ABSTRACT

The purpose of this study is to understand the growing usage of product placement or in-film placements by well known brands as a part of its Integrated Marketing Communication Strategy. The study is undertaken with special reference to the leading coffee chain Starbucks in Hollywood movies. A content analysis of 41 Hollywood movies between 1997 and 2017 was conducted and product placement of Starbucks within them was studied. The genre of the film and the execution style adopted for product placement were documented. This paper provides implications for marketing communication managers to understand the relation between the type of product, genre and the style of execution. The study is also of value for movie producers looking for sponsorships by leading brands in the form of product placements.