Product Placement – History, Ethic and Legal Implications Cover Image

Plasamentul de produs - istoric, implicaţii etice şi legale
Product Placement – History, Ethic and Legal Implications

Author(s): Maria Luiza Souca
Subject(s): Economy
Published by: Alma Mater & Universitatea »Babes Bolyai« Cluj - Facultatea de St. Economice si Gestiunea Afacerilor
Keywords: product placement; history; advertising; cinema; celebrity; movies; ethic; legal; dispute

Summary/Abstract: Product placement has existed ever since the beginning of the cinema. However, it came into the attention of the marketing specialists only in the last decades as an alternative, yet an effi cient way of promoting compared to the classical marketing strategies. Applicable to all kinds of products, but especially recommended for those for which traditional advertising is limited or even forbidden, product placement implies deep ethical and legal issues. The present paper is focused on the main ethical and legal issues that the marketing specialist must take into consideration whenever he/she chooses advertising through product placement, without forgetting about the numerous advantages this method was proven to have throughout its history

  • Issue Year: 2009
  • Issue No: 01
  • Page Range: 75-87
  • Page Count: 13
  • Language: Romanian