Product Placement: Developing Concepts, Constructs and Measures

Jane Scott, University of New South Wales, Sydney Australia
Margaret Craig-Lees, Auckland University of Technology, Auckland New Zealand

Product Placement: Developing Concepts, Constructs and Measures

 

Jane Scott,

University of New South Wales, Sydney Australia.

Margaret Craig-Lees

Auckland University of Technology, Auckland New Zealand.

 

 

Product placement practice has grown in scope and volume, and expenditure now exceeds one billion dollars per annum. Publicity and public concern is also increasing.  Placement research however has not kept place with these trends. Effects-based research is minimal and findings across studies diverge.  Most researchers have adopted traditional advertising effect measures, however placement is qualitatively different to interruptive advertising. Whilst theoretical discussion is ensuing, it remains minimal. Before viable research can emerge, sound concepts and constructs must be developed.  This paper presents a discussion and resolution of conceptual issues.
[ to cite ]:
Jane Scott and Margaret Craig-Lees (2006) ,"Product Placement: Developing Concepts, Constructs and Measures", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 274-274.