This study comprehensively reviews the literature on product placements to develop an
integrative conceptual model that captures how such messages generate audience …

Systematic scholarly work on product placement is just over two decades old though the
marketing communication strategy has been widely used in various media outlets. This …

The practice of product (or brand) placement has grown significantly during the past 20
years; marketers now frequently use placements as the basis for multimillion dollar …

This article reports the findings of a managerial investigation of key players in the product
placement industry, including placement agents, clients, studios and production companies …

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 …

The Future of Excellence in Public Relations and Communication Management brings
together an outstanding group of public relations scholars and practitioners to consider the …

Objectives. We sought to determine whether adolescents whose favorite movie stars smoke
on-screen are at increased risk of tobacco use. Methods. During interviews, adolescent …

This article presents a content analysis of brand placement on Dutch television, followed by
24 interviews with the parties involved. By combining a content analysis and a practitioners' …

Drawing on interviews with 90 young people who have become Witches, we explore the
visual media's influence on identity formation and maintenance. Witchcraft is a late modern …

Product placement within entertainment media has gained increasing attention from both the
industry and scholars. This study uses Social Exchange Theory to explore the process …