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The authors expand on the managerial implications of research that examines the economic value of product placements in movies over four decades. In an event study, they find a positive but inverted U-shape relationship between cumulative abnormal stock market returns and year of movie release and a similar pattern for tie-in advertising campaigns. Using contemporary and quintessential examples for illustration, they make recommendations to boost placement efficacy and conclude that it is important to recognize the enduring effectiveness of the many forms of product placement (e.g., alternative, reverse, category, destination) across multiple platforms in a changing marketing landscape.

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Kate Karniouchina

Ekaterina (Kate) Karniouchina

Mills College

Ekaterina (Kate) Karniouchina is an Associate Professor of Business at Mills College in Oakland, California. In her research she aims to improve managerial decision making by synthesizing insights from marketing, finance and strategy domains. Due to the...

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Can Uslay

Can Uslay

Rutgers Business School

Dr. Uslay received his MBA and PhD from the Georgia Institute of Technology where he also taught for three years. His research interests lie broadly within marketing strategy and theory construction. He is a recipient of the Chancellor's Award, the Valerie Scudder Award...

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Grigori Erenburg

Grigori Erenburg

University of Western Ontario

Grigori Erenburg is Associate Professor of Finance at King’s University College at the University of Western Ontario. Dr. Erenburg’s original and primary specialization is Market Microstructure. His current research interests span an array of topics from various...

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