Marketing Musicology
The marriage of commerce and culture

Academic Articles

September 15, 2011

They’re Playing My Brand: Product Placement in Popular Music

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Product placement, or branded entertainment, in popular music has often been used but understudied. Whether you believe that advertising reflects or dictates society, the proliferation of brand names in songs is undeniable. But is it attention getting?  Is it recalled like the song or a jingle you can’t get out of your head? More important to advertisers is product placement in popular music something that should be considered as part of a nontraditional Integrated Marketing Communications (IMC) strategy to supplement or even replace commercials? This study for the first time compared the unaided recall effectiveness of a familiar brand in a popular song and in a 60-second radio commercial. The results showed that the recall of a familiar brand in a song was not as effective as the recall from a radio commercial. However, the recall for the brand in the treatment for the combination of a brand in an ad and the brand in a song, while not significant, was greater than the recall for the brand in just the 60-second commercial. This study suggests that brand placement in popular music should be considered to supplement a commercial campaign as part of an Integrated Marketing Communication strategy and provides the foundation for future research on this popular yet understudied alternative.




Soundtracks: The songs that defined history

Thursdays at 10 p.m. ET/PT This eight-part CNN Original Series explores the music tied to iconic moments in history, from the March on Washington to the riots at Stonewall, to the moon landing to Hurricane Katrina. More details

No music at Knicks games? Why go?

Popular music and sports have enjoyed a long career together. Why call time out now? Read more

David Allan featured on iHeartMedia Radio Stations

What are the songs that make up the songtrack of your life? The tunes you associate with high school, college, that special song that reminds you of the first time you met your true love. Breakup songs. Loraine Ballard Morrill...

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Dave Allan presents at the University of Stirling in Scotland

The soundtrack of yesterday has become the playlist of today, and playlists are ubiquitous. Everyone seems to have a playlist even the Pope (in Spanish and Italian) and the President of the United States (Appendix 1). We see at...

Dave Allan presents Prince and the Revelation: Popular Music and Religion

Area:  Religion and Popular Culture Presenter:  David Allan (Saint Joseph’s University) Conference:  27th Annual Conference Like David Bowie before him, in death we learned more about Prince’s religious beliefs from ...

Hit Play

Hit Play – Soundtracks and Playlists In Everyday Life

Available Now! Purchase Hit Play – Soundtracks and Playlists In Everyday Life By David Allan Ph.D.


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