Apple has been given the Lifetime achievement Award for product placement in Brandchannel’s 2004 Brandcameo Awards. “For almost 20 years Apple computers have been prominently featured in our films, if not our lives. Apple’s placement across genres, from serious dramas to children’s and tween films assures the brand a target audience of not just those who influence mom and dad’s purchasing habits, but mom and dad themselves. But the combination of Apple’s enduring presence in film and its market share raises some huge questions in terms of product placement’s effectiveness. With industry bodies currently attempting to put together an agreed-upon system to measure placement value, the disparity between Apple’s exposure and its sales seems to present an enormous challenge.”