Aet Tu, Brutus?@: a Case For Consumer Skepticism and Backlash Against Product Placements

Namita Bhatnagar, University of Manitoba
Lerzan Aksoy, Koc University, Turkey
EXTENDED ABSTRACT - Marketers find themselves faced with the challenging task of creatively capturing and maintaining consumer attention. Two trends contribute to the search for unconventional methods for message delivery: (1) the gradual adaptation of consumers to existing modes of marketing communications; and (2) the increasing abundance of marketing messages that compete for limited consumer attention. Placing brands within media content (e.g., movies, T.V. programs, music) is one such method. This practice is termed as 'product placement’--while brand sponsors pay for embedded commercial messages, this sponsorship frequently remains hidden (Balasubramanian 1994; Solomon and Englis 1996).
[ to cite ]:
Namita Bhatnagar and Lerzan Aksoy (2004) ,"Aet Tu, Brutus?@: a Case For Consumer Skepticism and Backlash Against Product Placements", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 77-77.