The present invention is directed to a method for producing a copolymer and a copolymer product of the method. The copolymer is prepared by a controlled radical polymerization process, typically an atom transfer radical polymerization process, in which polymerizable alkene monomers are polymerized in the presence of a halogenated polyolefin macroinitiator. The copolymer product of this process is useful in a film-forming composition that adheres strongly to polyolefinic substrates and to which non-polyolefinic film-forming compositions strongly adhere. The copolymer can be applied to a substrate in an adhesion-promoting layer or can be incorporated into a film-forming composition, such as a primer, that contains additional resinous compounds.