engleski

IS PRODUCT PLACEMENT RESPONSIBLE ADVERTISING?

Product placement is considered influential marketing instrument and is used in order to complement other advertising and marketing tools. Best effectiveness of product placement is when it is used as part of integrated marketing approach. Studies predict growth of this form of advertising in the next few years and scholars consider it the future of television advertising. Although, the product placement is dominant in the film and on television, today is increasingly represented on the radio, in music videos, books, newspaper articles and video games. Scholars consider that the purpose of product and brand placement is above all to increase brand awareness, then building and strengthening the image and brand name. In this paper, the period of responsible advertising is introduced and approach from previous studies.

Product placement, Brand placement, Advertising, Media, Television advertising, Responsible advertising

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