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United Arab Emirates University At   \n\n| \u003Cbr>European Journal of Marketing\u003Cbr>The Effect of Product Placements on the Evaluation of Movies Jeffrey Meyer Reo Song Kyoungnam Ha\u003Cbr>Article information: | | |\n| --- | --- | --- |\n| To cite this document:\u003Cbr>Jeffrey Meyer Reo Song Kyoungnam Ha ,(2016),\"The Effect of Product Placements on the Evaluation of Movies\", European Journal of Marketing, Vol. 50 Iss 3/4 pp. -\u003Cbr>Permanent link to this document:\u003Cbr>[http://dx.doi.org/10.1108/EJM-12-2014-0758](http://dx.doi.org/10.1108/EJM-12-2014-0758)\u003Cbr>Downloaded on: 18 March 2016, At: 04:17 (PT)\u003Cbr>References: this document contains references to 0 other documents.\u003Cbr>To copy this document: permissions@[emeraldinsight.com](emeraldinsight.com)\u003Cbr>The fulltext of this document has been downloaded 25 times since 2016*\u003Cbr>Users who downloaded this article also downloaded:\u003Cbr>Wai Jin (Thomas) Lee, Aron O'Cass, Phyra Sok,(2016),\"Why 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Please [visit www.emeraldinsight.com/authors](visit www.emeraldinsight.com/authors) for more information.\u003Cbr>[About Emerald www.emeraldinsight.com](About Emerald www.emeraldinsight.com)\u003Cbr>Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.\u003Cbr>Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.\u003Cbr>*Related content and download information correct at time of download .\u003Cbr>|  |  |\n\nDownloaded 04:18 18 March 2016 (PT)by United Arab Emirates University At   \nThe Effect of Product Placements on the Evaluation of Movies  \n1. Introduction  \n“Elliott places candy on the carpet, then walks backwards down the hallway towards his room. E.T. walks up the stairs and reaches out for the candy, which he then takes into his hand and eats.”(Mathison 1981). The candy in the preceding quote was Reese’s Pieces, and the scene remains etched as one of the most famous product placements in movies. Product placement isnot new; while more commonly recognized in television and film, examples of product placement go back as far as Jules Verne’s Around the World in Eight Days with protagonist Phileas Fogg using a Breguet brand watch (Sauer 2009) . In film, product placement appears as far back as 1896, with the Sunlight Soap brand appearing in a French Film (Newell et al. 2006) .  \nProduct placement, defined as the inclusion of a product, brand, or firm in entertainment programming for promotional purposes (d’Astous and Chartier 2000), occurs through both audio and visual means. In 2014, global product placement spending in film and television increased 13.6% to an estimated $10.6 billion (PQ Media 2015) . In the current age of technology, the rise in product placement spending is not surprising. Consumers' increasing use of digital video recorders (DVR)","cbCaiezEFE7dr4Au","https://ap.wps.com/l/cbCaiezEFE7dr4Au","pdf",530297,34,"English","# Introduction\n## Background and definitions\n## Research gap and objectives\n## Data and approach","[{\"question\":\"What is the document’s main research focus?\",\"answer\":\"It focuses on the effect of product placements on consumers’ evaluations of movie media programming, rather than only on brand recall and attitudes.\"},{\"question\":\"How is product placement defined in the text?\",\"answer\":\"Product placement is defined as the inclusion of a product, brand, or firm in entertainment programming for promotional purposes through both audio and visual means.\"},{\"question\":\"What data does the study use to test the relationship?\",\"answer\":\"The study compiles data on product placements in movies, covering 134 films released between 2000 and 2007 with 2,110 product placement occasions.\"}]","The Effect of Product Placements on the Evaluation of Movies - Article - Research focus | PDF",86]