The case for product placement

Ekaterina V. Karniouchina, Can Uslay, Grigori Erenburg

Research output: Contribution to journalArticlepeer-review

7 Scopus citations


The authors expand on the managerial implications of research that examines the economic value of product placements in movies over four decades. In an event study, they find a positive but inverted U-shape relationship between cumulative abnormal stock market returns and year of movie release and a similar pattern for tie-in advertising campaigns. Using contemporary and quintessential examples for illustration, they make recommendations to boost placement efficacy and conclude that it is important to recognize the enduring effectiveness of the many forms of product placement (e.g., alternative, reverse, category, destination) across multiple platforms in a changing marketing landscape.

Original languageEnglish (US)
Pages (from-to)77-83
Number of pages7
JournalRutgers Business Review
Issue number1
StatePublished - Sep 1 2016

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Strategy and Management


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