Skip to main content

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.

download full article (pdf)
Ekaterina (Kate) Karniouchina

Ekaterina (Kate) Karniouchina

Mills College

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...

Learn More > Visit Author’s Page at university site >
Can Uslay

Can Uslay

Rutgers Business School

Can Uslay is an Associate Professor 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...

Learn More > Visit Author’s Page at university site >
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...

Learn More >

Related articles


Consumer Behavior

Paths to Purchase: The Seven Steps of Customer Purchase Journey Mapping

by Barry Berman

A consumer purchase map details the decision paths and key interactions customers encounter with a firm or brand as they move throughout the purchase process.

read more
Illustration of a mobile phones with lines and dots connecting different app icons

Big Data


Social Media

(When) Can Social Media Buzz Data Replace Traditional Surveys for Sales Forecasting?

by Yuying Shi, Ekaterina (Kate) Karniouchina, Can Uslay

Producing reliable sales forecasts for new products is notoriously difficult. Traditional surveys have been popular for decades but they are relatively...

read more
A Businessman holding a tablet device with tech symbols on it
Book icon

Print Edition

Learn More
Rutgers University

About Rutgers Business Review

About Us