The use of product placements has increased over the last three decades (Cholinski, 2012). Balasubramanian (1994) defines a product placements as “the paid visual and/or verbal inclusion of a brand in mass media programming, mostly without consumer awareness of its commercial intent”. Product placements are now included in a wide range of media such as films, TV shows, games, music and music videos. (Karisik, 2014). It has been suggested that the growth of product placements can be attributed to the success of Reese’s Pieces candy in the blockbuster film E.T: The Extra-Terrestrial. A 65% increase in sales were attributed to the placement of the Reese’s Pieces in the movie (Balasubramanian, Karrah & Patwardhan, 2006). Also, product placements
