ABSTRACT
While product placement is not a new marketing concept, the tactic has gained in popularity as technological innovations in the past several years such as DVDs, in-home theater systems, and TiVo sets pose new opportunities for and threats to brand communications. TiVo will continue to replace the video cassette player/recorder (VCR) as the consumers' tool for recording missed television program segments, and for zapping television commercials. The growth in DVD rentals and sales at both brick-and-mortar stores and over the internet (e.g., via Amazon and Netflix), sales of digital TV sets, as well as the proliferation of payper-view channels also present openings for brand communications through television.
