Product placement ​as a marketing tool – Brandminds 2018

Product placement ​as a marketing tool

Product placement and its meaning have changed during the years, along with its evolution on the market and the growing of new techniques and technologies.

One of the initial definitions comes from Balasubramanian (1994) who defines product placement as a paid message about the product communicated via intended but inconspicuous input of a branded product into a movie (or a TV program). "Consequently, through product placement the viewers’ belief
in a product or their consumer behaviour can be influenced in a positive way. (Hudson and Hudson...






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