Product Placement Efficiency in Marketing Communication Strategy

Product placement is the conceived insertion of a brand within a movie, broadcast, computer, cable TV programs, blogs, video games, music video/DVD’s, magazine, books, musicals, internet and mobile phones and etc. Humankind are exposed to product placement in mainstream media, occasionally even without knowing it. While product placement is one of the fastest growing forms of marketing communication, there are questions both about the merits, demerits and effectiveness of the product placement. The purpose of this study is to critically discuss the role, merits and or demerits of products placement in marketing communication strategy by clearly outlining its definitions, objectives, strategies as well as its efficacy in value creation compared to other communication and promotion types. The effectiveness of product placement will be evaluated as a global marketing communication tool by examining a study conducted in US, and relevant regulations in UK.

[1]  Carrie La Ferle,et al.  Product Placement: How Brands Appear on Television , 2006 .

[2]  Michael Belch,et al.  A Managerial Investigation into the Product Placement Industry , 2005, Journal of Advertising Research.

[3]  Попов Антон Валерьевич.  Product Placement и Интернет , 2002 .

[4]  Kenneth R. Lord,et al.  Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall , 1998 .

[6]  D. Beatton.  Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics , 2006, Journal of Management & Organization.

[7]  James A. Karrh.  Brand Placement: A Review , 1998 .

[8]  A. Bandura.  Human agency in social cognitive theory. , 1989, The American psychologist.

[9]  J. Pokrywczynski.  PRODUCT PLACEMENT IN MOVIES : A PRELIMINARY TEST OF AN ARGUMENT FOR INVOLVEMENT , 2006 .

[10]  Pola B. Gupta,et al.  Consumers' Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences , 1997 .

[11]  James A. Karrh,et al.  Audience Response to Product Placements: An Integrative Framework and Future Research Agenda , 2006 .

[12]  I. Brennan,et al.  Brand Placement Recognition , 2004 .

[13]  David W. Pickton,et al.  Integrated Marketing Communications , 2005 .

[14]  Cristel Antonia Russell,et al.  Toward a Framework of Product Placement: Theoretical Propositions , 1998 .

[15]  Ronald J. Faber,et al.  Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention , 2007 .

[16]  James A. Karrh,et al.  Practitioners' evolving views on product placement effectiveness , 2003, Journal of Advertising Research.

[17]  Jerry Avorn.  Technology , 1929, Nature.

[18]  Fiona Joy Newton,et al.  The effect of product placement in computer games on brand attitude and recall , 2009 .

[19]  E. Cowley,et al.  When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence , 2008 .

[20]  Leonard N. Reid,et al.  Moviegoers' Experiences and Interpretations of Brands in Films Revisited , 1999 .