Research Firms Tackle Ways To Measure Placement

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This winter, the valets on hot show Las Vegas will be parking Toyotas. During the summer, in an orgy of marketing partnering, Larry Joe Campbell, star of ABC’S According to Jim and Ballpark Franks spokesperson “Frank” in spots by Omnicom Group’s TBWA\Chiat\Day, did an eight-minute skit on Jimmy Kimmel Live! as part of a product-integration deal cut by Publicis Groupe’s Starcom Entertainment.

But to what effect?

Ratings don’t determine the success—or lack of it—of product integration, where “it’s more about the impact than the eyeballs,” said Fran Kennesh, senior partner, director of strategic planning at WPP Group’s Mediaedge:cia, who authored...

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