Naslov
IS PRODUCT PLACEMENT RESPONSIBLE ADVERTISING?

Autori
Klopotan, Igor ; Mulović, Ana ; Žitnik, Mirjana

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Skup
The 2016 ENTerprise Research InNOVAtion Conference ENTRENOVA '16

Mjesto i datum
Rovinj, Hrvatska, 08.09.2016. - 09.09.2016

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Recenziran

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

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA