“Product placement is “a whole new kind of advertising.”
Industry experts point to the Reese’s Pieces candy used in the 1980s movie “E.T.” as the most popular product placement story.
“Brands have always been a part of television and film,” said Jeff Greenfield, chief operating officer of C3 Metrics. In scripted shows, “you have to have real products on set in order for people to believe what they’re watching is real so they buy into it.”
Greenfield said that while product placement did enforce the brand message, no studies had been done to show that the practice was more effective than commercials.”