The effect of movie and television placements

Abstract

Brand integration has become an increasingly common marketing strategy employed by companies today. By incorporating branded content into various media formats, companies use placements as an advertising device intended to promote their products and services. However, although much of the extant literature has used behavioral methods to assess the effectiveness of brand promotions, there is only a modest body of academic work that has sought to quantify the impact of these placements on the financial performance of companies. This is especially true with regards to the travel and hospitality literature, despite the popularity of brands placements as a form of advertising across these industries. Using the event study methodology, this paper assesses the performance impacts resulting from travel and hospitality industry product placements in film and television.