Ползи, предимства и значение на продуктовото позициониране в киното
Benefits, Advantages and Importance of Product Placement in Movies

Author(s): Simona Ivanova
Subject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: product placement; movies; marketing communications; advertising
Summary/Abstract: This report is dedicated to introducing to its audience the concept of product placement which has been considered to be a relatively new and modern method of marketing communications in Bulgaria. The topic of this piece of paper is question of present interest and generates different and mixed emotions both for marketing and advertising experts along with film makers and ordinary viewers. The main objective of the author is to provide useful information about product placement as an non-traditional method for communication and building a relationship between the product (brand/company) and the customer. To achieve this goal, the author explains and clarifies the term “product placement”; analyzes its meaning and importance; describes the features, benefits and advantages of using it; supports the theory with relevant examples from the Bulgarian film industry. A conclusion has been drawn about the establishment of product placement as an effective way of reaching to current and potential clients.

• Details
• Contents