Effectiveness of Product Placement in Video Games,” in: Journal of Interac-tive Advertising, Vol. 8(1),23–32.
Greenwald, A. G. and C. Leavitt (1984), “Audience Involvement in Advertising: Four Levels,” in: Journal of Consumer Research, Vol. 11(1),581–592.
Gupta, P. B. and S. J. Gould (1997), “Consumers’ Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences,” in: Journal of Current Issues and Research in Advertising, Vol. 19(1),37–50.
Gwinner, K. (1997), “A Model of Image Creation and Image Transfer in Event Sponsorship,” in: International Marketing Review, Vol. 14(3),145–158.
Homer, P. M. (2009), “Product Placements: The Impact of Placement Type and Repetition on Attitude,” in: Journal of Advertising, Vol. 38(3),21–31.
Karrh, J. A. (1998), “Brand Placement: A Review,” in: Journal of Current Issues and Research in Advertising, Vol. 20(2),31–49.
Kraemer, K. L. and A. Pinsonneault (1993), “Survey Research Methodology in Management Infor-mation Systems: An Assessment,” in: Journal of Management Information Systems, 10, 75–105.
Kureshi, S. and V. Sood (2010), “A Review of Placement Literature: Conceptual and Managerial Implications,” in: The IUP Journal of Marketing Management, Vol. 9 (1 & 2), 23–39.
La Ferle, C. and S. Edwards (2006), “Product Placement: How Brands Appear on Television,” in: Journal of Advertising, Vol. 35(4),65–86.
Lehu, J. M. and E. Bressoud (2008), “Effectiveness of Brand Placement: New Insights about View-ers,” in: Journal of Business Research, Vol. 61(10),1083–1090.
McCracken, G. (1986), “Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods,” in: Journal of Consumer Research, Vol. 13 (1) 71–84.
McCracken, G. (1989), “Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process,” in: Journal of Consumer Research, Vol. 16(3),310–321.
McDonnell, J. and J. Drennan (2010), “Virtual Product Placement as a New Approach to Measure Effectiveness of Placements,” in: Journal of Promotion Management, Vol. 16(1),25–38.
Mackay , T.; Ewing, M.; Newton, F. and L. Windisch (2009), “The Effect of Product Placement in Computer Games on Brand Attitude and Recall,” in: International Journal of Advertising, Vol. 28(3),2–12.
Manktelow, N. (2005), “Through Innocent Eyes,” in: Sydney Morning Herald, March 25, 6–7.
Mau, G., Silberer, G. and C. Constien (2008), “Communicating Brands Playfully: Effects of In-Game Advertising for Familiar and Unfamiliar Brands,” in: International Journal of Advertising, Vol. 27(5),827–851.
Nebenzhal, I. D. and E. Secunda (1993), “Consumers’ Attitudes toward Product Placement in Mov-ies,” in: International Journal of Advertising, Vol. 12(1),1–11.
Olsen, L. E. and E. J. Lanseng (2012), “Brands in Texts: Attitudinal Effects of Brand Placements in Narrative Fiction,” in: Journal of Brand Management, Vol. 19(8),702–711.
Opdenakker, R. (2006), “Advantages and Disadvantages of Four Interview Techniques in Quantita-tive Research,” in: Forum: Qualitative Social Research, Vol. 7 (4), Art 11, http://nbn-resolving.de/urn:nbn:de:0114-fqs0604118.
Rubel, S. (2006), “Get a (Second) Life,” in: Advertising Age, Vol. 77(48),20.
Russell, C. A. (2002), “Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude,” in: Journal of Consumer Research, Vol. 29(3),306–318.
Sekaran, U. and R. Bougie (2010), “Research Methods for Business: A Skill Building Approach,” John Wiley & Sons, United Kingdom.
Steortz, E. M. (1987), “The Cost Efficiency and Communication Effects Associated with Brand Name Exposure within Motion Pictures,” Unpublished Masters Dissertation, West Virginia Uni-versity, United States.
Taylor, C. R. (2009), “Editorial: Product Placement – A Hot Topic Gets Better,” in: International Journal of Advertising, Vol. 28(5),753–756.
Weinberg, B. D. and E. Pehlivan (2011), “Social Spending: Managing the Social Media Mix,” in: Business Horizons, Vol. 54(3),275–282.
Westberg, K. (2004), “The Impact of Cause-Related Marketing on Consumer Attitude to the Brand and Purchase Intention: A Comparison with Sponsorship and Sales Promotion,” Unpublished PhD Dissertation, Griffith University, Australia.
Williams , K.; Petrovsky, A.; Hernandez, E. and R. J. Page (2011), “Product Placement Effective-ness: Revisited and Renewed,” in: Journal of Management and Marketing Research, 7, April, 1–24.
Winkler, T. and K. Buckner (2006), “Receptiveness of Gamers to Embedded Brand Messages in Advergames: Attitudes towards Product Placement,” in: Journal of Interactive Advertising, Vol. 7(1),24–32.
Zourrig, H. (2010), “Three Essays on Consumer Revenge, Avoidance and Forgiveness Behaviours: A Cross-Cultural Perspective,” Unpublished PhD Dissertation, Université de Montréal, Canada.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2013 Springer Fachmedien Wiesbaden
About this chapter
Cite this chapter
Chin, S., Wilson, B., Russo, A. (2013). Product Placement: A New Definition, Classificatory Framework and Agenda for Future Research. In: Rosengren, S., Dahlén, M., Okazaki, S. (eds) Advances in Advertising Research (Vol. IV). EAA Series. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02365-2_6
Download citation
DOI: https://doi.org/10.1007/978-3-658-02365-2_6
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-02364-5
Online ISBN: 978-3-658-02365-2
eBook Packages: Business and EconomicsBusiness and Management (R0)