%0 Journal Article
%T The Effectiveness of Product Placement: A Field Quasi-experiment
%A Artur Cholinski
%J International Journal of Marketing Studies
%D 2012
%I 
%R 10.5539/ijms.v4n5p14
%X Using an experimental approach and field settings, the effectiveness of prominent, audio-visual, highly connected to the plot product placement in movies has been examined. An after only with control group design was used. Results show that exposure to prominent, audio-visual, highly connected to the plot product placement causes an increase in brand awareness among film viewers, irrespective of other executional variables of a given placement. However, this particular type of placement does not guarantee positive impact on attitudes and brand choice.
%U http://www.ccsenet.org/journal/index.php/ijms/article/view/18729