Marketing Goes to the Movies

Aron M. Levin


By showing students movie clips that feature specific brands (a promotional strategy known as product placement), this classroom exercise has been an excellent vehicle for stimulating students’ interest in marketing. Students are asked to write down all of the brands that they notice in the movie clips. Although many of the students have already seen some of the movies, such as “Happy Gilmoreâ€, typically they were not previously aware of all of the brands featured in each film.

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