Abstract
Product placement has expanded as a promotional tactic, aided by technological innovations which present new openings for, and challenges to, branded messages via television. Product placements in television shows differ from placements in movies in terms of (1) federal regulations, (2) greater vehicle choices, and (3) ability to embed brands into TV shows that have proven to be successful. In light of these differences, an online survey was conducted with the purpose of examining at-titudinal differences, if any, between product placement in movies and in TV programs. The study found that although three-fourths of the sample were aware of product placements in both media, respondents appeared to have less exposure to brand placements in television shows than in movies. That may have led to a weak impact of television placements on respondents' brand attitudes.
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