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Advisor(s)
Abstract(s)
Product placement, the intentional incorporation of a brand into editorial content, is a fast growing practice today. The media industry has embraced brand placement as an attractive source of income in a fiercely competitive market. Advertisers see the phenomenon as an interesting way of promoting their brands outside the conventional advertising blocks, which have become less effective because of advertising clutter, lack of interest on the part of the audience, and technological developments that give viewers more control over what they watch. The number of studies on product placement has kept pace with the growth of the phenomenon. Van Reijmersdal (2007) found that half of studies on product placement were published after 2000.
Description
Keywords
Product placement Sponsorship Brands
Pedagogical Context
Citation
Pereira, F.C., Veríssimo, J., & Neijens, P. (2008). Product placement and sponsorship. In F.C.Pereira, J.Verissimo, & P. Neijens (eds.), New trends in advertising research (Part 2, pp. 133-134). Lisboa: Sílabo.