Prop Placement is the free supply of products to the production companies and/or studios. The brand supplying the products cover the cost of the product supply and delivery to the production sets or prop houses. These products are supplied for a specific purpose (i.e. to gain on-screen exposure) and often on the agreement that they are to be used for a specific scene or within a specific character. There is no legal obligation from the production to use the products on screen or include them in the final cut. Brands who undertake an active approach to placement will often use a Placement Agency to ensure that the supply of products converts to on-screen exposure efficiently and effectively. Prop Placement is generally considered a cost-effective, long term, strategic method of gaining exposure on-screen.