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The purpose of this paper is to understand the growing phenomenon of brand placements in the Indian movie industry. The study goes further to compare the incidence and the nature of brands placed within movies for the same time period.

A content analysis of 106 successful Bollywood movies between 1997 and 1999 was conducted and the incidence of brand placements within them and the execution style adopted were documented. Analysis of the brand appearances in 110 Hollywood movies was carried out and the volume of placements, kind of brands placed and the movie genre in which they were found was noted.

In‐film placements of entertainment and automobile brands were found to be highly prevalent in Indian movies. Showing the usage of the brand was the most common style of execution. The volume of in‐film placements in Hollywood movies was found to be far higher than that in Indian movies.

This study being exploratory in nature has the inherent limitation of generalizability of the results.

This paper provides implications for marketing managers and movie producers employing this form of communication.

This study is one of the first to systematically record, analyse and compare the occurrence and the execution of brand placements in Indian movies in a non‐US context and compare and contrast the placement practices of these two movie industries.

When advertising is provided in the form of product placements – the inclusion of branded products within media programming – it can increase or decrease the consumer’s utility. This paper aims to investigate the relationship between product placements and the evaluation of media programming by consumers. The authors hypothesize that consumers do not necessarily consider them as traditional advertising because placements of real brands can enhance realism even if placements sometimes interrupt consumption experience. Thus, the authors believe the relationship between product placements and consumer evaluation is overall positive. However, too many product placements in a single program may reverse this relationship. In addition, the relationship might differ based on the nature of programming, such as art versus entertainment films.

Empirical analyses were conducted on 134 movies released between 2000 and 2007 using a generalized method of moments instrumental variable approach.

The estimation results from product placement data on 134 movies released between 2000 and 2007 show that product placements have a significant positive effect on consumer ratings, but when used in excess, the effect becomes negative. In addition, a significant interaction exists between the nature of the film (mainstream vs independent) and the number of placements, such that consumers of independent films are much less likely to view product placements positively.

This research is the first empirical paper that demonstrates the effect of product placements on the evaluation of the media using secondary data.

As with post‐World War II economic policies, boom or bust are terms which can be applied to the birth rate. For those of us who are baby boomers, used to our place in the demographic spotlight as a focus for endless “what do young people want?” media features, the realization that marketing attention is switching to a new baby bust generation comes as something of a shock. After record births between 1946 and 1964, the rate decreased dramatically between the years 1965 and 1980. This new generation is entering the workforce en masse (albeit a smaller mass than in previous years) about now. Their new‐found spending power is having an impact in consumer markets causing marketers to ask the question “what do young people want?” and causing baby boomers everywhere to realize that, once again, a generation gap has opened up.

This study aims to examine the public’s acceptance of film-induced tourism and develops the relationship among placement marketing, involvement, place attachment and travel intention. The film Your Love Song shot in the Hualien and Taitung regions in Taiwan was selected as the case study.

An online sample survey was conducted using a structured questionnaire, and statistical tests and overall structural equation modeling analysis using the SPSS and AMOS statistical software packages, respectively, were performed.

This study results demonstrate that destination placement marketing has a significant positive effect on the level of destination involvement, place attachment and travel intention of viewers. Moreover, the level of involvement has some intermediary effect on the interrelationship between placement marketing and travel intention. Hence, this study suggests that relevant government agencies and tourism operators should promote local tourism through films and television shows and attract more tourists by retaining the original shooting scenes.

While previous studies have only analyzed two or three of the four concepts of film-induced tourism, placement marketing, travel intention, involvement and place attachment, this study completely integrates these four concepts and proves the correlation between them.

The purpose of this paper is to contribute to the marketing literature by developing and testing a conceptual model to examine the effects of product placement across a country low in assertiveness and performance orientation (the UK) and a country high in assertiveness and performance orientation (Hong Kong (HK)).

A content analysis of brand appearances in high grossing films within the UK and HK was conducted followed by a 2×2 between-subjects experiment (n=572).

The results indicate participants exposed to prominent placements have a less positive brand attitude and lower purchase intention toward the placed brand. Likewise, respondents exposed to a less well-known placed brand tend to have a less positive brand attitude and lower purchase intention toward the placed brand. There is evidence of interaction effects with cultural dimensions such as assertiveness and performance orientation within the UK and HK.

The results suggest that product placements can be optimized through tailored campaigns targeted at markets with known cultural characteristics. With advances in digital technology, such practices are becoming more frequent and more feasible.

