Abstract
Product placement is defined as marketing integration of a product or a brand into a film or televised series in order to avoid conventional advertising. In this paper, there are different categories of products which are promoted by means of product placement. The main objective of product placement is to connect brands with the appropriate entertainment partners to maximize exposure and brand relevance. Product placement can occur in audio-visual works in several different forms. And finally, the last question in this paper is about describing product categories promotion by Product placement. According to the primary survey, the several groups of product categories (automotive industry and mobile phones and computers) are mostly promoted by product placement.
Highlights
Marketing communication represents all relevant communication with the market
The results of the study by Chen and Leu (2011), show that scepticism toward advertising had a negative effect on brand attitude and purchase intention
Scepticism toward advertising did not have a significant effect on brand attitude and purchasing intention when the interaction effect of scepticism toward advertising and product involvement were considered
Summary
Marketing communication represents all relevant communication with the market. According to Vysekalová and Mikeš (2010), “traditional” forms of communication such as advertising, sales promotion, public relations, direct marketing and sponsoring can all be classed as marketing communications”. In the research study by Williams et al (2011), it is mentioned that it should be pointed out that while social critics and consumer interest groups may lean toward government intervention of product placements, audience is generally accepting product placement. They do not find them to be unethical or unacceptable as the previous two groups and feel that they enhance the aesthetic realism of the content. Based on an analysis of the data collected, the study shows the current situation, the level of knowledge and the opinion of marketing specialists on the types and forms of embedded marketing
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Eastern Europe Research in Business & Economics
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
