arketers, take heart. Nearly 70 per cent of monitored online conversations about product placement in movies, TV and games, were neutral or positive, says a study released by buzz-monitoring firm New Media Strategies (www.newmediastrategies.net).

The study monitored 862 discussions on 43 sites, especially those that focus on entertainment and gaming. Though 32 per cent of the conversations surrounding product placement were negative, the study also found that Web users were willing to accept brand messaging if it was included in an unobtrusive or clever way.... more