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.
Ekaterina (Kate) Karniouchina
Dr. Kate Karniouchina is the Dean of Lorry I. Lokey School of Business and Public Policy. Kate holds a PhD in Marketing, an MBA, and a BA degree in Finance from the University of Utah. Her work has been widely published in academic and industry journals including the...
Rutgers Business School
Can Uslay is Professor of Marketing and the Vice Dean for Academic Programs and Innovations at Rutgers Business School, Newark and New Brunswick. He received his MBA and Ph.D. from the Georgia Institute of Technology. His research interests lie broadly within marketing...
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...
by Neeraj Kumar Kesharbani, Rohit Kumar, Manash Jyoti Borah
Achieving "continuous business growth" amidst high competition is challenging for a young company. However, Xiaomi India did it with the philosophy of...
by Hua (Meg) Meng, César Zamudio, Robert D. Jewell
Distribution channels for scented products rarely interact. Consumers either smell and buy scented products in store or purchase them online without smelling...