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Product placement in motion pictures is a practice that has grown tremendously in recent years. However, as with many alternative mediums, there is very little empirical research regarding the effectiveness of this practice. An experimental study was con- ducted to assess the communications effects of product placement among audience members viewing an entire movie, not just film clips. Results indicate that over 25% of the 39 brands placed within a movie were significantly more salient among a treatment group than among a control group, but there were no significant differences between the two groups with regard to attitudes lowards 15 brands studied.
Laurie A. Babin (Thu,) studied this question.