Product Placement as an Efficient Advertising Method Cover Image

Plasamentul de produs ca metodă eficientă de promovare
Product Placement as an Efficient Advertising Method

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; endorsement; marketing; movies; cinema; advertising; films; celebrity

Summary/Abstract: More than just simple advertising, product placement is a multimillion dollar business connecting the media industry with companies from any domain in an eff ort to bring credible messages to the consumers and change their buying behavior, through the practice of placing real commercial products or services in movies, plays, television series, cartoons, music videos, videogames and books. Product placement occurs with the inclusion of a brand’s logo, or a favorable mention or appearance of a product in a scene or shot, which is done without disclosure and with the premise that it’s a natural part of the work. This article focuses on the defi ning elements of what product placement is and how it can be used effi ciently do bring added value to a company’s marketing strategy

  • Issue Year: 2009
  • Issue No: 02
  • Page Range: 84-102
  • Page Count: 19
  • Language: Romanian