Practitioners' evolving views on product placement effectiveness
Practitioners' evolving views on product placement effectiveness
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DOI：
10.2501/jar-43-2-138-149
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发表时间：
2003-06-01
影响因子：
2.5
通讯作者：
Pardun, CJ
中科院分区：
文献类型：
--
作者：
Karrh, JA;McKee, KB;Pardun, CJ
在过去的20年里，产品（或品牌）植入的实践已经显着增长;营销人员现在经常使用植入作为数百万美元的综合促销活动的基础。对娱乐资源和市场营销协会的成员进行了一项调查，以评估从业人员的信念。项目反映了1994年对同一组进行的调查中使用的项目。今天的从业者认为，一套扩大的品牌和执行因素是重要的安置是有效的。如今的从业者也更有可能相信，植入会导致电影制作中财务和创意考虑之间的权衡。
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 integrated promotional campaigns. A survey of the members of the Entertainment Resources and Marketing Association, the leading placement-industry group, was conducted to assess practitioners' beliefs. Items mirrored those used in a 1994 survey of the same group. Practitioners today believe an expanded set of brand and executional factors are important for the placement to be effective. Today's practitioners are also more likely to believe that placement leads to trade-offs between financial and creative considerations in film production.