ABSTRACT
The use of brand placement in a movie or television program has been employed by advertisers for more than 50 years as a way of communicating their specific brands to an audience (Babin&Carder, 1996; Sargent et al., 2001).A recent content analysis of 112 hours of prime-time television during the spring of 1997 found that, on average, there were close to 30 brand appearances per hour of prime-time programming (Avery & Ferraro, 2000; Ferraro & Avery, 2000). Apparently, brand placement is perceived as an effective mechanism for reaching audiences.
