Product-Placement Planning

Abstract

In the sphere of product placement, institutionalization of the industry has been paralleled by accumulation of research in recent years. However, there is a remarkable lack of attention to the planning of placements in the literature, especially when compared to traditional advertising. This study examines the success rate of 470 products placed in 35 movies to reach the corresponding consumers. As the resulting trends show, these product placements took advantage of the positive association existing between viewers and consumers, and the movie-product pairings were relatively successful in an intuitive way. Secondly, targeting was more accurate in placements highly connected to the plot, and in American productions more than in European ones despite the study being carried out in Spain. Nevertheless, ability to select movies was clearly insufficient, because decisions on movie choice were not systematically made according to the anticipated impact on consumers.

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