In today’s environment of fragmented mass media and popular technologies such as TiVo DVR and it becomes increasingly difficult for marketers to get quality face time with the audience. As more and more customers to try to avoid advertising, it has growth in brand placement: the practice of integration of brands in entertainment media, particularly television and film. Brand placement binds the audience, spectators limited ‘ability to ignore advertising messages and even affect the buying behavior-as … Read more »

In today’s environment of fragmented mass media and popular technologies such as TiVo DVR and it is increasingly difficult for marketers to get quality face time with the audience. As more and more customers to try to avoid advertising, it has growth in brand placement: the practice of integration of brands in entertainment media, particularly television and film. Brand placement binds the audience has limited viewers’ ability to ignore advertising messages and even affect the buying behavior, as indicated by the increase in the Blackstone Pinot Noir wine sales after the brand placement in the movie Sideways. Despite the prevalence of this practice, however, the industry often operates in a somewhat unfocused manner. In this article, we draw from the scientific literature and journals provide insight regarding the growing popularity of the brand placements and to propose a specific set of guidelines to improve the effectiveness of work experience in managing a brand marketing objectives.
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Chiranjeev Kohli
Sunil Thomas
Source: Business Horizons
12 pages.
Release Date: 15, January 2011. Prod #: BH417-PDF-ENG
Brand image can move up to Sideways? A strategic approach to brand placements HBR case solution