I believe that product placement in movies and in television shows is an effective way of advertising. If someone watches a movie and sees the character/actor with the product, it's similar to testimonial advertising. If the product isn't directly being used by the character, the product is still seen and may be associated with the movie or show.
I think it is especially effective for teenagers because teenagers usually have more free time and therefore are able to go to the movies or watch television more often than adults. Teenagers are also easier to influence because they are still trying to define themselves, so they will be influenced more by their favorite television or movie character and the products that are associated with them.
I also believe that other forms of advertising may be more effective because if the product is placed in the background of a scene, the product might not even receive any attention. So while product placement in movies and television shows may be effective, other advertising opportunities may be better, depending on the use of the product in the movie or show.
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