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Traditionally, television networks demanded that brand names for these items be hidden or “greeked” when the items were used in the show. For example, in the show Melrose Place, a Nokia phone was altered to read “Nokio” (wikipedia). One of the first and most notable forms of actual product placement, in which a real commercial product, with its brand name displayed, was used in fictional media, was the placement of Reese’s Pieces candy in Steven Spielberg’s E...

After the candy appeared prominently in the film, sales of Reese’s Pieces increased by 65% and media industry executives realized the financial promise of product placement and began to utilize it in television programming. A 2004 USA Today article identified that in 2003, advertisers paid more than $300 million to producers and the big broadcast networks (ABC, CBS, NBC, Fox, WB, and UPN) to have products placed in shows (chalktv...

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