Key Factors in Understanding Trends in Hollywood Product Placements from 2005 to 2015. (2nd November 2018)

• Record Type: Journal Article
• Authors: Seipel, Melissa; Freeman, Jason; Brubaker, Pamela
• Is Part Of: Journal of promotion management. Volume 24:Number 6(2018)
• Page Start: 755
• Page End: 773
• Publication Date: 2018-11-02
• Subjects: product placement -- Hollywood films -- production cost -- advertising; Motivation research (Marketing) -- Periodicals; Consumers -- Periodicals; Sales promotion -- Periodicals; Marketing -- Management -- Periodicals; Advertising -- Periodicals; 658.8205
• DOI: 10.1080/10496491.2017.1408525
• Languages: English
• ISSNs: 1049-6491

Abstract

ABSTRACT: This study updates extant product placement research by identifying the evolutions in product placements between 2005 and 2015 in top grossing Hollywood films. Using a quantitative content analysis, this research also offers insights into how production costs impact the use and implementation of product placements. The findings revealed films with lower production costs have significantly more placements overall, products are on screen longer, more brands are in films, products are mentioned and shown more often, and films contain more character involvement. Significant increases were found between 2005 and 2015 in all variables except the number of brands and length of placements.