Wiles, M et al ~ The Worth of Product Placement in Successful Films

18.12.2010Woitek Konzal0 Comments

Filed UnderPhD sources

Wiles, Michael A.
Danielova, Anna
2009
The Worth of Product Placement in Successful Films: An Event Study Analysis

44
Definition-product placement:
“Product placement (also sometimes referred to as “brand integration”) is the inclusion of branded products or identifiers through audio or visual means within mass-media programming (Balasubramanian 1994).”

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Woitek Konzal

Producer, Consultant, Lecturer & Researcher. I love working where technology meets media in novel ways. Once, I even won an Emmy for digital innovation doing that. Be it for a small but exciting campaign about underground electronic music collectives or for a monster project combining two movies, various 360° videos, 72 ARG-like mini puzzles, and a Unity game, all wrapped up in one cross-platform app – I have proven my ability to adapt to what is required. This passion for novel technologies has regularly allowed me to cross paths with tech startups – an industry and philosophy I am all set to engage with more. I intensely enjoy balancing out my practical work with academic research, teaching, and consulting. Also, I have a PhD in Creative Industries, a M.Sc. in Business Administration, and love to kitesurf.
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