Abstract
In this study, the product placement technology is considered as a key marketing element of the modern market economic system. In the process of studying this phenomenon, the author comes to the conclusion that today product placement technology is a full-fledged, and often much more effective alternative to classical direct advertising. Nevertheless, at the moment in Russian marketing practice, this technology is often regarded by potential customers as a kind of secondary (compared again with direct advertising) a way of communicating with the target audience.
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