One common use of product placement is to help create excitement about the launch of a new product. Implicit celebrity endorsements and authenticity are key issues to consider when judging placement opportunities. High-quality product placements usually result from great collaboration among marketers, agents, producers, and writers.

Discuss the following: Why do you think video games have attracted so much interest recently as a venue for product placement? What makes this venue even more appealing for advertisers as games and game players move to the Internet? Provide one example of a celebrity playing a part in product placement for a TV show or movie and how it benefited the brand.