Document Type
Article
Publication Date
5-2011
Abstract
This article examines the economic worth of product placement in movies over a time span of 40 years (1968-2007). The authors find an inverted U-shaped relationship between the year of the movie release and the returns associated with product placements. In addition, a similar inverted U-shaped relationship characterizes the economic worth of tie-in campaigns associated with product placements. These findings are consistent with the habituation tedium theory used to explain the inverted U-shaped pattern in response to novel advertisements and suggest that the same mechanism could be influencing the response to an entire marketing medium. Overall, the results reinforce the notion that marketers find it increasingly difficult to get their message across using traditional media and underscore the need for the marketing industry to reinvent itself when new tactics lose their luster. The authors conclude with a discussion of additional empirical regularities.
Recommended Citation
Karniouchina, Ekaterina V., Can Uslay, and Grigori Erenburg. "Do marketing media have life cycles? The case of product placement in movies." Journal of Marketing 75.3 (2011): 27-48.
DOI:10.1509/jmkg.75.3.27
Peer Reviewed
1
Copyright
American Marketing Association
Included in
Advertising and Promotion Management Commons, Film and Media Studies Commons, Marketing Commons
Comments
This article was originally published in Journal of Marketing, volume 75, issue 3, in 2011. DOI: 10.1509/jmkg.75.3.27