James Bond, Dunder Mifflin, and the Future of Product Placement
Harvard Business Review
JUNE 23, 2016
Research by Eva A. In 2012 Staples Inc., The trouble is that the huge success of product placement is causing a dip in its credibility and effectiveness as a marketing channel. Audiences are increasingly skeptical. If these fictional brands possess brand equity, is it possible to turn that equity into revenue?
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