The practice of product (or brand) placement has grown significantly
during the past 20 years; marketers now frequently use placements as
the basis for multimillion dollar integrated promotional campaigns. A
survey of the members of the Entertainment Resources and Marketing
Association, the leading placement-industry group, was conducted to
assess practitioners' beliefs. Items mirrored those used in a 1994
survey of the same group. Practitioners today believe an expanded set
of brand and executional factors are important for the placement to be
effective. Today's practitioners are also more likely to believe
that placement leads to trade-offs between financial and creative
considerations in film production.