There's even an industry that specializes in it. DeLorme, who did her dissertation at the University of Georgia on product placement, said the practice seems to work if done with subtlety. DeLorme has also found that viewers generally like seeing real products in movies. Gough said Coke has studied placement, largely via exit polling at movies. Coke is also in talks about a similar venture with another network, Gough said.
Most companies are content with more modest efforts.
UPS, for example, has been an active product-placer for the past two years. The company has two trucks in Southern California that are available for movies and television, said Ken Sternad, vice president of public relations. We'd much rather have them say they've got a package from London instead of from Macon. UPS has been happy with its exposure. Atlanta-based Home Depot often gets calls to use its stores as background scenery.