Product placement, also known as brand integration or embedded advertising, is a marketing strategy in which a brand's products or services are featured prominently in a piece of media, such as a film, television show, or video game. This can take the form of a character using a particular brand of phone, for example, or a bottle of a certain brand of soda appearing in the background of a scene. The goal of product placement is to associate the brand with the content in the minds of the audience, in the hope that this will lead to increased brand awareness and sales.
There are several reasons why companies might choose to use product placement as a marketing tool. One of the main benefits is that it can be an effective way to reach a targeted audience. By placing products in popular media, companies can ensure that their products are seen by a large number of people, many of whom may be interested in the products being advertised. In addition, product placement can be a more subtle form of advertising, as it is often integrated into the content in a way that feels natural and unobtrusive. This can make it more appealing to audiences, who may be turned off by more traditional forms of advertising.
However, product placement is not without its drawbacks. One of the main criticisms of this marketing strategy is that it can be perceived as manipulative, as it is designed to influence the audience's purchasing decisions without them necessarily being aware of it. Some people argue that product placement can be a form of subliminal advertising, which can be unethical and deceptive. Additionally, product placement can be expensive, as companies often have to pay for the privilege of having their products featured in popular media. This can make it difficult for small businesses or startups to afford to use this marketing strategy.
Despite these concerns, product placement is a widely used marketing tactic, and it shows no signs of slowing down. As long as companies continue to see value in using this strategy to reach their target audience, it is likely that product placement will remain a popular marketing tool.
Product Placement Ph.D. Thesis Samples
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(PDF) Master Thesis: Consumer Perceptions of Product placement
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