This article reports the findings of a managerial investigation of key
players in the product placement industry, including placement agents,
clients, studios and production companies, and research organizations. The
evolution of the product placement industry in North America is reviewed,
perspectives on the role and objectives product placements serve in the
marketing mix are discussed, and current means of assessing product
placement efforts examined. The data provide insights on the
relationship-driven industry where power, trust, and commitment play an
important role. They also suggest recommendations for how participants
should plan, use, and evaluate their placement efforts.This research was supported by a grant from the Marketing
Science Institute.