As an antidote to the DVR culture that is making television commercials an advertising medium of the past, brands are increasingly turning to product placement as a means of reaching their audiences, albeit in an indirect fashion. And while these engagements might now be an unavoidable aspect of our cluttered media lives, is it only a matter of time before we become adept at filtering out this latest version of noise? That's not to say that we'll likely develop immunity to all brand messages, but expose viewers long enough or too often, and presumably the relative effectiveness starts to wain. However, if we're not being sold to, does this relationship change?

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