Placement Finds Female Favor

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As more marketers open up to product placement in films and on TV, young women are the consumers most receptive to those ad messages, according to a global online survey of 10,000 consumers to be released this week by WPP Group’s Mediaedge:cia.

In the study, which was conducted in September and included only 500 U.S. respondents, nearly 30 percent of men said they are persuaded to buy brands based on product placement, while more than 60 percent of women said they would be so inclined.

The study also revealed that while 62 percent of consumers ages 15-34 agreed “it makes sense” to see brands featured in films, only 44 percent of those over 55 agreed with that sentiment.



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