ttousethetechniquebecauseofthepotentiallyverylargeaudienceforalowcost(Parrish,).Moreoverthesamemoviecannowbeseenintheatres,onDVD,cable/satelliteTV,syndicationandreruns.Besides,buildingafakecarwouldbetoocostlyforaproductionandsomehowcouldappeartooobvioustotheaudience(Moseretal.,)...ModalitiesandeffectivenessofaproductplacementResearchintoproductplacementusuallyfocusesoneffectivenessorspectators'acceptanceofthishybridtechnique.Nevertheless,mostresearchinthisfieldexplainsandgaugeseffectivenessbythewaytheplacementismade,meaningthatmostoftheresultsshowhowthecharacteristicsofthebrandplacementaffectitseffectiveness(effectsfromtheplacement).Balasubramanianetal.()identifyseveralmeasuresofeffectiveness:brandtypicality/incidence,placementrecognition,brandsalience,placementrecall,brandportrayalrating,identificationwit告。
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