Factors affecting product placement in animated films: Practitioner research for unpaid product placement issues

This research offers a new perspective on the potential of product placement in motion pictures as an alternative advertising vehicle. Most of product placements so far are the result of barter arrangements with brand-name... [ view full abstract ]

This research offers a new perspective on the potential of product placement in motion pictures as an alternative advertising vehicle. Most of product placements so far are the result of barter arrangements with brand-name product offers. However there are many product placements in animated films even though those are completely absence of such barter arrangements. Assuming that product placement in the animation industry is already established as a paid-for advertising medium, we investigate the processes and the drivers of product placements in the animation industry. Qualitative in-depth interview is conducted. The contribution of this research is twofold. Firstly, this research identified three process models of product placements: unplanned product placements, cooperative product placements and Opportunistic product placements. Secondly, we propose a key point to develop product placement as a paid-for advertising medium.