Measuring the effectiveness of Branded Entertainment...

There has been an explosion of interest in entertainment marketing in the past several years, with product placement and "brand integration" particularly in the limelight since their success on "Survivor" and "American Idol." But without a standard method of measuring results, many marketers have remained gun-shy or skeptical about putting more dollars behind this type of marketing. Now several companies have entered or are poised to enter the business of quantifying product placement.

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