This is one of the first studies to explore the effect of culture on perceptions of product placement and the first study to empirically examine the role of prominence and brand awareness, and their interactions with GLOBE values on the effectiveness of product placement.

The aim of this paper is to examine the perceptions of Australian product placement decision makers and to compare them to those of their US counterparts, as reported by Karrh, McKee and Pardun.

The paper is a differentiated replication of a US‐based study. Data were gathered by an online survey from product placement decision makers.

The findings reveal that many Australian practitioner attitudes and beliefs are more similar to those held by US practitioners in 1995 than in 2003. Similar to their US counterparts, Australian practitioners are disinclined to implement academic research findings into their decision making.

The data are limited in terms of the sample size and type (non‐probabilistic), the restrictions imposed through the conditions set by the replicated study, namely the non‐reporting of standard deviations resulting in the need to use pooled standard deviation to enable comparisons.

This paper should be of interest to academic researchers and practitioners as it reports on practitioners' views and use of academic research and factors they use in making strategic placement decisions.

The Australian context is original. However, the value of the paper lies in the replication approach. A key issue in marketing research is the lack of replications and accurate comparison points; both are necessary if practitioners are to be confident when applying knowledge produced through academic research.

The purpose of this research is to examine US and Korean college student consumers' attitudes towards product placements in three different media (films, TV shows, and songs), and product placement acceptability based on media genre and product type.

The current study employed a self‐administered online survey of 471 college students in the USA and South Korea.

Korean young adult consumers express greater ethical concerns about product placement, particularly in TV shows, and more strongly support governmental regulation than their American counterparts. In contrast, American young adults respond more favorably to product placement's enhancement of setting realism than Korean consumers. Findings also reveal cultural differences in product placement acceptability across a range of media genres and product/service types.

Only two countries were used as a proxy to characterize their respective cultural values and levels of contextuality. In addition, respondents are limited geographically to southwestern and southeastern regions in the USA, and to Korea's capital, Seoul.

Despite the widespread use of standardized product placement practices in different cultural settings, it is recommended, from the findings of this study, that managers should take caution when considering TV for placement in Korea when targeting young adults given their relatively strong concerns regarding the practice. Specific and usable information regarding appropriateness of genre and product type is also provided.

This exploratory cross‐cultural study builds upon and contributes to previous work by serving as a quantitative comparison of attitudinal responses to product placement across three media in the USA and Korea.

The purpose of this paper is to illustrate the way in which product and brand placement function in the Indian film industry.

The case study is based on extensive field work conducted by the author in India, including interviews with many film industry figures.

Product placement is pervasive in the Indian film industry, but there can be tension between the artistic goals of the film director and the commercial goals of the brand owner.

As far as is known, this is the first case study to address product and brand placement in the Indian film industry. Since this is the largest film industry in the world, this represents an important contribution to understanding the interface between commercial interests and artistic direction.

This paper provides an interview with Jean‐Marc Lehu about the growth in product placement as an alternative to classic TV advertising, which is in decline.

This paper is an interview with Jean‐Marc Lehu.

Discusses changes in consumer behavior, the impact of new technologies and the advantages and risks of product placement. Outlines the different types of product placement, illustrating these and other points made with examples of placement strategies in specific films. Forecasts continuing development of branded entertainment and increasing use of corporate websites in the delivery of entertaining interactive content designed to foster and maintain contact with consumers.

This paper provides an outline of product placement as an alternative to classic TV advertising.

The purpose of this paper is to investigate the interaction effect of placement characteristics and emotional experiences on consumers’ recognition of placed brands. Brand recognition is a fundamental step in the consumer’s decision-making journey.

The authors developed a research model based on emotional process theory and cognitive capacity theory incorporating placement characteristics, emotional experiences and brand recognition. An experimental study of 110 young Chinese consumers was conducted to test the research model.

The findings indicated that all three placement characteristics (prominence, serial positions and plot connection) had significant effects on brand recognition, as suggested in previous research. The effect of emotional experiences on brand recognition was comparatively less prominent. Placement characteristics and emotional experiences also interacted to influence the recognition of placed brands.

This study shows the role of emotional experiences and their interaction with placement characteristics on brand recognition, which has yet to be examined. The conceptual model contributes to the product placement literature by suggesting that both cognitive and emotional processing are important for brand recognition. The findings provide useful insights for marketers in designing effective product placement strategies.