“Vodka Martini, shaken, not stirred”, this is probably the most known product placement around now, but have you ever wondered if this alternative way of advertising gets his things done?
Maybe you didn’t but a large group of marketing managers did and so did professor of marketing Michael A. Wiles.
He and his team launched a study of 126 product placements in successful films in 2002. They compared the related firm’s stock price movement after the movie came out and the expected stock price movement. The results revealed that these firms made an average return of almost 1% specifically related to there product placement.
Furthermore this study offers insight on how execution factors can affect placement worth. The film’s audience size, audio or only visual placement and the status of the product itself known a noticeable positive influence on the placement worth. On the other hand the results show a more negatively influence when the film is to violent or critically acclaimed and when more products get a role in the same film.
Owing to this study a certain amount of the uncertainty always linked with investments in this alternative way of advertising belongs is gone with the wind.
Toon Boermans
www.marketingpower.com
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