Established in 1936, Journal of Marketing has been the recognized leader in its field for more than seven decades. JM is positioned as the premier, broad-based, scholarly journal of the marketing discipline that focuses on substantive issues in marketing and marketing management.
Print ISSN: 0022-2429; Online ISSN: 1547-7185 Frequency: Bimonthly; Current Volume: 73
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INSIDE THE JULY ISSUE:
“The Worth of Product Placement in Successful Films: An Event Study Analysis”
Michael A. Wiles & Anna Danielova
In this article, the authors examine the economic worth of 126 product placements in successful films in 2002, using an event study analysis. To be included in the sample, the film had to earn at least $20 million dollars during its opening weekend. Thirty-one films released in 2002 had opening weekend grosses above this amount, and of these films, 24 contained placements for products in which the product’s name was visibly legible on screen or audibly mentioned in the film. The results from the event study reveals an average abnormal return of .89% for these firms during the film’s opening. This indicates that product placement in a successful film is associated with positive movements in firm stock prices. These results provide the first empirical evidence for managers regarding the value of product placement in successful films.
View July 2009 Table of Contents
ANNOUNCEMENTS
Plan Now for AMA’s Summer Marketing Educators’ Conference
Now is the time to plan for AMA’s Summer Educators’ Conference, which will be held August 7–10, 2009, at the Chicago Marriott Downtown. Please join your colleagues at the Meet the Editors session, which will be held on Saturday, August 8, from 3:30 to 5:00 p.m.
Click here for further information on the conference.
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Emerald Management Reviews Citation of Excellence
"Private-label Use and Store Loyalty" by Kusum L. Ailawadi, Koen Pauwels, & Jan-Benedict E.M. Steenkamp, published in Journal of Marketing, Volume 72, Number 6, has been selected as one of the 50 best articles published in 2008 in management and has therefore won an Emerald Management Reviews Citation of Excellence. The full text of the article is available here.
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2008 JM Awards
Ellen Garbarino and Mark S. Johnson are the recipients of the 2008 Sheth Foundation/Journal of Marketing Award for their article “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships,” which appeared in the April 1999 issue.
Robert Palmatier has been selected as the recipient of the 2008 Harold H. Maynard Award for his article “Interfirm Relational Drivers of Customer Value” which appeared in the July 2008 issue.
Joseph Johnson and Gerard J. Tellis have been selected as the recipients of the 2008 MSI/H. Paul Root Award for their article "Drivers of Success for Market Entry into India and China,” which appeared in the May 2008 issue.
View the full announcement, including the other finalists.
"Breaking Through Fast-Forwarding: Brand Information and Visual Attention" S. Adam Brasel & James Gips
Are traditional television advertisements less effective when we see them in fast forward? Authors Brasel and Gips’ research explores how viewers perceive fast-forwarded advertisements in the age of digital video recorders. A series of studies indicate that heavy branding is still effective even when a 30-second spot is condensed into less than 1.5 seconds. Their fascinating study has garnered quite a bit of attention. Check out this piece called "Watch the Watchers" from The Economist.
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"Does Academic Research Help or Hurt MBA Programs?" Debanjan Mitra & Peter Golder.
Outstanding research can bolster the credentials of a physics or biology program but can published research have a similar impact on MBA programs? Mitra and Golder’s article concludes that there is in fact a “significant short-term effect” when it comes to the impact academic research can have on the perception of a particular MBA program. CNN.com’s Peter Walker covers Mitra and Golder’s findings in his article “Research Brings Rewards,”
NEW ON MARKETING POWER
MarketingPower now allows you to rate what you’ve read. Log into the site (top right corner) to rate articles using our gold star method. Even better, we invite you to share your wisest remarks with your fellow JM readers in the comments section. This functionality is available on any recent Executive Summary and Biography page. To give it a try, read "Product Innovations, Advertising, and Stock Returns," from the January 2009 issue and post your thoughts.
PLEASE NOTE: This functionality is only available to AMA members.