Abstract
Traditional advertising is now ineffective effective in reaching the consumer, who has the choice between a great deal of channels, and is exposed to the newest technologies like digital video recording devices such as TiVo, or watching and streaming movies on the internet. The viewer today is able to eliminate almost any commercial. Branded Entertainment, and more specifically product placement in movies, seems to be the answer for marketers and advertisers who are looking for new ways to promote brands and products elsewhere then on television commercials today. When a product appears in a movie, it has to be integrated the best possible way into the scenario: it must be visible, if possible in the center of the screen, have a positive use, and integrate into the story logically. Realism is the key effect needed to realize an effective placement. Advertisers must be careful of over-exposure of brands in one movie as it can give the impression of watching a long commercial. If this happens, then product placement has failed, and people remember such a failure. This can have long term consequences on brand image.
